Project 3 —
PEDRO Virtual Style Assistant

Transforming in-store shopping into a personalised styling experience




Role Graphic designer, user interface designer IndustryRetail, mass-marketScope Interaction design
Service design
Design systems
Style guide
Timeline5 months; 08/21 — 12/21





Background PEDRO is a contemporary fashion brand renowned for its stylish and sophisticated collections of shoes and bags for both men and women. With a focus on empowering confidence in individuality, PEDRO prides itself on offering effortless fashion essentials that cater to the modern consumer.

However, the in-store shopping experience presented a challenge: customers often found it difficult to visualise how new purchases would fit into their existing wardrobes. To enhance the customer journey and drive more confident purchase decisions, PEDRO sought an innovative solution that would seamlessly integrate technology with fashion, creating a more personalised and engaging shopping experience.





ChallengeShoppers often face a dilemma—standing in the store, unsure if a new piece will work with what they already own. They need more than just a display; they need a way to picture themselves wearing the product, fully styled, before they commit.







01. Service Vision



Company’s Goal
Help customers make confident choices quickly, removing any uncertainty
Discovered Users’ Problem
Can’t visualise how will the bags and shoes look like with things that are already within their possessions
Service Vision
Enable customers to effortlessly visualize how our bags and shoes pair with items commonly found in the wardrobes of our target audience








02. JTBD Jobs-to-be-Done



1. Visualise Outfits

Enable customers to see how new shoes and bags will look with items they already own, helping them make informed fashion choices.


2. Streamline Decision-Making

Reduce the time customers spend deciding whether to purchase by offering clear, personalised outfit recommendations.


3. Enhance In-Store Experience

Provide a modern, interactive element to the shopping experience that makes it easier and more enjoyable for customers to engage with the product range.


4. Facilitate Seamless Purchases

Allow customers to order products online directly from the in-store interactive screen, bridging the gap between physical shopping and digital convenience.








03. User Flow Design



My team and I sat down and discussed our ideas and thoughts and ‘fig jam’ it irl. It was a great exercise as this project was kind of sprung on us at the last minute, and setting aside 2 hours of our time to sit down, have a briefing and collaborate directly face-to-face within a comfortable environment had shifted us to the first gear and keep on moving.



Following up on this exercise, I took the initiative to digitalise the flow design so that there was a clear point of reference and accountability for every stakeholder involved.



04. In-Store Research



Though each store’s TV is slightly different, all stores feature TVs with a consistent 9:16 portrait ratio. They are also positioned at a similar height for easy interaction. Each screen is touch-enabled, and trained staff are always available to assist, ensuring a seamless and supportive experience across all locations.







05. Wireframes



The wireframes served as a blueprint, mapping out how each element interacts with others to create a seamless user experience. This step was crucial in visualising the overall flow and functionality before diving into detailed design.









06. Specification Sheets



I developed this specification sheets that detailed every font, size and weight for each on-screen element, down to every last detail. It ensures a precise and seamless handover to the team responsible for the development of the actual in-store launch.


07. Interactive Prototype



We worked closely with key stakeholders across different departments to develop a prototype that acts as an interactive mockup. This collaboration ensured that the prototype wasn’t just a concept but a tool that brought everyone’s objectives together seamlessly and flag any challenges or blind spots that may have been overlooked.







08. User Interface Design



The UI design was finally fully-fleshed out from the previous wireframe designs that synced with live stock in the actual store. The design wasn’t just aimed to be functional, but also reflective of the trends of the time, making sure that it felt modern, intuitive and easy for users to navigate.
















Reflection A key learning point for me was the need to consider spatial dynamics— not just the interaction between the user and the system, but also how does the hardware interacts with us on the 3D space. We had to make sure that the placement of each components makes sense, accessible and connected to the environment in the real life, not only on screens.

It was also very nerve-wracking to be doing this project with so much visibility and much more senior members of cross-departmental teams. From concept to execution, integrating different team member’s expertise was essential in crafting this experience, which taught me on the management of timelines and clear deliverables.


Download: Livia Taslim’s resume (PDF 67.02kb): link here, (DOCX 12.97kb): link here






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