case study
Refine
Project overview
Refine is an innovative brand leading a movement of conscious and community-driven consumption, centered around a social, intuitive app for buying, selling, and exchanging second-hand items-built on the values of sustainability, trust, and uniqueness.
This project was completed as part of my studies; I developed the brand identity and designed the app.
2024
Problem
Modern consumer culture encourages over-purchasing and hoarding, leading to resource waste and excessive waste generation. At the same time, existing second-hand platforms often fail to deliver a reliable and high-quality shopping experience item quality is inconsistent, seller credibility is questionable, and users struggle to trust the overall marketplace process.
Pain points
Trust & transparency: Unclear item condition and seller credibility.
Discovery & personalization: Weak filters, high noise; hard to find style/size matches.
Flow friction: Listing, searching, and purchasing require too many steps.
Communication delays: Fragmented chats and slow responses.
Logistics & payment: Inconvenient shipping/pickup and non-centralized, unclear payments.
Brand Goals
Lead a cultural shift in consumption—from waste and hoarding to reuse and conscious consumption.
Build a community around the values of sustainability, trust, and uniqueness.
Redefine second-hand items as meaningful, stylish, and high-quality—not just as a cheaper alternative.Design Process
App Goals
Provide an intuitive and accessible platform for buying, selling, and exchanging second-hand items.
Strengthen trust and transparency between users through ratings, transaction history, and smart profiles.
Create a dynamic social experience with a feed, comments, community groups, and chat.
Encourage sustainability through an EcoPoints system and ecological incentives.
Centralize all types of items—fashion, furniture, electronics, and more—into one holistic marketplace.
Design Process
The design process focused on creating a clean and intuitive experience, inspired by natural elements that were translated into a timeless visual language. The design aims to convey freshness, quality, and uniqueness, reflecting the brand’s agenda and the app’s purpose.
User Research
As part of the design process, I conducted comprehensive user research that included distributing surveys across diverse population groups as well as conducting interviews. I gathered both quantitative and qualitative data, which made it possible to identify behavioral patterns, motivations, and key pain points. These insights formed the foundation for understanding the problem and developing the optimal solution, while tailoring the user experience precisely to the users’ needs and expectations.
Quantitative Research User Research Insights
I conducted a competitor analysis to map the strengths and limitations of existing platforms, understand what works well and what is missing in the market, and thereby define the unique value and shape the ultimate solution for users.
70%
women
55%
live in central Israel
80%
between ages 26–35
User Research Insights
Most respondents actively buy and sell second-hand—mainly clothes, accessories, and furniture—driven by cost savings, sustainability, and the search for unique items. Key pain points include lack of trust, slow responses, and limited variety, highlighting the need for a simple, intuitive, and socially engaging platform with convenient shipping and integrated ratings.
Target market
A 30–45-year-old mother with a bachelor’s degree, working in high-tech from home and living in suburban central Israel with above-average income. She’s hands-on with DIY (gardening, carpentry, home refreshes), favors a clean, stylish look, and prefers designer second-hand—buying only when there’s a real need and paying premium for unique items with a story she can repurpose. She rejects fast-consumption culture, and is best reached through social, creative/DIY experiences (e.g., a workshop with a glass of wine).
User Pain Points
Low trust in seller credibility and item quality on existing platforms.
Hard to find designer-grade, unique pieces in one curated place.
Time sink: inefficient discovery, weak filters, too much noise.
Limited context to justify premium pricing.
Clunky logistics: shipping/meetup coordination is inconvenient.
Transactional, not communal: lack of social/experiential feel.
Slow responses & poor communication from sellers/buyers.
Interface friction: cluttered UX that doesn’t fit fast
User Goals
Curate high-quality, unique second-hand pieces
Buy less, buy better
Maintain a stylish, timeless look while rejecting fast-consumption trends.
Repurpose/DIY: find items that can be refreshed or upcycled with a personal twist.
Support sustainability and reuse
Enjoy seamless, trustworthy shopping
Access convenient logistics
Prefer community and experiential touchpoints (workshops/DIY events with a social vibe)
