Fails contrast check
Circle badges & roles → reinforce belonging and highlight expertise within groups
Event integration → connect makers to local workshops and in-store events
Expanded tutorials → support multi-step projects with clearer supply lists/progress tracking
Gamification & rewards → motivate sharing and project completion through recognition
The Loop
:
THE SCOPE
Designing a Collaborative
Creative Hub
Our 3-week sprint focused on reducing friction in the crafting journey by combining product discovery, project support, and community connection.
This included:
RESEARCH PHASE
Heuristic Evaluation →
Revealed usability gaps in Michaels’ existing digital experience.
Feature Inventory →
Compared Joann, Etsy, and Hobby Lobby to identify which features best supported crafting, shopping, and community engagement.
Competitive Matrix & SWOT Analysis →
Mapped Michaels’ strengths and weaknesses against competitors to uncover opportunities for differentiation.
User Interviews →
Uncovered how makers find inspiration, what stalls their projects, and what motivates them to finish.
Research Techniques
Goal of Research
Evaluate Michaels’ crafting experience, uncover barriers to project completion, and understand what makers expect from a digital creative community.
We set out to learn:
- How makers discover products, tutorials, and project ideas
- What challenges cause projects to stall or remain unfinished
- How a community platform could support creativity, connection, and completion
Persona
TARGET AUDIENCE
Visualizing the User’s Journey
Inspiration
Planning
Online Recon
Shop
Craft
→DETAILED JOURNEY VIEW
The Loop combines product discovery with the support of a connected maker community.
Unlike scattered, single-purpose platforms, The Loop:
- Brings supplies, tutorials, and projects into one seamless hub
- Reduces friction with guided, easy-to-follow learning
- Fosters community through shared progress and feedback
The result: a creative hub for hobbyists who want inspiration, support, and fulfillment as they bring projects to life.
DESIGN PHASE
Unique Value Prop and Product Market Fit
Design Highlights
OVERVIEW
Turning Crafting Into Community
The crafting journey is often fragmented. Supplies are easy to buy, but ideas and tutorials are scattered across platforms. Projects stall, motivation fades, and what should be stress-relieving can instead turn into unfinished clutter.
The Loop was designed to fix that. By supporting the full lifecycle of crafting—finding supplies, learning techniques, tracking progress, and sharing outcomes—it helps makers move from inspiration to completion with less friction and more fulfillment. Unlike typical social platforms, The Loop isn’t about endless scrolling, but about sparking motivation through connection and community.
In three weeks, our UX team delivered The Loop: a prototype that transforms Michaels from a retail store into a collaborative hub where creativity can thrive.
Satisfaction Ratings (1–5)
Participants rated the hi-fi prototype higher in ease of navigation, clarity of product discovery, and sense of community.
📌 User Quote: “I actually feel like I could finish a project using this—it’s easy to find what I need and see what others are making.”
Impact of Iteration
User feedback led to targeted refinements that shaped The Loop into a smoother, more supportive platform:
Result: With each round of iteration, The Loop became faster, more intuitive, and better aligned with makers’ needs to stay motivated and finish projects.
Navigation →
Simplified menus and clearer hierarchy made it easier for users to move between circles, feeds, and posts without hesitation.
Project Flow →
Direct links between posts and supplies streamlined the path from inspiration to action, cutting down search time.
Community Engagement→
Adjustments to feed layout and circle interactions encouraged more posting, feedback, and participation.
Shopping Experience→
Enhancements to cart and in-store map reduced friction, helping users manage materials both online and in person.
INDUSTRY
Arts & Crafts Retailer
ROLE
UX Designer/ Project Manager
TEAM
Reem, Rich, & Nicole
DURATION
3 Week Sprint
Community Feed
We designed a central feed where makers can explore trending projects, curated picks from Michaels, and updates from circles they follow.
This feature transforms inspiration into a shared, social experience rather than an isolated search for ideas.
Circles & Collaboration
Circles create dedicated spaces for makers to connect around shared interests or local events.
Within each circle, users can post updates, exchange feedback, and celebrate progress, turning crafting into a more collaborative and motivating activity.
Post-to-Product Integration
Posts are directly linked to the materials and tools needed to complete each project.
This seamless integration reduces friction, helping makers move quickly from inspiration to action without searching across multiple platforms.
In-Store Navigation
We introduced an in-app store map that pinpoints the exact aisle and section for supplies.
By connecting digital planning to the in-person shopping experience, we made it easier for makers to find what they need without frustration.
Prototype
USABILITY TESTING & ITERATIONS
Task Completion Improvements
We tracked task times from mid-fi to hi-fi prototypes, with measurable gains across all flows:
👉 Insight: Streamlined navigation, clearer visual hierarchy, and integrated supply links significantly reduced friction across core tasks.
CHALLENGE
Hobbyists struggle to find products, tutorials, and support—leading to stalled projects and lost motivation.
How might we help makers finish projects with less friction and more fulfillment—while building a stronger sense of creative community?
OUTCOME
User testing showed clear impact:
Makers felt more motivated to complete projects, community features eased friction and built confidence, and Michaels shifted from a store to a collaborative hub where creativity thrives.
SOLUTION
We designed The Loop to:
- Combine product discovery, tutorials, and community in one space
- Encourage progress tracking and project completion
- Facilitate sharing and feedback among makers
- Create a seamless experience that motivates and inspires creativity
OPPORTUNITY
Position Michaels not just as a retailer, but as:
- A hub for project discovery/completion
- A supportive community for makers
- A place where creativity feels connected and rewarding
How might we help users complete projects with less friction and more fulfillment through product discovery and community connection?
OUR CHALLENGE
What We Learned
INSIGHTS
Insights to Features
Project dashboard keeps materials, steps, and progress in one place
Curated learning paths with easy-to-follow guides
Time constraints stall projects
Tutorials feel scattered and overwhelming
Quick-start features and bite-sized project suggestions
Makers struggle to stay organized
Crafting can feel isolating
Community spaces for feedback, tips, & encouragement
Breadboarding → Sketched out early flows for posting, circles, and cart to test structure before visuals.
MoSCoW Prioritization → Ranked features as must/should/could/won’t to define MVP and focus on community + project flow.
Design Strategy Tools
Design Handoff & Future Opportunities
We delivered a high-fidelity prototype with clear documentation to guide next steps:
This positioned The Loop to evolve as both a digital product and a community platform.
Next Steps
Annotated flows covering joining circles, posting projects, shopping, and in-store navigation
Research & testing report outlining user insights, pain points, and iteration outcomes
Figma style guide with components, colors, and typography for consistency
→DETAILED PERSONA VIEW
Fails contrast check
The Loop
:
THE SCOPE
Designing a Collaborative Creative Hub
Our 3-week sprint focused on reducing friction in the crafting journey by combining product discovery, project support, and community connection.
This included:
RESEARCH PHASE
Heuristic Evaluation →
Revealed usability gaps in Michaels’ existing digital experience.
Feature Inventory →
Compared Joann, Etsy, and Hobby Lobby to identify which features best supported crafting, shopping, and community engagement.
Competitive Matrix & SWOT Analysis →
Mapped Michaels’ strengths and weaknesses against competitors to uncover opportunities for differentiation.
User Interviews →
Uncovered how makers find inspiration, what stalls their projects, and what motivates them to finish.
Research Techniques
Goal of Research
Evaluate Michaels’ crafting experience, uncover barriers to project completion, and understand what makers expect from a digital creative community.
We set out to learn:
- How makers discover products, tutorials, and project ideas
- What challenges cause projects to stall or remain unfinished
- How a community platform could support creativity, connection, and completion
Persona
TARGET AUDIENCE
Visualizing the User’s Journey
Inspiration
Planning
Online Recon
Shop
Craft
→DETAILED JOURNEY VIEW
The Loop combines product discovery with the support of a connected maker community.
Unlike scattered, single-purpose platforms, The Loop:
- Brings supplies, tutorials, and projects into one seamless hub
- Reduces friction with guided, easy-to-follow learning
- Fosters community through shared progress and feedback
The result: a creative hub for hobbyists who want inspiration, support, and fulfillment as they bring projects to life.
DESIGN PHASE
Unique Value Prop and Product Market Fit
Design Highlights
OVERVIEW
Turning Crafting Into Community
The crafting journey is often fragmented. Supplies are easy to buy, but ideas and tutorials are scattered across platforms. Projects stall, motivation fades, and what should be stress-relieving can instead turn into unfinished clutter.
The Loop was designed to fix that. By supporting the full lifecycle of crafting—finding supplies, learning techniques, tracking progress, and sharing outcomes—it helps makers move from inspiration to completion with less friction and more fulfillment. Unlike typical social platforms, The Loop isn’t about endless scrolling, but about sparking motivation through connection and community.
In three weeks, our UX team delivered The Loop: a prototype that transforms Michaels from a retail store into a collaborative hub where creativity can thrive.
Satisfaction Ratings (1–5)
Participants rated the hi-fi prototype higher in ease of navigation, clarity of product discovery, and sense of community.
📌 User Quote: “I actually feel like I could finish a project using this—it’s easy to find what I need and see what others are making.”
Impact of Iteration
User feedback led to targeted refinements that shaped The Loop into a smoother, more
supportive platform:
Result: With each round of iteration, The Loop became faster, more intuitive, and better aligned with makers’ needs to stay motivated and finish projects.
Navigation →
Simplified menus and clearer hierarchy made it easier for users to move between circles, feeds, and posts without hesitation.
Project Flow →
Direct links between posts and supplies streamlined the path from inspiration to action, cutting down search time.
Community Engagement→
Adjustments to feed layout and circle interactions encouraged more posting, feedback, and participation.
Shopping Experience→
Enhancements to cart and in-store map reduced friction, helping users manage materials both online and in person.
INDUSTRY
Arts & Crafts Retailer
ROLE
UX Designer/ Project Manager
TEAM
Reem, Rich, & Nicole
DURATION
3 Week Sprint
Community Feed
We designed a central feed where makers can explore trending projects, curated picks from Michaels, and updates from circles they follow.
This feature transforms inspiration into a shared, social experience rather than an isolated search for ideas.
Circles & Collaboration
Circles create dedicated spaces for makers to connect around shared interests or local events.
Within each circle, users can post updates, exchange feedback, and celebrate progress, turning crafting into a more collaborative and motivating activity.
Post-to-Product Integration
Posts are directly linked to the materials and tools needed to complete each project.
This seamless integration reduces friction, helping makers move quickly from inspiration to action without searching across multiple platforms.
In-Store Navigation
We introduced an in-app store map that pinpoints the exact aisle and section for supplies.
By connecting digital planning to the in-person shopping experience, we made it easier for makers to find what they need without frustration.
Prototype
USABILITY TESTING & ITERATIONS
Task Completion Improvements
We tracked task times from mid-fi to hi-fi prototypes, with measurable gains across all flows:
👉 Insight: Streamlined navigation, clearer visual hierarchy, and integrated supply links significantly reduced friction across core tasks.
CHALLENGE
Hobbyists struggle to find products, tutorials, and support—leading to stalled projects and lost motivation.
How might we help makers finish projects with less friction and more fulfillment—while building a stronger sense of creative community?
OUTCOME
User testing showed clear impact:
Makers felt more motivated to complete projects, community features eased friction and built confidence, and Michaels shifted from a store to a collaborative hub where creativity thrives.
SOLUTION
We designed The Loop to:
- Combine product discovery, tutorials, and community in one space
- Encourage progress tracking and project completion
- Facilitate sharing and feedback among makers
- Create a seamless experience that motivates and inspires creativity
OPPORTUNITY
Position Michaels not just as a retailer, but as:
- A hub for project discovery/completion
- A supportive community for makers
- A place where creativity feels connected and rewarding
How might we help users complete projects with less friction and more fulfillment through product discovery and community connection?
OUR CHALLENGE
What We Learned
INSIGHTS
Insights to Features
Project dashboard keeps materials, steps, and progress in one place
Curated learning paths with easy-to-follow guides
Time constraints stall projects
Tutorials feel scattered and overwhelming
Quick-start features and bite-sized project suggestions
Makers struggle to stay organized
Crafting can feel isolating
Community spaces for feedback, tips, and encouragement
Breadboarding → Sketched out early flows for posting, circles, and cart to test structure before visuals.
MoSCoW Prioritization → Ranked features as must/should/could/won’t to define MVP and focus on community + project flow.
Design Strategy Tools
Design Handoff & Future Opportunities
We delivered a high-fidelity prototype with clear documentation to guide next steps:
Annotated flows covering joining circles, posting projects, shopping, and in-store navigation
Research & testing report outlining user insights, pain points, and iteration outcomes
Figma style guide with components, colors, and typography for consistency
This positioned The Loop to evolve as both a digital product and a community platform.
Next Steps
Circle badges & roles → reinforce belonging and highlight expertise within groups
Event integration → connect makers to local workshops and in-store events
Expanded tutorials → support multi-step projects with clearer supply lists/progress tracking
Gamification & rewards → motivate sharing and project completion through recognition
→DETAILED PERSONA VIEW
Fails contrast check
The Loop
:
THE SCOPE
Designing a Collaborative Creative Hub
Our 3-week sprint focused on reducing friction in the crafting journey by combining product discovery, project support, and community connection.
This included:
RESEARCH PHASE
Heuristic Evaluation →
Revealed usability gaps in Michaels’ existing digital experience.
Feature Inventory →
Compared Joann, Etsy, and Hobby Lobby to identify which features best supported crafting, shopping, and community engagement.
Competitive Matrix & SWOT Analysis →
Mapped Michaels’ strengths and weaknesses against competitors to uncover opportunities for differentiation.
User Interviews →
Uncovered how makers find inspiration, what stalls their projects, and what motivates them to finish.
Research Techniques
Goal of Research
Evaluate Michaels’ crafting experience, uncover barriers to project completion, and understand what makers expect from a digital creative community.
We set out to learn:
- How makers discover products, tutorials, and project ideas
- What challenges cause projects to stall or remain unfinished
- How a community platform could support creativity, connection, and completion
Persona
TARGET AUDIENCE
Visualizing the User’s Journey
Inspiration
Planning
Online Recon
Shop
Craft
→DETAILED JOURNEY VIEW
The Loop combines product discovery with the support of a connected maker community.
Unlike scattered, single-purpose platforms, The Loop:
- Brings supplies, tutorials, and projects into one seamless hub
- Reduces friction with guided, easy-to-follow learning
- Fosters community through shared progress and feedback
The result: a creative hub for hobbyists who want inspiration, support, and fulfillment as they bring projects to life.
DESIGN PHASE
Unique Value Prop and Product Market Fit
Design Highlights
OVERVIEW
Turning Crafting Into Community
The crafting journey is often fragmented. Supplies are easy to buy, but ideas and tutorials are scattered across platforms. Projects stall, motivation fades, and what should be stress-relieving can instead turn into unfinished clutter.
The Loop was designed to fix that. By supporting the full lifecycle of crafting—finding supplies, learning techniques, tracking progress, and sharing outcomes—it helps makers move from inspiration to completion with less friction and more fulfillment. Unlike typical social platforms, The Loop isn’t about endless scrolling, but about sparking motivation through connection and community.
In three weeks, our UX team delivered The Loop: a prototype that transforms Michaels from a retail store into a collaborative hub where creativity can thrive.
Satisfaction Ratings (1–5)
Participants rated the hi-fi prototype higher in ease of navigation, clarity of product discovery, and sense of community.
📌 User Quote: “I actually feel like I could finish a project using this—it’s easy to find what I need and see what others are making.”
Impact of Iteration
User feedback led to targeted refinements that shaped The Loop into a smoother, more
supportive platform:
Result: With each round of iteration, The Loop became faster, more intuitive, and better aligned with makers’ needs to stay motivated and finish projects.
Navigation →
Simplified menus and clearer hierarchy made it easier for users to move between circles, feeds, and posts without hesitation.
Project Flow →
Direct links between posts and supplies streamlined the path from inspiration to action, cutting down search time.
Community Engagement→
Adjustments to feed layout and circle interactions encouraged more posting, feedback, and participation.
Shopping Experience→
Enhancements to cart and in-store map reduced friction, helping users manage materials both online and in person.
INDUSTRY
Arts & Crafts Retailer
ROLE
UX Designer/ Project Manager
TEAM
Reem, Rich, & Nicole
DURATION
3 Week Sprint
Community Feed
We designed a central feed where makers can explore trending projects, curated picks from Michaels, and updates from circles they follow.
This feature transforms inspiration into a shared, social experience rather than an isolated search for ideas.
Circles & Collaboration
Circles create dedicated spaces for makers to connect around shared interests or local events.
Within each circle, users can post updates, exchange feedback, and celebrate progress, turning crafting into a more collaborative and motivating activity.
Post-to-Product Integration
Posts are directly linked to the materials and tools needed to complete each project.
This seamless integration reduces friction, helping makers move quickly from inspiration to action without searching across multiple platforms.
In-Store Navigation
We introduced an in-app store map that pinpoints the exact aisle and section for supplies.
By connecting digital planning to the in-person shopping experience, we made it easier for makers to find what they need without frustration.
Prototype
USABILITY TESTING & ITERATIONS
Task Completion Improvements
We tracked task times from mid-fi to hi-fi prototypes, with measurable gains across all flows:
👉 Insight: Streamlined navigation, clearer visual hierarchy, and integrated supply links significantly reduced friction across core tasks.
CHALLENGE
Hobbyists struggle to find products, tutorials, and support—leading to stalled projects and lost motivation.
How might we help makers finish projects with less friction and more fulfillment—while building a stronger sense of creative community?
OUTCOME
User testing showed clear impact:
Makers felt more motivated to complete projects, community features eased friction and built confidence, and Michaels shifted from a store to a collaborative hub where creativity thrives.
SOLUTION
We designed The Loop to:
- Combine product discovery, tutorials, and community in one space
- Encourage progress tracking and project completion
- Facilitate sharing and feedback among makers
- Create a seamless experience that motivates and inspires creativity
OPPORTUNITY
Position Michaels not just as a retailer, but as:
- A hub for project discovery/completion
- A supportive community for makers
- A place where creativity feels connected and rewarding
How might we help users complete projects with less friction and more fulfillment through product discovery and community connection?
OUR CHALLENGE
What We Learned
INSIGHTS
Insights to Features
Project dashboard keeps materials, steps, and progress in one place
Curated learning paths with easy-to- follow guides
Time constraints stall projects
Tutorials feel scattered and overwhelming
Quick-start features and bite-sized project suggestions
Makers struggle to stay organized
Crafting can feel isolating
Community spaces for feedback, tips, and encouragement
Breadboarding → Sketched out early flows for posting, circles, and cart to test structure before visuals.
MoSCoW Prioritization → Ranked features as must/should/could/won’t to define MVP and focus on community + project flow.
Design Strategy Tools
Design Handoff & Future Opportunities
We delivered a high-fidelity prototype with clear documentation to guide next steps:
Annotated flows covering joining circles, posting projects, shopping, and in-store navigation
Research & testing report outlining user insights, pain points, and iteration outcomes
Figma style guide with components, colors, and typography for consistency
This positioned The Loop to evolve as both a digital product and a community platform.
Next Steps
Circle badges & roles → reinforce belonging and highlight expertise within groups
Event integration → connect makers to local workshops and in-store events
Expanded tutorials → support multi-step projects with clearer supply lists/progress tracking
Gamification & rewards → motivate sharing and project completion through recognition
→DETAILED PERSONA VIEW