FitFemme
UX Design & Prototype
FitFemme is an interaction design project developed in response to a broad brief to create a new e-commerce experience. Rather than designing a conventional online clothing store, the project used research to identify opportunities for greater inclusivity within fashion retail, resulting in a shopping experience designed to better support people of all body types through thoughtful interaction design and user experience.
Challenge
The brief challenged the creation of a fully interactive e-commerce prototype, requiring the development of a new retail brand, website structure and user journey. With complete freedom to define the product and audience, research became the starting point for identifying a meaningful design opportunity. Investigation into online fashion retail revealed recurring issues surrounding representation, size inclusivity and product discovery, shaping the direction of the final concept.
Concept
Rather than expecting users to adapt to the shopping experience, FitFemme was designed around the belief that the shopping experience should adapt to its users. The concept focused on creating a welcoming and intuitive environment where people of all body types could confidently discover clothing that suited them.
UX Strategy
Navigation
Simple user journeys designed to minimise friction from product discovery through to checkout.
Inclusivity
Filtering, sizing information and product browsing designed to support a broader range of body types.
Interface
A clean visual system prioritising clarity, confidence and ease of use over unnecessary complexity.
Prototype
Platform
Interactive desktop prototype developed in Axure.
User Journey
Designed to demonstrate the complete shopping experience from browsing to checkout.
Deliverables
Brand identity, interface design, wireframes, user flows and interactive prototype.
Selected Process
Result
FitFemme demonstrates how interaction design can transform research into a more inclusive online shopping experience. By combining thoughtful user journeys with accessible interface design, the project shows how digital experiences can build confidence, reduce barriers and better support diverse user needs.
Reflection
This project reinforced that successful interaction design begins with understanding the people using it. Rather than treating inclusivity as a feature, the design process considered it as the foundation of the entire user experience. It strengthened my ability to translate research into intuitive digital interactions that balance usability with meaningful user-centred design.
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