Fash
An on-demand fashion app connecting buyers, nearby boutiques and live stylists, with instant delivery.
Roudan Al Roudan
Food and groceries can be delivered instantly, but fashion hasn’t caught up. Fash set out to simplify and speed up buying outfits on-demand, especially when people need them urgently for a specific occasion.
I dove deep into real shopping behaviours to design a concept that fits naturally into users’ lifestyles, saves time, and supports both buyers and sellers seamlessly.
01 / 05
The Challenge
Understanding the challenge
Simplify and speed up buying fashion on-demand.
Food and groceries arrive in minutes. Fashion hasn’t caught up, and the gap frustrates people.
- Buyers
Need a last-minute outfit, can’t find stores nearby, waste time checking stock.
- Sellers
Miss out on potential walk-in sales.
- My approach
Study real shopping behaviour first, then design for buyers and sellers together.
02 / 05
UX Outcomes
The results first. Each one traces back to research.
45%
faster decision-making
Reduced Time-to-Style with Stylist Support
Live stylists inside the buyer journey cut hesitation and shorten decisions.
30%
boost in conversion
Hyperlocal Inventory + Instant Delivery
Only stock from nearby stores, delivered instantly, so people buy sooner.
- Shorter delivery waits
- Fewer cart drop-offs
- Quicker purchases
03 / 05
Research
Interviews
20 in-depth interviews across four groups shaped the app’s direction.
5
Stakeholders
Product Owner, CTO, Marketing Lead, Ops Head, Stylist Partnership Manager
5
Buyers
Targeted in Kuwait, aged 22–40
5
Sellers
Boutique owners and store managers
5
Stylists
Independent and store-affiliated
Interview insights
- 01Buyers · Stylists
Live stylist chat
“Instant style advice.”
DesignStylists recommend from store stock, right in the chat.
- 02Stylists
Buyer profiles before the chat
“Know the buyer first.”
DesignPreferences, past purchases and size, up front.
- 03Buyers
Simple, visible returns
“Trust before buying.”
DesignA clear 2-hour return, easy to find in the app.
- 04Buyers
Fast, frictionless checkout
“Fewer steps to pay.”
DesignFewer fields, saved details, buy straight from a recommendation.
- 05Stakeholders
A luxury app feel
“Premium, not food delivery.”
DesignLook and flow of luxury apps like Farfetch and Net-a-Porter.
Affinity mapping
From sticky notes to features, every idea backed by real feedback.
- 01
Capture
Main interview points on sticky notes, one colour per group.
- 02
Filter
Removed repeats and anything design can’t solve.
- 03
Cluster
Grouped what was left into themes.
- 04
Ideate
Wrote feature ideas next to each theme.
Persona development
04 / 05
Design Process
Sketching wireframes (pen & paper)
05 / 05
Final Designs
Sneak peek of final designs
