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



THE PROBLEM
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
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.

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
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.
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.
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

https://www.chungiyoo.com/

iteration 1



iteration 2


iteration 3

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
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
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
1
1
1
1
...
1
2
3
4
...
16
UX DESIGN PROCESS
TESTING & ITERATIONS

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
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.
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.
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.





