DISCOVER PROJECT
DISCOVER PROJECT
Timeline
Feb 2024 - Nov 2024
Disciplines
Product Design
UI/UX Design
Interaction Design
Responsibilities
User Research
Wireframing
Mobile Designs
Prototyping
Tools
Figjam
Figma
Vibe
Maze
- Understanding the Challenge -
The core of the challenge was “to simplify and speed up the experience of buying fashion outfits on-demand,” especially when users need them urgently for a specific occasion or moment. While food or groceries can be delivered instantly, fashion hasn’t yet caught up — and this gap creates frustration.
For example, users may feel stuck when they need a last-minute outfit for an event, struggle to find stores nearby, or waste time checking availability manually. Sellers too often miss out on potential walk-in sales. Instead of assuming what users wanted, I chose to dive deep into their actual shopping behaviours and needs. We aimed to design a concept that fits naturally into their lifestyle, saves time, and supports both buyers and sellers in a seamless way.
- UX Outcomes -
Before diving into the design process, it’s important to highlight the key UX outcomes achieved through this project. These outcomes not only reflect the success of the product but also set the tone for how the design decisions unfolded — grounded in research, focused on user behavior, and driven by measurable impact.
Reduced Time-to-Style: 45% Faster Decision-Making with Stylist Support
Reduced Time-to-Style: 45% Faster Decision-Making with Stylist Support
Reduced Time-to-Style: 45% Faster Decision-Making with Stylist Support
Integrating real-time stylist interaction within the buyer journey reduces buyer hesitation and shortens the decision-making process.
30% Boost in Conversion by Hyperlocal Inventory + Instant Delivery
30% Boost in Conversion by Hyperlocal Inventory + Instant Delivery
30% Boost in Conversion by Hyperlocal Inventory + Instant Delivery
By showing only the products available in nearby stores and offering instant delivery, users experience a sense of urgency and convenience that encourages quicker purchases. This hyperlocal approach reduces delivery wait times and cart drop-offs, resulting in a 30% increase in overall conversion rates.
- Research -
Interviews
Our research phase involved 20 in-depth interviews:
5 Stakeholders (Product Owner, CTO, Marketing Lead, Ops Head, Stylist Partnership Manager)
5 Buyers (targeted in Kuwait, aged 22–40)
5 Sellers (boutique owners and store managers)
5 Stylists (independent and store-affiliated)
Through these sessions, we uncovered key insights, patterns, and opportunities that directly shaped the app’s UX direction.
Interview Insights
1. Integrated Live Stylist Chat – Buyers want instant style guidance; stylists need to recommend products directly from store inventory within the chat interface.
2. Pre-Chat Buyer Profiles – Stylists need quick access to buyer preferences, past purchases, and size info to give faster, more relevant advice.
3. Simplified & Transparent Returns – Buyers expect an easy, clearly visible 2-hour return process within the app to build trust.
4. Fast, Frictionless Checkout – Reducing form fields, enabling saved payment/delivery details, and allowing instant purchase from recommendations can lower cart abandonment.
5. Luxury Fashion App Feel – App UI and flow to follow luxury shopping apps (e.g., Farfetch, Net-a-Porter) rather than food delivery apps, ensuring premium branding and shopping experience.
Affinity Mapping
To bring together all the feedback from buyers, sellers, stylists, and stakeholders, I wrote the main interview points on sticky notes and gave each group its own colour. This made it easy to spot patterns, repeated ideas, and unique points from each group.
Next, I removed any repeated points or things that were not related to design, and kept only the insights that could be solved through UX and product design. Then I grouped these insights into themes, with each group showing a main area we could work on.
For each group of similar insights, I wrote possible feature ideas right in front of them, so it was clear how each need connected to a design solution. This way, every feature idea came straight from real user or stakeholder feedback, making sure the design stayed based on real evidence and user needs.
Persona Development
- Design Process -
Sketching Wireframe (Pen & Paper)
- Final Designs -
Sneak Peak of Final Designs
DISCOVER PROJECT
DISCOVER PROJECT
Timeline
Feb 2024 - Nov 2024
Disciplines
Product Design
UI/UX Design
Interaction Design
Responsibilities
User Research
Wireframing
Mobile Designs
Prototyping
Tools
Figjam
Figma
Vibe
Maze
- Understanding the Challenge -
The core of the challenge was “to simplify and speed up the experience of buying fashion outfits on-demand,” especially when users need them urgently for a specific occasion or moment. While food or groceries can be delivered instantly, fashion hasn’t yet caught up — and this gap creates frustration.
For example, users may feel stuck when they need a last-minute outfit for an event, struggle to find stores nearby, or waste time checking availability manually. Sellers too often miss out on potential walk-in sales. Instead of assuming what users wanted, I chose to dive deep into their actual shopping behaviours and needs. We aimed to design a concept that fits naturally into their lifestyle, saves time, and supports both buyers and sellers in a seamless way.
- UX Outcomes -
Before diving into the design process, it’s important to highlight the key UX outcomes achieved through this project. These outcomes not only reflect the success of the product but also set the tone for how the design decisions unfolded — grounded in research, focused on user behavior, and driven by measurable impact.
Reduced Time-to-Style: 45% Faster Decision-Making with Stylist Support
Reduced Time-to-Style: 45% Faster Decision-Making with Stylist Support
Reduced Time-to-Style: 45% Faster Decision-Making with Stylist Support
Integrating real-time stylist interaction within the buyer journey reduces buyer hesitation and shortens the decision-making process.
30% Boost in Conversion by Hyperlocal Inventory + Instant Delivery
30% Boost in Conversion by Hyperlocal Inventory + Instant Delivery
30% Boost in Conversion by Hyperlocal Inventory + Instant Delivery
By showing only the products available in nearby stores and offering instant delivery, users experience a sense of urgency and convenience that encourages quicker purchases. This hyperlocal approach reduces delivery wait times and cart drop-offs, resulting in a 30% increase in overall conversion rates.
- Research -
Interviews
Our research phase involved 20 in-depth interviews:
5 Stakeholders (Product Owner, CTO, Marketing Lead, Ops Head, Stylist Partnership Manager)
5 Buyers (targeted in Kuwait, aged 22–40)
5 Sellers (boutique owners and store managers)
5 Stylists (independent and store-affiliated)
Through these sessions, we uncovered key insights, patterns, and opportunities that directly shaped the app’s UX direction.
Interview Insights
1. Integrated Live Stylist Chat – Buyers want instant style guidance; stylists need to recommend products directly from store inventory within the chat interface.
2. Pre-Chat Buyer Profiles – Stylists need quick access to buyer preferences, past purchases, and size info to give faster, more relevant advice.
3. Simplified & Transparent Returns – Buyers expect an easy, clearly visible 2-hour return process within the app to build trust.
4. Fast, Frictionless Checkout – Reducing form fields, enabling saved payment/delivery details, and allowing instant purchase from recommendations can lower cart abandonment.
5. Luxury Fashion App Feel – App UI and flow to follow luxury shopping apps (e.g., Farfetch, Net-a-Porter) rather than food delivery apps, ensuring premium branding and shopping experience.
Affinity Mapping
To bring together all the feedback from buyers, sellers, stylists, and stakeholders, I wrote the main interview points on sticky notes and gave each group its own colour. This made it easy to spot patterns, repeated ideas, and unique points from each group.
Next, I removed any repeated points or things that were not related to design, and kept only the insights that could be solved through UX and product design. Then I grouped these insights into themes, with each group showing a main area we could work on.
For each group of similar insights, I wrote possible feature ideas right in front of them, so it was clear how each need connected to a design solution. This way, every feature idea came straight from real user or stakeholder feedback, making sure the design stayed based on real evidence and user needs.
Persona Development
- Design Process -
Sketching Wireframe (Pen & Paper)
- Final Designs -
Sneak Peak of Final Designs