Roy Kersten

Apr 15, 2021

6 min read

A UX case study | DressForm

Not just another shopping app

The brief

My role

Key deliverables


  • make it easy for Ben to find clothing items he likes without endless browsing online.
  • encourage Ben to wear more clothing from independent brands and designer start-ups.
  • avoid the unwanted ads and other unnecessary information Ben encounters on his search.


User Interviews

  • Ben has an interest in small independent brands.
  • He does not want to spend much time and effort searching for it.
  • He doesn’t like social media to find clothing because of too much-unwanted information.
  • It frustrates Ben when clothing is out of stock or not in his size.

Experience Map

Problem Statement

Ben needs an efficient way to find affordable streetwear from new design brands because it takes too much time and effort.


Creating the concept | Initial ideas | Possible solutions

  • A Marketplace where independent brands and start-up designers would showcase and sell their items of clothing.
  • A Fashion wheel inspired cover flow where Ben can swipe through outfits specially selected for him.

Storyboard | Outcome Statement

  1. Ben wants cool new apparel that matches with his style and his wardrobe.
  2. He is trying to find new designer streetwear online but gets frustrated after a long search without results.
  3. A notification comes up on his phone. The app Dressform has some amazing new items suggested to him that are customised to his style and preferences.
  4. The suggestions on the app hit his sweet spot. He purchases the looks knowing they will look good on him and compliments the rest of his wardrobe. All without any effort at all.


User flow

  • the Homepage with recommendations of items of clothing.
  • a Product detail page with the option to add the item to the basket.
  • a Checkout page allows the user to fill in the payment details and make the purchase.

Prototype | User Testing

  • It was not clear on the homepage that it’s a shopping app.
  • The direction markers to swipe between outfits are not visible enough.
  • Price tags are missing when browsing.
  • It was unclear how to go to the previous page.
  • The sticky footer doesn’t feel intuitive.
  • No menu button or overview page.



  • Including price tags when hovering over the clothing item.
  • Adding in clear navigation icons.
  • Redesigning the footer on the Product details page.

Final prototype | Marvel App

Next steps

  • Iteration to mid-fidelity.
  • Refining the checkout flow with different paying methods.
  • Adding in confirmation messages after purchases.
  • Invest more time into research to update navigation, making it more intuitive.

Key Findings