Estyl · Designing an AI product people trust
My role: Product design across research, UX/UI, and the design system, from discovery to dev handoff.
Estyl is an AI-powered digital wardrobe that helps people style what they already own. I owned the product design end to end: research, information architecture, flows, UI, and the system behind them. I turned a rough magic-mirror concept into a tested, shipped app.
Research
People don’t lack outfit ideas; the internet drowns them in options. In interviews the real gap was validation: someone whose taste you trust confirming this works on you. Most AI styling tools fail right here. The output reads mechanical and context-free, so people ignore it.
I compressed the interviews into a composite user, Alice, and used her jobs-to-be-done to set the product requirements before a single screen existed: cut decision anxiety, give confident feedback, and make the AI feel accountable rather than random. That framing decided what the product had to do.
Designing the product
The interface had to keep one promise at every level: a trusted companion.
Information architecture and flows
I mapped the core journeys (build the wardrobe → ask for a look → get reassurance) and cut everything that didn’t serve the moment of validation. Those three flows became the spine of the IA.
UI and interaction
Instead of neutral minimalism, the product uses color and motion as feedback: motion signals the AI is responding to you. I designed every state (loading, empty, error) to hold that tone and tell you exactly what’s happening.
Design system
I built components, type, and color into a system so the app stayed consistent across flows and handed off cleanly to engineering.
Testing
Usability testing on the onboarding and styling flows drove the biggest changes. I reworked how choices are presented and how the AI explains itself, so people acted on its suggestions instead of second-guessing them.
A light brand layer supported the product, a mascot that leads users into the app. The work itself was the product: research, flows, UI, and the system.
Outcome
The work won a European Design Award in 2026. The more useful signal: research, UI, and interaction run on one logic, so the product delivers the validation users came for. I owned the full arc: research, IA, usability testing, UI, motion, the design system, and dev handoff.
