Product Design (UX/UI)
Description
A private digital wardrobe app for the world’s top 1%, I led the end-to-end UI/UX design, product strategy and project management, transforming a fragmented, manual luxury styling process into a seamless, mobile-first experience that merged exclusivity with cutting-edge functionality.
Context
Working closely with the founder, stylists and development teams, I led the creation of a private members’ app that redefined the brand’s offering. The platform centred on a digital wardrobe where every item from the client’s collection could be browsed, styled and managed anywhere in the world. Features included shoppable interactive lookbooks, event-linked fashion calendars and multi-currency payment options tailored to the Middle Eastern market.
Process
We began with deep research, workshopping with stylists, closest clients and management to uncover pain points. I mapped existing workflows, pinpointing friction in wardrobe organisation, outfit creation and event preparation.
From there, I shaped the app’s core pillars:
Digital Wardrobe – every item catalogued, accessible anytime
Interactive Lookbooks – tap-to-shop curated outfits
Fashion Calendar – wardrobe and events, synced
Multi-Currency Payments – tailored to the Middle Eastern market
Designing for this audience meant balancing luxury aesthetics with absolute usability. I worked closely with developers and stylists, building prototypes that blended elegance, speed and discretion.
Challenges & Solutions
One major challenge came from integrating the app with the existing CRM/CMS, which was built in Microsoft language. This created compatibility issues with Flutter, forcing us to adapt the design and scale back certain features to ensure a smooth, stable experience.
Privacy was another critical factor, especially for our Middle Eastern clientele. We addressed this with role-based access and encrypted data handling, allowing stylists, clients and household staff to collaborate securely.
Operational inefficiency also surfaced during research, stylists were spending up to nine hours creating static lookbooks. By introducing clickable, shoppable tags, we reduced this to just three hours, saving time while improving the client experience.
Finally, with a large, cross-functional team spread across multiple regions, we needed tight coordination. I implemented agile sprints, clear documentation and regular check-ins to keep everyone aligned and the project on track.
Impact
The app launched privately and generated over £1M in sales in its first year. Clients embraced their new digital wardrobes, stylists worked faster and the platform became a unique selling point in luxury fashion concierge services.
