fashion
runway
fashion runway
Explore Chadstone through fashion. Style outfits, complete fun challenges, and discover stunning locations.
illustrations
Cartoon-style illustration was chosen to engage younger audiences while appealing to older ones, similar to Kim Kardashian’s refined cartoon aesthetic. The drawings of Chadstone Shopping Centre and store fronts complement this style, creating a cohesive and engaging visual theme.
User testing and feedback identified pain points and preferences, leading to design changes that improved usability, enhanced creativity, and refined visual clarity and enjoyment.
branding
colours
heading
17 | Baskerville | regular
This is the space to introduce the Product section and showcase the types of products available.
title
17 | Baskerville | regular
WELCOME TO
FASHION RUNWAY
paragraph
14 | Baskerville | regular
You made it, Good Job! Now get in there and make a cute outfit that would give me sweet dreams.
paragraph
14 | Arial | regular
Please select the store you want to start off with first, the choice is yours!
instructions
overlays
Active Buttons
Locked Buttons
buttons
centre map
duration
12 weeks
tools
Axure, Adobe Ai, Adobe Id, Adobe Ps
my role
Ui/Ux Design
challenge
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Develop a mobile app concept that engages users in a creative and interactive way.
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Encourage teamwork or individual creativity in designing multiple outfits for various scenarios and locations.
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Utilise Chadstone Shopping Centre’s vast range of stores and architectural features as the setting.
objective
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Fashion Runway app combines a walking tour with a fashion narrative experience.
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Features illustrations of Chadstone’s stores and interiors to guide users through the mall.
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Users create and style 10 different outfits across 10 unique locations within Chadstone.
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Provides freedom for users to express creativity while blending fashion with location-based tasks.
discover
design stratergy
competitive research
user research
user interviews
define
user personas
empathy mapping
journey map
ideate
user flow
card sorting
information architecture
design
wireframing
testing
user test
discover
competitive analysis
Evaluated consumer interest by comparing a fashion game app with a fashion walking tour, aiming to understand which experience resonated more with users.
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Tour → personal, limited by location and cost.
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Game app → fun, accessible, but sometimes repetitive.
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Each targets different user needs — real-world vs creative play.
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Opportunity to blend both for a richer experience.
user research
This survey explored participants’ shopping habits, fashion preferences, and mobile usage to understand how technology influences retail behaviour and gaming engagement. Respondents aged 18–25 shared insights into their shopping frequency, device use, and interaction with fashion-related content.
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Participants aged 18–25.
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Shop rarely or every 2 weeks, spending 1–3 hours per trip.
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Prefer practical or vintage-inspired fashion.
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Use iPhones and casual mobile games (Candy Crush, Free Fire).
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Occasionally take outfit photos, but don’t post on social media.
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Comfortable using GPS/location-based apps.
define phase
personas
I created user personas based on survey insights to better understand our target users. These personas helped identify key areas to enhance the experience and deliver more value to users.
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Creativity and self-expression are important.
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Social sharing is a key motivator (especially Instagram/Snapchat).
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Users value both affordable and luxury fashion.
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They prefer a fun, simple, and visual experience.
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Time and budget are common barriers.
user journey
ideate
site map
design
low - fidelity wireframes
These sketches outline the app journey—from launching to outfit creation and sharing. They helped shape key interactions before moving into final design.
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Guided intro eases onboarding.
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Story-driven map makes navigation fun.
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Outfit mixing is the core activity.
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Presets + customisation suit all users.
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Fashion folio builds ownership.
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Filters + challenges keep exploration fresh.
design system
high - fidelity wireframes
Designed to combine simple navigation, creative styling options, and a modern visual identity for an engaging user experience.
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Map Filters → Quick, personalised navigation.
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Outfit Themes → Easy styling with creative freedom.
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Cartoon Elements → Playful yet mature appeal.
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Colour Scheme → Clean, modern, and balanced.
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Custom Routes → Personalised control and flexibility.
Achieving Growth
Fashion Runway — Projected Outcomes
70% Target Engagement
Design aimed to foster social interaction and teamwork, connecting players through shared challenges.
85% Usability Goal
Planned interface to achieve clarity, accessibility, and intuitive navigation for all users.
85% Usability Goal
Planned interface to achieve clarity, accessibility, and intuitive navigation for all users.
Dress, play, explore in style.
