Before purchasing a product she:
Compares multiple marketplaces
Reads reviews
Searches for coupon codes
Checks seller credibility
Watches recommendation videos
Emily Carter-
27 Years Old
Marketing Professional
Mobile-First Shopper
Zifup is a shopping-first browser designed to simplify the modern online shopping journey. As shoppers increasingly switch between marketplaces, reviews, social media, and coupon sites before making a purchase, traditional browsers offer little support beyond navigation.
Zifup bridges this gap by helping users discover products, compare prices, find savings, and make more confident purchasing decisions—all within a single browsing experience. What began as a coupon-focused concept evolved into a new category of browser built specifically for shopping.
Overview
Role: Senior UX/UI Designer & UI Lead
Duration: 12 Months
Platform: Android & iOS
Team: Started as Solo Designer → Expanded to Design Team
Status: Phase 1 Live
The project began with a simple goal:
"How can we help users save more money while shopping online?"
Initially focused on coupons and discounts, early research revealed a bigger challenge. Users weren't struggling to find deals—they were struggling to make confident purchasing decisions.
The Opportunity
The Opportunity
The modern shopping journey looked something like this:
What should have been a quick
purchase often turned into a
maze of tabs, reviews, comparisons, and second guesses.
Users weren't struggling to complete transactions—they were struggling to reach a decision.
Buying was easy.
Feeling confident enough to buy was the real challenge.
Understanding the Problem
Understanding the Problem
This led to a critical strategic insight:
The primary challenge in online shopping is not finding the lowest price.
It is building enough confidence to make a purchase decision.
My Role
As Senior UX/UI Designer and UI Lead, I was involved from the earliest stages of product definition through Phase 1 launch.
Research
To understand how people
shop
User Interviews
Shopping Behaviour Studies
Browser Behaviour Analysis
Journey Mapping
Competitive Audits
Product Benchmarking
Age Group: 22–40
Geography: India
Mixed Gender
Mobile-first users
Participants
Key Findings
Shopper Archetypes
Shopper Archetypes
Persona
Her goals:
Save money
Make confident purchases
Avoid fake sellers
Compare products quickly
Her frustrations:
Too many tabs
Coupon hunting
Information overload
Decision fatigue
One of the most critical challenges was defining the product category itself.
Zifup needed to seamlessly combine the capabilities of a browser, a marketplace assistant, and a shopping companion within a single experience.
While traditional browsers enable navigation and marketplaces facilitate transactions, Zifup was designed to support decision-making throughout the shopping journey.
This led to its core positioning:
Defining a New Product
Defining a New Product
Let's get to the
fun part
Homepage Evolution
Homepage Evolution
By strategically combining the capabilities of a browser, a marketplace, and a shopping assistant into a single experience, I established the foundation for Zifup’s product ecosystem and defined the core direction for the platform’s future growth.
Information Architecture
Design System
As UI Lead of the project,
I created the design system used across the product. Included:
Design Tokens
Typography System
Elevation System
Reusable Components
Marketplace Icon Library
The system was built to scale with future product growth
Deliverables included:
200+ Marketplace Icons
Shared Component Library
Cross-platform Design Foundations
Product comparison
Auto apply coupons
Voucher Hub
Universal cart
Features
Launched
back
<-
button
✨ Hey there!
Every great experience deserves the right canvas.
This page is currently enjoying a little makeover for your screen size while I carefully adapt it to ensure every detail, interaction, and bit of storytelling shines exactly as intended.
While I sprinkle a little responsive-design magic behind the scenes, feel free to explore the rest of my portfolio. If you're curious to experience this page in its full glory, the desktop version has all the bells, whistles, and creative details waiting for you.
Thanks for stopping by! 🌼
✨ Hey there!
Every great experience deserves the right canvas.
This page is currently enjoying a little makeover for your screen size while I carefully adapt it to ensure every detail, interaction, and bit of storytelling shines exactly as intended.
While I sprinkle a little responsive-design magic behind the scenes, feel free to explore the rest of my portfolio. If you're curious to experience this page in its full glory, the desktop version has all the bells, whistles, and creative details waiting for you.
Thanks for stopping by! 🌼
