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Concept Brief | 1 week | solo project 


UX | e-commerce consultancy app 


The client

Ben likes to wear streetwear and skateboard clothing that's associated with his musical taste. He has an interest in small independent brands and likes to buy and wear clothing from designer start-ups.

Key deliverables

Research interviews | Experience Map | Problem Statement | Ideation | Outcome statement | User flow | User Testing | Prototype Iteration |Low Fidelity prototype in Marvel

My contribution

User interviews | Synthesizing Data into Key Findings | Creating a Low Fidelity Prototype in Marvel

The brief

DressForm is an app that was developed as a quick and rough exercise during a 1-week design sprint to explore the design process of creating a mobile application.


Marvel, Miro, Google Slides, Slack and Zoom

My role

This project was a solo concept project of one week during the 12-week UX Immersive Design Bootcamp from General Assembly to explore the design process of creating a mobile application.


The app was created to solve the needs of users who are not interested in just shopping because they like to browse through clothing, but rather to reduce this action as much as possible and still find those items you love.


This app would need to:


  • make it easy for Ben to find clothing items he likes without endless browsing online.

  • encourage Ben to wear more clothing from independent brands and designer start-ups. 

  • avoid the unwanted ads and other unnecessary information Ben encounters on his search.


User interviews

By conducting interviews, it helps me to understand the user’s needs, motivations and behaviours. I performed three rounds of interviews with Ben asking him about his shopping experiences, to ensure I was designing for him and not myself. The outcomes combined with an experience map will help me focus and solve the right problems.


Key Findings:


  • Ben has an interest in small independent brands.

  • He does not want to spend much time and effort searching for it.

  • He doesn't like social media to find clothing because of too much-unwanted information.

  • It frustrates Ben when clothing is out of stock or not in his size.

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Experience map

To get a better idea of Ben’s frustration in this process I mapped out his journey based on one of his previous difficult shopping experiences.

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After mapping Ben’s journey I realized that his frustration builds up through the entire process. He does not have a clear goal where to search online, so he goes on random searches trying to find items of clothing that fit his style. After a series of disappointments, due to different reasons, for example — out of stock, too expensive or an unwanted celebrity brand  — his incentive fades.


How can we help Ben easily find the clothing brands he likes?

Problem statement

Ben needs an efficient way to find affordable streetwear from new design brands because it takes too much time and effort.


Initial ideas and possible solutions

With a clear problem in mind, I started to brainstorm ideas to try to solve them. The concepts varied from a personalized style search engine or style blog to an online shop that exclusively sells young designer streetwear.


I considered all these ideas and decided to take forward a combination of two concepts:


  • A Marketplace where independent brands and start-up designers would showcase and sell their items of clothing.

  • A Fashion wheel inspired cover flow where Ben can swipe through outfits specially selected for him.

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Ben would now be able to have an efficient way of shopping, without the frustration of spending lots of time and effort searching it online. The app called — DressForm — will offer a selection of clothing items curated to his preferences.

Storyboard | Outcome statement

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I created a storyboard to represent how this app could improve his search.


  1. Ben wants cool new apparel that matches his style and his wardrobe of clothes.

  2. He is trying to find new designer streetwear online but gets frustrated after a long search without results.

  3. A notification comes up on his phone. The app Dressform has some amazing new items suggested to him that are customised to his style and preferences.

  4. The suggestions on the app hit his sweet spot. He purchases the looks knowing they will look good on him and compliments the rest of his wardrobe. All without any effort at all.



I conducted user tests with Ben and 2 other participants to help me understand which parts confused users and needed improvement, making the app experience as intuitive as possible.

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The main functionalities of the app are:

  • the Homepage with recommendations of items of clothing.

  • a Product detail page with the option to add the item to the basket.

  • a Checkout page allows the user to fill in the payment details and make the purchase.

Final Prototype

Click below to see the low-fidelity prototype:

For the complete case study on Medium click below:

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