JOYCE CHAN

Graphic & Digital Design

New York  
London    

SELECTED WORK

①  Café  Jalu
②  The Twenty Two
③  RUMOR Riviera
④  Spence
⑤  The Nora
⑥  Shop App by Shopify
⑦  Mundane Matters



Shop App



At Shopify, I worked on four projects, two of them being full product cycles, and conducted 2 sets of user interviews with the Buyer Content Sourcing Team on the Shop app:

① Favorite Shops
② On Sale
③ Search
④ Content Management System


Favorite Shops


A visual refresh on your Favorite Shops to make the merchant list clearer so that users can easily find and be redirected to shops they’re looking for.


BACKGROUND

The Favorite Shops section currently lacks functionality and visual appeal, serving as an uninspiring surface with no sorting options or incentives for users to add more shops. Users primarily treat it as a directory, but the absence of clear visual cues makes it hard to differentiate between merchants.

  1. The low-quality visual cues make it difficult for users to easily recognize and engage with their favorite shops.
  2. The empty state of the section leaves users with a dead end, offering no clear path forward.
  3. There is no organizational structure, making it challenging to view and navigate favorite shops effectively.


    PROCESS


    I worked on this project throughout the entire product cycle, beginning with data analysis to understand its context and support the brief I was writing. By using Amplitude to create and analyze charts, I established key principles, ruled out certain design explorations, and seamlessly connected my visual design with product thinking.

    I collaborated closely with Jonathan from our Content Design team to integrate content into the design, ensuring it provided valuable insights for our users. Additionally, I worked with product and engineering, learning how to break down my final design into multiple features to help the development team implement it within a realistic timeline.



    VERSION ① Visual Refresh of Merchant Logos

    The majority of merchant logos have a lower quality due to being scraped rather than uploaded, with many appearing similar, featuring black horizontal text on a white background. This results in difficulty recognizing merchants, especially since 99.34% of followed shops come from orders. Currently, only 0.527% of users enter the Shop store through the Favorite Shops tab, indicating that this page is ineffective in guiding users to explore their favorite shops. Given that buyers treat this page as a personal shop directory, our goal is to introduce more distinct visual cues for each merchant to enhance recognition. As we continue to evolve, we aim to address two additional challenges: how to introduce other merchants in an empty state (V2) and improve sortability for users who have a large number of Shop follows (V3).




    VERSION ② Shop Recommendations

    Currently, most users have fewer than five favorite shops. By introducing recommended merchants on the Favorite Shops page, we can encourage users to add more merchants they are familiar with to their favorites, thereby increasing the average number of favorite merchants per user.




    VERSION ③ Sorting Shops

    As more merchants continue to follow additional shops, making the Favorite Shops page increasingly difficult to navigate, our next steps involve providing users with the ability to sort merchants by categories such as recently followed, most favorites, and latest purchases. This feature will help streamline the browsing experience and improve usability as the list grows.




    On Sale


    An "On Sale" entry point from the home feed will provide buyers with an easy way to discover relevant deals, offering a curated space where they can quickly find discounts and promotions on products that match their interests.


    BACKGROUND

    Many users are price-sensitive and expect a one-stop shop where they can easily find products on sale and exclusive deals. We plan to deliver a holistic experience that allows buyers to discover relevant deals, tailored to merchants and products that align with their interests and shopping behavior. This approach will enhance user satisfaction by making it easier for them to find the best offers in a seamless, personalized way.


    PROCESS


    I conducted user research and engaged directly with Shop users, gathering insights on their shopping preferences and feedback on specific design modules we created. The insights we collected helped validate our hypotheses, guiding both the selection of modules to develop and the type of content to include within them.




    Search


    A UI update for the Search page, designed as part of the overall Shop UI refresh, aimed at improving usability and visual appeal.


    BACKGROUND

    The goal was to enhance the Search interface by addressing UX challenges and improving the overall user experience through intuitive UI solutions, while aligning with the broader design system.




    PROCESS

    The design process began with exploring multiple lockups and variations for the Search interface, including the placement of filter buttons and bottom sheets. I iterated on these elements, testing different configurations to optimize usability and visual coherence. Each design was refined based on user feedback and usability principles, ensuring a seamless experience. Throughout this process, I contributed to the development of the design system and delivered polished, ready-to-ship designs that addressed both functional and aesthetic requirements.



    Content Management System


    A content management system (CMS) designed for the Merchandising team to efficiently find merchants, browse products, and create collections.


    BACKGROUND

    I designed a merchant CMS tool for the Merchandising team using Polaris, Shopify's design system. This tool streamlines the process by providing a centralized platform where the team can easily manage and organize content, improving workflow and enhancing their ability to curate and showcase relevant offerings. I collaborated closely with another product design intern to divide and manage the workload and worked alongside the development team to build the CMS, addressing any product-related issues along the way.



    © 2025 Joyce Chan. All rights reserved.