ANDTHIS: Virtual Mall
A full end-to-end design of South Africa’s first virtual mall - a three-part platform built for effortless discovery, smart fulfilment, and scalable growth.
Ecommerce
Mobile App
Website
Owned by Old Mutual, ANDTHIS is a contemporary e-commerce solution in the form of a virtual mall (think Uber Eats for fashion products). The aim was for users to be able to easily browse a curated list of products from their local malls that matches their personal interests, as well as order from multiple stores and receive the products as part of one delivery. They signed with Specno who provided a product delivery team that would complete the full design and development of the platform.
My Role
I was the sole lead designer on the project, working alongside a product owner, scrum master, and four developers. My responsibilities included working closely with stakeholders to synthesise user requirements, conducting user research, assisting with system architecture, managing timelines & expectations, defining a brand, leading the end-to-end design process, and working closely with my product owner and developers to ensure correct implementation.
Team
1 Designers, 1 Product Owner, 1 Scrum Master, 2 Frontend Developers, 2 Backend Developers
Tools
Figma, Notion, Jira, Microsoft Teams, Google Suite, Slack
A Multi-Faceted Product
The project required the designing of three platforms:
A consumer facing mobile app.
An internal mobile app that pickers would use to fulfil orders, integrated with a distribution centre.
A marketing website.
We prioritised strong upfront research and user validation to ground our decisions in real needs. Through stakeholder interviews, surveys, and usability testing, we iterated early designs to ensure clarity and usability.
With a clear visual direction established, we transitioned smoothly into high-fidelity design and development - supporting engineering with structured handoff, documentation, and ongoing collaboration to ensure pixel-perfect implementation.
Wireframing was essential to shaping a smooth, consistent, and intuitive user experience - especially given the scale and complexity of the system. We intentionally kept wireframes low-fidelity to stay focused on structure and usability, avoiding distractions from visual design. These were prototyped to aid in client alignment, validate key flows through user testing, and serve as a foundation for development collaboration.
The customer-facing app was designed to deliver a seamless and inspiring shopping experience, blending intuitive navigation with a clean, modern aesthetic. With users at the core, we focused on making discovery, browsing, and checkout as effortless and enjoyable as possible - helping customers engage deeply with the brand while driving conversion and retention.
Onboarding
1 of 6
Browsing
2 of 6
Search & Filtering
3 of 6
Product & Add To Cart
4 of 6
Check Out & Cart
5 of 6
Order Tracking
6 of 6
Get An Order
1 of 2
Pick Order
2 of 2
