[End to End App Case Study]

Fashion Tech

100% of users reported increased confidence in finding well-fitting clothes—solving the #1 frustration in online clothes shopping.

A research-first shopping experience for real bodies.

FitFeed: Bridging the Fit Gap

[What is FitFeed?]

  • A personalized product discovery platform

  • A research-first shopping tool

  • A video-integrated review system

  • & A body-inclusive design solution

[Problem Statement]

Online shoppers struggle to confidently assess clothing fit due to scattered reviews, inconsistent sizing, and untrustworthy traditional review systems. Without diverse representation or engaging visual content, users waste time researching across platforms, hesitate to try new brands, and often turn to external sources like TikTok to find relatable try-ons.

[Industry]

Fashion Tech

[My Role]

Lead Designer

[Platforms]

Apple iPhone

[Timeline]

January 2024- March 2024

View Live Project

View Live Project

[Final Protoype]

[Persona]

Sofia Ramirez: The Fit-Focused Researcher

Marketing Manager

"I always check reviews, but finding someone with my body type and actual measurements takes forever."

Age: 29

Location: Austin, TX

Brand Affinity: Abercrombie & Fitch, Everlane, &TikTok

Shopping Habits: Shops online frequently

[Goal]

Wants a streamlined way to compare fit across brands.

Needs reliable user-generated reviews with real body measurements.

Values diverse model representation to better gauge fit.

[Frustrations]

Struggles to find helpful reviews that include measurements.

Finds most online sizing charts inconsistent and unreliable.

Wastes time searching multiple platforms for fit guidance.

[Competitive Analysis]

There is an opportunity to create a community-driven platform that prioritizes body-specific fit reviews rather than solely depending on AI.

There is an opportunity to create a community-driven platform that prioritizes body-specific fit reviews rather than solely depending on AI.

[Process]

User Research Plan

The Problem

Online shoppers struggle to find accurate sizing information due to inconsistent fit across brands. The current process of searching reviews, forums, and influencer content is fragmented, making it difficult for users to make confident purchasing decisions.

User Research Plan

The Problem

Online shoppers struggle to find accurate sizing information due to inconsistent fit across brands. The current process of searching reviews, forums, and influencer content is fragmented, making it difficult for users to make confident purchasing decisions.

User Research Plan

The Problem

Online shoppers struggle to find accurate sizing information due to inconsistent fit across brands. The current process of searching reviews, forums, and influencer content is fragmented, making it difficult for users to make confident purchasing decisions.

User Research Plan

The Goal

We want to understand how online shoppers evaluate clothing fit—what tools they use, where they turn, and what challenges they face—so we can design a platform that streamlines decision-making and builds confidence in their purchases.

User Research Plan

The Goal

We want to understand how online shoppers evaluate clothing fit—what tools they use, where they turn, and what challenges they face—so we can design a platform that streamlines decision-making and builds confidence in their purchases.

User Research Plan

The Goal

We want to understand how online shoppers evaluate clothing fit—what tools they use, where they turn, and what challenges they face—so we can design a platform that streamlines decision-making and builds confidence in their purchases.

Objectives

Identify how users currently assess clothing fit when shopping online.

Understand frustrations with current review systems and fit recommendations.

Determine what information users find most valuable when comparing fit.

Objectives

Identify how users currently assess clothing fit when shopping online.

Understand frustrations with current review systems and fit recommendations.

Determine what information users find most valuable when comparing fit.

Objectives

Identify how users currently assess clothing fit when shopping online.

Understand frustrations with current review systems and fit recommendations.

Determine what information users find most valuable when comparing fit.

Research Findings

4/5 users rely heavily on customer reviews and real-user photos before purchasing.

3/5 users mention filtering Amazon reviews by height and weight as helpful.

4/5 users want the ability to compare clothing fit with people of similar body types.

Research Findings

4/5 users rely heavily on customer reviews and real-user photos before purchasing.

3/5 users mention filtering Amazon reviews by height and weight as helpful.

4/5 users want the ability to compare clothing fit with people of similar body types.

Research Findings

4/5 users rely heavily on customer reviews and real-user photos before purchasing.

3/5 users mention filtering Amazon reviews by height and weight as helpful.

4/5 users want the ability to compare clothing fit with people of similar body types.

[Affinity Map]

The affinity map revealed that users place a high level of trust in video content. While they see value in the product, adoption may be stronger if it is positioned as a practical tool rather than a community-driven platform.

The affinity map revealed that users place a high level of trust in video content. While they see value in the product, adoption may be stronger if it is positioned as a practical tool rather than a community-driven platform.

The affinity map revealed that users place a high level of trust in video content. While they see value in the product, adoption may be stronger if it is positioned as a practical tool rather than a community-driven platform.

[User Flow]

The app’s priority features include a products and trending homepage, advanced search and filtering, and integrated video reviews. The main goal is to help users research and find products that fit them well by combining reviews and product information in one place. Body measurements must be required and clearly highlighted across all posts and profiles.

[UI Kit & Branding]

The branding and logo are designed to embody the values of accessibility, representation, empowerment, authenticity, and knowledge sharing. Inspired by platforms like Etsy, Depop, and Instagram, the design supports intuitive browsing and interaction. The color palette blends deep blues and teals for a modern, confident feel; warm oranges and browns for emotional warmth; and soft neutrals for balance and readability. A ruler logo symbolizes finding the right fit, while the dark blue/teal accents reinforce a sense of modern confidence.

[Wireframes]

[Hi-Fi Designs]

[Outcome]

100% of users completed tasks without error
5/5 users felt the app created search and fit confidence
4.8/5 average overall user satisfaction with the product

[Key Learnings for Iterations]

Product Detail Expectations

Users appreciated the fit-related information but wanted more comprehensive product details to guide their purchasing decisions.

Product Detail Expectations

Users appreciated the fit-related information but wanted more comprehensive product details to guide their purchasing decisions.

Product Detail Expectations

Users appreciated the fit-related information but wanted more comprehensive product details to guide their purchasing decisions.

UI Details

Images on product and user post pages shrunk when opened. The product hierarchy and spacing above images need refinement. Users also wanted the number of results displayed after searching and requested a gender filter for more personalized browsing.

UI Details

Images on product and user post pages shrunk when opened. The product hierarchy and spacing above images need refinement. Users also wanted the number of results displayed after searching and requested a gender filter for more personalized browsing.

UI Details

Images on product and user post pages shrunk when opened. The product hierarchy and spacing above images need refinement. Users also wanted the number of results displayed after searching and requested a gender filter for more personalized browsing.

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