UX and UI Design |
High fidelity prototype design for build and development, implementation, user testing and iteration. Including original asset design and creation.

01 The challenge

There is an increasing shift and growth in online shopping, however most models for online shopping, and fashion retail in particular, are unsustainable.

02 Defining the problem

We identified some key issues:

Overproduction and fast-fashion, which leads to over-stock and waste
Throw-away culture that encourages consumers to buy new in vast quantities via easy to shop and one-click models
User-overwhelm and choice leads to uncertainty and poor choices, which is supported by easy-return models

Social media and marketing strategy creation and design |
Designing, implementing and applying the visual brand and identity consistently across products, media and unique product assets.

03 Product vision and solution

Provide brands with ways to be more sustainable by offering tools to enhance, add value and improve shopping experience and user outcomes.
Empower users so that they can always find items they know will look great on them, so they can make better choices and more informed and considered purchases.
Make the fashion e-commerce environment more transparent, sustainable and environmentally conscious.

Defining the MVP

We identified some key user types our product tried to solve problems for and mapped user personas and user journey.
We consulted with expert style coaches to help us create a seamless questionnaire and develop an algorithm to profile users based on natural body shape and colour.
We conducted workshops as a team from which I created wireframes to map out user flow and storyboards to capture user experience.

Methodology and testing

Planning and implementing user testing strategies and scenarios to gather feedback, insights and information, or validate assumptions:

Comparative testing of algorithm results and outcomes accuracy.
Gathering user feedback on product interface, useability and experience.
Recruiting retailer pilots and demos, gathering feedback from retailers and brands, with attention to new business models and/or potential for scaling.
Understanding perceptions of product proposal, purpose and mission, and overall impressions.
Targeted focus groups, interviews and discussions.
Feedback and answer form surveys.

UX and UI Design |
Concept and prototype design and iteration in Figma for build, development, demo and testing of the Colour and Shape Machine Learning tools.

Key acheivements and takeaways

Turning an idea into a product. Transforming an idea into something tangible is an exciting and rewarding process.
Working for an early-stage startup is a steep but rewarding learning curve. It has taught me about being lean and knowing when and where to focus energy and efforts, to be versatile, can-do and up for anything.
Juggling different hats. I took on various roles and tasks including brand, visual identity and system design, user research, ideation, wireframing and prototyping, product design and iteration, and some frontend development.
Focus on building an MVP. In a startup there’s only so much time and effort you can invest so it's important to focus on features that deliver or return value.
Design thinking is key to effective products. This lean framework helped shape discussions, define strategies and enable us to stay focussed and on track.
Don't worry too much about the detail — at first! Don’t get too caught up in the look of the UI initially. Taking a step back, reassessing user flows helps prioritise the user experience.
Putting user experience first is vital. People will only care about how they use a product if it is relevant and adds value.

Multi-Disciplinary Design | UI and UX, Graphic Design, and Illustration

Style
Uncoded

01 The challenge

02 Defining the problem

03 Product vision and solution

Defining the MVP

Methodology and testing

Key acheivements and takeaways

StyleUncoded

01 The challenge

02 Defining the problem

03 Product vision and solution

Defining the MVP

Methodology and testing

Key acheivements and takeaways

Style
Uncoded