Project Date: 2021
Team Project
UX UI Study Case
Figma┃HTML/CSS ┃React.js
Bridging Buyers & Sellers in Custom Fashion
Project Brief.
We were tasked with designing ALTER – a younger, more customisation-focused sister platform to Grailed.
The app needed to:
Focus more on user-led garment customisation than limited-edition designer items.
Be visually neutral, to let the clothing take centre stage.
Seamlessly allow users to switch between buyer and seller roles.
Make uploading, editing, and managing listings as intuitive as browsing and buying.
Scenario.
Grailed/Heroine is a peer-to-peer marketplace specialising in curated designer menswear and womenswear. Widely popular among fashion-forward communities, the platform has attracted a diverse audience across different style preferences and spending levels.
As part of its growth, the brand introduced a customisation category, allowing users to personalise existing garments and sell them as unique, one-off pieces — tapping into the rising demand for rare, collectible fashion.
Our team was tasked with designing a mobile platform inspired by Grailed’s aesthetic, tailored for users who want to buy and sell customised clothing with ease. The app aims to support creatives — from hobbyists to small business owners — in starting or growing their own clothing brands.
To better understand the needs and motivations of our users, we created personas that reflect the behaviours and goals of our target audience.
My Role.
As the UX/UI designer and front-end contributor, I was actively involved across both the research and technical implementation phases of the project. My responsibilities included:
User Research & Insights:
Conducted user interviews, surveys, and usability tests to identify pain points and validate design decisions. Analysed behavioural patterns and documented key user feedback.UX & Internal Documentation:
Created internal documentation to communicate user journeys, interface logic, and content structure across the team.Front-End Development:
Designed and built the Sign In / Login pages using HTML and SCSS within the React environment.
Set up the React app structure, including core routes and reusable components.
Collaborated on repository setup, ensuring clean architecture for scalable development.
Target Audience.
User Persona.
Project Goals.
Research & User Insights.
Mid-fidelity wireframes.
Style Guide.
Outcome.
Impact & Reflection.
The ALTER project challenged me to design a platform that balances both creative freedom and ease of use — supporting individual expression while keeping the experience simple and seamless.
Through user research, iterative testing, and a clear understanding of our target audience, I was able to design a system that felt intuitive to buyers and empowering to sellers. From streamlining the listing process to enhancing personal branding tools, every design decision was rooted in solving real user pain points.
This project helped strengthen my ability to:
Translate qualitative feedback into tangible UX solutions
Work across both design and development (React, HTML/SCSS)
Maintain visual consistency while introducing new features
Prioritise function over feature creep, staying focused on core value
Looking ahead, I see opportunities to explore:
Advanced personalisation for sellers (e.g. storefront themes or follower systems)
Deeper trust-building mechanisms like verified badges or order ratings
Expansion into community features, encouraging collaboration among creators
