Designer Wardrobe

An innovative marketplace platform that facilitates buying and selling pre-loved clothing across New Zealand and Australia.

UX / UI / digital design / copy

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App redesign

Challenge: redesign iOS app in line with rebrand on a tight deadline without making significant UX changes. This was a big undertaking, but an absolute privilege to work on, as it’s the first time a designer has been trusted with this. This project is live, but ongoing.

Solution: modernise the design by introducing a new branding (colors, fonts, imagery) and enhance user experience through a consistent, intuitive interface. Integrate dynamic content, improved navigation (search and filters) with the addition of personalised shopping recommendations for a more engaging user journey.

UX / UI

Welcome journey

Challenge: design a welcome journey to educate new users about our point of difference and clearly articulate the features, benefits (and complexities) of our platform with engaging, bite-sized pieces of content.

Solution: create a simple workflow to educate new users and capture their size/brand preferences to provide a personalised shopping experience and iterate based on performance. Additions to come: refer a friend, favourites and qualitative feedback.

UX / design / copy

Social ads

Challenge: design a seller-side ad series to stimulate listings during an off-peak period.

Solution: create a simple yet bold design with short, punchy taglines to be used on repeat throughout email and social communications.

Copy / design

Integrated resale widget “Sell Later on DW”

Sell Later on DW is a resale widget designed to be integrated into retailers’ digital channels, offering them a convienient, ready-made way give their customers the option to give the items the purchase a second-life once they’re done wearing them, and a fuss-free way for both the retailer and the user to participate in the circular fashion movement.

Once a customer opts-in, details of their purchase including product descriptions and photography are tranferred to Designer Wardrobe via API, and pre-loaded as a “draft” listing in their marketplace account. When they customer is ready to resell the item, they can simply activate the listing in the click of a button.

Working alongside key stakeholders, I was involved in this initiative end-to-end from mapping user flows, to UI, UX copy, transactional email flows and marketing assets.

Available now on launch partner MAX’s ecommerce site.

UX / UI / copy

Homepage redesign

Design marketplace-only homepage (Designer Wardrobe was formerly a rental business too) and personalise user experience including dynamic content and tailored search results.