Funhouse True Vintage

Project Info

Funhouse’s beginnings start with the owners’ bread and butter, eBay. Being a store owner for about a year, the client has collected multiple rare vintage pieces and feel that they deserve a platform separate from eBay to be appreciated and sold.


Since the beginning of the COVID-19 pandemic, we have all been challenged to reassess our physical interactions with the world around us. Without pop up events and community gatherings, Funhouse had to reevaluate how they could offer something new for their current eBday customers as well as continue to grow their business through accruing new customers.


Create a responsive, high end vintage shopping site that appeals to new users as well as returning eBay customers looking to build their vintage collection. This site will be built as a custom layout to be integrated into Shopify and differs from clients eBay store by including more valuable items.

No items found.

Identifying Trends

What made vintage shoppers want to use eBay as their main site for new discoveries? Considering the focal points mentioned within my interviews, I decided to evaluate other sites' methods of facilitating these key features and how they differ to other platforms. The personalization, means of communicating with customers, and branding seemed to be utilized more so within apps like Instagram shopping and Depop while eBay and second hand site Grailed highlighted more descriptive information about the garment being sold.

After compiling my findings into a competitive analysis framework, I was able to evaluate the strengths and weaknesses of each site to be able to assess how we could marry compelling branding with a descriptive platform.

The next steps involve creating a way for users to leave feedback, about page, adding a FAQ section with policies and testimonials, historical timelines of viewed items, and small touch ups to enhance usability (arrows for photo scrolling, email confirmation pop up.
  • Adding FAQ / Policy sections
  • Usability upgrades involving more comprehensive navigation indicators and historical visibility
  • A place for users to leave reviews/social platform
  • Make users more aware of the sites purpose of selling upscale vintage items

Per user feedback and confirmation from client, I added historical timeline for users to better navigate the site as well as arrows for easier photo interaction. Further improvements require client approval.

Considering Shopify is the platform this site will be hosted on, I created a comprehensive replica of the checkout process that maintains the styling found throughout the site.

User Feedback

After creating a prototype, I assembled 3 users to test the first iteration of the design. These interviews took place in person as well as online. Each user was given 1 flows to follow, selecting an item and completing the checkout process. I took the main points of feedback and placed them into an affinity map.

Low Fidelity Wireframes

With the core features identified for the first iteration, I created wireframes of the projected flow of the site.

Finalized Wireframes with Core Elements and Features

Site Map

The main objective for Funhouse was to create a site vintage shoppers want to shop on as well as an enticing display that would draw in new users.

Before diving into the wireframes, the flow of the site needed to be addressed. Though the initial scope of Funhouse included discussion of live auction platforms and social sharing features, the MVP needed to be the primary focus for the initial launch. The site map helped establish the must haves of the inceptive product.

Feature Breakdown

Using the MoSCoW method, the client and I sat down and honed in on what would be involved within the Funhouse MVP. After looking over my findings, we determined the must haves for the first release would be a general homepage, product page with descriptions, as well as a uniform checkout process. 

Meet Matty

To consolidate the main points of contention, motivations, and needs of the online vintage shopper, a user persona was created to maintain a centric view of the user Funhouse wants to target. Matty is an experienced vintage shopper who discovered his love of vintage through physical environments but is now venturing into online shopping. Finding unique pieces online has become challenging for Matty and has led him to want to discover more online stores focused on high end finds.

User Persona

What's Most Important?

To understand the online vintage community on a more personal level, I conducted 1-on-1 interviews with seasoned online shoppers. It was extremely important to engage with what users find the most appealing about shopping online, especially the main attributes they look for when selecting a vendor to purchase items from. After the interviews were conducted, I found three main points were frequently mentioned.

Key points mentioned within user interviews


✳ Engage with vintage sellers and the resources they use to sell product

✳ Understand pain points shoppers experience when buying vintage online

✳ Learn of key features shoppers need while shopping online

Project Goals


✳ 1-1 Interviews

✳ Competitive Analysis

✳ Persona Development

✳ Feature Breakdown

✳ Mapping Flows

✳ User Testing

The client wanted a bold yet structured style to the product page that would stand out from other vintage sites, leading to the grid oriented branding. Imagery is the highlight of this page with titles, descriptions, and prices.