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Wisepay is a mobile app introducing users a new approach to shop online with the purpose of avoiding impulsive purchases and overspending.

My Role
8 weeks
Design Thinking
User Journey
High-Fi Prototype
Interface Design
User Research
User Testing
UI Design
UX Design

Impulsive buying and overspending are frequent occurrences when shopping online

With an increasing number of Americans ordering online, statistics show that online buyers are more likely to spend impulsively, sometimes racking up credit card debt without realizing it. Impulsive buying can sometimes result in buyer's remorse and regret. Additionally, packing waste has caused damage on the ecosystem.

Design Goal

Helps people better manage money and shop more wisely online

My goal with this conceptual design was to create a product that will help individuals develop a better online shopping habit and reduce the likelihood of impulsive purchases or post-purchase remorse. Meanwhile, this product will assist individuals in budgeting and keeping track of their account balance and daily expenses.


Up-front Research

Quantitiative data from the Internet shows what is happening


of Americans succumb to the tempations of impulse shopping


of people have experienced buyer’s remorse more or less


of consumers admit blowing their budgets while online shopping


billion packages are shipped in thhe US each year

Empathy Mapping

In order to understand and prioritize user needs, I started the design process by using empathy maps. After many 1:1 conversations, I gathered data and created an aggregated empathy map depicting a similar user segment.
empathy map.png


In the beginning, I didn't have specific goals, so I decided to do a general survey and collected more information from more people to fulfill my research goals because it enables me to ask specific questions wihle remaining open to explore the participants' points of view.

I gathered data from 35 males and 46 females for this survey. 40.7 percent of participants are unemployed or lack the funds to support themselves, and hence rely on others, such as their parents. 593.3% of participants have enough money to cover their living needs and are financially independent.
survey answer-08.png


Consumer behavior and psychology

I also examined common consumer behaviors that occur frequently during online purchasing to determine which behaviors I wanted to focus on during the next design phase.
  • A feeling of regret experienced after making a purchase.

  • Mostly associated with people wishing they had bought something different or wish they hadn’t spent so much money.

Buyer’s Remorse

"21% of US online shoppers have abandoned an order due to a “too long/complicated checkout process”.

Shopping Cart Abandonment Happens
  • be able to spend now and worry late

  • have an easy access to capital than using cash

  • disconnected from pain of spending real money

Temptation/Convenience of Using Credit Card Causes Overspending

Comparative Analysis

To gain a better understanding of how to assist individuals develop better shopping habits and enhance their user experience, I researched and summarized the features and user base of multiple mature financial apps on market.
comparative analysis-09.png


User Persona

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Screen Shot 2022-02-20 at 10.55.34 PM.png

Journey Mapping

After observing and interviewing my users and synthesizing their personas, I used this information to create a user journey map.
  • See where the problems are and extract users' pain points.
  • Find if there is a trigger event that can change/improve the whole shopping process
  • Find what emotions they experienced
  • Leverage these data to help me dig deeper into "how user behavior can change due to external intervention"
journey map.png
  • Conveniece of paying using credit card will cause overspending

  • Discounts cause unnecessary impulsive buying

  • Many people don't have the habit of budgeting.


Users lack the feeling of paying money

I feel pain of paying when using credit card

Regret after impulsive buying or overspending

I can be stopped when I am making  improper purchases

Don't budget and don't  know how to plan money

I get advise on how to better manage my money



After generating possible solutions and analyzing pain points, I began creating a mindmap outlining the features that needed to be implemented. This gave me a picture of how the platform would function system-wide. This also helped me understand information architecture and how to construct a step-by-step approach for analyzing and applying findings in order to improve user needs while fixing previously identified issues.

I aimed to design an app that would not only help individuals manage their money more effectively and keep track of their account balances, but would also help them decrease the variables that can lead to impulse purchases, lowering the risk of overspending and buyers remorse.
Screen Shot 2022-02-20 at 11.03.39 PM.png

User Story 1

I don't have a budgeting habit. I want to be taught how to make a plan and use this app to gain control of my money.

Visualize account balance (User Goal 1 & 3)
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User Story 2

I can't resist the temptation of discounts as an online shopper. I'd like to use this app to control impulsive buying and save money for important purchases.

check out.gif
Different check-out process (User Goal 2)
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Visual Design Focus

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Key takeaways

Revolving the design around real customers

  • I was initially frustrated by lacking of users' understanding. In order to stand for the users, I had to know from their own experiences. As a result, going out to my larger network and inquiring about their online purchasing experiences provided me with useful ideas that I could bring to the table. 
  • Through my research and interviews, I discovered some interesting aspects that influence people's online shopping behavior. However, these are the advantages I can use in my design of a product that demotivates consumers from making impulsive buys, as the saying "one man's meat is another man's poison" implies.

Thank You!

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