Personalized fashion & outfit shopping
FITz is a mobile shopping concept designed to make online fashion discovery feel more personal and less overwhelming. Instead of forcing shoppers to browse endless product catalogs, FITz uses style preferences and personalized recommendations to help users discover clothing that feels relevant to them.
Online shopping gives us endless choice—but very little guidance. FITz explored how a shopping experience could understand a user's individual style and make discovering clothing feel less like searching and more like being styled.
I approached FITz as an end-to-end UX exercise: understanding how people shop for clothing online, identifying friction in the discovery process, defining the experience, and translating those insights into a personalized mobile interface.
Audit, survey, social listening
Persona and pain points
Sketches, navigation concepts
Wireframes, visual identity
Revisions to final designs
Early research focused on how people discover clothing online and what makes that process frustrating. The strongest opportunity was personalization: helping users narrow a massive catalog into options that better reflected their individual taste.
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People participated in the original FITz survey
FITz survey · 2020
The final experience was designed as a connected journey. Users establish their style preferences, receive a personalized home experience, explore the broader catalog when they want more control, and move from discovery to checkout without leaving the app.
The onboarding experience keeps the entry into FITz lightweight, allowing users to quickly create an account and begin building a more personalized shopping experience.
Rather than presenting every shopper with the same storefront, the home experience prioritizes recommendations based on the user's evolving style preferences.
Recommendations provide a starting point—not a restriction. Users can still browse the larger catalog and discover styles outside their personalized feed.
Outfit-based discovery helps users imagine how products work together, shifting the experience from simply browsing individual items toward styling complete looks.
A dedicated profile gives users a way to shape their preferences, creating the foundation for recommendations that become more relevant to their taste.
Once users find something they like, the shopping bag keeps product details and purchase decisions easy to review before checkout.
The final checkout experience keeps the transaction focused and straightforward, completing the journey from personalized discovery to purchase.
FITz was one of my earliest end-to-end UX/UI projects, created during my design training in 2020. Looking back, I can see places where I would approach the product differently today—particularly around accessibility, validation, personalization logic, and testing recommendations with users. What still holds up is the core product thinking: identifying a broad shopping problem and designing a connected experience around an individual user's needs.
