SAIA mobile app
My responsibilities
UI/UX design Brand design Visual QA Art direction
Team
UX lead UX designer Visual designer Front-end developer
Industries
Fashion Personal styling Consultation B2C
Client
SAIA (SA Image Academy)
Date
June 2016
Project overview
Trained SAIA stylists consult with clients looking for an image makeover—typically women between the ages of 30 and 45. The in-person consultation entails the taking of basic body measurements, choosing suitable wardrobe colours and reviewing style suggestions according to face/body type. The mobile app had to be a practical handheld tool that facilitated their consultations.
Problem statement
The purpose of the project was to digitise a cumbersome, outdated and expensive in-person image consultation process. SAIA stylists had to purchase and carry around expensive printed colour charts and swatch books to each consultation. Browsing through the colour swatches and recording client measurements were time-consuming and old-fashioned. Shopping for clients was inconvenient, because it meant remembering and taking along notebooks, swatch books, etc.
Research & brand design
SAIA gave us an in-person demonstration of an image consultation and mapped out the stylist/client interactions. The consultation was very interactive and client measurements were recorded manually. We used this process as a basis to design the app menu and user flows. I created a monochromatic brand and splash screen to establish the look and feel of the app. We decided on a modern sans serif typeface reminiscent of high-end fashion brands.
Optimising for one-handed use
We designed the app’s interface to optimise for one-handed use during consultations. Design decisions that favoured this approach included bottom navigation, enlarged colour swatch tiles for quick garment matching and oversized number pickers for measurements. This allowed consultants to interact with their clients while using the app, e.g. swiping through colour swatches to match the colour of a garment held in the other hand.
Project outcomes
The app revolutionised SAIA’s consultation process and significantly reduced costs and friction for their stylists with more than 1200 app consultations to date. SAIA reported a more than 60% reduction in initial investment required by consultants.
Client feedback
“Meticulously created, state-of-the-art, this unique app is an official industry disruptor.”
SAIA Executive Manager