Full Experience
Case Study
4 Months
2024
[Sub-Society]: Fashion App
Project Description
Introduction:
Sub-Society is a concept app for fashion designers, creators, and enthusiasts a place where inspiration, community, and shopping live together. The goal: cut the jump between “I love this look” and “I own it,” while building real trust between brands, creators, and buyers. Over ~4 months I led the full cycle: idea validation, research, brand/identity, UX architecture, and high-fidelity UI.
Challenge:
Fashion discovery and purchasing are fragmented across apps; buying from social content is clunky.
Low trust: it’s hard to tell who’s credible or which products fit your style.
Personalization must feel helpful (not creepy) and respect user consent.
Pack rich community + commerce features into one app without bloat.
Solution:
Research & Strategy: Interviews with fashion-savvy users, market/literature study, benchmarking of shopping/community apps, and Reddit ethnography. From this, I built personas, mind maps, IA, and user flows.
Brand & Identity: Name “Sub-Society” reflects an insider community; wordmark-first logo; black/white with signal-red for a bold, youth-forward feel.
Product Design:
Taste-matching feed driven by explicit signals (likes, saves, follows, purchases, wardrobe combos) and opt-in analytics.
Social layer (looks, posts, brand drops), plus an in-app store so content can convert in one tap.
Creator Level System to surface credible voices and give brands a clean way to sponsor and reward.
Wardrobe (auto-saves purchases) and Outfit Builder to mix pieces and discover smart recommendations.
Discovery & Trending, brand profiles, and moderation/trust mechanics.
Delivery: Extensive wireframes → iterative tests → high-fidelity screens and design system.
Impact:
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