SoFine is a startup that helps professionals in the beauty industry grow and promote their business to millions of potential clients looking for beauty services both onsite and at home.

B2B, B2C and Admin Web Application

Principle Product Designer  |  Research, Design, Define Business Strategy and QA



Neil Harris
Tattoo Artist Owns Tattoo Studio
36 Years Old
  • Looking for ways to promote the services his studio offers
  • Wants a website for his studio but he doesn't have the time to design one himself nor does he have the budget to hire a web developer to do it for him
Christina Kim
Fashion Designer
26 Years Old
  • An avid user of Opentable, Handy and Instacart
  • Believes her time is valuable and shouldn't be spend on finding, researching or waiting for services
  • She visits at least one beauty service a week
Stephanie James
68 Years Old
  • Watches her 4 grandkids Monday to Friday—5-months, 18-months and 7-years-old grandsons as well as a 4-years-old granddaughter
  • On the weekends, she has her own household errands
  • Doesn't have time for anything else

Use Cases​


User Stories

Pattern Library

Final Mockups

More Projects

more projects are available upon request
Tintri    |    Lead UX/UI Designer
wikia    |    UI Designer
indie    |    Product Designer  |  Student Project
Show More

©copyright 2020 by Jaymee Luu