aritzia armoire
aritzia armoire
aritzia armoire
project description
project description
Aritzia is a fashion brand beloved by women in their 20s and 30s for its elevated, high-quality clothing and commitment to female empowerment, but its digital experience stops at the transaction.
Aritzia Armoire is a concept app designed to extend that mission further: a personalized platform that helps users discover their style, reflect on their growth, and build confidence in who they're becoming and not just what they're buying.
roles & responsibilities
roles & responsibilities
UX/UI Designer, Visual Designer
Research, ideation, and UX/UI design
UX/UI Designer, Visual Designer
Research, ideation, and UX/UI design
team
team
Collaborated with classmates, working together to explore solutions, ideate, and iterate on design concepts.
Collaborated with classmates, working together to explore solutions, ideate, and iterate on design concepts.
context
context
Academic project
Academic project
the problem
the problem
the problem
Aritzia's brand identity is built around empowering young women, but that empowerment doesn't exist anywhere in their digital product. The app experience is purely transactional: browse, purchase, done. Aritzia Armoire addresses that gap by creating a digital space that supports customers through real moments of personal and professional growth, deepening brand connection and giving users a reason to engage beyond the point of sale.
Aritzia's brand identity is built around empowering young women, but that empowerment doesn't exist anywhere in their digital product. The app experience is purely transactional: browse, purchase, done. Aritzia Armoire addresses that gap by creating a digital space that supports customers through real moments of personal and professional growth, deepening brand connection and giving users a reason to engage beyond the point of sale.
goals
01 empowerment
Empower young women through a digital platform by supporting personal and professional growth.
02 personalized guide
Provide personalized wardrobe and outfit guidance to help users explore and organize their styles.
03 brand connection
Enhance engagement and brand connection through content and tools that build confidence, encourage self-expression, and deepen users' relationship with the brand overall.
research & insights
research & insights
research & insights
To understand how Aritzia's target audience actually relates to the brand, my team and I conducted informal interviews with women in their early 20s who are regular Aritzia shoppers — conversations that surfaced honest perspectives on why they shop there and what they're really looking for.
To understand how Aritzia's target audience actually relates to the brand, my team and I conducted informal interviews with women in their early 20s who are regular Aritzia shoppers — conversations that surfaced honest perspectives on why they shop there and what they're really looking for.
01 shopping as a life marker
01 shopping as a life marker
Several women described turning to Aritzia during significant life changes— starting a first professional job, moving to a new city, stepping into a new version of themselves.
Aritzia wasn't just a clothing store; it was where they went when they needed to look the part of who they were becoming.
Several women described turning to Aritzia during significant life changes— starting a first professional job, moving to a new city, stepping into a new version of themselves.
Aritzia wasn't just a clothing store; it was where they went when they needed to look the part of who they were becoming.
02 the desire for style guidance
02 the desire for style guidance
Users expressed wanting guidance, not just options. They weren't looking to browse endlessly, but rather wanted something that understood their taste and helped them build a wardrobe with intention, like having a stylish friend who knows them.
Users expressed wanting guidance, not just options. They weren't looking to browse endlessly, but rather wanted something that understood their taste and helped them build a wardrobe with intention, like having a stylish friend who knows them.
03 confidence as the real product
03 confidence as the real product
When asked why they kept coming back to Aritzia, the most consistent answer wasn't quality or price, but how the clothes made them feel. Users described wearing Aritzia pieces to interviews, first days, and important moments. The clothing was a confidence tool.
When asked why they kept coming back to Aritzia, the most consistent answer wasn't quality or price, but how the clothes made them feel. Users described wearing Aritzia pieces to interviews, first days, and important moments. The clothing was a confidence tool.
user persona
user persona
Destiny, 21, is an influencer pursuing a sophisticated urban lifestyle. She’s motivated to “work on herself,” but struggles with guilt, loneliness, and balancing her online image with personal growth.
Destiny, 21, is an influencer pursuing a sophisticated urban lifestyle. She’s motivated to “work on herself,” but struggles with guilt, loneliness, and balancing her online image with personal growth.
user journey
user journey
01 onboarding
01 onboarding
Destiny signs up using her membership, completes a personality quiz, and selects two influential figures as her role models.
Destiny signs up using her membership, completes a personality quiz, and selects two influential figures as her role models.
02 awareness
02 awareness
Destiny receives an analysis of her personality and style, revealing the gap between who she is now and who she wants to become. She receives curated style inspiration aligned with her goals.
Destiny receives an analysis of her personality and style, revealing the gap between who she is now and who she wants to become. She receives curated style inspiration aligned with her goals.
03 goal-setting
03 goal-setting
Destiny discovers suggested goals and sets long-term and short-term objectives.
Destiny discovers suggested goals and sets long-term and short-term objectives.
04 rewards & reflections
04 rewards & reflections
Each month, Destiny checks in with Armoire's AI to track her progress, log her reflections, and observe how her mindset and tone have shifted over time. As she completes goals, she redeems points for tangible rewards — access to events, mentorship programs, and discounts from Aritzia. With each goal completed, she sets her sights on the next one, continuing the cycle of growth.
Each month, Destiny checks in with Armoire's AI to track her progress, log her reflections, and observe how her mindset and tone have shifted over time. As she completes her goals, she redeems points for rewards: access to events, mentorship programs, and discounts from Aritzia. With each goal completed, she sets her sights on the next one, continuing the cycle of growth.
the design
the design
the design
wireframes
wireframes
We began with low-fidelity wireframes that mapped out key flows, from onboarding to goal tracking.
These sketches helped us define hierarchy, information flow, and moments of interaction that guide users through self-reflection and style exploration.
We began with low-fidelity wireframes that mapped out key flows—
from onboarding to goal tracking.
These sketches helped us define hierarchy, information flow, and moments of interaction that guide users through self-reflection and style exploration.
We began with low-fidelity wireframes that mapped out key flows—from onboarding to goal tracking.
These sketches helped us define hierarchy, information flow, and moments of interaction that guide users through self-reflection and style exploration.
The most significant evolution happened in the reflection section. Early wireframes treated it as a passive content feed — inspiration without interaction.
The section was redesigned around companionship: interactive check-ins, a reward system that celebrates milestones and prompts new goals, and outfit inspiration tied to each user's personal growth journey. The shift was from delivering content to sustaining a relationship.
the look & feel
the look & feel
The visual identity reflects Aritzia Armoire’s mission to empower young women through a warm, approachable aesthetic. Refined typography is balanced with hand-drawn elements and playful shapes to convey authenticity, creativity, and optimism. Self-awareness and growth doesn't have to be intimidating.
The visual identity reflects Aritzia Armoire’s mission to empower young women through a warm, approachable aesthetic. Refined typography is balanced with hand-drawn elements and playful shapes to convey authenticity, creativity, and optimism. Self-awareness and growth doesn't have to be intimidating.
onboarding & personalization
onboarding & personalization
Destiny signs in using her Aritzia membership and takes a short fashion and psychology assessment. She chooses two role models to personalize her experience, creating a foundation for self-reflection and inspiration.
Users described shopping at Aritzia during major life transitions, such as new jobs, new cities, new chapters. Onboarding was designed to tap into that: identity and aspiration come before style preferences, so the app immediately feels like more than a shopping tool.
Destiny signs in using her Aritzia membership and takes a short fashion and psychology assessment. She chooses two role models to personalize her experience, creating a foundation for self-reflection and inspiration.
Users described shopping at Aritzia during major life transitions, such as new jobs, new cities, new chapters. Onboarding was designed to tap into that: identity and aspiration come before style preferences, so the app immediately feels like more than a shopping tool.
self-discovery & goal setting
self-discovery & goal setting
Users didn't just want to look good, but also feel like they were growing into the person they wanted to be. The self-discovery section translates that desire into an experience: personality analysis, role model comparison, and prompted goal-setting give users a clear, actionable path from reflection to intention.
Users didn't just want to look good, but also feel like they were growing into the person they wanted to be. The self-discovery section translates that desire into an experience: personality analysis, role model comparison, and prompted goal-setting give users a clear, actionable path from reflection to intention.
vision board & reminders
vision board & reminders
Users returned to Aritzia because of how the brand made them feel, not just what it sold them. The vision board and daily widget keep that feeling accessible outside of shopping moments, embedding the brand's empowerment mission into everyday life.
Users returned to Aritzia because of how the brand made them feel, not just what it sold them. The vision board and daily widget keep that feeling accessible outside of shopping moments, embedding the brand's empowerment mission into everyday life.
check ins, rewards, & growth
check ins, rewards, & growth
The monthly check-in with AI and the rewards system celebrates personal milestones with meaningful incentives like event access and mentorship. Once a goal is reached, users can continue their progress by setting up next steps in that goal or set their sights on something new entirely, keeping the cycle of growth going. It reinforces that Aritzia sees its customers as whole people, not just consumers.
Users expressed a desire to feel recognized for their growth, not just their purchases. The monthly check-in with AI and rewards system responds to that directly: celebrating personal milestones with meaningful incentives like event access and mentorship reinforces that Aritzia sees its customers as people, not just consumers.
The experience doesn't stop at completion either. Once a goal is reached, users can continue their progress by setting up next steps in that goal or set their sights on something new, keeping the cycle of growth going.
reflection
reflection
reflection
Aritzia Armoire spans onboarding, personality assessment, goal-setting, style curation, and rewards. The challenge was making them feel like one cohesive experience rather than five separate apps stitched together. That tension pushed me to be more intentional about visual hierarchy, consistent design patterns, and what each screen actually needed to do for the user in that moment. Restraint became a design tool.
Collaboration shaped the process too. Early on, my teammates and I mapped out our individual strengths, which made it easier to divide work without losing a unified creative direction. We made a habit of sharing ideas before they were fully formed. Our core concept came out of a conversation that started with something half-baked.
The biggest lesson: when a product has many functions, the design system is what holds the experience together.
Aritzia Armoire spans onboarding, personality assessment, goal-setting, style curation, and rewards. The challenge was making them feel like one cohesive experience rather than five separate apps stitched together. That tension pushed me to be more intentional about visual hierarchy, consistent design patterns, and what each screen actually needed to do for the user in that moment. Restraint became a design tool.
Collaboration shaped the process too. Early on, my teammates and I mapped out our individual strengths, which made it easier to divide work without losing a unified creative direction. We made a habit of sharing ideas before they were fully formed. Our core concept came out of a conversation that started with something half-baked.
The biggest lesson: when a product has many functions, the design system is what holds the experience together.
goals
goals
01
01 Empowerment
Empower young women through a digital platform that supports personal and professional growth beyond clothing.
Empower young women through a digital platform that supports personal and professional growth beyond clothing.
02
02 Personalized Guide
Provide personalized wardrobe and outfit guidance to help users explore and organize their styles.
Provide personalized wardrobe and outfit guidance to help users explore and organize their styles.
03
03 Brand Connection
Enhance engagement and brand connection through content and tools that build confidence, encourage self-expression, and deepen users' relationship with the brand overall.
Enhance engagement and brand connection through content and tools that build confidence, encourage self-expression, and deepen users' relationship with the brand overall.