Information
Years
2024 – 2025
Industry
Fashion
Services
Selected credits
Denis Didenko
Alexander Malinovskiy
Overview
Designing an intelligent fashion experience that transforms personal wardrobes into confident, everyday style decisions
Client
AI-powered fashion application providing personalized outfit recommendations, styling guidance, and smart shopping assistance through an intelligent wardrobe-based experience.
Solution
I conducted a UX audit, competitive research, and multiple design iterations to redefine the product experience. I redesigned the onboarding flow, introduced engagement mechanics such as streaks, challenges, and rewards, and integrated Essembl AI as an in-app fashion advisor. Features like Mix & Match, AI-generated wardrobe items, and trip-based wardrobe creation were designed to be clear, lightweight, and enjoyable, resulting in a cohesive experience that supports everyday styling and long-term user retention.
Challenge
Design an engaging and intuitive AI-driven fashion application that helps users manage their wardrobe, make confident styling decisions, and stay motivated to return regularly. The challenge was to balance advanced AI functionality with a simple and accessible user experience, while improving onboarding, engagement, and overall usability across the product.
First steps
The first step was conducting a UX audit of the application’s current state. This was followed by research into existing products and competitors, after which a redesign plan for the onboarding flow and overall UX improvements across the application was proposed. Below are selected excerpts
Old design UX audit
Onboarding structure and steps presentation
Design
One of the crucial aspects of such applications is user engagement, which was addressed through streaks, challenges, achievements, rewards, and other motivational elements
Design
Essembl AI - an in-app assistant that helps users put together outfits from their wardrobe, evaluate looks and individual items, assist with purchasing decisions, and provide additional styling support
Design
One of the many features we added to Essembl was the ability to upload a photo or video, allowing the app to automatically recognize the item and generate a high quality AI image of it. The item could then be instantly added to the user's wardrobe. The key objective was to make these screens as clear and accessible as possible, ensuring the entire flow felt simple and effortless rather than complex or technical
Design
These screens showcase a trip based wardrobe creation flow. The user selects a destination and travel dates, then chooses must bring items from their existing wardrobe. Based on the location, duration, weather, and selected pieces, the app automatically generates a dedicated travel wardrobe with curated outfits and suggestions. The flow is designed to be simple, clear, and efficient, minimizing effort while keeping the experience intuitive and engaging
Results
After extensive testing, multiple iterations, feature explorations, redesigns, and ongoing analysis, the product has reached over 1.5 million downloads and more than 750,000 active users to date
