Case Study II:
Poshmark (Re)Design

A UX case study dissecting and redesigning Poshmark with a focus on accessibility, personalization, clarity, and user trust

UX Design

    • Defined scope + assumptions

    • Conducted user interviews + synthesized findings

    • Developed personas, journey maps, + user flows

    • Designed low-fidelity wireframes

    • Iterated based on usability insights

    • Presented final design rationale

    • Figma (wireframes, UI design, prototyping)

    • FigJam (user flows, site map, task analysis)

    • Zoom (user interviews)

    • Adobe Photoshop (high-fidelity wireframes)

    • No access to Poshmark’s internal data or analytics

    • Limited to external user research + public competitor insights

    • Remote user interviews

Year: 2025

Role: UX Researcher + Designer

Timeline: 4 Weeks

A solo UX research and redesign project focused on improving user experience within Poshmark, a social second-hand marketplace app. The project aims to streamline navigation, reduce cognitive overload, and introduce personalization features for a more intuitive and efficient shopping journey.

Process + Beginning

Initial Assumptions +
Problem Framing

I hypothesized that users were overwhelmed by non-personalized content, struggled with tracking items, and were frustrated by irrelevant notifications.

User Interviews +
Empathy Mapping

I interviewed 3 users remotely (buyers + sellers) to validate pain points. Empathy maps highlighted the desire for efficiency and navigational clarity, users’ anxiety around missing desired notifications, and finally, frustration and confusion with content suggestions.

Persona
+ Journey
Mapping

Persona

After my three interviews, my representative “persona” was someone who often additionally shops for others, comes to Poshmark with a specific item or object to buy in mind, and is in their 30s and values sustainability and transparency in their consumption habits.

Journey Mapping

After mapping the user’s journey, three key pain points emerged: users frequently lost track of listings and experienced notification fatigue, had no quick way to access favourite sellers, and lacked insight into trending searches or personalized suggestions—revealing a need for improved clarity, customization, and discovery features within the app.

  • After identifying key friction points through user journey mapping, I translated those insights into new user flows that emphasized clarity, customization, and trust. These flows restructured core interactions—such as item discovery, notification management, and profile personalization—laying the foundation for wireframes that addressed user goals with greater precision and ease.

Identifying
User Flows

  • Original Application Flow

    Original Poshmark user flow.

  • Revised User Flow

    Revised User Flow

    User flow with implemented suggestions.

  • Final User Flow

    Final User Flow

    Revised after user testing + identifying pain points.

Low-Fidelity Wireframes

Key Features Designed

1. Personal Home Feed

Pin trends, folders, profiles for easier access + faster recall of previous interactions.

2. Multiple Size Profiles

For shopping for various bodies + desired fit.

3. Notification Centre

Customized prioritization, mute irrelevant updates, message sellers directly.

4. Smart Listings

Explain suggestions (trends, sellers, items) with activity stats + more information

Outcomes + Lessons

Improved Navigation + User Trust

The redesigned marketplace experience significantly improved user confidence when browsing listings, navigating seller profiles, and locating past purchases. Participants described the new interface as “cleaner” and “easier to trust,” reporting reduced cognitive friction and faster pathway recognition during key resale tasks.

Personalization as a Driver of Adoption

Testing revealed that users valued intentional personalization over social features. Subtle recommendations and clear system logic made the platform feel more intuitive and user-centric. Visual polish alone was not enough—transparency and control over recommendations proved essential in driving engagement and perceived platform credibility.

ROI: Trust, Retention + Seller Growth

By reducing overwhelm and increasing relevance, the redesign directly supported ROI through improved user retention and higher likelihood of repeat purchases. Enhancing perceived trust in the browsing experience positions Poshmark as a reliable platform in a competitive resale market, increasing seller profitability and long-term customer loyalty.

KPIs: Performance Metrics + Behavioural Outcomes

Success was evaluated based on key behavioural metrics that signalled increased confidence and long-term platform engagement. Primary indicators included higher task completion rates when locating items and sellers, increased interaction with personalized dashboard features, and a measurable decline in notification opt-outs—demonstrating improved relevance and reduced overwhelm.

This project reflects my ongoing interest in how thoughtful UX design can restore ease, trust, and emotional clarity within everyday digital systems.

It also speaks to a broader commitment to sustainability in both design and our consumption—favouring long-term usability, transparency, and value-driven interactions.

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