USC Lavalab startup

USC Lavalab startup

Cartpool

Cartpool

A website to connect global shoppers to split international shipping costs and make cross-border shopping more affordable.
TL;DR

Problem: Buying from international brands means high shipping fees, messy group orders, and payment methods shoppers don't trust.

My role: Lead Product Designer and co-founder on a 4-person team (PM + 2 developers), Feb–Apr 2024.

What I shipped: A single checkout for international brands with shared shipping and trusted payments, plus the brand, design system, and weekly pitch decks.

Outcome: Achieved "Best Demo" at the USC LavaLab Demo Day out of 6 teams, driven by actionable insights derived from 30+ in-depth user interviews, and viewed by 100+ people.

OVERVIEW

A startup created through USC’s premiere incubator LavaLab.  My team and I also won the “Best Demo” award at LavaLab’s Demo Day.

Team

Me (Designer)

Zhamaika (Product Manager)
Anandini (Developer)
Minnah (Developer)

Role

Lead Product Designer

Oversaw vision, strategy, created the design system, marketing, experience design, designed weekly pitch decks, prototyping, wireframing, branding, UX research

Timeline

Jan 2024 - May 2024

Tools

Figma, CSS, Figma dev

Sneak Peek

Shop international brands

Shop international brands

A one stop shop for purchasing international products. Add the link of your desired product and all the items will add to your centralized cart.

A one stop shop for purchasing international products. Add the link of your desired product and all the items will add to your centralized cart.

Safe and Reliable Payment

Safe and Reliable Payment

Pay for products safely with reliable payment sources such as PayPal, etc.

Pay for products safely with reliable payment sources such as PayPal, etc.

Affordable Shipping

Affordable Shipping

Shopping from abroad can be expensive, but we made it cheap for you! Pickup your products at selected pickup spots for half the price.

Shopping from abroad can be expensive, but we made it cheap for you! Pickup your products at selected pickup spots for half the price.

THE PROBLEM

Global Shopping: Costly, Chaotic, Unreliable

Global Shopping: Costly, Chaotic, Unreliable

1. Coordinating group orders are difficult
2. Expensive international shipping fees
3. Limited reliable and safe payment methods

How might we create a streamlined experience for shoppers to purchase international brands at an affordable price?  

1. Coordinating group orders are difficult
2. Expensive international shipping fees
3. Limited reliable and safe payment methods

How might we create a streamlined experience for shoppers to purchase international brands at an affordable price?  

RESEARCH

RESEARCH OVERVIEW

Interviews

Interviewed over 30 people and discovered pain points

Quantitative

Analyzed over 10 reports and articles and media stats like reddit threads

Journey Map

Examined 3 user journeys

RESEARCH

PERSONAS

USER PERSONA 1

Sam!

Sam lived in Europe for a few years and just moved back to the U.S. He misses his favorite European stores and can’t find any clothes he likes in the U.S. He wants to purchase clothes from abroad but finds the shipping fee to be quite expensive. None of his friends want to group order because they’re not interested in fashion like him.

USER PERSONA 2

Melody!

Melody is a huge kpop fan. She regularly purchases fan products and collects fan cards. To purchase these kpop products, she goes through a long and sketchy process. She finds resellers on Instagram and sends them money hoping that they aren’t a scam. She finds it difficult to purchase her desired products and finds the process tiresome, suspicious, and not reliable.

RESEARCH

FINDINGS & SOLUTIONS

FINDINGS
DESIGN SOLUTION

01.

There’s a huge market for people that purchase products from abroad

71 million people that purchase overseas e-commerce orders in the US every year and it’s a $160 billion e-commerce market. People buy from multiple stores having to pay multiple international fees, and shipping costs.

Launched with 3 curated brands, with the flow designed to add more.

Launched with 3 curated brands, with the flow designed to add more.

02.

Purchasing products from abroad is confusing and the UI of the international websites are poor

Many popular international brands have both a local and international website. The international website is usually not updated as much and can be difficult to order from.

Designed one clean, centralized site so shoppers can search every brand in one place.

03.

The payment process can be unsafe and not reliable.

Many people are suspicious of the international payment process or find it difficult. Many kpop fans pay with Venmo before receiving their product.

Integrated support for preferred customer payment methods, including Visa and American Express, to streamline the checkout experience.

CHALLENGES

  1. Our market kept changing so the product kept changing.

We started by focusing on the kpop fan market before expanding our reach to serve all international shoppers looking to purchase products from abroad.

  1. We had too many feature ideas and needed to simplify the product.

We had more feature ideas than an MVP could hold, so we cut back to the core flow: add link, pay, pick up.

  1. I’ve never used Figma animations and pitch decks on Figma.

Mastering Figma animations involved a significant learning curve, but while the process was demanding, it was also deeply rewarding. In addition to motion design, I developed the skills to build engaging, interactive pitch decks within the platform.

COMPETITIVE ANALYSIS

Competitive analysis with 4 other companies.

BUSINESS MODEL & PITCH DECK

Final pitch deck with animations

CUSTOMER JOURNEY

Sitemap and user flow
UX DESIGN PROCESS

MOODBOARD & INSPIRATIONS

MOODBOARD & INSPIRATIONS

I was inspired by elegant fonts, bold colors, fun animations, carpooling apps, and shopping websites.

I was inspired by elegant fonts, bold colors, fun animations, carpooling apps, and shopping websites.

https://www.chungiyoo.com/

UX DESIGN PROCESS
UX DESIGN PROCESS

WIREFRAMES

WIREFRAMES

This collection showcases my wireframes and design drafts. My creative approach is heavily influenced by modern K-pop aesthetics, high-end resale platforms, contemporary retail brands, and international design standards.

This collection showcases my wireframes and design drafts. My creative approach is heavily influenced by modern K-pop aesthetics, high-end resale platforms, contemporary retail brands, and international design standards.

iteration 1

Initial idea was a chrome extension popup that appeared on selected shopping websites. You could find your Cartpool pairing while shopping. However, we wanted to include too many details and would need to expand to a website.

Initial idea was a chrome extension popup that appeared on selected shopping websites. You could find your Cartpool pairing while shopping. However, we wanted to include too many details and would need to expand to a website.

iteration 2

Centered search bar is the main focus while the left side search bar allows for there to be 2 main focuses.

Figuring out whether a rectangle or rounded border matches the brand more. Do we need a search bar on the top too?

Centered search bar is the main focus while the left side search bar allows for there to be 2 main focuses.

Figuring out whether a rectangle or rounded border matches the brand more. Do we need a search bar on the top too?

iteration 3

Played around with a more creative home page. Added a trending products section to make finding a favorite brand easier.

Played around with a more creative home page. Added a trending products section to make finding a favorite brand easier.

UX DESIGN PROCESS
UX DESIGN PROCESS

DESIGN SYSTEM

DESIGN SYSTEM

I chose a vibrant pink color palette because, according to color psychology, it symbolizes playfulness, optimism, and hope. By evoking a sense of youthful joy and imaginative warmth, this bold aesthetic aligns perfectly with trendy fashion and impulse-buy accessories. When we tested it with users they also liked the pink and yellow colors too!

I chose a vibrant pink color palette because, according to color psychology, it symbolizes playfulness, optimism, and hope. By evoking a sense of youthful joy and imaginative warmth, this bold aesthetic aligns perfectly with trendy fashion and impulse-buy accessories. When we tested it with users they also liked the pink and yellow colors too!

TYPOGRAPHY

Aa

Neue Haas Grotesk

Aa

Redaction

BODY

margin: 64 px

padding: 24 px

Display 1

Neue Haas Grotesk, Bold, 5%, 60 pt

Heading 1

Neue Haas Grotesk, Bold, 0%, 44 pt

Heading 2

Neue Haas Grotesk, Regular, 0%, 36 pt

Heading 3

Redaction, Regular Italic, 0%, 32 pt

Heading 4: used for captions

Neue Haas Grotesk, Regular, 0%, 20 pt

paragraph

Neue Haas Grotesk, normal, letter space, 16 pt

paragraph 2

Neue Haas Grotesk, weight, letter space, 14 pt

PARAGRAPH

TITLE

Title

8

Caption

40

Paragraph.

COLOR PALETTE

Hex #E62D4E


Hex #F6B4B3

Hex #FFF1C6

Hex #333333


Hex #FFFFFF

Hex #ECDED6

drop shadow

x: 0 px

y: 16 px

blur: 40px

alpha: 205

color: #7090B0

BUTTON

font: Neue Haas Grotesk, Bold, 18 pt

font: Neue Haas Grotesk, Bold, 18 pt

Normal

Hover

Normal

Hover

Normal

Hover

Normal

Hover

FORMS

Textfield

Empty Field

Fill in text

Disabled Text

Error

Error

Search

Text

Keywords

Dropdown

Normal

Password

••••••

Forgot Password

Dropdown List Value

Label Default

Label Hover

Label Selected

Label Default

Dropdown Multiselect

Label

Label

Label

Label

LOGOS

PAGINATIONS PAGES

Default

Default

Hover

Hover

Active

Active

Focused

Focused

More

More

1

1

1

1

...

1

2

3

4

...

16

UX DESIGN PROCESS

TESTING & ITERATIONS

Method: I would design 1 iteration, show it to my developers and PM, they would give feedback, and then after 5-10 small iterations, we would show it to at least 5 people to ask for feedback.

Some of the iterations were color, backgrounds, or section changes.

Based on users, we changed how our home page was displayed. We included example brands they can purchase international products from such as RoundLabs.

Method: I would design 1 iteration, show it to my developers and PM, they would give feedback, and then after 5-10 small iterations, we would show it to at least 5 people to ask for feedback.

Some of the iterations were color, backgrounds, or section changes.

Based on users, we changed how our home page was displayed. We included example brands they can purchase international products from such as RoundLabs.

Method: Tested the product on small groups of 5 throughout the 3 months of developing the product. Then, displayed the website at LavaLab's Demo day. Users can go through the website.

Number of people: There were about 150 people who attended LavaLab's Demo day and about 100+ people viewed our website.

What we changed: We got feedback to simplify the features and focus on copying the link in.

Method: Tested the product on small groups of 5 throughout the 3 months of developing the product. Then, displayed the website at LavaLab's Demo day. Users can go through the website.

Number of people: There were about 150 people who attended LavaLab's Demo day and about 100+ people viewed our website.

What we changed: We got feedback to simplify the features and focus on copying the link in.

FINAL DESIGN

Landing page (physically scroll through the image to view the entire landing page)
Customer journey (video of prototype)
Paste a link from a product (confirm window)
Cart Page
Checkout Page
Experience design for potential users at LavaLab's Demo Day and pitching the product

WHAT I HAVE LEARNED

It’s crucial to communicate with developers
It’s crucial to communicate with developers

This project was my first opportunity to collaborate directly with developers (Minnah and Anandini), a pivotal experience that fundamentally improved my design workflow. I quickly realized that the engineering team relied heavily on Figma’s "Dev Mode," which highlighted a gap in how I structured my files. Previously, my designs looked clean on the surface but were internally disorganized—a mismatch that led to significant friction. When developers asked for specific details like padding or exact values, I lacked the technical documentation to provide accurate answers, resulting in inconsistencies in the final build, such as mismatched hex codes, altered typography, and arbitrary shadow values.

To bridge this gap, I committed to mastering Auto Layout and cleaning up my component architecture. By standardizing my design system and proactively communicating these UI standards, I established a shared language with the engineering team. Before when developers asked for padding, I'd make up a random number. This shift significantly improved our handoff process and ensured the final implementation mirrored my original vision far more accurately. While the collaboration wasn't without its challenges, the experience was an invaluable lesson in the importance of technical empathy and clear, consistent communication between design and engineering.

Organization is key
Organization is key

This was my first time owning the design process from end-to-end, making organization a top priority. To maintain a clean workflow, I implemented structured naming conventions—renaming generic frames like "frame 1590" to descriptive titles such as "login frame"—and preserved each iteration on separate pages for version control. By leveraging components for my style guide and mastering auto layout, I significantly improved my design efficiency. These workflows have become essential habits that I am now applying to all my future projects.

A pitch deck is about storytelling
A pitch deck is about storytelling

Initially, my experience with pitch decks was limited to academic presentations. However, in my role working alongside our PM, I was tasked with crafting weekly pitch decks to support our product narrative. This challenge pushed me to master innovative Figma animations and refine my ability to translate complex product ideas into compelling visual stories. Through this process, I realized that a pitch deck is more than just a presentation—it is a powerful communication tool capable of captivating investors and driving meaningful product awareness.

Let’s innovate together!

Feel free to connect and contact with me at kezialeung21@gmail.com


If you'd like to view my resume, click the button at the top or download it here.

© 2026 Kezia Leung

Let’s innovate together!

Feel free to connect and contact with me at kezialeung21@gmail.com


If you'd like to view my resume, click the button at the top or download it here.

© 2026 Kezia Leung