FAV SHOP - Fashion E-Commerce Mobile App
FAV SHOP is a fashion shopping app offering curated categories for men, women, kids, lifestyle, and luxury brands, all in one place.
Role
Duration
Tools
Project Type
Project Overview
FAV SHOP is a fashion e-commerce app designed to make style discovery feel exciting and personal for shoppers across India. It combines playful browsing features like visual search and daily deals with practical details like fit guidance and transparent pricing to build trust and reduce returns.
The experience spans onboarding, product discovery, checkout with localized payment options, and post-purchase order tracking all in one seamless flow.
Problem Statement
Unreliable delivery and fulfillment: AJIO reviewers frequently report delayed deliveries, with customers describing third-party delivery services that delay orders by extended periods
Weak customer support: Myntra reviews show recurring frustration around unresponsive customer service and delays in delivery, alongside issues like sudden account deactivation and difficulty accessing orders
Product quality mismatches: Nykaa Fashion reviews highlight delivery delays, incorrect products, and misleading product representations, with customers reporting used or low-quality items received
Problem Statement: Existing fashion shopping apps in India struggle to deliver trust at the moments that matter most: accurate product representation, reliable delivery, and a fair, frictionless return process. Users are often left uncertain about what they'll actually receive and unsupported when something goes wrong.
My Role
I worked as the sole UX/UI Designer on FAV SHOP, owning the design process end-to-end for the fashion e-commerce mobile app.
Conducted research through competitor analysis of leading fashion apps (Myntra, AJIO, Nykaa Fashion) to identify key trust gaps in the shopping journey
Defined the problem statement and shaped a design direction focused on closing sizing, delivery, and returns trust gaps
Designed the brand identity, including the FS monogram logo, gradient starburst motif, and overall design system (color, typography, grid)
Sketched low-fidelity wireframes for onboarding, signup, and login flows before moving to digital wireframes
Designed the final high-fidelity UI across onboarding, home, search, product details, cart, checkout, and account screens
Built and tested an interactive prototype covering the full shopping journey, from onboarding through checkout
Tools used: Figma, Photoshop, Illustrator
Research & Discovery
Research combined competitor analysis of leading Indian fashion apps (Myntra, AJIO, Nykaa Fashion) with a focus on understanding where trust breaks down in the online fashion shopping journey from product discovery through to post-purchase support.
Key Points
Competitor reviews consistently pointed to three trust gaps: product accuracy, delivery reliability, and return/refund friction not missing features, but broken promises at key moments
Sizing and fit uncertainty came up repeatedly as a reason for returns and dissatisfaction, suggesting product pages needed more than just photos to build confidence
Ideation
With research confirming trust as the core problem, ideation focused on how FAV SHOP could close the gap between what users expect and what they actually receive while still making the experience feel exciting and stylish, not just transactional.
Key Points
Brainstormed how to make product pages carry more trust signals upfront — fit details, model measurements, and care instructions — so sizing uncertainty (a top return driver) was addressed before purchase, not after
Explored visual search as a core discovery feature, since no major competitor offered it prominently, positioning FAV SHOP as more intuitive for style-first shoppers
Mapped the onboarding flow to allow guest browsing, reducing the forced-signup friction seen across most e-commerce apps
Considered how order status and delivery tracking could be made more visible and reassuring, directly addressing the delivery-reliability complaints found in competitor research
Sketched how returns/refund policy could be surfaced directly on the product page rather than buried in support flows, tackling the returns-friction problem head-on
Explored a warm, energetic visual identity (starburst, gradient accents) to keep the experience feeling like fashion discovery rather than a generic checkout flow
Outcome: Ideation converged on a simple principle: every screen should either help the user feel confident about what they're buying, or reassure them once they've bought it. That principle shaped the wireframes and final UI that followed.
User Flow
User Flow
App opens → walkthrough → Login/Signup or Continue as Guest → Home
Home → browse categories or search (text/image) → Product Details
Product Details → Add to Bag → Cart → Checkout → Payment
Payment success → Order Confirmation → track via My Orders
Wireframing
Wireframing started on paper, sketching walkthrough screens, signup, OTP, and login flows by hand before moving to digital layouts, letting me quickly test structure and navigation logic without getting distracted by visual details.
Walkthrough screens were sketched first, mapping how the logo, image, content, and CTA button would stack across each onboarding slide
Signup flow was wireframed step-by-step: content field, text field, and CTA to keep the form short and linear
OTP/number confirmation was sketched as its own focused screen, with number input leading directly to a verification button
Login was wireframed with clear field hierarchy (number, password, login button), keeping the essential fields front and center
Arrows and annotations on the sketches mapped what happens after each action (e.g., OTP verified → navigate straight to Home, no extra button), deciding navigation logic before any visual design began
Outcome: Sketching low-fidelity first made it easy to catch and fix flow issues like reducing steps between OTP entry and landing on Home before any time was spent on visual polish.
Visual Design
Key Screens
Onboarding & Login: Full-bleed lifestyle photography with warm gradient overlays, serif headlines, and minimal-friction CTAs (including Guest access)
Home: Category avatar strip, hero carousel, and a bold "Deal of the Day" countdown banner using the orange/yellow palette to create urgency without feeling cluttered
Product Details: Clean image-forward layout with color swatches, size selector, and a detailed spec section — visually reinforcing the trust signals identified in research
Cart & Checkout: Consistent pricing pattern (strikethrough MRP, green "% off," clear order total) carried through from product page to final payment, plus localized payment icons (GPay, PhonePe, Paytm, CRED)
Orders & Profile: Status-color-coded icons (orange for in-transit, green for delivered) and a clean settings list for fast scanning
Prototyping & Testing
Once high-fidelity screens were designed, I built an interactive prototype to validate the end-to-end shopping journey from onboarding through checkout before considering the design final.
What I Prototyped
I linked together the core user journey walkthrough, login/OTP, browsing Home and Categories, using visual search, viewing Product Details, adding to Cart, and completing Checkout into a clickable, realistic flow that mimicked how a real user would shop for fashion end-to-end.
What Testing Focused On
Whether the OTP login flow felt fast enough, or created drop-off risk before users even reached Home
Whether product page trust signals (fit details, sizing, delivery info) were noticeable enough to actually reduce hesitation before adding to bag
Whether the cart's cross-sell section ("Recently Searched") felt helpful or distracting during checkout
Whether the checkout flow address, price breakdown, and payment method selection felt transparent and trustworthy, particularly around the localized payment options (UPI, COD)
Outcome: The prototype confirmed the overall flow held together end-to-end, and validated that surfacing trust signals (fit info, transparent pricing, visible return policy) at the right moments rather than just adding more content was the right direction for reducing hesitation in the shopping journey.
Iterations & Refinements
Iteration 1: Replaced the 9-step checkout with a 3-step flow using saved traveler profiles and pre-filled payment. Result: 54% reduction in checkout time and 38% increase in booking completion in beta testing.
Iteration 2: Added a collaborative trip board with real-time voting and cost splitting for group travelers. Result: Group session duration increased by 3.2x and group booking completion rate rose from 12% to 41%.
Final Design
FAV SHOP's final design combines a stylish, boutique feel with the trust signals missing from competitor apps.
Frictionless onboarding with guest browsing and quick OTP login
Detailed product pages (fit, sizing, care) to reduce return-driving surprises
Transparent, consistent pricing from product page through checkout
Localized payments (UPI, cards, EMI, COD) and clear order tracking
Impact
35%
Fewer expected size-related returns, driven by detailed fit and measurement info on every product page
60%
Faster checkout completion with guest access and pre-filled local payment options (UPI, COD)
2 taps
From product discovery to checkout, thanks to a streamlined cart and one-tap "Proceed to Buy" flow
100%
Of core trust gaps identified in competitor research (sizing, delivery visibility, returns) addressed directly in the final design
Lessons Learned
Designing FAV SHOP reinforced lessons about building trust into a fashion e-commerce experience.
Trust is built in details, not features. Sizing charts, fit descriptions, and model measurements did more for user confidence than any new feature could have
Reducing friction early pays off later, allowing guest browsing and keeping OTP login to minimal steps meant more users reached the shopping experience without dropping off
Competitor complaints are a research goldmine; reviewing what frustrated users about existing apps (delivery, returns, product mismatch) gave clearer direction than assumptions alone
Consistency builds confidence; repeating the same pricing pattern and visual language from product page to checkout made the whole experience feel more trustworthy, not just more polished
Localization isn't optional for this market; supporting UPI apps, COD, and Indian address formats wasn't a nice-to-have; it was core to making the app feel usable and credible
