My Role
As the sole UX researcher and product designer, I led the entire design process from discovery through to final high-fidelity screens. This included planning and conducting user interviews, synthesising research insights, mapping information architecture, creating wireframes, building a scalable design system, and iterating based on usability feedback. Working independently across all phases gave me full ownership of every design decision — and accountability for justifying each one back to the user research.
Context
This project was created to address a noticeable gap in the luxury fashion mobile experience. While high-end brands invest heavily in in-store and editorial experiences, their mobile apps often feel disconnected from that premium positioning — cluttered, slow, and generic. Open Fashion was conceptualised as a response to that tension: a mobile-first eCommerce app that matches the elegance of the brands it sells, while remaining genuinely easy to use. The goal was to design something that felt as considered as the clothing itself — from the moment a user opens the app to the moment their order is confirmed.
Before opening Figma, I sketched initial wireframes on paper to rapidly explore layout ideas without getting distracted by visual details. This lo-fi approach let me quickly map out key screens — including the home feed, product detail, checkout flow, and navigation structure — and identify layout problems early. Once the paper sketches were validated, I moved into Figma to create low-fidelity digital wireframes, refining spacing, hierarchy, and user flows before committing to the final visual design.
User Flow — From Onboarding to Purchase:
