Duration
10 weeks
Tools
Figma, Photoshop, Vmake AI
My Role
UX / UI Design, Brand Design, Graphic Design
Project Overview
Design Process
Discover
Research, Assumptions, Interviews & Affinity Map
Define
Persona, Experience Map & Task Flows
Develop
Sketches, Wireframes, Branding & UI Library
Deliver
High-Fidelity Prototype & Marketing Website
Discover
Problem Space
Many individuals of all ages and genders aspire to create a distinct identity through a personalised fashion style that mirrors their demographic and preferences. However, these individuals face obstacles to achieving this aspiration due to the cost of employing a professional stylist.
Research Findings
Overview
45% of interview participants reported low confidence when assembling outfits.
Users described impulse purchases driven by discount triggers.
Styling decisions were based on colour matching rather than structured outfit logic.
Design Opportunity
How Might We
enable personalised fashion styling to be accessible and affordable for individuals aiming to confidently express their unique identity through a fashion style that truly reflects who they are?
Define
Persona
Upon completing the research and interviews, I created a persona to gain a deeper understanding of my target users by identifying their needs and key motivations/goals, frustrations, and behaviours of this user group.
Primary User Insight
Interviews revealed mid-life professionals lack confidence translating aspirational fashion inspiration into practical wardrobe decisions due to time and financial constraints.
Task Flow Goals
Primary Task Flow
Profile Set Up
Creating an account. Including steps to identify user's measurements, demographic and style goals.
Secondary Task Flow
Filtering Content
User is able to explore home and search pages, in order to find/save outfits to the new wardrobe collection.
Secondary Task Flow
Wardrobe Creation
Enabling a smooth navigation to users' digital wardrobe, create a collection within this page and add outfits to this folder.
Develop
Sketches
Task 1 - Profile
Splash screen and to begin creating an account and identifying the users gender.
Task 2 - Scan
Within the scanning task, the user will need to create a representation of themselves to form a digital mannequin completed through a body scan.
Task 3 - Style Goals
User will be asked to completed a series of questions to identify their specific style goals and aethetics.
Task 4 - Saving an Outfit
Once the user has completed setting up their profile, the app will be able to generate specific outfits tailored to their preferences and demographics. Within this task, the user can choose outfits by searching or upon featured suggestions and can save this outfit to their personalised digital wardrobe with the ability to add and save to this collection as well as purchase the items of an outfit.
Task 5 - Wardrobe Collection
Following the previous task, user will be able to create another wardrobe collection as another method to save outfits in an organised way.
Translating solution sketches into initial greyscale wireframes.
Iteration findings
Users hesitated during body scan onboarding.
3/5 users misunderstood wardrobe saving flow.
Changes made
Reduced onboarding steps from 6 to 4.
Merged save and purchase CTA heirarchy.
UI Library
Primary
Colours
Secondary
Colours
The logo features the colour aesthetic of the app, reflecting the scanning and mannequin in connection to the word-mark design.
Wordmark
Deliver
App Interface
Outcome
Delivered high-fidelity prototype tested with 5 participants.
Reduced onboarding confusion by simplifying scan process.
Created scalable UI system adaptable to future styling modules.
Next steps
Validate AI recommendation accuracy with real worldwide data.
Test conversation impact of "Try Before You Buy" feature.
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