Reinventing personalized apparel shopping for emerging markets.
The challenge: A fragmented journey killed momentum and trust.
Shoppers in the Gulf wanted fast, culturally aligned outfits on mobile. Instead they hit a maze: disjointed flows, endless choices, Western-centric styling, returns friction. Busy users bounced to off-platform hacks:
Spreadsheets
WhatsApp threads
Screenshots of carts
Ad-hoc price checks
Decision fatigue spiked. Stylists burned time on admin. Inventory mismatches and sold-outs wrecked confidence. The business saw cart abandonment and long lead times but missed the root cause: the experience wasn’t built for local behavior or mobile speed, so users didn’t trust it to deliver timely, relevant looks.
The Solution: A mobile-first styling system that compresses choice and honors context.
1) Conversational, culturally aware curation
Localized presets for abaya, bridal, casual
3–5 option bundles to cap cognitive load
Price guardrails to keep picks on budget
FOMO prompts to add alternates pre-checkout
2) Stylist operating system
Statement-piece first to anchor the look
AI assist for sizing, substitutions, set completion
SLA-aware matching: right stylist in ~6 hours
Mobile flow: accept → style → submit on the go
Design principles
Action over browse: progress bars, quick adds, inline swaps
Build for bad states: OOS detection and one-tap pivots
Shared source of truth: specs, budget, sizes, notes in one place
Retain context: return-safe picks and history for faster repeats
Customer-facing Interface
The Outcome：Throughput up. Friction down. Trust restored.
Styling time cut ~30% (35 → <25 min)
Output per session up to 3.8 outfits
2.6 days removed from service cycle
Fewer abandoned carts via pre-checkout add-ons
Foundation set for AI trend forecasting and faster logistics
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