Jashan Dhingra

UX AUDIT

COMPETITIVE ANALYSIS

PROTOTYPE REDESIGN

SELF-INITIATED EXPLORATION

Furrl

A UX audit and redesign exploration of

an AI-powered personal stylist app.

A UX audit and redesign exploration of an AI-powered personal stylist app.

Assignment File

ROLE

Product Designer

FOCUS

Industry research, competitive

analysis, high-fidelity prototype

DESIGN OUTPUT

AI personalization transparency · Look flexibility · Purchase friction

Furrl positions itself as an AI-powered personal stylist — using a GenAI engine to

recommend complete, curated outfits (“looks”) from D2C fashion brands,

differentiating itself from traditional product-first fashion e-commerce. This

exploration audits the app against usability heuristics and competitor platforms,

then redesigns two core features to close the gaps found.

Furrl positions itself as an AI-powered personal stylist using a GenAI engine to recommend complete, curated outfits (“looks”) from D2C fashion brands, differentiating itself from traditional product-first fashion e-commerce. This exploration audits the app against usability heuristics and competitor platforms, then redesigns two core features to close the gaps found.

exploration audits the app against usability heuristics and competitor platforms, then redesigns two core features to close the gaps found.

AI Transparency

Users couldn’t see how the GenAI stylist

learned their preferences.

Users couldn’t see how the GenAI stylist learned their preferences.

Look Flexibility

Looks were binary accept or reject, with no

way to remix or adjust.

Looks were binary accept or reject, with no way to remix or adjust.

Purchase Friction

Checkout screens carried unnecessary,

distracting actions.

Checkout screens carried unnecessary, distracting actions.

A HEURISTIC EVALUATION AGAINST NIELSEN’S USABILITY PRINCIPLES

What the Audit Found

VISIBILITY OF SYSTEM STATUS

AI Personalization Transparency

PROBLEM

Users don’t understand how the GenAI stylist learns their preferences.

EVIDENCE

No clear indicators of personalization progress or style DNA building.

BUSINESS IMPACT

Reduces trust in AI recommendations, slower user onboarding.

RECOMMENDATION

Add a “Style DNA” progress indicator during onboarding
Show "Learning from your choices" micro-interactions
Display personalization confidence level for recommendations

BEFORE

PENDING — 23%

COMPLETED — 100%

USER CONTROL AND FREEDOM

Look Customization Limitations

PROBLEM

Users can’t modify AI-suggested looks add a new item, swap items,

change colors, adjust budget.

EVIDENCE

Binary accept / reject model for complete looks.

BUSINESS IMPACT

High bounce rate on expensive looks, missed sales on partial interest.

RECOMMENDATION

Upload an image of a product for deeper look personalization
"Smart Swap" feature: replace single items within looks
"Style this differently" option for alternative AI arrangements

BINARY ACCEPT / REJECT

RECOMMENDATION

ERROR PREVENTION

Inventory Mismatch/Transparency in Looks

PROBLEM

Users can add looks to cart with unavailable items.

EVIDENCE

Frustrating checkout experience when items become unavailable “Only 2 items available out of 4.”

BUSINESS IMPACT

Cart abandonment, negative user experience.

RECOMMENDATION

Real-time inventory validation for complete looks
"Find similar" auto-replacement for out-of-stock items
Priority hold system for users viewing complete looks

INVENTORY MISMATCH

RECOMMENDATION

INVENTORY MISMATCH

RECOMMENDATION

WHERE FURRL SITS IN THE INDIAN FASHION MARKET

Competitive Analysis

Myntra

MARKET LEADER

STRENGTHS

Extensive brand portfolio (4,000+ brands)

Advanced recommendation engine

Strong logistics and return policy

WEAKNESSES

Overwhelming product catalog

Generic styling approach

Limited D2C brand focus

FURRL’S ADVANTAGE

Curated brand selection, AI-powered

complete styling

Nykaa Fashion

BEAUTY–FASHION BRIDGE

STRENGTHS

Strong brand trust from the beauty vertical

Influencer-driven content strategy

Premium positioning

WEAKNESSES

Limited AI personalization

Product-centric discovery model

Weak in homegrown brand curation

FURRL’S ADVANTAGE

Superior AI styling, stronger D2C brand focus

Ajio

TREND-FORWARD POSITIONING

STRENGTHS

Strong trend curation

Good social commerce features

Competitive pricing

WEAKNESSES

Limited personalization depth

Generic styling solutions

Weak quality assurance communication

FURRL’S ADVANTAGE

Deeper personalization, quality-first

approach

DESIGN STRATEGY

“My design process was an iterative one, focusing on targeted UX improvements rather than a complete redesign. The goal was to solve specific pain points, leverage existing user habits, and demonstrate an understanding of business objectives.”

Solve the Specific Pain Point

Each change answers one named friction found in the audit nothing broader.

Leverage Existing Habits

Reuse patterns users already know from the app and the wider category.

Design for the Business Objective

Every flow decision ties back to trust, conversion, or average order value.

FEATURE REDESIGN 01

Like / Dislike Style

ORIGINAL UX LIMITATION

The original feature, while functional, was limited to a

pre-selected set of looks. This prevented the app from truly understanding a user’s unique style preferences.

The original feature, while functional, was limited to a pre-selected set of looks. This prevented the app from truly understanding a user’s unique style preferences.

MY SOLUTION

Introduced a user-driven personalization feature by

adding image-upload functionality allowing users to actively contribute their own style inspiration, so the AI learns from a broader, more authentic data set.

Introduced a user-driven personalization feature by adding image-upload functionality allowing users to actively contribute their own style inspiration, so the AI learns from a broader, more authentic data set.

BEFORE

AFTER

User Empowerment

The “Upload your file here” option gives

users a tool to take control of their style

discovery.

The “Upload your file here” option gives users a tool to take control of their style

discovery.

System Transparency

An “Analyzing Your Style” screen gives real-

time feedback, making the AI process feel

trustworthy.

An “Analyzing Your Style” screen gives real- time feedback, making the AI process feel trustworthy.

FEATURE REDESIGN 02

Shop the Look

ORIGINAL UX LIMITATION

The feature was confusingly named “Complete the

Look” and failed to provide a clear path to purchase

multiple items from one outfit creating a disconnect between the AI’s curated look and the actual shopping experience.

MY SOLUTION

Streamlined the entire flow to align with the business

objective of generating revenue: renamed to the

industry-standard “Shop the Look,” with a dedicated

shopping page for all items in a look.

BEFORE

AFTER

Clear Naming Convention

Renamed to the industry-standard “Shop the Look” to eliminate confusion and match the user’s mental model.

Dedicated Shopping Page

One organized view of every product in a look, so users can add multiple items to their bag lifting average order value.

SMALLER FIXES, MEASURABLE EFFECT

Key Design Decisions & Why

01 — BRANDING REFRESH

A logotype that matches the product

PROBLEM

The existing logo felt generic and lacked the vibrancy of a

modern clothing brand, creating a disconnect with an app that is

otherwise fluid and friendly.

The existing logo felt generic and lacked the vibrancy of a modern clothing brand, creating a disconnect with an app that is otherwise fluid and friendly.

SOLUTION

the same purple identity. Proposed a more dynamic, trustworthy logo direction built on

WHY IT WORKS

on the home screen, before any recommendation is seen. Brand recognition and first-impression trust are earned

BEFORE

AFTER

02 — SIZE CHART TOGGLE

Inches to centimetres in one tap

PROBLEM

The size chart required scrolling to a second table to compare inches and centimetres, interrupting the user’s flow.

SOLUTION

Switch at the top of the sheet. Replaced the stacked tables with a single In / Cm toggle

WHY IT WORKS

removing scroll removes doubt. Fit confidence is the last blocker before add-to-bag;

03 — CONSISTENT CTA STYLING

One button shape, everywhere

PROBLEM

screens, which makes the product look unfinished. Rounded and sharp-cornered CTAs were mixed across

SOLUTION

Screen in the flow. Standardised CTA geometry, weight and casing across every

WHY IT WORKS

A consistent primary action reads as polished and Professional and is faster to recognise mid-checkout.

AUDIT ANNOTATION — CTA INCONSISTENCY

04 — DECLUTTERED CHECKOUT

Protect the path to purchase

PROBLEM

Non-essential actions share on WhatsApp, email, wishlist, search, cart competed with the checkout flow and added cognitive load.

SOLUTION

Removed them from the checkout screens to focus attention on completing the purchase.

WHY IT WORKS

At this stage the objective is to reinforce the purchase, not to invite the user to save the item for a future one.

AUDIT ANNOTATION — COMPETING ACTIONS

REFLECTION

“This was an exercise in targeted problem-solving rather

than a ground-up redesign finding the specific friction

points in an AI-driven shopping experience (trust in

personalization, flexibility in AI-generated looks, and a clean

path to purchase) and designing solutions that respected

the product’s existing strengths instead of discarding them.”

“This was an exercise in targeted problem-solving rather than a ground-up redesign finding the specific friction points in an AI-driven shopping experience (trust in personalization, flexibility in AI-generated looks, and a clean path to purchase) and designing solutions that respected the product’s existing strengths instead of discarding them.”

“This was an exercise in targeted problem-solving rather than a ground-up redesign finding the specific friction points in an AI-driven shopping experience (trust in

personalization, flexibility in AI-generated looks, and a clean

path to purchase) and designing solutions that respected the product’s existing strengths instead of discarding them.”

Thanks for Reading

Furrl’s core idea an AI stylist, complete looks from D2C brands is a genuine

differentiator. The opportunity was in making that style trustworthy and flexible

enough for users to lean on it.

Furrl’s core idea an AI stylist, complete looks from D2C brands is a genuine differentiator. The opportunity was in making that style trustworthy and flexible

enough for users to lean on it.

JASHAN DHINGRA — PRODUCT DESIGNER

Contact me

Furrl