Competitive Analysis
Before designing anything, we studied the landscape across Reddit, Whering, Indyx, Pronti, Combyne, and others. Key gaps appeared
Key gaps appeared:
Real-time feedback is missing — e.g., responses on Reddit are slow or shallow.
Closet apps require heavy onboarding — uploading an entire wardrobe is a blocker.
AI suggestions aren’t trusted — users doubt their empathy and personalization.
No tool focuses on decision-making in the moment. These gaps shaped our research questions.
Interviews Uncovered 3 Design Challenges
We conducted eight 30-minute interviews with Gen Z adults (ages 20–28) to better understand:
How they make outfit decisions
How feedback affects confidence.
What “quick enough” feedback looks like
How much they trust different feedback sources
From this, three design challenges became clear:
3 Types of Users
Based on insights from our research, we developed three personas that represent the core motivations, emotional needs and decision-making behaviours of our users. These personas helped us clarify who we were designing for and guided the key features and interactions that Fitzy needed to support.
Understanding the Decision Journey
We created journey maps and storyboards to visualize how users currently decide between outfits and where frustration or hesitation appears. This helped us identify where Fitzy could meaningfully improve that experience and understand how the decision-making flow differs across users.
Outlining the Core Interaction
We mapped the core task from the user’s perspective, starting with creating a post, selecting and editing outfit photos, adding a poll, choosing visibility, uploading the post and finally receiving votes and feedback on their outfit.
Early Interface Exploration
We collaboratively sketched wireframes to explore this flow, focusing on clear photo selection, simple poll creation and an interface that makes posting and receiving feedback fast and intuitive.
Building the Interactive Prototype
We created an interactive Figma prototype that walked users through the core posting and feedback flow. Each team member interviewed two participants from our target population and asked them to complete two tasks using the prototype to evaluate clarity and ease of use.
Usability Testing: Key Fixes
User testing surfaced several points of confusion in the posting flow. These insights guided targeted refinements to improve clarity, predictability and overall decision speed.
Final UI Mockup
For the final stage, the four of us explored separate design directions based on the challenges uncovered in research and testing. My version of the interface focused on one clear goal: making results instantly readable so users can understand the winning option in seconds.
I used a simple, familiar layout inspired by Instagram, but tailored it specifically for poll results so the user’s attention goes straight to the information that helps them decide.
