Anthrogeographie Micro-Website

One week into my UX journey, I was tasked to create an interactive prototype of an e-commerce website for a retailer in Ponce City Market. I decided to tackle one of the most well-known women's boutiques, Anthropologie.

I realized that I need to find a way to limit my scope after reviewing their website since redesigning the whole site within 2 weeks would be impossible. Then, I stumbled across Anthropologie’s microsites for their wedding and outdoor decoration brands, and thought to myself...

“What if I create a separate e-commerce site for users to thrift and sell Anthropologie items!?”

Scope : E-Commerce website to buy and sell second-hand Anthropologie items
Deliverable : Mid-fidelity Interactive Prototype
My Role : Solo UX Designer
Time frame : 2 weeks
Tool : Adobe XD


User Interviews
Affinity Map
User Persona
C&C Analysis
SWOT Analysis
Open Card Sort
Site Map
User Flows
Lo-Fi Sketches
Mid-Fi Wireframes
Mid-Fi Prototype
Usability Testing


To ensure I built a solid foundation for my design, I started my process by understanding the user’s behavior and motivations. My problem and solution statements were established after my research.


Users who want to support sustainable fashion need a way to easily shop for second-hand items from the brands that they love.


By creating a separate easy-to-navigate medium for users to sell and buy second-hand Anthropologie pieces would allow users to be both environmentally conscious and fashionable.

Understanding the User

I conducted in-person interviews with 5 participants. With Anthropologie’s target audience in mind, the participants were all female with ages ranging from 20s to 30s. My goal was to understand the user’s experience when online, offline, and thrift shopping as well as if/how sustainability plays a role in the user’s shopping habits.

Putting it all together

Once the interviews were completed, I gathered the data and used affinity mapping to identify common trends. Then, I created a user persona to convey these insights.

Understanding Others: Comparative Analysis

I wanted to gather an in-depth understanding of how other e-commerce sites are designed and  performed an extensive comparative analysis on Anthropologie and two online thrift shops, Thredup and Poshmark.

First, I looked at the sites at a high overview level to gain a general idea. Then, I evaluated the specifics:

  • Home Page
  • Product Listing
  • Product Page
  • Checkout Process

Understanding the Business: SWOT Analysis

My next step was to conduct a SWOT analysis to understand Anthropologie’s business needs. I determined that quality and loyalty is a major strength for the company, but they don’t have a large online presence.

With that in mind, I believe Anthrogeographie would be a great opportunity for Anthropologie to increase their online presence in a nontraditional way.


Open Card Sort

I asked 3 participants to perform open card sorting on 100 miscellaneous fashion items to understand the user’s expectations and how they would categorize a particular clothing item.

Key Observations

  • Users did not deviate from the conventional organization of clothing items
  • Users organized clothing based on weather (e.g. length/material of clothing)

I thought card sorting would give me all the answers…

Card sorting helped me to define the mega menu, but it didn't create categories that were specific enough to address the user’s need to easily find desired items without spending hours browsing.

* break time *

New Discovery!

Depop is a peer-to-peer social shopping app with Instagram-like structure. Users can browse through their feed to discover new items from sellers that they liked/followed.

Similar Depop, I decided to incorporate alternative ways for users to discover new items based on the sellers rather than the items themselves.


Relying on my research and analysis, I prioritize the features to include in my design.

Key Features Defined

Explore Feed - Live feed of new uploads from sellers that users are following.
Seller’s Closet - Users can shop for items from the seller in one place.
Mega Menu - Both in the main navigation and in the individual seller’s page.
Suggestions - Suggest items or sellers that users may also be interested in.
Rating & Reviews - Users can view seller’s rating and reviews in the product page.

User Flows

With a deeper understanding of the site structure and key features, I began laying out the site map and user flows.


Lo-Fi Sketches

Back to the oldie but goodie pen to paper, I sketched a set of lo-fi wireframes to play with different ideas.

Mid-Fi Wireframes

I iterated on my sketches based on the feedback from my peers and create a mid-fi wireframe in Adobe XD. Then, I started prototyping using the user flows as a guide.


Usability Testing

I performed my usability test on 4 participants (2 males and 2 females) in their mid-twenties. They were tasked to:

1. Sign in
2. Browse through new uploads from sellers that you follow.
4. While browsing, you found a dress that you like and want to purchase the dress.
5. Then, buy a short-sleeve top from the same seller that you brought the dress from.
6. Checkout

Test findings

I was pleasantly surprised that users were able to easily navigate through the process and performed the tasks assigned (all the research and analysis paid off!). However, that doesn’t mean it was perfect.

  • Global Navigation was difficult to read
  • "How It Work” was ambiguous
  • Increased font size
  • Changed to “How to Sell”

I realized I forgot something pretty crucial here...



Next Steps

1. I want to perform more usability test to make sure that most of the obvious drawbacks are eliminated.
2. Create a high-fidelity mockup.
3. I would love to build on the selling process for users who wants to sell on Anthrogeographie and conduct research to include features that would ensure a seamless selling process.


This project is a project of many discoveries. Not only did I gain exposure to design concepts, methodology, and tools to create human-centric products, I also learned a bit about myself as a UX designer. As someone who likes to consider every angle, I realized that I tend to go too in-depth. My biggest challenges was learning to let go of perfection and embrace the iterative learning process.