Cerf Fashion Design – Medydesign Studio

client

Cerf Fashion

Year

2025

service name

UX&UI Design, User Research, Usability Testing, Visiual Design

budget

£65k

Deadline

12+ Weeks

Screens

40+

01.

The problem of the case

Fashion shoppers struggle to find outfits that match their mood and style, feel overwhelmed by cluttered product listings, and lack of personalized recommendations. They often face difficulties coordinating outfits, navigating apps smoothly, and receiving styling guidance.

Understanding User Needs / Survey Insights Participants: 100 people (60% Female, 35% Male, 5% Non-binary/Other), aged 18-45 (70% between 20-35), mostly urban fashion shoppers. The survey revealed that 85% of users struggle to find clothes matching their style or mood, and 72% feel overwhelmed by product listings, while 55% are unsatisfied with personalization, and 65% find navigation frustrating. Additionally, 58% face challenges with outfit coordination, 78% desire an AI styling assistant, and 85% prioritize sustainability when shopping for fashion.

Point of View (POV) User POV Statement: Modern fashion shoppers need a way to effortlessly discover and style outfits that match their mood and personality because existing platforms overwhelm them with choices, lack intuitive personalization, and provide little guidance on outfit coordination.

Ideate Key Features to Solve Pain Points: The goal is to design a minimal, modern, and flexible app with a clear flow and navigation that adapts to users, allowing them to browse freely without creating an account (only required at purchase). Key ideas shaping the user experience: Mood-Based Discovery: Users browse curated outfit suggestions based on their mood, simplifying the shopping journey. Smart Recommendations: An AI assistant offers mix-and-match outfit suggestions and styling tips in real time. Virtual Wardrobe: Users can visualize saved items and receive outfit pairing suggestions for different occasions.

Low-Fidelity Wireframes: Our team creates wireframes that outline the structure of each page or screen, focusing on layout and functionality without getting into visual details.

02.

Work challenges

Designing Simplicity: Crafting a Seamless Product Experience
Finding the right balance between information and simplicity was a challenge. I wanted to provide detailed product insights without overwhelming users. The solution? Expandable sections—giving control to users to explore details only when needed.
Refining the Flow Deciding how to present “Shop the Set” and “Similar Items” took multiple iterations. Should they stand out or blend in? The final design strikes a seamless balance, keeping users engaged without distraction.
A Smoother Experience After countless tweaks, the result is a natural, intuitive system—where every element serves a purpose. This journey taught me that great UX isn’t just about function—it’s about making interactions feel effortless.

Streamlined Navigation: Clean, intuitive filters and categories ensure quick, easy browsing without overwhelming users.

Helpful and Sustainability Each product shows eco-impact details, aligning with Cerf’s commitment to classic and modern. How to use long term

Designing a User-Centered Bottom Navigation: Effortless, Accessible, Unobtrusive

A Thoughtful Layout: Balancing Visual Flow & User Experience

From Chaos to Clarity: My Journey to a Seamless Shopping Experience

03.

Main result

Result

The CERF Fashion experience demonstrates how advanced innovation can remain simple and user-friendly. By integrating personalization, AI, AR, and sustainability insights within a clear and intuitive interface, the platform makes complex technology feel effortless to use. Flexible navigation and low-friction access—such as allowing users to browse without creating an account—help build trust and encourage exploration. The final result is a seamless, modern shopping experience where powerful features support users naturally without overwhelming them.

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