Yassine Keyou

Work Pulseheaven case study

A fashion marketplace that outgrew its first design.

Pulseheaven is the marketplace I founded, where people buy, sell, and connect over fashion. As it grew, I redesigned the buyer and seller experience, built custom marketplace and social features, and improved performance.

See the before and after See it live
The Pulseheaven Most Liked page, with an AI filter bar and a product grid.
The redesigned Pulseheaven homepage on a laptop.
A redesigned Pulseheaven seller profile on a phone.

Complete redesignEvery page, one look

Custom featuresAI try-on, listings, payouts

Make it feel like one product.

As Pulseheaven grew, its shopping, selling, and social features started to feel disconnected, and the design felt too flat for a fashion community. I wanted to give it more life and clearer paths, while the live marketplace kept running.

What the redesign needed to do

  • Explain what Pulseheaven is and where to shop or sell.
  • Give storefront, product, profile, and social pages one design.
  • Make buying and selling easier to follow on a phone.
  • Improve speed without removing useful features.

What had to keep working

  • Existing accounts, listings, and checkout.
  • WordPress and WooCommerce functionality.
  • Messaging, favorites, and virtual try-on.

The principles I followed

  1. Explain the marketplace up front.

  2. Use one design system across pages.

  3. Start with the phone.

  4. Let the clothes stand out.

  5. Treat speed as part of the experience.

Livelier, and easier to use.

Three pages that show the change. Drag the divider to compare the old and new versions.

  1. Before: the original Pulseheaven homepage, with a slogan, two grey shop buttons, and two cut-out models. After: the redesigned homepage, with a headline explaining the marketplace, a Shop/Sell switch, and a trust row.
    Homepage · First impression

    A clearer, livelier first step.

    The old homepage opened with a broad slogan and quiet buttons.

    • New and pre-loved fashion, said plainly
    • Separate Shop and Sell paths
    • People, clothes, and key details up front

    The resultVisitors get a clearer place to start, and the page has the energy I wanted for a fashion community.

  2. Before: the original product page, with centered details, a block of hashtags, and three look-alike buttons. After: the redesigned product page, with labeled detail cards and a clear order for the buy buttons.
    Product page

    Built around the buying decision.

    Before, item details ran together and the buy buttons looked alike.

    • Size, condition, brand, and color grouped
    • Try-on, AI insights, and seller questions easy to find
    • Each buying option in its own place

    The resultShoppers can scan the details and decide whether to buy, add it to their bag, or make an offer.

  3. Before
    The original seller profile on a phone, with a loud banner and badges over it.
    After
    The redesigned seller profile, with the name first, stats on one line, and a trust card.
    Seller profile · Mobile

    A profile that puts the seller first.

    The old banner crowded the seller's name, stats, and actions on a phone.

    1. A simpler header
    2. Review and sales counts grouped
    3. Follow and Message easier to spot
    4. The seller level in its own card

    The resultBuyers can check what's known about a seller and choose whether to connect.

I wanted Pulseheaven to feel like a fashion community. That took a more expressive design and careful work on the features and performance behind it.

The work behind the design.

I built and improved the flows that let people list, buy, get paid, and connect, and cut wasted work on the server as the marketplace grew.

  • Checkout

    Restored Apple Pay checkout

    Apple Pay was failing for some buyers. I traced the cause and fixed the payment flow.

  • Seller payouts

    Rebuilt the shipping and payout plugin

    Shipping, commissions, and payouts now add up, and an order isn't processed twice.

  • Performance

    Removed repeat work from busy pages

    I cached two repeated requests that strained the server, adjusted server resources, and cut unnecessary tax API calls.

  • AI listing helper

    An editable listing draft from photos

    From a seller's photos, it drafts a title, details, description, and price. The seller edits it before publishing.

  • Virtual try-on

    Preview a piece before buying

    AI virtual try-on on product pages shows shoppers how an item might look on them.

  • Social features

    Profiles, messaging, and favorites

    People can follow sellers, message them, and save the pieces they like.

A site that holds together.

Pulseheaven now has a more consistent experience across its core journeys. Here's what I built and fixed; I haven't measured a sales or signup lift from these changes.

  • A more expressive, consistent design across the shop, product, profile, account, and messaging pages.
  • Mobile layouts that make key buyer and seller actions easier to find.
  • Apple Pay checkout restored, with shipping, commissions, and seller payouts working together.
  • Less repeated server work through caching and fewer unnecessary tax API calls.
  • AI-assisted listings and virtual try-on alongside profiles, messaging, and favorites.

The hardest tradeoff

Adding features while keeping a live marketplace fast and reliable, without disrupting listings, checkout, or seller payouts.

What I took from it

A design decision doesn't stop at the screen. Checkout, listing flows, and server load all shape how simple the site feels.

What I'd test next

Watch buyers assess an item and sellers list from photos on mobile, and let the places they hesitate guide the next changes.

Let's make your website work better for your customers.

If your site feels dated, is hard to use on mobile, or needs a feature it's missing, send me the link. I'll tell you what I'd improve first.

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