Working as the lead designer for ScopeStyle across iOS, Android and web, I led efforts to evolve the service and address customer pain-points related to the browse and discovery experience.
User insights and ideation
I collaborated with the developer team and the fashion director to uncover insights and translate concepts into features that address customer behaviours and motivations.
Experience strategy and vision
I created frameworks and prototypes to share the vision, design principles and content strategy. This helped to evangelise ideas, gain alignment and drive decision making
I designed up and presented works to executives, senior stakeholders and and development team throughout the project lifecycle.
Increase user attachment, create deeper relationships with users.
The A.I technology requires user’s input to adapt user’s preference in order to generate better results; therefore, our challenge was to evolve with customers and increase the user attachments, so we can provide recommendations based on their user behaviour.
Lead with meaningful Content, show the user we know them.
1. User Journey and user experience mapping
We used experience mapping techniques to visualise and communicate the users end‐to‐end experience across various touch‐points with the scheme. This allowed us to represent user pain‐points and see where we needed to focus our attention. Mapping out the users emotions was key to setting client expectations about the aspirational emotional state we were aiming to design for.
It was very important for the product to communicate the right atmosphere. I created a moodboard and personas to represent these values before continuing with the design. These deliverables help to keep the end user in the forefront of the design process.
3. Low-Fidelity Wireframes
I created low-fidelity wireframes to map out the structure and page layouts. These were great for communicating the design vision and getting early feedback. The wireframes went through a couple rounds of iteration as final content was developed.
4. High-Fidelity Mockups