Project Overview
Kiddo is a mobile product designed to help parents manage the constant cycle of buying, outgrowing, and reselling children’s clothing. It provides a simple, safe, and trusted space where parents can give used items a second life while easily finding affordable clothing for their children.
My Role
UX design generalist
Project Duration
11 weeks
Responsibilities
• Conducted user research to understand parents’ needs and pain points.
• Created user flows, wireframes, and prototypes for the app.
• Designed an intuitive, user-centered mobile screen to ensure a seamless buying and reselling process.
• Tested designs with users and refined based on feedback.
​
The Goal
Create an easy-to-use app with a safe, trustworthy and user-friendly environment where parents can buy and sell children’s clothes easily which help them save money, save time and reduce waste.
The Problem
Parents struggle with the high cost and inconvenience of constantly buying new clothes as their children quickly outgrow them. At the same time, they lack an easy, trustworthy, and parent focused platform to resell outgrown but still good quality clothing.
​User Research
To better understand parents’ needs when buying and selling children’s clothing, I conducted qualitative user research. The research highlighted key moments of uncertainty and friction throughout the experience, which helped clarify where the product needed to provide more guidance, confidence, and simplicity. These insights directly informed the design direction and feature prioritization.
Pain Points
Finding the Right size​​
Parents often struggle to figure out the correct size for their child, especially since sizing differs across brands and many clothes are second hand.
Trustworthy Buyers & Sellers
Parents worry about dealing with unreliable buyers or sellers.
Uncertainty about Clothing quality
Parents often feel frustrated because many listings don’t provide clear information about the clothing’s material, and They can’t easily find specific fabric types especially second-hand items.
Easy-to-Use Platform
Listing or buying items can be time-consuming and complicated. Parents want the process of buying or listing items to be quick and simple.
Understanding the User
User Persona
Designing a mobile app for parents
to purchase and resell children's clothing
Nell Homayoun
46
Master in business management
Columbus, Ohio
Single mother, two kids (age 4 and 7)
Finance Manager, full time
Age:
Education:
Hometown:
Family:
Occupation:
Goals
• To quickly find quality clothing in the right size for her children without spending hours searching.
• To efficiently manage buying and reselling clothing for her two growing children.
• To recover part of her expenses by reselling outgrown clothes quickly and easily.
• To balance a demanding full-time job with parenting responsibilities without added stress.
• Limited time due to work and family responsibilities.
• Online marketplaces can be overwhelming, time consuming, and sometimes hard to use and trust.
• Coordinating buying and selling for multiple children is complicated.
• Finding the right quality, and size is challenging.
Frustrations
“
Balancing work and family is hard, but I still want it to feel easy for them.
”
Nell Homayoun is 46 years old, a full-time finance manager and a single mother of two children. With a demanding job and full responsibility for her household, she has little time or energy for inefficient online shopping experiences. She regularly needs to buy quality clothing for her children while also reselling items they quickly outgrow. Nell values simplicity, speed, and trust; she looks for solutions that help her make confident decisions fast and reduce the mental load of managing everyday tasks.
​User Story
As a busy, single mother,I want to quickly find quality clothing in the right size for my children, So that I can buy what they need without wasting time and easily resell outgrown items.
​User Journey
Problem Statement
Nell is a full-time finance manager and single mother of two children who needs a simple, reliable platform to quickly find quality, well-fitting clothes for her children and efficiently resell outgrown items, because her busy schedule leaves little time for shopping and she wants to save money while ensuring her kids wear good clothes.
Design Direction
Hypothesis Statement
If Nell uses an easy-to-use and reliable platform, then she can quickly find quality, well-fitting clothes for her children and resell outgrown items efficiently, saving time, reducing stress, and recovering part of her expenses.
Goal Statement
Our platform will let parents buy and resell children’s clothing with reliable filters for size and material, supported by verified user accounts and product ratings or reviews, which will affect busy parents by saving them time and providing a safe, easy, and dependable experience; we will measure effectiveness by tracking verified transactions, quality of reviews, and repeat engagement.
Competitive Audit
Define the Experience
User Flow
Buyer
Seller
Site Map
Design Execution
Paper Wireframes
Through multiple iterations of the home page wireframes, I selected the best design elements from each version and combined them into a refined design.
Stars were used to mark the elements of each sketch that would be use in the initial digital wireframes.
Homepage
Digital Wireframes
Throughout the wireframing phase, I aligned design decisions with insights from user research.
Measurement section for accurate sizing
interactive fields for entering measurements.
Material Selection dropdown for fabric type
let sellers specify the fabric type (like cotton or polyester). This helps buyers make more informed decisions and ensures listings reflect the product’s quality and feel.
Filter Icon with text underneath
Helps users quickly narrow down search results by size, material, or condition, saving time and reducing frustration.
Navigation Bar with essential options and label underneath
Provides easy-to-use navigation, ensuring users can quickly identify and access the most important sections of the app while improving accessibility.
Low-Fidelity Prototype
This low-fidelity prototype demonstrates the main user flows: users start at the home screen to browse items or access their account, sellers can list products on the Sell an Item page, buyers can filter and find items, review them in the cart, and complete purchases through checkout and confirmation, ensuring a clear and easy experience.
Sell
Filters
Home
Cart
Place Order
Usability Study
I conducted an unmoderated remote usability study with five parents of children ages 1–10, testing both buyer and seller flows. Sessions followed a scenario-based, think-aloud approach in which participants described how they would complete tasks using the Figma prototype (no actual data entry required). The study began with a low-fidelity prototype, followed by a high-fidelity prototype after iteration. Each session lasted 30–35 minutes, including introduction, tasks, and a closing questionnaire.
Study Goals
The study aimed to evaluate how easily and intuitively users could navigate the app, focusing on:
• Sellers: Listing new items, entering accurate details, and understanding the post-listing process.
• Buyers: Browsing and purchasing items smoothly.
Affinity Diagram
Insights from usability testing were grouped into themes using an affinity diagram to identify recurring usability issues and opportunities for improvement.
Low-Fidelity Findings
Form Length overload and Redundancy
participants felt that the selling form was longer than necessary. Specifically, having both “Select Size” and “Select Age” created confusion and added extra effort. Participants perceived these two fields as overlapping, since age and size often represent the same information for children’s clothing.
Measurement Confusion
Users were unsure how and where to measure clothing sizes, causing hesitation and incomplete listings.
High-Fidelity Findings
Post-Listing Uncertainty
Users were unclear what happens after listing an item, needing confirmation and guidance for the next step and how to edit it later.
These findings come after iteration on the low-fidelity prototype and testing a high-fidelity prototype.
Post-Purchase Uncertainty
Users were unclear about what happens after purchasing an item, needing confirmation that their purchase was completed and guidance on the next steps.
Design Iterations
Low-Fidelity Iterations
• Based on “measure confusion” theme, I considered using AI automation to measure clothing sizes automatically. However, this approach would increase costs and could lead to errors due to photo angles, lighting, and fabric folds. Instead, I decided to provide a simple, guided approach. A clear “How to measurement” guide helping sellers provide accurate and trustworthy product details.​​
• Based on the theme of form length and redundancy identified from the analysis, an insight is: users find filling both “Age” and “Size” fields unnecessary and slightly confusing. I decided to remove the “Age” field, keeping only “Size,” and made color selection optional. These adjustments simplify the form and help users complete listings more efficiently.
Before Usability study
After Usability study
High-Fidelity Iterations
• Based on the “Post Puchase Uncertainty” finding, I added a confirmation screen after checkout. The screen reassures users that their purchase was successful, informs them that a confirmation email will be sent shortly, and provides a clear “Continue Shopping” button to guide the next step.
Based on the “Post Listing Uncertainty” theme, I added a confirmation page that clearly shows “Your item has been listed,” along with options to either “Edit your listing” or “List another item.” This change helps users feel confident that their action was successful and guides them smoothly to their next step.
Usability Testing Results (Exploratory)
Based on usability testing with 5 participants, task completion increased by 40%, improving from 60% (3/5 users) in the low-fidelity prototype to 100% (5/5 users) in the high-fidelity iteration.
Design System
Color Palette
The color palette follows 60-30-10 rule, balancing warmth, trust, and clarity. Soft neutral tones create a calm shopping experience for parents, while a gentle accent color add a playful yet reliable feel without overwhelming the interface.
Hex #FFFCFC
Hex #E0FAF2
Hex #A81F4D
Typography
Buttons
Primary
Secondary
20 PX
16 PX
Final Design
high-fidelity mockups & interactions
Buying Flow
Selling Flow
Accessibility Considerations
Color Contrast (WCAG Perceivable)
I ensured sufficient color contrast between text, icons, and background elements so content remains readable for users with low vision or color vision deficiencies.
Large Tap Targets & Simple Interactions (WCAG Operable)
I used large tap targets and simple interactions to make it easier for users to tap buttons and complete actions quickly on mobile devices.
Clear Visual Hierarchy & Readable Typography
I used clear visual hierarchy and readable typography to help users quickly scan content and understand important information and key actions.
Takeaways
Impact
This design helps parents feel more confident when buying and selling kids’ clothing by simplifying listing, improving clarity around sizing and materials, and reducing uncertainty. During peer review, one participant shared, “The flow feels simple and reassuring; I always knew what to do next.”
Through this project, I learned how important it is to make the selling and buying experience simple and intuitive, especially for busy parents. I realized that clear navigation, predictable steps, and strong visual hierarchy help users feel confident and move through the purchase flow with less effort. This project also showed me how usability feedback can highlight small friction points that, when improved, make the overall experience smoother and easier for users.
What I learned
Next Steps
Future Enhancements
Social Sharing Features
I plan to implement social sharing so users can share listings with friends and family, increasing engagement and potential sales.
Test with a Larger User Base
I would like to test the onboarding flow with a larger user base to gather more feedback and identify potential improvements in flow, accessibility, and overall usability.
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