The business matched the user experience.
High return rates and abandoned carts were eating into margins. Any redesign had to shift both behaviours without making the product feel restrictive.
Fashion Commerce
Rethinking fashion commerce around decisions, not catalogs.
Traditional fashion e-commerce optimizes for browsing. Zilo bet the real problem was decision friction — so we rebuilt the product around choosing, not scrolling.
Client
Zilo
Year
2025
Category
Fashion Commerce
Scope
Product Design, Brand Identity, Design System
Choice is the real checkout.
Zilo's thesis ran counter to the industry: users don't struggle to find clothes, they struggle to choose. Endless catalogs create overload, kill confidence, and spike returns.
The context
Curation over catalog.
Instead of endless listings, users see a small, styled set of outfits recommended for them. Every screen is tuned to help someone decide — not compare.
The shift
Confidence, not comparison.
Products appear in styled contexts so people can picture wearing them. The path from intent to checkout got shorter, with guided discovery replacing aimless scrolling.
A brand shaped by confidence.
Brand identity was built alongside the product. Typography, colour, and tone all lean into the decision-first thesis, making the whole experience feel composed rather than overwhelming.
The surface
One system, four flows.
Onboarding, discovery, product detail, and checkout all share the same compositional rhythm — so moving through the app never feels like crossing between apps.
3x faster to decide, 40% fewer steps.
Users now reach checkout three times faster with 40% fewer steps. Purchases feel more intentional. Returns dropped as a result.
The result
“Every screen now has one job: help someone decide.”
Founding team, Zilo
