Project
Dress Up
All-in-one e-commerce platform designed for fashion enthusiasts.
About
DRESS UP is a versatile e-commerce platform designed for fashion enthusiasts. Whether you're looking to shop, rent, or sell pre-owned luxury fashion, DRESS UP provides a seamless experience for all your fashion needs. With a user-friendly interface and a wide range of products—including clothing, shoes, accessories, and high-end luxury items—DRESS UP caters to both casual shoppers and luxury seekers.
The app also features a rental service for users who want to access high-end fashion without full ownership, and a marketplace for selling pre-owned luxury items, ensuring sustainability and circular fashion practices. DRESS UP brings convenience, style, and flexibility to the world of fashion.
The app also features a rental service for users who want to access high-end fashion without full ownership, and a marketplace for selling pre-owned luxury items, ensuring sustainability and circular fashion practices. DRESS UP brings convenience, style, and flexibility to the world of fashion.
Goal
The primary goal of DRESS UP is to create an intuitive and versatile platform where users can effortlessly shop, rent, or sell fashion items, with a special focus on luxury brands. The app aims to offer a seamless user experience that combines the convenience of e-commerce with the sustainability of renting and reselling. By providing users with access to high-quality fashion items, whether new or pre-owned, DRESS UP promotes fashion accessibility, circular fashion practices, and a more sustainable shopping culture. The aim was to empower fashion enthusiasts with a flexible platform that promotes sustainable fashion choices, while delivering a seamless and aesthetically pleasing user experience.
DESIGN PROCESS
In developing the DRESS UP platform, I utilized the Double Diamond design methodology, ensuring a structured and user-centered process that focused on both the user experience and business goals.
Discover
In the initial phase, I conducted thorough research to understand the needs of our target users. This included market analysis, competitor research, and user interviews to identify pain points related to luxury fashion shopping, renting, and selling. The insights gathered helped define the problem of providing a seamless experience for buying, renting, and selling high-end fashion.
A look at some competitors
Farfetch
Rebag
Fashionpass
The Luxury Closet
Competitor Analysis
User Research
User research was carried out to analyze the characteristics, needs and motivations for the solution that are being offered.
I interviewed 10 users of age 18-62 to better understand their experiences in online shopping.
Below are some of the questions.
I interviewed 10 users of age 18-62 to better understand their experiences in online shopping.
Below are some of the questions.
1
Do you prefer to buy clothes online?
2
Do you prefer to rent instead of buy?
3
Have you ever sold pre-owned fashion items online? What was that process like?
4
What are the most important factors when you decide to shop online (e.g., price, brand, convenience)?
5
Do you prefer to sell pre-owned items online?
6
Do you interested in buying pre-owned items?
Survey Results by Age Group (Scale: 1 to 5)
Target Audience
Fashion Enthusiasts:
- Trend-conscious individuals who love staying updated with the latest fashion trends.
- Enjoy exploring new clothing, accessories, and luxury items.
- Prioritize aesthetics, brand reputation, and exclusivity.
Luxury Shoppers:
- Consumers looking for high-end, designer fashion brands, both new and pre-owned.
- Expect a seamless, premium shopping experience with verified authenticity.
- Value convenience, personalization, and trust when purchasing or renting luxury fashion.
Sustainable Fashion Advocates:
- Eco-conscious shoppers who prefer renting or buying second-hand fashion.
- Prioritize sustainability, circular fashion, and reducing waste in the fashion industry.
- Look for platforms that promote responsible consumption and ethical sourcing.
Resale Sellers:
- Individuals looking to sell their pre-owned luxury fashion items.
- Seek a reliable and efficient platform that ensures smooth transactions.
- Want to extend the lifecycle of high-end fashion while earning from it.
Occasional Shoppers:
- People who need stylish outfits for specific events (e.g., weddings, parties, galas).
- Prefer renting high-end fashion over buying for one-time use.
- Look for affordable, short-term access to designer wear without commitment..
Pain Points Identified from User & Competitor Research
Through detailed user research and competitor analysis, several key pain points emerged, highlighting the challenges users face when buying, renting, or selling fashion items online.
- 1Fragmented Experience Across PlatformsUsers have to switch between different apps or websites to buy, rent, or sell fashion items, making the process inconvenient.
Managing multiple accounts and transactions across various platforms is time-consuming. - 2Limited Product VarietyMany platforms specialize in only one category (e.g., clothing) but lack shoes, accessories, and other fashion essentials, forcing users to shop elsewhere.
Some platforms focus only on high-end fashion, while others cater exclusively to budget shoppers, leaving no middle ground. - 3High Seller Fees & Complicated Selling ProcessMany resale platforms charge high commission fees, cutting into sellers’ profits.
The listing process is often lengthy and complex, discouraging users from selling their items. - 4Trust & Authenticity ConcernsUsers fear receiving counterfeit or low-quality pre-owned items.
Lack of a proper authentication system on some platforms reduces buyer confidence. - 5Limited Payment & Shipping FlexibilitySome competitors restrict payment methods, making transactions difficult for certain users.
Limited or expensive shipping options increase costs and affect the overall experience. - 6Sustainability & Conscious Shopping ChallengesEco-conscious shoppers prefer renting or buying second-hand but struggle to find reliable platforms with a strong sustainability focus.
Some platforms lack clear information on the sustainability aspect of products.
Key insights
Through extensive user research and competitor analysis, several key insights emerged, shaping the foundation of DRESS UP as an all-in-one fashion marketplace.
User Research Insights
Users find it frustrating to switch between different platforms for buying, renting, and selling fashion items.
They prefer a seamless experience where all services are available in one place.
They prefer a seamless experience where all services are available in one place.
Luxury shoppers seek high-end designer pieces, while budget-conscious users want affordable yet stylish options.
A platform catering to both premium and budget-friendly fashion increases accessibility.
A platform catering to both premium and budget-friendly fashion increases accessibility.
Users hesitate to buy or rent pre-owned items due to authentication concerns.
They want a trustworthy system that ensures product quality and legitimacy.
They want a trustworthy system that ensures product quality and legitimacy.
Younger users (18-40) show a strong preference for renting and buying second-hand to support sustainable fashion.
An eco-conscious marketplace aligns with modern shopping behaviors.
An eco-conscious marketplace aligns with modern shopping behaviors.
Sellers on other platforms struggle with high commission rates and hidden fees.
A transparent and cost-effective selling process attracts more sellers, increasing inventory for buyers.
A transparent and cost-effective selling process attracts more sellers, increasing inventory for buyers.
Competitor Research Insights
Most competitors specialize in either buying, renting, or selling but don’t offer all three services together.
DRESS UP fills this gap, making it the go-to marketplace for shopping, renting, and selling luxury & affordable fashion.
DRESS UP fills this gap, making it the go-to marketplace for shopping, renting, and selling luxury & affordable fashion.
Some competitors focus only on clothing, leaving out shoes, accessories, and other fashion essentials.
Expanding product variety increases user engagement and purchase frequency.
Expanding product variety increases user engagement and purchase frequency.
Some platforms cater only to luxury shoppers, while others target only budget-conscious users.
DRESS UP serves both, offering a wide price range to make fashion accessible to all.
DRESS UP serves both, offering a wide price range to make fashion accessible to all.
Many resale platforms charge high commissions and have complex listing processes, discouraging sellers.
DRESS UP offers competitive seller fees and a streamlined, user-friendly listing experience to attract more sellers.
DRESS UP offers competitive seller fees and a streamlined, user-friendly listing experience to attract more sellers.
Users fear counterfeit or poor-quality items when buying second-hand.
DRESS UP integrates a robust authentication process to enhance trust and buyer confidence.
DRESS UP integrates a robust authentication process to enhance trust and buyer confidence.
Define
During the Define phase, I synthesized the research findings to create clear user personas, pain points, and opportunities. This phase involved creating user journeys and identifying key features like the rental service, marketplace for pre-owned items, and easy navigation for both casual shoppers and luxury seekers. The goal was to create a platform that would meet both fashion enthusiasts' desires for exclusivity and sustainability.
After gathering user insights in the Discover phase, we refined our user personas and journey maps to better represent user behaviors, needs, and frustrations. These refinements help us establish a clear problem statement and guide design decisions.
After gathering user insights in the Discover phase, we refined our user personas and journey maps to better represent user behaviors, needs, and frustrations. These refinements help us establish a clear problem statement and guide design decisions.
User Personas
User Journey Maps
Sitemap
Problem Statement
In today's digital fashion marketplace, users face fragmented shopping experiences, requiring them to switch between multiple platforms to buy, rent, or sell fashion items. Existing solutions often cater to either luxury or budget-conscious shoppers, leaving a gap for a versatile, all-in-one platform.
Additionally, high seller fees, complicated listing processes, and trust issues in second-hand transactions discourage users from engaging in resale or rental services. Many platforms also lack a strong sustainability focus, failing to meet the growing demand for eco-conscious fashion choices.
How might we create a seamless, secure, and inclusive fashion marketplace that allows users to buy, rent, and sell fashion items effortlessly—while catering to different budget levels, ensuring product authenticity, and promoting sustainable fashion practices?
Additionally, high seller fees, complicated listing processes, and trust issues in second-hand transactions discourage users from engaging in resale or rental services. Many platforms also lack a strong sustainability focus, failing to meet the growing demand for eco-conscious fashion choices.
How might we create a seamless, secure, and inclusive fashion marketplace that allows users to buy, rent, and sell fashion items effortlessly—while catering to different budget levels, ensuring product authenticity, and promoting sustainable fashion practices?
Develop
In the Develop phase, I translated research insights into visual concepts and interactive solutions for the Dress-Up App.
In this stage, the focus was on generating ideas and transforming them into tangible design solutions. Based on the defined user needs, pain points, and information architecture, initial design concepts were explored to create an intuitive and engaging app experience.
In this stage, the focus was on generating ideas and transforming them into tangible design solutions. Based on the defined user needs, pain points, and information architecture, initial design concepts were explored to create an intuitive and engaging app experience.
Design Goals & Principles
- Usability: Ensure a seamless navigation flow for selecting clothes, accessories, and backgrounds.
- Aesthetics: Create visually appealing, modern UI components.
- Accessibility: Provide clear icons, consistent layout, and inclusive design for different users.
Colors
TYPOGRAPHY
Final UI & Prototype
Home/Serach & Filters/Image Search
Registration
Buying Process
Rental Process
Sales Process
Payment Methods
Orders/Listings/Sales
Shop
Notifications & Help Center
Deliver
Finally, in the Deliver phase, the platform’s design was finalized and launched. In this stage, the goal was to ensure the design meets user needs, aligns with business goals, and provides a seamless user experience.
