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Product Design & Branding

Zymio is a search engine founded on the principle that online shopping today should be powered by the best in AI and technology. The tool aims to provide all of the latest modest fashion trends and most innovative technology used in the fashion industry. Users are able to search for brands or specific clothing items. If the user doesn't have a particular piece of clothing or brand in mind they can simply browse around for new trends and categories. Everything is filtered only to show modest fashion and culture. The product offers the user a styler tool that allows the user to mix and match their outfits as well as to find the modest version of a non-modest outfit.

My role ...

As the design director, I was responsible for conducting research and designing the Brand Experience by creating various concepts and testing them out. I collaborated with another UX designer and engineers to build and work on the overall look and feel of the brand.

Tools ...

Figma, Photoshop, Illustrator

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Architecture & Wireframe 

Research & Strategy

I conducted a focus group to identify pain points from the previous design we created. Part of this analysis was to find out more about customers' expectations from the modest fashion and culture community. Based on their responses and my secondary research, a complete redesign and a new structure was developed for the website. 

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Mobile Wireframe

I conducted a focus group to identify pain points from the previous design we created. Part of this analysis was to find out more about customers' expectations from the modest fashion and culture community. Based on their responses and my secondary research, a complete redesign and a new structure was developed for the website. 

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Desktop Wireframe

I conducted a focus group to identify pain points from the previous design we created. Part of this analysis was to find out more about customers' expectations from the modest fashion and culture community. Based on their responses and my secondary research, a complete redesign and a new structure was developed for the website. 

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Focus Group

Summary 

Interviews were divided into 4 categories that touch on Ui design, usability, accuracy, and innovation. Most of the users that participated in the survey were women between the age of 22-35 and located in London, Israel, and New York. Some had a clear idea of the product/service Zymio offers, others had some idea, and a few had no idea what it was about until they tried to use it. All these women share the same interest in modest clothing but are interpreted differently. From 2 peer groups dominated by the Indian (blind) group.

Motivators

The trending arrow is handy and looks appealing.

Modest Styler is the best/favorite feature so far.

The available brand section is handy.

Diversity is well shown on the website.

The name is unique and makes users curious to learn what it is.

Sharing the closet with other friends/social media is appreciated.

Zymio’s USP - the focus on modest fashion, the styler, the fact that an image-related search exists, trending, for the informed American group even sharing on socials is a big win, other than clothes even the models seem to be more inclusive ‘real like’.

Pains

How can modesty be better cued through the entire website? Use colors, and imagery that depicts this better. Poor display of information for each item description.

Modest styler: could use examples of favorite styles made or similar styles that the user is looking for.

Brands available: needs a drop-down section to show available brands by name. Should also have filtering available.

Fonts should be more uniform and not scattered randomly.

Search bar: display is not great. Icons should be rethought and adding a direct button to modest styler should be considered. No need for “for” or “AND”. Should just be “Search Items or Brands”.

Not having options to style/buy with an item that was searched.

No reviews are displayed on the site for each item.

The price range is not affectively displayed once filtered and it only allows it to go to $200.

Closet feature: should have options on the bottom of similar items.

Have to clearly define modesty and its dimensions in a way that it doesn’t only cater to the idea of modest fashion through a religious lens; for eg- baggy clothes, how to make clothes I have modest for a family occasion/ office, modesty is very personal and can be understood in different dimensions and povs.

Consistency through how data is presented, images, models quality of the products, and their description need to be streamlined and made consistent. Without this, the website looks WIP/ less than/ peer to peer like eBay.

The ‘buy now’ confuses the audience as to what the website does as they can’t directly buy.

For new/ unknown brands they want more information and exploration - an introduction to that new world.

What search throws up needs to be based solely on their search and not general - some non-modest options appear and also some general unrelated options too.

A competition sets mentioned have largely been fashion apps (as the benchmark) - Zara, Mango, H&M- Model vs garment feature, like American eagle have that whole 360-degree view thing or videos of people wearing it and moving about, Rifle paper co Everlane People Tree H&M, ASOS, Vestiare Co. in the UK - need to take inspiration, especially in the way in which data is presented / fashion inspiration.

Largely consumers want curated content for self (despite loving the trending) it needs to trend based on my choice/ preferences - new dimensions to look at clothes trends - not just stick with 90s fashion or current pop fashion, have specifics like - puffed sleeves, embellished collar or like Powerful look, Cutesy/Romantic, Athletic, Bohemian, Fantasy- which would mean a more Pinterest like a page that updates based on what is fed to it without compromising on the quality of images, models, garment information-Consider having trends categorized when browsing- the curation - needs to be more curated fashion inspiration & have specifically catered to be filters
1. Styles ( Look at trending styles like puffed sleeves, embellished collars, etc.)
2. Looks/ Effect created by the look ( Powerful look, Cutesy/Romantic, Athletic, Bohemian, Fantasy, etc.)

Fabric and sizing/ coverage become important issues that could be supported through the engine - fabric not realizing how it would feel, how much it would stretch, with sizing it is how it would fall as none have the typical body type - or may have fluctuating body sizes - some issues even with standardized sizing not being consistent even with the same brand, the same pattern, the length fluctuates.

Zymio largely is a mixed bag - mostly doesn’t sit well at the moment with no connection with modest wear/ fashion, want something that could cue at least that or fashion.

The monkey animation piques their interest because it focuses on the moving from one site to another/one's search but doesn’t sit well with the overall purpose, seen as too old school childish, and unnecessary - a mascot that enhances a fashion stylist's idea is seen as more appealing.


 

Personas

Based on my secondary research and focus group, I created 3 main user personas to reference through my design process. Each represents a different age group and background, however, they all live in the US. 

Amna is in her mid-twenties and practices Islam. She lives in Houston with her new husband and is currently focused on growing her career and attending multiple family events. Rachel is in her mid-thirties and is investing more in her wardrobe for the new events she's starting to attend as a marketing director. Indra is an accomplished senior businesswoman who needs to always look her best but doesn't have much time to pick an outfit.

They all want to dress modestly for any occasion and they are looking for variety in style, season, material, and occasion. 

The Start:

Research & Strategy

I conducted a focus group to identify pain points from the previous design we created. Part of this analysis was to find out more about customers' expectations from the modest fashion and culture community. Based on their responses and my secondary research, a complete redesign and a new structure was developed for the website. 

Why Modest Fashion?

The modest fashion industry is worth $283 billion worldwide. The global Islamic clothing market alone is expected to reach $361 billion by 2023.

Religion isn’t the only reason women decide to cover up more when they dress. For some, it’s a personal preference that allows them to feel empowered and independent.

While the majority of customers are based in the Middle East, huge demand is growing in the U.S. and U.K.

The logistics in dubai make it challenging for delivering clothing products.

Western women in the U.S. make up 36 percent of customers shopping on The Modist.

Total target population in the US that dress modestly ~75M*

The modest clothing market is currently underserved, with upwards of 70% dissatisfied with their shopping experience

Modern modesty is based on the world’s idea of modesty.

Algorithm accuracy is lacking in the modest fashion search for consumers.

Indentifying the Brand

Zymio is

Zymio is NOT

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the connection between modest brands, consumers, and culture

the separation of cultures and/ discrimination towards others

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unbiased toward religion

focused on one religion/belief

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modern fashion and technology

outdated from technology

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inclusive towards all backgrounds

suppressive towards individuals

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transperant

vague

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responsible for ethical & sustainable practices

a representative of unethical practices

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inspiring for new generation

stays within the same standards

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Competitor Analysis 

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Current Position
The Modist was a marketplace for luxury modest fashion
Strengths
The Modist has strong financial backing from industry veterans like Farfetch and Net-a-porter
Weaknesses
Business model has a high initial investment, exclusively services luxury customers
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Current Position
Lyst is a fashion search engine
Strengths
Backed by LVMH, featuring LVMH clothing
Not focused on the modest market, and features only LVMH
Weaknesses
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Current Position
Modanisa is a marketplace for modest clothing based out of Turkey
Strengths
Modanisa was launched in 2011 and has an established consumer base
Limited inventory, liability to deliver
Weaknesses
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Current Position
Google shopping was relaunched in 2019 and helps consumers search for clothing
Strengths
Established player in the market and has advanced technology
Currently not focused on the modest market
Weaknesses
There is no other search engine for modest fashion currently in the market. There are similar products that are or can be used by our target consumers, but fail to address their needs.