LIME by Obvious Magazine

Obvious Magazine wants to increase its user acquisition and retention with providing a new simple app with a gamfection aspect to help its users with their fashion styles.

Fashion space is increasing rapidly.

The problem:

Users always struggle with making the best call when it comes to “what to wear” and most users have confident issues when it comes to asking others for fashion advice, users also deal with cyber bullies and specially with young age users.

The goal:

Create a simple iOS application to help users get an anonymous fashion advice about their fashion style in a quick time manner and avoid revealing any personal information nor identity. Using a game-faction component built-in to it would add more fun and set goals for users. Doing so will help increase user’s confidence in their fashion style.


We started our research process with sending out a screener to filter down our potential interviewees list. We got over 40 responses and we interviewed seven of them.

We gathered the interviews notes and looked into the comment points made by all seven interviews, we looked over our findings and were able to point out the pain points and were able to create two personas as a results.

We also did competitive and comparative research to understand what other businesses doing out in the market.


We wanted to create personas to represent our research findings in users and build a product that helps that persona.


We used MOSCOW do define features for our new product according to our research results, user and business goals.

Creating user flows:

After reviewing the research results we started creating user flows to address all the pain points gathered. Reviewed the user flows with users and gathered feedback which helped us understand the flow even better to make changes and get to the final and simple user flow strategy.

Design studio//

We agreed on a final user flow, we started building our ideation and sketching on the wall and paper to save on time and resources. We created our first round of the new feature out of paper and put it to test the functionality and we gathered few notes and learned a lot about where we want our design to go.



Our design studio helped us a lot with suppling our knowledge of the market and what are the users needs and what flow they find better and most efficient, we started sketching our final process and getting our language tested and ready for the next phase of the process.


Digitizing our final sketches was a great experience as we decided that we should keep the testing going through out our design process and make any edits needed as we move forward, we learn that strategy had saved us a lot of time. We were on a two week deadline so it was a very positive experience.


Our new app has come to live via prototyping and we used InVision to put together our first “very lo-fi” prototype and shared it with testers to get more feedback on our process and to clear any questions we had. Tests came back acceptable and the users had responded positively with the first prototype. We took in account the comments and implemented some changes to meet our users needs with keeping the business’s goal in mind.

Usability testing:

We tested our prototype with 18–10 users and and gathered great feedback, helped us refine the prototype and reach our goals even more efficiently.

Visual design:

Our visual design phase started right when we were doing our usability tests to keep up with the time crunch.

We created all the visual assets/brand guideline that to match Obvious mag’s branding and start putting together a skin for our new wires.

“Very simple and helpful, loved the interaction. ” -Doug

What’s next?

  • Phase 2 of visual design
  • Continue user testing
  • Growing with the user
  • Partnership with clothing brands to fund the app and explore more helpful feature for the users.
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