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Jane & Tash

App Concept

UI UX Design Lead


Jane & Tash Bespoke was founded in 2015 creating Bespoke parkas for women.

Starting small, selling to private clients at home pop up parties we were soon selling Exclusive collections of Parkas & Gilets in Harrods & around the globe. 

Their brand mission is to create Affordable Everday Luxury for women of all ages.

Jane and Tash being a relatively new brand and therefore do not have a mobile App. Whilst their target audience ranges between the ages of 18 and 50, they seek to invest more in influencer marketing. this type of marketing will mostly reach 18 - 30 year old who are more digitally savvy and look for quick and efficient ways to make purchases. 


  • To produce a high quality UI design

  • Create a product that is navigate and is accessible

According to Mckinsy & Company the customer decision journey whilst interacting with an e-commerce site is split into four phases: 




Post Purchase

During these four phases, the priority is to avoid friction and frustration for the user. I considered these four phases whilst building a User Flow.

User Flow

User Persona

From a meeting with the founders of Jane and Tash, I was made aware that Jane and Tash customer can be any age. However, they hope to engage those very customers through the use of influencer marketing. Therefore, they hope to reach a customer that spends a lot of time on social media and therefore on her phone.


Based on this, I have created a user persona based on Jane & Tash's target demographic. 

UI Designs

During my UI phase I employed some of Jakob Nielson's Usability Heuristics for UI Design: 

Match Between System and the real world - I have used icons that resemble the real world such as the cart and search icon. I have used iconography and language frequently on e-commerce sites/apps. This makes it easy for the user to navigate the app.


 User Control and Freedom - Implementation of the arrow on the corner of the screen allows the user to go back a step in their journey. Additionally, the user has the option to edit, delete and change the quantity of the items in their cart.   

Consistency and Standards - By following the UI model of similar e-commerce apps, I aim to create consistency so the user feels as though they have used this app before, even if it is their first time. 

Aesthetic and Minimalistic Design - Keeping the UI minimal makes it easier for the user to focus on the more important elements on the screen. 


This project was a personal project, so I really enjoyed the process. It also fulfilled my desire to design for e-commerce as I have extensive experience in the fashion e-commerce industry. Ultimately I believe that the majority of e-commerce sales will be made into through the user's phones, therefore an app will bemore effective than having to navigate through a mobile browser.


However, a lot of smaller brands will face limitations such as funding for an app. A possible solution for this could be accelerators which are linked to Nielson's rule of Flexibility and Effieciency of Use. This could be a link to a shoppable Instagram feed that accelerates the user from an Instagram post to their cart or an instant checkout option. 

Thank you for reading!

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