PROBLEM
People weren't short of options. They were drowning in them. Endless choice and fast-moving trends lead to decision fatigue and overspending: pieces bought and never worn, while the clothes already in the wardrobe go unused. And traditional shopping doesn't fit a busy week. Finding something that works for the day, and still feels like you, takes more time than most people have. As one interviewee put it: "I get overwhelmed by all the choices when shopping, and it takes away from the enjoyment of the experience. I wish there was a way to narrow down the options and make the process easier."
THE SOLUTION
Wear something that makes you feel good.
Research made the direction clear: the product's job was to narrow the field. In five interviews and a 10-person survey, 8 asked for easier checkout and 6 for simpler navigation, while virtual try-on (1) and stylist chat (2) ranked lowest, and 6 said no to styling advice from experts. A short profile (measurements, style, daily activities, budget) sets the starting point. Swipe right to love, left to leave, and every swipe sharpens the next recommendation. Liked pieces from any brand go into one shared cart. And before it suggests anything new, it styles around what is already in the wardrobe.
VISUAL IDENTITY
I presented three routes on one idea: the letter S as ribbon and cloth. The second was the most literal, a twisted ribbon, but its thin bands lost definition at icon size. The third was the simplest, a single folded S, but it could have belonged to any app. I chose the first: two identical shapes that lock together to form the S, a nod to fabric and to the product's job of matching people with outfits. It stays legible as an app icon and works in a single colour. Vermillion into orange yellow keeps the tone energetic, young and optimistic.
DESIGNED AROUND TWO JOURNEYS
I focused on the two moments that decide whether the product works. Onboarding has to build a useful profile without feeling like a form. Discover & purchase has to lead from personalised picks straight to checkout. I mapped both as user flows and tested them as a mid-fidelity prototype before the final UI.
ONE GESTURE AT THE CORE
Swiping turns a complex judgement into a single, instant gesture, and gives the system a signal every time it's used. The cognitive load stays low for the user while the recommendations get smarter in the background. The as-is and to-be journey shows the effort of choosing collapsing into one gesture; the flow traces the path from swipe to purchase.
