Food arrives in minutes. Fashion hasn’t caught up.
People who need an outfit for a specific occasion can’t find nearby stock, and boutiques miss walk-in sales.
Fash
Fashion delivered like food, on demand.
An on-demand fashion app connecting buyers, nearby boutiques and live stylists, with instant delivery.
Case study · Product design≈ 5 min read
Project at a glance
A real app, live on Google Play.
0145%
Faster decision-making
0230%
Boost in conversion
0320
In-depth interviews across four groups
Live on Google Play ✦UX outcomes · each one traces back to research
The short version
01 · Problem 02 · What I did 03 · Result
Researched buyers and sellers together, then designed one app for both.
20 interviews, affinity mapping, two personas, paper sketches and final mobile designs.
45% faster decisions and a 30% conversion boost.
Live stylists inside the journey and hyperlocal stock with instant delivery. The app is live on Google Play.
My role
Designer, from research to final screens.
I studied real shopping behaviour first, then designed a concept that fits naturally into people’s lifestyles and supports buyers and sellers alike.
Every title on this project
- Product Designer
- UX Designer
- UI Designer
- Interaction Designer
- 1
Interviews
20 in-depth interviews across four groups.
- 2
Affinity mapping
Sticky notes to themes to feature ideas.
- 3
Personas
A buyer and a seller persona.
- 4
Sketching
Mobile flows on pen and paper first.
- 5
Final designs
High-fidelity screens for the live app.
01The challenge
Simplify and speed up buying fashion on demand.
Food and groceries arrive in minutes. Fashion hasn’t caught up, and the gap frustrates people.
Buyers
Need an outfit, now
Need a last-minute outfit, can’t find stores nearby and waste time checking stock.
Sellers
Missed walk-in sales
Miss out on potential walk-in sales.
Study behaviour first. Then design for both sides.
I dove deep into real shopping behaviours to design a concept that fits naturally into users’ lifestyles, saves time, and supports both buyers and sellers seamlessly.
02UX outcomes
The results first. Each one traces back to research.
- 45%
Faster decision-making
Reduced time-to-style with stylist support. Live stylists inside the buyer journey cut hesitation and shorten decisions.
- 30%
Boost in conversion
Hyperlocal inventory and instant delivery. Only stock from nearby stores, delivered instantly, so people buy sooner.
- Shorter delivery waits
- Fewer cart drop-offs
- Quicker purchases
03Research & synthesis
20 interviews shaped the app’s direction.
Four groups, five people each: the people who buy, sell, style and run the business.
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
Interview insights
- 01Live stylist chat
Buyers · Stylists “Instant style advice.”
Stylists recommend from store stock, right in the chat.
- 02Buyer profiles before the chat
Stylists “Know the buyer first.”
Preferences, past purchases and size, up front.
- 03Simple, visible returns
Buyers “Trust before buying.”
A clear 2-hour return, easy to find in the app.
- 04Fast, frictionless checkout
Buyers “Fewer steps to pay.”
Fewer fields, saved details, buy straight from a recommendation.
- 05A luxury app feel
Stakeholders “Premium, not food delivery.”
Look and flow of luxury apps like Farfetch and Net-a-Porter.
Affinity mapping
From sticky notes to features, every idea backed by real feedback.
- 1
Capture. Main interview points on sticky notes, one colour per group.
- 2
Filter. Removed repeats and anything design can’t solve.
- 3
Cluster. Grouped what was left into themes.
- 4
Ideate. Wrote feature ideas next to each theme.
Persona development
04Design process
Pen and paper before pixels.
Rapid sketches of the key mobile flows came first: discovery, stylist chat, product detail and order tracking.
Sketching wireframes
05Final designs
A sneak peek of the final designs.
Hyperlocal boutique discovery, stylist booking and chat, and one clean path from catalogue to checkout and live order tracking.
