Project 3. Fashion Loop
Fashion Loop was my six-week graduation project at Berghs, working in a multidisciplinary team of seven. As the UX/UI designer, I conducted user research and redesigned the website to support our goal of attracting 500 new customers. Insights into rental barriers and usability issues guided us in repositioning Fashion Loop as a curated, approachable lifestyle brand for a broader, younger audience.
UX/UI Designer
Figma
Process /
As UX and UI designer, my role was to translate the new brand identity into a cohesive digital experience. While the Art Director and Communication Designer developed the visual identity, I ensured it worked effectively within a digital context, considering usability, accessibility, colour application, typography and responsive design principles.
I created wireframes, high-fidelity UI designs, prototypes and a design system, designing the landing page, product pages, process page, editorial content, company information page and a contact page. Survey insights revealed that users expected a rental experience similar to online shopping, so I designed an e-commerce-inspired solution where customers could browse garments, check availability and reserve pieces through a familiar add-to-cart flow.
Key Learnings /
This project reinforced the importance of adapting a brand identity thoughtfully for digital platforms. I learned how UX decisions can strengthen a brand's positioning and help build trust among users by aligning new experiences with behaviours they already know and understand. It also highlighted the value of close collaboration within multidisciplinary teams and balancing strategic goals with practical considerations for digital design.
The designs focused on simplifying the customer journey and making the brand feel welcoming, confident and easy to engage with across key pages and touchpoints.
Although Fashion Loop had a strong concept, it lacked a digital platform that communicated the idea in a clear and inspiring way. We created an experience that brings the brand to life through intuitive navigation, engaging content and a cohesive visual identity.
Before
After
