Product design · Mobile app

Fash

An on-demand fashion app connecting buyers, nearby boutiques and live stylists, with instant delivery.

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.

Live on Google Play 3 min read

Client: Roudan Al Roudan
Timeline: Feb 2024 – Nov 2024
Disciplines: Product Design, UI/UX Design, Interaction Design
Responsibilities: User Research, Wireframing, Mobile Designs, Prototyping
Tools: FigJam, Figma, Vibe, Maze

The results, first

How it got there ↓

45%faster decision-making
30%boost in conversion

Chapter 1

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.

Chapter 2

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.

Live stylist chat screens in the Fash app

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

Hyperlocal product listing screens in the Fash app

Chapter 3

Research

Interviews

20 in-depth interviews across four groups shaped the app’s direction.

5Stakeholders: Product Owner, CTO, Marketing Lead, Ops Head, Stylist Partnership Manager
5Buyers: Targeted in Kuwait, aged 22–40
5Sellers: Boutique owners and store managers
5Stylists: Independent and store-affiliated

Interview insights

Live stylist chat
BuyersStylists
They need
Instant style advice.
So the design
Stylists recommend from store stock, right in the chat.
Buyer profiles before the chat
Stylists
They need
Know the buyer first.
So the design
Preferences, past purchases and size, up front.
Simple, visible returns
Buyers
They need
Trust before buying.
So the design
A clear 2-hour return, easy to find in the app.
Fast, frictionless checkout
Buyers
They need
Fewer steps to pay.
So the design
Fewer fields, saved details, buy straight from a recommendation.
A luxury app feel
Stakeholders
They need
Premium, not food delivery.
So the design
Look and flow of luxury apps like Farfetch and Net-a-Porter.