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Redefining Art E-commerce - A scenario-driven filtering system that frees users from browsing fatigue, enabling them to effortlessly discover and enjoy purchasing art and design products across platforms.

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🗂 Project Overview

100DAS is a cross-platform e-commerce platform tailored for design-conscious users seeking affordable, meaningful art and design products. With 97% of customers identifying as female, the brand embraces a modern, elegant, and sophisticated aesthetic.

Focused on artworks and curated lifestyle pieces under $1000, 100DAS makes it easy to shop by scenario—such as gifting, home décor, or personal collection—through intuitive filtering and visual-first layouts. The platform reduces browsing fatigue, builds emotional connections through artist storytelling, and offers a smooth checkout experience designed for time-conscious users.

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Smart Filtering by Scenario

Reduced browsing fatigue with intuitive, context-based product discovery.

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Intent-Based Prompts

Mapped user actions to levels of purchase intent and designed subtle, respectful prompts—maximizing buying opportunities while preserving a calm, non-intrusive experience.

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Background & Context

In 2016, we launched our first site using a Shopify template, but its limitations prompted a complete redesign. We created a cross-platform product with tailored layouts for mobile, tablet, and desktop, built around a unified visual system. Centered on the concept of 100DAS, the platform showcases curated artworks and design products with a focus on both quality and user experience. Beyond affordable art selections by editors, users enjoy a personalized and efficient shopping journey through smart filtering and creative collections.

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Problems of existing site

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My Role

Designer-Founder.

As the sole designer, I led the entire design process—from user research to final UI/UX for the 100DAS ecosystem, including the Shopify site, mobile app, and responsive web. I created all branding, social media, and press materials, conducted usability testing, and iterated designs to improve usability, flexibility, and business alignment.

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+100 interfaced developed

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4 months of collaboration

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Iterative process

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6 people involved

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