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Lets get into the research 👨🏽💻
Lets get into the research 👨🏽💻
As Assistant Store Manager, I was uniquely positioned to lead this effort. I had direct access to associates and real-time customer interactions. I received permission from upper management to lead a research-driven UX project to explore potential improvements to the in-store consultation tool.
As Assistant Store Manager, I was uniquely positioned to lead this effort. I had direct access to associates and real-time customer interactions. I received permission from upper management to lead a research-driven UX project to explore potential improvements to the in-store consultation tool.
User Interviews
User Interviews
User Interviews
I conducted one-on-one interviews with 8 associates to better understand their process, emotional friction, and real customer feedback. This gave me a richer understanding of their needs and the context in which they were using the tool.
I conducted one-on-one interviews with 8 associates to better understand their process, emotional friction, and real customer feedback. This gave me a richer understanding of their needs and the context in which they were using the tool.
I conducted one-on-one interviews with 8 associates to better understand their process, emotional friction, and real customer feedback. This gave me a richer understanding of their needs and the context in which they were using the tool.
Card Sorting
Card Sorting
Card Sorting
To prioritize which feature ideas mattered most, I held collaborative card sorting workshops with 4 of the staff from the Atlanta stores. This helped us group insights and rank issues by urgency.
To prioritize which feature ideas mattered most, I held collaborative card sorting workshops with 4 of the staff from the Atlanta stores. This helped us group insights and rank issues by urgency.
To prioritize which feature ideas mattered most, I held collaborative card sorting workshops with 4 of the staff from the Atlanta stores. This helped us group insights and rank issues by urgency.
Personas
Personas
Personas
To better understand the user journey and surface key pain points, I created two personas: one representing a Framebridge key holder who uses the in-store tool daily, and one representing the customer. While the tool is designed primarily for associates, customers regularly interact with it during consultations—making them an important yet often overlooked secondary user.
To better understand the user journey and surface key pain points, I created two personas: one representing a Framebridge key holder who uses the in-store tool daily, and one representing the customer. While the tool is designed primarily for associates, customers regularly interact with it during consultations—making them an important yet often overlooked secondary user.
To better understand the user journey and surface key pain points, I created two personas: one representing a Framebridge key holder who uses the in-store tool daily, and one representing the customer. While the tool is designed primarily for associates, customers regularly interact with it during consultations—making them an important yet often overlooked secondary user.
User Journey Snapshot
User Journey Snapshot
In-store consultation with a customer bringing in three art pieces. - Selects mat and moulding for each - Has to guess which white mat matches sample - Customer asks to compare 3 variations - Tool doesn’t support it → screenshots → Photos app - Decision fatigue builds, time runs long
In-store consultation with a customer bringing in three art pieces. - Selects mat and moulding for each - Has to guess which white mat matches sample - Customer asks to compare 3 variations - Tool doesn’t support it → screenshots → Photos app - Decision fatigue builds, time runs long
In-store consultation with a customer bringing in three art pieces. - Selects mat and moulding for each - Has to guess which white mat matches sample - Customer asks to compare 3 variations - Tool doesn’t support it → screenshots → Photos app - Decision fatigue builds, time runs long
User Emotional Map
User Emotional Map
User Emotional Map
Quick Snapshots from the In-Store Design Process
Quick Snapshots from the In-Store Design Process
These in-store snapshots highlight key steps in the framing consultation process. In Snap 1, the associate guides the customer through evaluating the artwork, selecting a complementary mat, choosing the right moulding, and physically pairing the components together. Once a preferred combination is identified, the treatment is mocked up in the digital tool to provide a visual render.
Snap 2 captures a moment where the associate presents multiple treatment options for the same piece, helping the customer visualize and compare designs before making a final decision.
These in-store snapshots highlight key steps in the framing consultation process. In Snap 1, the associate guides the customer through evaluating the artwork, selecting a complementary mat, choosing the right moulding, and physically pairing the components together. Once a preferred combination is identified, the treatment is mocked up in the digital tool to provide a visual render.
Snap 2 captures a moment where the associate presents multiple treatment options for the same piece, helping the customer visualize and compare designs before making a final decision.
These in-store snapshots highlight key steps in the framing consultation process. In Snap 1, the associate guides the customer through evaluating the artwork, selecting a complementary mat, choosing the right moulding, and physically pairing the components together. Once a preferred combination is identified, the treatment is mocked up in the digital tool to provide a visual render.
Snap 2 captures a moment where the associate presents multiple treatment options for the same piece, helping the customer visualize and compare designs before making a final decision.
Lo Fi Wireframes
Lo Fi Wireframes
Lo Fi Wireframes
I began the design process with hand drawn paper wireframes to quickly explore layout ideas and visualize potential solutions without overcommitting to any one direction. This helped me focus on structure and user flow before adding detail. From there, I translated the strongest ideas into low-fidelity digital wireframes to refine layout hierarchy. Next, I moved into high-fidelity wireframes to establish visual design and brand alignment.
I began the design process with hand drawn paper wireframes to quickly explore layout ideas and visualize potential solutions without overcommitting to any one direction. This helped me focus on structure and user flow before adding detail. From there, I translated the strongest ideas into low-fidelity digital wireframes to refine layout hierarchy. Next, I moved into high-fidelity wireframes to establish visual design and brand alignment.
I began the design process with hand drawn paper wireframes to quickly explore layout ideas and visualize potential solutions without overcommitting to any one direction. This helped me focus on structure and user flow before adding detail. From there, I translated the strongest ideas into low-fidelity digital wireframes to refine layout hierarchy. Next, I moved into high-fidelity wireframes to establish visual design and brand alignment.
Solution to Insight 1
Solution to Insight 1
Solution to Insight 1
To address the issue of inaccurate mat colors, I implemented calibrated color codes for each mat, ensuring the digital render closely matches the physical sample shown in-store.
To address the issue of inaccurate mat colors, I implemented calibrated color codes for each mat, ensuring the digital render closely matches the physical sample shown in-store.
To address the issue of inaccurate mat colors, I implemented calibrated color codes for each mat, ensuring the digital render closely matches the physical sample shown in-store.
Solution to Insight 2
To solve the “white mat nightmare,” I introduced a dropdown menu triggered by selecting any white or off-white swatch, displaying all available options with accurate visual previews and labeled names to reduce guesswork and improve selection speed.
Solution to Insight 3
Solution to Insight 3
Solution to Insight 3
To eliminate the inefficient screenshot workaround, I added a built-in comparison feature that allows associates to save and toggle between multiple design treatments directly within the tool, enabling seamless evaluation for customers.
To eliminate the inefficient screenshot workaround, I added a built-in comparison feature that allows associates to save and toggle between multiple design treatments directly within the tool, enabling seamless evaluation for customers.
To eliminate the inefficient screenshot workaround, I added a built-in comparison feature that allows associates to save and toggle between multiple design treatments directly within the tool, enabling seamless evaluation for customers.
Prototyping & Usability Testing
Prototyping & Usability Testing
Built a mid-fidelity prototype in Figma. Tested via Useberry with 8 associates across two Atlanta stores.
Built a mid-fidelity prototype in Figma. Tested via Useberry with 8 associates across two Atlanta stores.
Tested Tasks:
Tested Tasks:
Selecting labeled white mat
Duplicating treatment on a new art piece from an existing frame
Comparing 3 designs using tabs
Selecting labeled white mat
Duplicating treatment on a new art piece from an existing frame
Comparing 3 designs using tabs
Results:
✅ Task Completion Rate: 100%
🚀 Avg. Time Saved: 4 minutes per task
💬 Quote: “These features would save us every day, especially on large orders like gallery walls.”
✅ Task Completion Rate: 100%
🚀 Avg. Time Saved: 4 minutes per task
💬 Quote: “These features would save us every day, especially on large orders like gallery walls.”
Design Goals
Design Goals
🎯 Goal 1: Reduce friction and confusion in key decision moments.
🎯 Goal 1: Reduce friction and confusion in key decision moments.
🎯 Goal 2: Shorten consultation time to allow for more customer throughput
🎯 Goal 2: Shorten consultation time to allow for more customer throughput
🎯 Goal 3: Empower associates with tools that reflect their design expertise.
🎯 Goal 3: Empower associates with tools that reflect their design expertise.
🎯 Goal 4: Provide a more seamless and engaging customer experience.
🎯 Goal 4: Provide a more seamless and engaging customer experience.
📊 Outcomes & Business Impact
Tested Tasks:
Faster Consultations: More customers served per shift
Higher Confidence: Less hesitation, more conversions
Team Empowerment: Associates felt heard, not hindered
Reflection
Reflection
This case study showed me how design isn’t just about screens—it’s about making people’s jobs easier and experiences smoother. By leveraging my position inside the company, I was able to gain trust, gather real-world feedback, and design a solution that met both business and user needs. This experience really showed me how thoughtful, user-centered design can make a big difference and have a measurable impact on team efficiency and customer satisfaction.
This case study showed me how design isn’t just about screens—it’s about making people’s jobs easier and experiences smoother. By leveraging my position inside the company, I was able to gain trust, gather real-world feedback, and design a solution that met both business and user needs. This experience really showed me how thoughtful, user-centered design can make a big difference and have a measurable impact on team efficiency and customer satisfaction.
Overview of Framebridge In-Store Consultation Tool (Redesign)
Overview of Framebridge In-Store Consultation Tool (Redesign)
Overview of Framebridge In-Store Consultation Tool (Redesign)
Framebridge is a direct-to-consumer custom framing brand that expanded from online-only to brick-and-mortar retail. While the shift improved customer engagement, it revealed usability issues with the in-store consultation tool, a digital interface associates used to mock up framing treatments.
Framebridge is a direct-to-consumer custom framing brand that expanded from online-only to brick-and-mortar retail. While the shift improved customer engagement, it revealed usability issues with the in-store consultation tool, a digital interface associates used to mock up framing treatments.
Framebridge is a direct-to-consumer custom framing brand that expanded from online-only to brick-and-mortar retail. While the shift improved customer engagement, it revealed usability issues with the in-store consultation tool, a digital interface associates used to mock up framing treatments.
Problem 🤔
Problem 🤔
Problem 🤔
Consultations took too long, frustrating both staff and customers. Associates struggled with inaccurate visuals, repetitive tasks, and inefficient workflows.
Consultations took too long, frustrating both staff and customers. Associates struggled with inaccurate visuals, repetitive tasks, and inefficient workflows.
Consultations took too long, frustrating both staff and customers. Associates struggled with inaccurate visuals, repetitive tasks, and inefficient workflows.
Solution 🤑
Solution 🤑
Solution 🤑
How might we improve the in-store tool experience to help associates complete consultations faster while ensuring customers feel confident in their design choices?
How might we improve the in-store tool experience to help associates complete consultations faster while ensuring customers feel confident in their design choices?
How might we improve the in-store tool experience to help associates complete consultations faster while ensuring customers feel confident in their design choices?
Lets get into the research 👨🏽💻
As Assistant Store Manager, I was uniquely positioned to lead this effort. I had direct access to associates and real-time customer interactions. I received permission from upper management to lead a research-driven UX project to explore potential improvements to the in-store consultation tool.
Top Insights
Insights prioritized through card sorting revealed the top pain points and most desired features among store associates.
🎯 Insight 1: Visual Mismatch = Customer Doubt
The digital mockups of frame mouldings and mat colors didn’t reflect the physical products well, causing customers to hesitate or question their selection. Associates then had to spend time rebuilding trust in the final product, often adding 5–10 extra minutes per consultation.
🎯 Insight 2: The White Mat Nightmare
The design tool featured 12 different white or off-white mats, but none of them were labeled. Associates had to guess and toggle through multiple options to find the right one. This was especially painful when framing multiple art pieces with identical treatments.
🎯 Insight 3: No Way to Compare Designs
Customers often couldn’t decide between two or three design options. Associates would screenshot treatments and toggle between them in the Photos app, an inefficient and disjointed workaround that further increased consultation times.
Prototyping & Usability Testing
Built a mid-fidelity prototype in Figma. Tested via Useberry with 8 associates across two Atlanta stores.
Tested Tasks:
Selecting labeled white mat
Duplicating treatment on a new art piece from an existing frame
Comparing 3 designs using tabs
Results:
✅ Task Completion Rate: 100%
🚀 Avg. Time Saved: 4 minutes per task
💬 Quote: “These features would save us every day, especially on large orders like gallery walls.”
📊 Outcomes & Business Impact
Tested Tasks:
Faster Consultations: More customers served per shift
Higher Confidence: Less hesitation, more conversions
Team Empowerment: Associates felt heard, not hindered
Reflection
This case study showed me how design isn’t just about screens—it’s about making people’s jobs easier and experiences smoother. By leveraging my position inside the company, I was able to gain trust, gather real-world feedback, and design a solution that met both business and user needs. This experience really showed me how thoughtful, user-centered design can make a big difference and have a measurable impact on team efficiency and customer satisfaction.
Solution to Insight 2
To solve the “white mat nightmare,” I introduced a dropdown menu triggered by selecting any white or off-white swatch, displaying all available options with accurate visual previews and labeled names to reduce guesswork and improve selection speed.
📊 Outcomes & Business Impact
Tested Tasks:
Faster Consultations: More customers served per shift
Higher Confidence: Less hesitation, more conversions
Team Empowerment: Associates felt heard, not hindered
PROJECTS
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ABOUT
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© 2025 Amir Abdul. All rights reserved.
PROJECTS
RESUME
ABOUT
CONTACT
Projects
Contact
Resume
© 2025 Amir Abdul. All rights reserved.
Framebridge
Improve the in‑store consultation tool used by associates and managers to help customers digitally visualize their custom frame treatments.
Digital Product
Redesign
Retail Tech
Tools
Figma, Google Survey, Voice Recording (w/ consent), Useberry
Date
May 2024 - June 2024 (6 weeks)
Role
Assistant Store Manager, Lead UX Designer
Responsibilities
Research, Strategy, Wireframing, Prototyping, Usability testing
Framebridge
Improve the in‑store consultation tool used by associates and managers to help customers digitally visualize their custom frame treatments.
Digital Product
Redesign
Retail Tech
Tools
Figma, Google Survey, Voice Recording (w/ consent), Useberry
Date
May 2024 - June 2024 (6 weeks)
Role
Assistant Store Manager, Lead UX Designer
Responsibilities
Research, Strategy, Wireframing, Prototyping, Usability testing
Framebridge
Improve the in‑store consultation tool used by associates and managers to help customers digitally visualize their custom frame treatments.
Digital Product
Redesign
Retail Tech
Tools
Figma, Google Survey, Voice Recording (w/ consent), Useberry
Date
May 2024 - June 2024 (6 weeks)
Role
Assistant Store Manager, Lead UX Designer
Responsibilities
Research, Strategy, Wireframing, Prototyping, Usability testing
Top Insights
Insights prioritized through card sorting revealed the top pain points and most desired features among store associates.
🎯 Insight 1: Visual Mismatch = Customer Doubt
The digital mockups of frame mouldings and mat colors didn’t reflect the physical products well, causing customers to hesitate or question their selection. Associates then had to spend time rebuilding trust in the final product, often adding 5–10 extra minutes per consultation.
The digital mockups of frame mouldings and mat colors didn’t reflect the physical products well, causing customers to hesitate or question their selection. Associates then had to spend time rebuilding trust in the final product, often adding 5–10 extra minutes per consultation.
🎯 Insight 2: The White Mat Nightmare
The design tool featured 12 different white or off-white mats, but none of them were labeled. Associates had to guess and toggle through multiple options to find the right one. This was especially painful when framing multiple art pieces with identical treatments.
🎯 Insight 3: No Way to Compare Designs
Customers often couldn’t decide between two or three design options. Associates would screenshot treatments and toggle between them in the Photos app, an inefficient and disjointed workaround that further increased consultation times.
Solution to Insight 2
To solve the “white mat nightmare,” I introduced a dropdown menu triggered by selecting any white or off-white swatch, displaying all available options with accurate visual previews and labeled names to reduce guesswork and improve selection speed.
User Surveys
User Surveys
Surveys were sent to 8 associates to capture broad patterns in how the tool affected their day-to-day work. Topics included: - Frequency of tool use - Frustration points - Workflow obstacles - Feature wishlists
Top Insights
Insights prioritized through card sorting revealed the top pain points and most desired features among store associates.
🎯 Insight 1: Visual Mismatch = Customer Doubt
The digital mockups of frame mouldings and mat colors didn’t reflect the physical products well, causing customers to hesitate or question their selection. Associates then had to spend time rebuilding trust in the final product, often adding 5–10 extra minutes per consultation.
🎯 Insight 2: The White Mat Nightmare
The design tool featured 12 different white or off-white mats, but none of them were labeled. Associates had to guess and toggle through multiple options to find the right one. This was especially painful when framing multiple art pieces with identical treatments.
🎯 Insight 3: No Way to Compare Designs
Customers often couldn’t decide between two or three design options. Associates would screenshot treatments and toggle between them in the Photos app, an inefficient and disjointed workaround that further increased consultation times.