About the Product
Unlabeled is a premium, concierge-style fashion app that transitions the expertise of high-end boutique styling into a digital format. It is not a typical e-commerce store; it is a service-first platform where professional stylists curate bespoke wardrobes based on a deep understanding of a client’s lifestyle, body type, and aesthetic preferences.
Premium Service
Concierge-style attention focusing on quality over quantity.
Bespoke Curation
Wardrobes tailored to lifestyle, body type, and aesthetics.
Problem Statement
"With the sudden closure of physical storefronts, Unlabeled faces the risk of losing its loyal client base. The challenge is to replicate a high-touch, intimate, and consultative in-store experience within a mobile interface."
The Core Conflict
How do we ask 20+ detailed style and sizing questions without causing "survey fatigue," while maintaining a sense of luxury and personal trust for women aged 30–65?
My Role & Process
Research
Conducting stakeholder interviews and defining user personas to understand the luxury consumer.
UX Strategy
Mapping the digital transition of the in-store "discovery" phase into a seamless mobile flow.
UI Design
Creating an accessible, high-end visual language tailored for a mature demographic.
Prototyping
Developing a high-fidelity flow for the style questionnaire and selection process.
The Philosophy:
Process as Product
Stakeholder Insights
To truly understand the "soul" of the brand before moving into wireframes, I conducted an in-depth interview with Yann Weinstein, the CEO. My goal was to move beyond the technical requirements and uncover the emotional core of the business. Yann’s insights shifted the project from a simple "form-building" exercise to a high-stakes digital transformation.
"The clothing is simply the outcome; the real product is the styling expertise. Every digital interaction needs to feel like a conversation with a stylist rather than a data entry task."
— Yann Weinstein, CEO
Yann was adamant that Unlabeled is not a typical e-commerce store. He emphasized that the transition to digital must not feel like a cold, automated algorithm. For the brand to succeed online, the app must replicate the warmth and intimacy of a physical boutique.