2,000+
Global Users Reached
1,500+
Transactions Completed
$50K
Profit Generated
45%
Satisfaction Increased
Role
Product Designer
TimeLine
May – Dec 2025
8 months
Tasks
Low-, mid-, and high-fi prototyping
Competitive brand analysis
User pain points
Usability testing
Build from 0 to 1
Team
1 PM
3 Designers
3 Developers
2 Marketers
First
What’s the Problem?
On average, people own 148 pieces of clothing, yet still feel they have “nothing to wear.” Our goal is to turn this problem into personalized outfit choices that boost brand visibility and sales.
Let’s Dive Deeper
Target User
Women aged 20–45
US Fashion E-Commerce (Capital One Shopping, 2025)
- 58.2% of mobile apparel shoppers are women
- 68.5% online apparel revenue is women’s clothing
Resale Platforms (ThredUp Resale Report)
- ~1/3 of U.S. women bought used apparel in the past year
- ~2× the rate of men
Age Matters (Statista, 2025)
- 29.7% 25–34 of resale shoppers
- 23.8% 35–44 of resale shoppers
Data Visualization
Know Competitors
I reviewed 10 leading fashion platforms to
compare their strengths and weaknesses.
Gender Distribution Across Competitor Platforms
We Find
1 Thing is Missing in All—
Findings
Key Pain Points
1. No Personalized Matching
No style guidance makes it hard for users to find clothes that fit their style.
2. Too Many Steps
A long flow create friction and increase drop-offs before purchase.
3. Unclear User Group
Trying to serve everyone misses users who are most likely to purchase.
Let's Solve Them Step by Step
First Challenge
“If I tag specific aesthetics rather than just brands or colors I get a lot more traffic and sales.” — Reddit
Instead of relying only on traditional categories, we introduce 10 aesthetic styles. Users can filter by the specific aesthetics they’re drawn to, making the shopping experience more targeted and personalized.
Let’s build a Wardrobe !
One day, Emma is looking for a business-casual dress set for her daily commute.
As a new grad on a tight budget, she decides to shop secondhand.
She Googles for options, discovers Voderrn, and lands on the homepage
Vintage first. That’s totally my vibe.”
and check the photos and details.”
what I want. I’m adding it to my cart.”
One month later, Emma revisits Voderrn.
She’s now a repeat customer with three completed purchases.
Today, she wants to explore a new style—streetwear—and refresh her wardrobe
my preferences so my feed reflects that.”
I’m ready for a new mix.”
shifting toward streetwear.”
builds it into her routine, and gradually becomes a loyal repeat customer
Let’s Streamline the Flow
Second Challenge
How might we
reduce user effort?
“Felt like I had to tap through a million screens just to pay. I gave up.” — Reddit
Research shows that when a flow spans around five pages, nearly 70% of users abandon it (Baymard Institute, 2023). I explored multiple iterations and consolidated key actions into fewer screens, reducing scroll fatigue.
Emma wants to add a new payment method.
Compared to the old version, the latest flow reduces the process from 3 pages to 1,
making completion about 50% faster
Next, she lands on the profile page to update her personal info.
Compared to the previous flow, the latest experience
cuts completion time by 33% and reduces drop-off during profile edits by 62%
faster, and so much easier.”
and showed a 81% increase in satisfaction, which strengthened overall user retention potential
Design Puts Target Users First
Third Challenge
“When I’m browsing, I feel ignored—even though I’m the one paying.” — Sophie, 25
Customers shared that the browsing experience made them feel overlooked rather than valued. To sustain engagement and conversion, I prioritized the category and model options.
it’s much easier to spot—and I’m more likely to click.”
picture myself wearing it, which makes me more likely to buy.”
We made it! ✨
Users clear, Effortless, Consistent.
Business Goal
Result
2,000+ Global Users 👥
$1,500+ Transactions 🛍️
$50K Revenue 💰
45% Satisfaction↑ 😊
Reflection
Key Learnings
Design With Purpose.
Tie every design decision to measurable business outcomes, especially across
e-commerce flows .
Design Systems Matter.
Establish and validate a design system early to improve consistency, enabling scalable 0→1 product growth.
Strong Collaboration Wins.
Communicate with team to align on intent and trade-offs, accelerating delivery and improving quality.
Thank you!
@Voderrn 2025