branding
UI/UX
UO renewal with me
In-app feature promoting a sustainable lifestyle through DIY content and upcycling challenges.
TL;DR
Work Type
Individual
Timeline
Oct 2024 (2 weeks)
Context
CCA IxD Foundational Studio
Tools Used
Figma, Mural
Project Goal
Design an additional digital touchpoint for an existing retail brand that enhances the customer’s shopping experience and the brand value.
key constraints
Very short time frame (2 weeks)
key Approaches
Heuristic evaluation, Brand value assessment
brand study
Selling a Dream life: Inside Urban Outfitters’ Brand Identity
Why Urban Outfitters
Urban Outfitters is a lifestyle retailer known for its unique blend of products, creativity, and cultural awareness. I chose this brand because, as a loyal customer, I have a strong understanding of its identity and audience—giving me a solid foundation to design a meaningful, brand-aligned experience.
Product vs Lifestyle
Urban Outfitters offers a curated mix of third-party brands and exclusive in-house designs, ranging from apparel to home and lifestyle products.
Beyond just selling goods, their branding communicates a "dream" lifestyle—one that resonates emotionally with their audience and reflects self-expression, creativity, and individuality.
Gen Z: Urban Outfitters’ Core Customer
Born into advanced consumer culture
Gen Z has grown up in a landscape of constant marketing and endless choices, making them highly selective and brand-aware.
Driven by identity and self-expression
They seek products that help define their uniqueness and align with their personal values and aesthetics.
Influenced by social media and peers
Shopping behaviors are shaped by online trends and community opinions, with authenticity playing a key role in decision-making.
Brand Attributes
Based on UO's customer segment, I identified three core keywords to guide the touchpoint design moving forward.
User Story
Two Audiences, One Experience: Existing vs. Potential UO Customers
Persona #1: Existing UO Customers – Renee Alberson
Goal: Strengthen their connection to the Urban Outfitters community and offer more personalized value within the UO ecosystem.
Style-conscious and trend-driven
Content creator mindset
Fashion-forward but financially pressured
User story #1: Exchange program
User story #2: UO Collage Outfit
Persona #2: Potential UO Customers – Ana Robella
Goal: Attract and convert value-aligned, sustainability-minded individuals into loyal UO customers.
Environmentally conscious and values-driven
Seeks beautiful yet responsible consumption
Curious but hesitant DIY explorer
User story #3: DIY program
Concept Testing
Concept
DIY Urban Renewal: Empowering Creativity and Sustainability
Urban Renewal
Urban Renewal is Urban Outfitters’ sustainability program focused on repurposing and reselling recycled vintage pieces. Each item is handmade and one-of-a-kind, promoting a unique, sustainable & creative mindset.
Storyboard
I propose an extension of Urban Renewal into a DIY program, where customers can follow step-by-step tutorials to create unique pieces with their own hands:
Experience Map
I mapped out the experience of UO's digital app and how my new module adds to the whole experience.
design strategy
heuristic evaluation: explore visual style & examine usability
I conducted a heuristic evaluation of the current UO app to identify strengths and opportunities.
Result
The overall interface is user-friendly with visually appealing layouts.
Redesign Strategy
For my redesign, I’ll maintain its core usability while introducing a nostalgic, rustic aesthetic to create a fresh, emotionally engaging experience.
App redesign
Integrating DIY into the UO App: Dual Pathways and Final Experience
I designed two pathways to to implant the new DIY module into the existing user flow:
Pathway 1: Through the item detail page
Pathway 2: Through the discover page
Wireframes
Pathway 1: Through the item detail page
Pathway 2: Through the discovery page
Final Design
Users begin by selecting a DIY project that inspires them, then follow step-by-step instructions to create their unique piece. Upon completion, they can share their results and connect with the Urban Outfitters community.
reflection
Designing for an Established Brand: A Balance of Ease and Challenge
Designing for an established brand was a valuable experience. It challenged me to work within an existing framework while embracing the brand’s personality and mindset.
The UX process was both easy and challenging. While I didn’t need to build everything from the ground up, I had to ensure that each new element blended seamlessly with the existing design and that the user flow remained intuitive with the added DIY module.