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Innovating Personal Stylist-Client Relationships and Wardrobe Curation

UX Research | Brand Identity

Jan 2023 - Present

As online shopping becomes more and more convenient, many personal fashion stylists (also called 'personal shoppers') are transitioning to helping their clients virtually.

During my three-month UX Design program, I took the opportunity to research and prototype a new client management solution for personal fashion stylists. Moving forward, I'll be integrating this new task flow and brand identity into my existing StyleLegacy product.

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Empathy starts with a Conversation.

Understanding fashion stylists' challenges required firsthand insights. After interviewing three professionals, I developed an experience map detailing their client acquisition and styling journey.

By combining this with my background in fashion marketing and conducting secondary research, I identified three major pain points that could benefit from a digital solution.


Address the Real Pain Points.

Each pain point gathered from my primary research informed an important part of the solution.

Essentially, stylists sought to offer ongoing, smaller sessions over time, rather than large, one-off appointments. Thus, enabling client collaboration, improved communication, and iterative styling over time became our key solutions.

Know your Audience
(and what they love)

Our brand is new, but we're entering into an industry with a rich established history. So, we decided to situate our brand relative to some key moments in art and fashion history.

Notably, this colour-blocking aesthetic is immediately familiar to our target market, encouraging a sense of in-group identity centred around a shared appreciation of fashion's worth.

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1920s: Piet Mondrian experiments with colour blocking

1965: YSL's famous 'Mondrian' dress appears on Vogue Paris

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Show the Brand
(but don't hide the content)

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In applying the branding to the marketing website and mobile app, I emphasized incorporating the branding concept without impacting readability and accessibility.

In the mobile app design, I applied this branding principle in 3 Key Ways:

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1 - Reduce the saturation and maintain the hue for our brand colours, allowing for AAA-WCAG contrast.

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2 - Serif titles, but sans serif body text for readability. SFPro, New York, and SFSymbol fonts ensure dynamic text scaling for accessibility.


3 - One consistent colour that indicates interactivity.

High Fidelity Screens:

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Next Steps.

After working on this project, I've learned the importance of talking to real people to understand usability needs. I've also learned that brand identity is more than just a colour or a shape, but rather an appeal to a larger historical context and community

The next step is to explore how I can integrate the perspective of the personal stylist into the context of my StyleLegacy app. This will include cross-platform considerations, specifically for macOS, and a likely re-brand and design system update of StyleLegacy. 

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