The Challenge
MyStylist was building a platform to help users make better fashion choices through personalised recommendations. The problem: the existing experience was overwhelming—too many options, no clear guidance, and an interface that assumed users already knew what they wanted.
The brief was to redesign the experience so it could genuinely guide decision-making, not just display products.
My Role
I shaped the strategic direction and led the UX design team as Design Director.
I started by reframing the problem. Rather than designing for a single user type, we identified two distinct audiences: confident users who knew their style and wanted efficiency, and uncertain users who needed guidance. The platform had to serve both without feeling like a compromise.
I led the research, developed experience principles, and aligned product, brand, and technology teams around a shared vision. Then we ran design sprints—prototyping key flows, validating with users, and iterating rapidly.
The solution centred on progressive disclosure: surfacing simple choices first, with deeper options available for users who wanted them. Recommendations were designed to build confidence incrementally, not overwhelm upfront.
