Client
Role
Year
It all started as an academic initiative
Karusella began as an academic initiative and grew into WIZO’s flagship online second-hand store, designed to bring sustainability and social impact into a modern eCommerce experience.
The pilot focused on selling 3,000 unique clothing items over three months, uploading around 300 new products each week. After each upload cycle, we should conduct user testing to understand what worked and what needed refinement.
To enable the online store to operate smoothly, we built a dedicated logistics hub in Givatayim and implemented a full shipping and fulfillment process. The platform was developed in close collaboration with WIX, who provided technical guidance, store management support, and reduced-cost services.
Unlike traditional eCommerce platforms, Karusella had a unique constraint
One size, One condition, One unit.
Every item existed as a single piece, this required rethinking:
How to present products that disappear immediately once sold
How to manage expectations around size, condition, and uniqueness
How to build a browsing experience that feels rich even without deep inventory
How to create trust in quality despite items being pre-owned
Our goal was to create a digital experience that felt curated, reliable, and enjoyable, while staying true to WIZO’s mission of circular fashion.
Leading the UX/UI design across the entire digital experience
My role was to lead the UX/UI and craft the full experience - from the way each unique item is collected, photographed, tagged, and uploaded, to how users discover, understand, and purchase one-of-a-kind pieces with confidence.
Defined the user journeys for browsing, filtering, and discovering unique items
Designed the product pages, inventory flow, homepage, and category layouts
Created a visual language combining fashion aesthetics with WIZO’s community values
Translated complex physical workflows (sorting, tagging, photographing) into simple digital patterns
How do people shop for second-hand fashion and what stops them from purchasing online?
Since inventory is limited, the user flow needed to support fast, confident decisions. Trust is earned through clear photos, honest condition notes, and transparent sizing
Users need strong filtering because each item is one-of-a-kind
Inventory moves fast - meaning UI must help users act quickly
Visual storytelling around sustainability and social impact increases engagement
This research guided the platform’s navigation, layout, and tone of voice.
Clear, Visual Browsing
A crisp grid layout with strong focus on the product itself — since each item is unique.
Filters (size, color, category) were designed to help users find relevant items fast.
Trust-Building Product Pages
Each product page included:
High-quality photography
Condition notes
Accurate sizing
A clear indication that this is one unique item only
A quick “sold out” state to manage expectations
Limited Celebrity Collections
To amplify Karusella’s visibility, we partnered with leading Israeli celebrities to contribute items from their own closets.
These one-of-a-kind pieces were meant to attract strong interest, giving shoppers the opportunity to own something meaningful while directly supporting WIZO’s social mission.
The campaign was meant to create a buzz, strengthen credibility, and highlight the power of second-hand fashion with purpose.
Nostalgic Israeli feel with modern fashion language
A Brand That Reflects Circular Fashion
Karusella’s identity and UI combine clean typography and warm colors referencing WIZO’s brand, giving the experience credibility and personality and blends a nostalgic Israeli feel with modern fashion language.
Designing for a one-of-a-kind inventory challenged me to rethink traditional eCommerce patterns and prioritize trust, clarity, and visual storytelling.
And most importantly, It proved that second-hand fashion can feel premium, purposeful, and beautifully designed.
Unfortunately, after the pilot stage, the project was halted due to shifts in management and investment priorities.
