Helping make your decor dreams a reality.


  • UX Researcher
  • UX Design
  • UI Design
  • Development/Strategy
  • Branding
  • Information Architect


  • User Surveys & Personas
  • Competitive Analysis
  • User Stories & Flows
  • Paper Prototype
  • Wireframes
  • User Testing
  • Hi-Fidelity Mockups


  • Google Forms
  • Figma
  • InVision
  • Google Chat


  • 2.5 months

What is Digs?

Digs is the solution to a lack of purely home decor related platforms.

The Problem

Home decor has become a massive industry due to several factors like HGTV, DIY bloggers, and influencers. There are sites that can be used for home decor and DIY, but nothing that has been tailored specifically for this particular user or experience.


User Survey

A survey was created to research the habits and interests used by a millenial targeted audience.

The questions were used to focus on which features are most important, and what features in existing products could be improved on.

  • Level of familiarity with cloud storage.
  • Which features are preferred.
  • Level of familiarity with Pinterest.
  • Interest in a site for specifically home decor related projects.
  • Preferred methods for sharing and collaboration.
Survey Results


collaborate with family members.


collaborate with coworkers.


want to be able to create files.


have used Pinterest


feel existing products have unfair pricing structures.


said favorite Pinterest feature is the large quantity of content.

  • Need the ability to collaborate.
  • Prefer a reasonable pricing structure, including a free option.
  • Enjoy access to a wide range of content.




  • Straightforward, well explained onboarding process
  • Compatible with Google
  • Easy to save various elements from web browser (images, text, snapshots, etc)
  • Easy to add photos, create lists (numbered, bulleted, even have functional checkbox that can be added in anywhere)
  • Web site is very informative (includes plan comparison with list of features available on each)


  • Frequent user complaints of glitches with newer versions (crashing, unnecessary password prompts, loss of all saved data with update)
  • Recent changes in executives at the company, combined with potential financial concerns and changed branding/pricing have put Evernote in a less than positive light in the news and with its long time users
  • User complaints about sub-par customer service support
Morpholio Board


  • Wide variety of useful features (real world color selection tool, ability to grab images from searched for in web browser, intuitive controls)
  • Offers free version (though it seems mostly to tempt users into purchasing the pro version)
  • Nothing else like it currently exists in the phone tablet app market
  • Seems like pro version includes ability to create spec books/automatically produced spreadsheets for cost analysis/ordering (to give clients etc)


  • Lack of clarity regarding how to use the app (walk through is vague and difficult to understand, website is sparse on details/relevant information, videos are choppy and don’t provide much actual content or insight into how the app functions)
  • App can be glitchy - many user complaints of app freezing during onboarding
  • Limited compatibility with other apps/sites due to not having been on market very long
  • Icons aren’t as intuitive as a user might like - difficult to know what a button might do before you tap it
Google Drive


  • Wide range of features available - ability to create word docs, spreadsheets, slideshows, surveys, etc.
  • Compatible with hundreds of other apps, including Google products (Gmail, Google calendar, etc)
  • Intuitive user experience, easy to understand and use, simple/clean design that mimics how files are organized on a desktop
  • Easy collaboration with other users
  • Offers 15 GB free


  • Ongoing security concerns regarding how data is collected and used
  • Number of options available can overwhelm users
  • Doesn’t offer any password protection - if something is shared via a link, anyone with that link can access your file
  • Docs/Sheets are not as robust as Microsoft Office
  • Paid options are not as competitive

User Personas

Jeff Schmidt
  • Age: 58
  • Occupation: Retired
  • Location: Burlington, VT
  • User Type: Convenience
  • Doesn’t want to seek anything out or do research on new technologies
  • Keep in touch with friends and family
  • Back up mobile phone images to computer
  • Not get bogged down with dozens of different phone apps
  • Too many products on the market that make it difficult to find anything he might actually be interested in
  • Doesn’t trust anything that isn’t saved to his computer hard drive
  • Prefers one app to do everything, instead of several seperate services.

Jeff has a smart phone and a home computer, which he mostly uses for email and calling his family. He doesn’t care much for the newest products in technology and generally upgrades when one of his kids gives him their year old model. He uses a cloud sharing service that came already set up on the phone, but only to download photos from his phone to his home computer.


Jeff is a pretty easy going guy who likes to spend time with his family and have a couple beers with the guys. He watches football, but doesn’t care about streaming it anywhere beyond his television, and gets frustrated when his children can’t put their phones down for ten minutes to have a face to face conversation. He retired early and coaches the local little league in the evenings and on weekends. He loves playing with his golden retriever and taking walks in the evening with his wife.

Jodi Fowler
  • Age: 45
  • Occupation: Stay at home mom
  • Location: Nashville, TN
  • User Type: Personal
  • Mobility between home computer and mobile phone
  • Easy to share with friends and family
  • Help keeping track of daily activities/tasks
  • Streamlined ability to save content/tasks
  • Inability to easily share content
  • Too many steps involved in saving content
  • Inaccessible on mobile or desktop

Jodi is a stay at home mom who uses sharing services to send things to her tight knit group of friends and family. She likes to make to do lists for her kids activities, make meal plans, share aspirational images and photos of her family. She mostly does this from home, but likes to have access from her mobile phone as well, when she’s on the go for her kids’ activities or a family outing.


Jodi has a full time job of taking care of her three children, ages 8 - 14. Between kids activities, planning meals, taking care of the house and shuttling everyone to their respective activities, she has little time for herself and looks for services that can help her manage time. When she has a moment to herself, she likes to save recipes, share pictures with her friends and family, and relax on the couch with the family cat.

Brett Jones
  • Age: 35
  • Occupation: Insurance
  • Location: NYC
  • User Type: Professional
  • Accessibility from all devices.
  • Easy collaboration with coworkers
  • Updates in real time
  • Staying in tip top shape
  • Not knowing what is going on in the office
  • Unreponsive coworkers
  • Slow internet connections
  • Flat bicycle tires

Brett loves his job and is 100% dedicated to being the best and most efficient worker. He travels for work fairly often, but also prefers to be connected and know what is going in the office 24/7. He loves bouncing ideas around with his coworkers and is always looking for the best resources to make communication around the office as seamless as possible, regardless of a person’s physical presence.


Brett is a workaholic. He spends most of his time working or thinking about work. In what little free time he has that isn’t devoted to work, he likes to ride his bicycle all over the city to stay in good shape. You have to stay in shape to keep your mind sharp, plus it gives him more free time to think about work! He also visits his family four times a year so his PTO doesn’t expire.

User Flows

user-flow-sketch user-flow

The user stories then get translated into user flows, which shows each step that must be taken to complete a process. The examples above show show how a user would add content.

Wireframe Sketches

  • Keep design consistent with other cloud/media sharing sites so users understand where everything is.
  • Illustrate brand in other ways.

Clickable Prototype

Before testing:
After testing:

Usability Test Results
  • What is this? (when looking at the dashboard)
  • I'd like suggestions for interests (when creating profile)
  • Am I done? (when adding content/creating projects)



mindmap logosketch1
  • fun | accessible | simple | helpful | friendly | unfussy



For the moodboard, I focused on a specific color palette of blues, greys, with a pop of yellow/chartreuse and a good balance of white space. Blue, grey and white are very popular colors for home decor products, so it was important to keep that front of mind. They are neutral colors that sit back, which allows the content to be the main focus.

Style Guide

"Helping make your decor dreams a reality."

Digs is about loving your home and all it does for you. It's about the extraordinary and the ordinary, finding and celebrating that which brings you joy, surrounding yourself with things that make you feel good. But more than anything, it's about making your digs feel like a place you want to call home.

Type Guide

h1: FreightSans Pro Medium 130

h2: FreightSans Pro Medium 35

h3: FreightSans Pro Medium 30

h4: FreightSans Pro Semibold 25

body 1: FreightSans Pro Medium 25

body 2: FreightSans Pro Medium 20

body 3: FreightSans Pro Medium 18

Spreadsheet: Gemeli Mono Regular 15


FreightSans Pro Medium




Lorem ipsum dolor sit amet, consectetur adipiscing elit...

FreightSans Pro Semibold




Lorem ipsum dolor sit amet, consectetur adipiscing elit...

Gemeli Mono Regular




Lorem ipsum dolor sit amet, consectetur adipiscing elit...

like-icon exit-icon add-icon help-icon next-icon toggle-icon menu-icon
primary-button dropdown-menu default-button alert-button input-1 input-2
house-icon room-icon apt-icon twnhse-icon
Color Palette and Applications
black blue grey green white
logo1 logo2 logo3 logo4 logo5 logo6
Logo Misuse
wrong-logo-1 wrong-logo-2 wrong-logo-3 wrong-logo-4
Brand Voice

  • fun | helpful | cool aunt | unfussy | relatable


High Fidelity Mockups

Before testing:
After testing:

After testing my prototype, I made some major changes based on the results. Using the letter "d" in place of the Digs logo did not work because the users were not well enough aquainted with the brand to understand what it was, so I replaced it with the entire word. (One user thought the "d" stood for "dashboard".) I also simplified the nav bar, taking out the "Projects", "Help/FAQ", and "About" links, and consolidating those options into a more streamlined layout. I also added in the users profile image, and reduced the overall height to give the content more room. I also reduced the space between the content, so it's more centered for a responsive site design that will change the number of projects displayed horizontally depending on the screen size.

Preference Testing

pref-dash1 pref-dash2 pref-dash3

For the dashboard, users preferred the white background with the dark blue nav bar because the content stands out better against the white, and the blue provides good contrst.

pref-desk1 pref-desk2 pref-desk3

For the landing page, users preferred the first and third options equally. I chose to use the image on the left for the hero because the colors work better with the site's overall palette.

pref-mob1 pref-mob2 pref-mob3 pref-mob5

For mobile, a clear majority of users preferred the third image due to it seeming inherently more “homey,” the buttons stood out well, and it best represented the "home decor" theme.

High Fidelity Prototype


  • Lack of familiarity with the branding. The “d” logo for Digs in the upper left hand corner did not draw enough attention for them to intuitively understand what it was.
  • More dialog pages explaining where in a process the user was, i.e. if they had finished creating a project, or adding content.

Final Design

  • Professional/paid subscription option.
  • Further define social sharing procedures.
  • Customer service chat feature.
  • Break processes down as much as possible. Don't assume users know what's going on if you haven't explained it thoroughly.
  • More user and preference testing.
  • More visual refinement to ensure consistency.
  • Draw user in with attractive imagery.

What I learned


Throughout this project, I found it most effective to use very basic processes to make the site easy for users to understand, meaning that each process has to broken down into the smallest steps to make each process as clear as possible. Sometimes it seemed counterintuitive to be breaking things down so minutely, but when I didn’t it, became very clear in the user testing and people would get confused. It is also extremely important to use appealing imagery to attract and draw users in. If someone sees something they like, or recognize as well designed, they are more likely be intrigued and continue clicking through your site.

One aspect that didn’t pan out for the final project was the “Professional” subscription. It is still an option to potentially explore in the future, but it for the initial stages it made more sense to scale back the project and focus on more essential components. If time had allowed for it, I would have done more preference and usability tests to better understand what users are looking for, and explore a subscription option through surveys, but under the circumstances it felt like the right decision.

All in all, the testing was clearly the most important aspect of this process. While making the sight beautiful and appealing is vital, you’ll never truly know what people want or expect if you don’t ask them, and that was the biggest takeaway from this project. Make sure to take all user feedback into account, and remember that getting other people’s opinions is the easiest way to gain a more objective perspective on your work.

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