Kelly Felder is a global fashion label offering a wide range of women's apparel and accessories that combine contemporary designs with high-quality materials. Kelly Felder has established a strong presence both online and through its physical stores, catering to fashion-forward customers looking for sophisticated styles.

• Design interfaces and model user flows to provide customers with a personalized shopping experience
• Design a Fit Assistant - an intelligent tool to recommend clothes based on similar interests
• Create a design system with reusable components and colour schemes

We designed wireframes covering all the main user flows in both the website and mobile application and converted them into designs after many iterations of collaboration with stakeholders. A design system was created along with many reusable components and color schemes.

One of the most common pain points among online shoppers was the inability to find the exact size that suited them. As a solution, we designed a 'Fit Assistant' feature that recommends the perfect size for customers based on what other similar customers have bought. This will help the client implement a customized online shopping experience throughout the website. Importantly, the solutions we designed, along with the insights we uncovered from our research were handed over to the client as it might be helpful in increasing the brand awareness and the usability of the website and the mobile application.