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Lucy in Disguise


With 30 years of business, Lucy in Disguise has established itself as a cultural instituion in Austin, TX as its premier costume shop. The website needs e-commerce capabilities to compete in the market and to be able to access the store's inventory.

Project Details

1 person team

Roles and responsibilities

Main UX/UI designer in charge of implementing ecommerce capabilities while establishing a better, more precise site organization for their products




The current website lacks any navigation, structure, e-commerce capability and is losing business to

the big chain costume stores.

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This website will be made to appear like a standard e-commerce website in order to contend with national big chain costume/party stores!



​I kept the overall branding and made sure to make it competitive against the mainstream national costume shops. 

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Daniela (Skymoon) Freewaters

Retired HR Manager. Widowed for 3 years/has 2 adult children. Volunteers at theater group

The first pain point is her ankle, she sprained it while rain dancing. The second is that she loves to visit the store but cannot due to her injury. She cannot navigate the current website or order online. She supports the local Austin community but she will have to shop online with the big chain stores if they can’t accommodate her.


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Sketches for a 5 step shopping cart process.


Mobile idea


Sketch of the home page with all of the new features incorporated like contact information, popular products and other features that come standard with ecommerce business sites.

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Structured Site Map based on inventory


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I conducted usability tests with three usability testers and this is what they had to say when they reviewed the new site and the mobile experiences:


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I wish there was a button or icon for the phone number. I like to call within the app, not dial it separately.

-Nancy Reyes

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Navigation was fairly simple and intuitive, however, filters would be nice so I can arrange by different parameters.

-Mary Thornton

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I would have liked to see the actual reviews before I placed the order.

-José de Jesús


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Wire-framed ecommerce website with mobile options is ready for high fidelity mockups!

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Full page layout of a detailed product description
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3 pages of the shopping cart with 5 step check out system. "With Diamonds Rewards Club" Members can log in and skip a few steps for faster checkout!
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3 mobile experience versions of the checkout process plus a detailed product page.
For the future
After the redesign of this website, my main goal was to make it compete and be a contender in the online retail costume industry. with that being accomplished, I would:
  • Make it stand out amongst the online big chain stores by making the Austin community aware of this with updated and matching social media presence.
  • Youtube channel with constant new content to help promote and bring awareness to the local scene.
  • I would have Lucy in Disguise give back to the community by hosting events and even having charity events as well. Hopefully, with the profitable revenue stream from their online sales, they can spread the wealth and help make Austin weird and happy.

Previous Project:

Presently App

Pointer App

Next Project:

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