CLIENT
PROJECT
FABBRIC STUDIO PLATFORM
SUMMARY
This is the story of how Fabbric's platform evolved from a confusing prototype to a user-friendly tool for creating fashion brands. As the Head of Product Design and Product Manager, I tackled everything from redefining the user journey to rebuilding the platform from the ground up, while keeping real user needs at the heart of every decision.
RESPONSIBILITIES
Head of Product Design
Product Manager
TRANSFORMING FASHION DESIGN FOR EVERYONE
Developing a fashion collection is traditionally a long, costly, and complex process. It often takes months to move from concept to execution, with significant investments in design, sourcing, and manufacturing. For many aspiring entrepreneurs, the financial and logistical barriers are simply too high.
Fabbric set out to change that. By creating a streamlined platform that automates key stages of the process, they aimed to empower anyone to create their own fashion brand quickly and affordably.
However, when I joined the project, it was clear that the existing platform needed a complete reset. What followed was a journey of research, collaboration, and iterative design that transformed the platform into a user-centered solution ready to disrupt the fashion industry.
THE CHALLENGE
A PLATFORM IN THE DARK
When I joined the Fabbric project, the initial platform was already under development. However, there was no scope, testing, or research behind it. The product was being built in the dark, without understanding user needs or market demands.
On top of that, the designs were inconsistent, ignored UX best practices, and failed to reflect the brand’s ambitions. They had been created by a freelancer without collaboration or alignment with the broader team.
To validate the platform’s viability, I conducted usability testing with a target audience sample. The results were clear: 80% of users didn’t understand the interface and found most aspects confusing, while 70% of participants expressed frustration with the overall look and feel. Worse, they highlighted missing features that had not been considered during development.
The conclusion was unavoidable: the platform needed a complete reset. It was time to go back to the drawing board and rebuild with users, data, and clarity at the center.
THE PROCESS
RESEARCHING THE LANDSCAPE
The first step was understanding the market and target audience. I conducted market research to identify buyer personas and pain points, surveying potential users to uncover the features they valued most. This laid the foundation for the project’s new scope and clarified the requirements for an MVP. Key findings included:
75% of users prioritized affordability and ease of use over advanced customization.
60% of respondents were first-time fashion entrepreneurs who needed guidance throughout the process.
REDEFINING THE PROCESS
I collaborated closely with the sales, production, and operations teams to map out and refine the existing manual processes. Together, we translated these workflows into a digital solution, prioritizing simplicity, flexibility, and scalability.
BUILDING FROM THE GROUND UP
With a clear scope defined, I started redesigning the platform:
Visual Language: The first priority was to redefine the platform’s look and feel, addressing user concerns about aesthetics. I developed a clean, modern design aligned with Fabbric’s mission.
Wireframes and Flows: Working iteratively, I created and refined the platform’s user flows and wireframes, collaborating with stakeholders to ensure feasibility and alignment with production realities.
Design System: To streamline development and future iterations, I built a simple, reusable design system that could grow with the platform.
ITERATIVE TESTING AND REFINEMENT
Once high-fidelity designs were ready, I returned to users for testing. This time, the responses were overwhelmingly positive. Feedback was incorporated into the designs, and additional usability testing was conducted via a self-moderated Maze prototype.
90% of users successfully completed core tasks without assistance, compared to 30% in earlier tests.
85% found the interface intuitive, marking a dramatic shift from initial reactions.
CONTINUOUS IMPROVEMENT
Building the platform was just the beginning. After the launch, I introduced FullStory to monitor user interactions and uncover real-time pain points. Feedback channels were also integrated, ensuring user insights were captured directly from the source.
The platform is live and operational, with regular updates based on a continuous discovery process. A discovery board now centralizes all incoming feedback and user data, which is carefully prioritized and ideated before moving into design and development. With its streamlined user experience and robust production tools, the platform enables entrepreneurs to bring their fashion collections to life efficiently. Ongoing iterations ensure the platform evolves to meet user needs and stays ahead of the curve.
THE IMPACT
REVOLUTIONIZING FASHION CREATION
The new version of the Fabbric platform transformed the fashion creation process:
From Confusion to Clarity: The redesigned platform was intuitive and user-friendly, addressing every pain point identified during testing. Based on post-launch surveys, user satisfaction increased by 70%.
Empowering Users: Entrepreneurs gained access to an affordable, streamlined solution for creating unique fashion collections.
Early Adopters: Over 100 entrepreneurs using the platform to develop their first fashion collections within months of launch.
Continuous Growth: With systems in place for collecting and analyzing feedback, the platform remains agile, adapting to evolving user needs and market trends.
KEY TAKEAWAYS
LESSONS FROM THE FABBRIC JOURNEY
Start with Users: Insights Drive Success
Testing the initial platform revealed its shortcomings, but more importantly, it provided the direction for a solution that resonated with users.
Collaboration is Key: Bridging Teams for Better Results
Close collaboration with sales, production, and operations teams ensured the platform reflected real-world needs while remaining feasible to build.
Iterate to Innovate: Continuous Refinement Fuels Growth
The iterative approach—from early prototypes to post-launch feedback loops—enabled constant improvement and ensured the platform evolved alongside its users.
Define Your Foundation: A Strong Vision Guides the Work
By aligning the design system and development roadmap with Fabbric’s goals, the project stayed focused, scalable, and ready for growth.
FINAL THOUGHTS
TRANSFORMING THE PROCESS
Redesigning the Fabbric platform wasn’t just about solving immediate problems. It was about creating a scalable, user-centric product that redefines what’s possible in fashion creation. Through research, collaboration, and iteration, we turned a struggling platform into a solution that empowers entrepreneurs to bring their visions to life.
