CURATED

AI Fashion Stylist Tool: VICI Collection

Project Overview

UX DESIGN FOR CURATED, AI FASHION STYLIST TOOL

DESKTOP DESIGN

TOOLS:  FIGMA, FIGJAM

Objective:
Design and prototype an AI-powered fashion stylist tool, CURATED, for VICI Collection, a modern women's fashion brand seeking to enhance its digital shopping experience through personalized styling services.

Project Goal:
To conceptualize and design an AI-driven experience that enables users to receive customized outfit recommendations based on VICI's product catalog, improving customer engagement and simplifying the online styling process.

Role:
UX Design, research, ideation, and prototyping

Process Overview:

  • Strategy & Discovery: Defined project goals, user needs, and business opportunities through stakeholder interviews and market research.

  • Ideation & Analysis: Explored potential AI use cases and user flows through wireframing and competitive analysis.

  • Stakeholder Collaboration: Worked closely with cross-functional teams including marketing and e-commerce to align on functionality and brand voice.

  • Low-Fidelity Mockups: Created wireframes to test layout and flow of the stylist tool.

  • Iteration: Incorporated feedback across several rounds of usability testing and refinement.

  • High-Fidelity Designs: Developed UI designs aligned with VICI's brand guidelines.

  • Interactive Prototype: Built a functional prototype to simulate the styling experience and demonstrate the AI-curated outfit selection flow.

Outcome:
A compelling and intuitive prototype that showcases how AI can be seamlessly integrated into VICI’s online shopping experience, offering personalized, on-brand styling recommendations through the CURATED tool.

Understanding the User

A critical part of the design process was gaining a deep understanding of who the CURATED tool would serve. While the AI stylist tool was being developed to enhance the overall VICI shopping experience, it was important to differentiate between the general VICI customer base and the specific users most likely to engage with this feature.

Key Activities:

  • Collaboration with User Research Team:
    Partnered with the internal user research team to gather insights on VICI’s existing customer base through demographic data, purchase behaviors, and user feedback. Key findings revealed that VICI customers are predominantly:

    • Women aged 25–44

    • Style-conscious, trend-aware and value conscious

    • Frequent purchasers of new arrivals (VICI drops new styles often)

    • Interested in curated, effortless shopping experiences

    • Active on mobile devices and social platforms

  • Defining the AI Stylist Tool User:
    Identified that the primary users of CURATED would be:

    • Time-constrained shoppers looking for quick outfit solutions

    • Users overwhelmed by choice and seeking guidance

    • Shoppers exploring new styles or preparing for specific events

    • Loyal VICI customers interested in a more personalized experience

  • Persona Development:
    Created detailed user personas to represent key segments of the CURATED audience. These personas included behavioral traits, goals, frustrations, and expectations, and were used throughout the design process to maintain user empathy and focus.

  • User Empathy & Design Framing:
    Framed the design problem around the user’s need for convenience, inspiration, and confidence in their fashion choices. This helped ensure that CURATED didn’t just function — it felt intuitive, trustworthy, and aligned with the VICI brand experience.

Defining AI Styling Attributes & User Flow

To inform the functionality of the CURATED tool, we conducted research and collaborative workshops to identify the essential inputs and behaviors needed for effective AI-powered outfit recommendations.

Key Activities:

  • Mind Mapping with Stakeholders:
    Led a collaborative session with internal stakeholders to define the core styling attributes the AI would need to curate personalized outfits. These included:

    • Size, fit preferences, and body type

    • Style preferences (e.g., casual, trendy, classic)

    • Occasion-based needs (e.g., vacation, workwear, date night)

    • Color and fabric preferences

    • Seasonal relevance and current trends

  • Persona & Demographic Analysis:
    Analyzed existing user personas and demographic data to better understand the motivations and shopping behaviors of VICI’s core audience. This helped prioritize key features and tailor the AI's recommendation logic to real user needs.

  • User Flow Mapping:
    Based on insights gathered, developed a user flow map illustrating the ideal customer journey through the CURATED tool, from initial onboarding and input collection to outfit recommendation and product browsing.
    This helped validate the interaction sequence and ensured a smooth, intuitive experience.

Low-Fidelity Mockups & Iteration

The initial low-fidelity mockup served as a visual translation of the user flow map developed in earlier phases. It was designed to test the structure, functionality, and overall usability of the CURATED experience before investing in high-fidelity design.

Key Activities:

  • Initial Wireframe Creation:
    Created a low-fidelity mockup of the CURATED tool, informed by the user flow map. This included key screens such as onboarding, style preference selection, outfit recommendations, and product browsing.

  • Attribute Integration:
    Iterated on the early wireframes to incorporate more of the AI styling attributes identified during the mind mapping session, such as occasion, fit, and color preferences.

  • Streamlining the Experience:
    Based on insights from user research, adjustments were made to reduce the number of touch-points and streamline decision-making throughout the flow. This aligned with the preferences of VICI’s core millennial audience, who favor fast, guided experiences.

  • Feedback-Driven Iteration:
    Conducted informal reviews with stakeholders and design peers to validate layout, hierarchy, and logic. Feedback informed multiple refinements before moving to high-fidelity design.

This phase was crucial in shaping the structure of the CURATED tool, allowing for rapid iteration and early testing.

With the structure validated through low-fidelity wireframes, the next phase focused on bringing CURATED to life visually and interactively. This stage was critical in showcasing how the AI stylist tool would look, feel, and function within the VICI brand ecosystem.

  • Streamlined Single-Page Form:
    Consolidated the initial style preference form into a single, easy-to-navigate page. This redesign minimized redundant questions and simplified the input process into a few clear, intuitive steps.

  • Photo Upload Feature:
    Added an option for users to upload a photo, allowing the AI to better understand individual style and body characteristics. This feature was introduced to reduce repetitive inputs and personalize recommendations more effectively.

  • Budget Section:
    Included a budget preference input to accommodate cost-conscious users, ensuring the AI stylist suggests options aligned with their spending comfort zone.

  • Brand Integration:
    Incorporated VICI’s established visual identity (typography, color palette, and photography) while designing UI components that felt intuitive, clean, and aspirational. The styling of the CURATED tool was intentionally minimal to keep the focus on the outfit recommendations.

  • Intentional Design to Build Trust in AI:
    Foster user confidence and create a more human-centered experience, we incorporated personalized elements throughout, particularly on the “Thinking” page where the AI processes selections. Also, to create a warm and approachable atmosphere, bridging the gap between technology and personal styling.

  • Interactive Prototyping:
    Built an interactive prototype in Figma to simulate key user flows, including:

    • Onboarding and style preference input

    • AI-powered outfit recommendation results

    • Product details and shopping actions
      This allowed stakeholders to engage with the product concept in a realistic, end-to-end flow.

  • Feedback & Refinement:
    Shared the prototype with internal stakeholders and user research collaborators for feedback. Adjustments were made to transitions, button states, and layout spacing to enhance usability and flow continuity.

The final prototype served as both a functional demonstration of the AI stylist experience and a strong visual representation of how CURATED could integrate seamlessly into VICI’s e-commerce platform.

Final High-Fidelity Mockup & Prototype

Final Thoughts

The CURATED AI Stylist Tool explores how AI can be thoughtfully integrated into an e-commerce experience to deliver personalization without losing the human, brand-driven feel of fashion styling for the current VICI customer. This project emphasized designing for trust, clarity, and inspiration, all ensuring the experience felt supportive rather than technical.

User insights and stakeholder alignment shaped CURATED into a streamlined, confidence-building experience that supports personalized style discovery. The final prototype demonstrates how AI can help reduce decision fatigue, guide style exploration, and create a more engaging, on-brand shopping journey for VICI customers.

This project reflects my approach to UX design: blending strategy, research, and intuitive interface design to create experiences that are both innovative and emotionally resonant.