Fashion Creator App
Background
During the COVID-19 pandemic, shopping habits shifted rapidly. Live-stream shopping exploded in popularity across Asia, with startups attracting significant investment. Our mission was to understand the industry landscape, identify emerging opportunities, and validate whether live streaming could become a viable sales channel for independent fashion brands.
Phase 1 – Understanding the Landscape
I began by engaging with startup founders to uncover their core questions: Do shoppers prefer independent brands over established fashion labels? Does live streaming video influence purchase decisions? Who and what shapes shoppers’ buying behaviour?
Through early conversations and prototype testing with sellers, buyers, and brand owners, we learned that
there is a growing demand for independent, niche brands. Live streaming can be influential — but only if the host has trust and credibility with their audience.
Conducted 50+ user interviews
Analyzed existing fashion industry workflow and shopping platforms
Created comprehensive user personas
Phase 2 – Mapping the User Journey
We explored how fashion stylist recommend outfits, how creators pick products and make recommendation, how consumers shop online, focusing on:
Their best and worst online shopping experience.
Typical product categories they purchase.
Platforms they use — and why they choose them.
Pain points such as unclear sizing, poor return policies, and lack of real product context. This helped us pinpoint friction in the discovery-to-purchase journey and clarify where live streaming might — or might not — fit in.
Simplified navigation for fashion products
Streamlined content distribution process
Streamline collaborations between different parties, including brands, stylists, creators, consumers
Phase 3 – Validating the live-streaming model
To test the concept, I guided a UX design team, guiding them in creating a research plan. Led the team for collection and synthesis of insights from 8,000+ survey respondents and in-depth interviews. Conducted industry analysis on fashion behaviours, preferences, and trends.
We involved a diverse set of subject matter experts, including: Online shoppers & independent brand owners Fashion stylists & boutique owners Content creators & fashion influencers Over the course of the project, I worked directly with more than 150 fashion content creators, conducted interviews, host sequence of workshops, concept testing, multiple focus groups, and post-launch usability testing. This gave us deep, first-hand insight into their workflows, challenges, and aspirations.
Phase 4 - Pivot, rethink, redesign
During the interview and testing process, we realised the pain points of the different parties, and decided to pivot and create a tool that solves one of the most common and biggest pain points, which is the liaison with brands and the journey to monetisation. Therefore we decided to move forward with a creator tool, where anyone can monetise the style of fashion through connecting with pieces that carries similar style. No matter they are content creator, fashion stylist, models, they can use this tool to curate, make recommendations, and at the end easily monetise their content.
We invited the content creators who had participated in the previous rounds of interviews, and co-created the new tool together through online workshops.
Using human-centred design and a design thinking approach, we discovered that fashion content creators didn’t need another live streaming sales channel, their biggest pain point was the fragmented journey from creating content to getting paid. The process of promoting products, managing partnerships, and tracking payments was messy and inefficient.We saw a bigger opportunity within the creator economy:Build a tool that streamlines the entire promotion-to-payment workflow, enabling creators to focus on content while easily monetising their influence.This insight shifted our direction — we pivoted to serve content creators first, with a broader service designed around their real needs, rather than a single sales feature.
Conducted concept testing with 50+ users
Analyzed user feedback and pain points
Implemented data-driven design improvements
Service Blueprint
Testing the new product with fashion content creators
Exploring the visual narrative of our fashion content creator platform design
