Disclaimer
The content showcased in this case study is a conceptual design created for a fashion startup Frydo and does not represent the company's final website or branding. All visuals, text, and design elements are for illustrative purposes only and do not reflect any official brand identity, strategy, or endorsement.
For many busy, style-conscious professionals, deciding what to wear each day can feel like an invisible burden, mentally taxing, time-consuming, and often frustrating. While fashion content and shopping platforms are everywhere, most fail to offer personalized, effortless solutions that fit users’ real wardrobes, lifestyles, and confidence levels.
Frydo, a Canadian fashion tech start-up, set out to build a smarter styling platform to simplify how busy professionals get dressed. While their vision involved leveraging both AI and human stylists, the specific solution still needed clarity.
I collaborated with their team to shape a user-centered product strategy, defining how curated shopping, outfit generation, and wardrobe tools could work together in one cohesive experience. This foundation guided the design system and flows that followed.
I spearheaded the end-to-end design of Frydo’s fashion styling website, translating the defined strategy into an intuitive, visually consistent user experience across shopping, styling, and wardrobe features. My work included:
• Developing a scalable design system and defining the visual language
• Designing intuitive interfaces for AI-assisted outfit generation
• Conducting user testing and refining prototypes;
• Collaborating with engineers and stakeholders to align design with technical feasibility and brand goals
For the color palette, I chose black and white as the primary colors due to their timeless, high-end appeal and versatility in accommodating multiple brands.
For typography, I selected Lato as the primary typeface for its versatility and excellent legibility. Additionally, I incorporated Parisienne to complement the company's logo, which features a handscript style, ensuring a cohesive visual identity.
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Styling Workspace (With AI /Stylists)
Get personalized outfit recommendations from professional stylists or let our AI help you style effortlessly.
Styling service with AI Assistant
Prototype Video
Styling service with stylist
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Save your favorite outfits or upload your own pieces to build a digital wardrobe.
