Integrating AI into NeoNova: A UX Case Study on a Gen-Z Fashion App

Embark on a Gen-Z fashion revolution with NeoNova, a dynamic clothing app! Join me in this case study where I unveil the seamless integration of cutting-edge AI features, transforming the user experience of a fashion app.

Vibha G Mugwe
13 min readDec 5, 2023


Fashion is more than just clothes. It’s a way of expressing yourself, your mood, and your personality, and this holds more so ever true for the Gen-Z folks. It’s also a way of finding the tribe you vibe with, socializing, and staying on top of the latest trends. That’s why I was thrilled to work on a unique fashion app, NeoNova!

NeoNova is a fashion app similar to Myntra and Ajio, that targets the Gen-Z audience with its bright, vibrant, and neon-themed design. The app offers a diverse range of trendy products across categories, such as western and desi wear, accessories, and footwear.

This project was undertaken as a design exploratory venture inspired by one of India’s largest online retailers. This large retailer is working on a new segment for the Gen-Z audience that they have recently announced.

These explorations are merely a part of ideation / conceptualizing how a fashion app can integrate AI in its working

This project was self initiated under the guidance of my mentors from 10kdesigners using publicly available information and some ChatGPT explorations, with the aim of solving a problem from the learners’ point of view. As part of the project, I collected several inspirational UI components and framed a style guide consisting of neon tones to be followed closely when designing.

🎯Problem Statement

“The problem statement for the NeoNova app project was to integrate AI features into the fashion app to make it more appealing and engaging for their target audience, the Gen-Z.”

The Gen-Z audience is a large and growing segment of the fashion market, and they have different preferences and expectations from the older generations. They are more tech-savvy, social, and expressive, and they value personalization, convenience, and fun. Therefore, the NeoNova app needed to offer them a unique and satisfying fashion experience that would differentiate it from its competitors.


The main goals for this project were to:

  • Increase user retention and loyalty by providing a more interactive and personalized fashion experience
  • Increase user conversion and sales by providing a more convenient and confident fashion decision-making process
  • Increase user engagement and word-of-mouth by providing a more fun and social fashion experience

Some of the constraints I had to consider were:

  • Maintain the brand identity and design theme created for NeoNova, which is bright, vibrant, and neon-colored

🎮Breakdown of the solution

To solve the problem of integrating AI features into the NeoNova app, I followed a user-centered design process that consisted of the following steps:

📌Exploration and Research

To understand the Gen-Z fashion consumers and their experiences with the current fashion apps, I conducted user interviews using Google Meet to collect qualitative data from 4 people who are between the ages of 19 and 26 and were interested in fashion. The survey covered topics such as preferences, awareness and expectations from AI in the fashion. The interview responses are below:

Some of the key insights from the interviews were:

  • The main motivations and goals for fashion shopping were to express their personality, style, and mood, to follow the latest trends and influencers, and to have fun and socialize with their friends
  • The main pain points and challenges for fashion shopping were to find the right fit, size, and color, to match their outfits and accessories, and to make confident and informed decisions
  • The main needs and desires for AI features in fashion apps were to have a realistic and accurate virtual try-on experience, to have a friendly and helpful fashion advisor chatbot, and to have personalized and relevant recommendations and suggestions
  • The main scenarios and use cases for AI features in fashion apps were to try on different outfits and accessories before buying, to get advice and feedback from the chatbot and their friends, and to discover new and curated products and styles

💪Competitive Analysis

I conducted a competitive analysis of the following fashion apps: Myntra, Ajio, Meesho, Limeroad, and Tatacliq, by going through some relevant articles and resources. Here are some of the key findings and best UX features of each app, based on the information I found:


  • Leading online fashion platform in India, offering a wide range of products across categories, such as clothing, footwear, accessories, and beauty
  • Personalized home page that shows curated and relevant products, styles, and offers based on the user’s preferences, browsing history, and purchase behavior
  • Style studio that allows users to create and share their own looks using the products available on the app, and to get inspiration from other users’ looks, and follow their favorite influencers and celebrities
  • Voice and visual search features that enable users to find products more easily and conveniently by using their voice or camera


  • Meesho is India’s number one reselling app, which provides a platform for various small businesses and entrepreneurs to enter and thrive in the online marketplace
  • Meesho allows businesses to attract customers, create identification, and sell products online using the power of social media, such as Facebook, WhatsApp, and Instagram
  • Meesho offers a wide range of products across categories, such as clothing, footwear, accessories, and home decor, at low and wholesale prices
  • Meesho has a referral program, which allows users to earn commissions and rewards by inviting their friends and family to join the app and shop from it
  • Meesho has a customer support team, which is available 24/7 to assist users with their queries, issues, and feedback
  • Meesho has a quality assurance team, which ensures that the products delivered to the users are of high quality and meet the standards and expectations


  • Online fashion platform that focuses on exclusive and premium products, such as international brands, indie labels, and handcrafted collections
  • Capsule collections feature that showcases curated and themed collections of products that are designed to create a complete and cohesive wardrobe
  • Ajio wallet feature that is a digital wallet that stores the user’s money, coupons, and vouchers, and allows users to pay for their purchases, and also get cashback and discounts on their orders
  • Ajio network feature that is a social platform that connects users with other fashion enthusiasts, influencers, and experts, and allows users to join different communities, such as trends, tips, and tricks, and get advice and feedback on their fashion choices


  • Online fashion platform that offers a variety of products across categories, such as clothing, footwear, accessories, and jewelry
  • Also offers products from luxury and premium brands, such as Armani, Hugo Boss, and Michael Kors
  • Cliq and piq feature that allows users to order products online and pick them up from the nearest store, and also return or exchange their products at the store, if they are not satisfied with them
  • Cliq and ship feature that allows users to order products online and get them delivered to their doorstep, and also choose from a range of delivery options, such as standard, express, or same-day delivery
  • Cliq and try feature that allows users to order products online and try them at home before paying for them, and also return or exchange the products that they don’t like, without any hassle


  • Limeroad is an online fashion platform that specializes in women’s clothing, accessories, and home decor, and also offers a range of products for men and kids
  • Limeroad has a unique feature called scrapbook, which allows users to create and share their own fashion collages using the products available on the app, and to browse through other users’ scrapbooks, and shop for the products that they like
  • Limeroad has a feature called style council, which connects users with fashion experts, influencers, and celebrities who provide tips, advice, and recommendations on various fashion topics and trends
  • Limeroad has a feature called Limeroad stories, which showcases stories, videos, and articles related to fashion, lifestyle, and culture
  • Social media-like features which allows users to interact with the content, such as liking, commenting, and sharing
  • Limeroad has a loyalty program, which allows users to earn points and badges by shopping, creating scrapbooks, and inviting friends, and to redeem them for discounts and offers

💡Insights of Research

Based on the user research data, I derived the following insights and learnings:

  • The Gen-Z fashion consumers are looking for a fashion app that provides them with convenience, confidence, and fun, and that allows them to express their personality, style, and mood through their outfits and accessories
  • The AI features that would meet the user needs and expectations are virtual try-ons, fashion advisor chatbot, and personalized recommendations, as they would enable the users to have a realistic and accurate, friendly and helpful, and relevant and curated fashion experience
  • The NeoNova app has a unique and distinctive brand identity and design theme, which is bright, vibrant, and neon-colored, and that appeals to the Gen-Z audience, and that can be leveraged to create AI features that would enhance the user experience and engagement, and differentiate it from its competitors

🧭Ideating / Solutions

In the quest to enhance NeoNova and embrace the dynamic world of Gen-Z style, the ideating and solutions phase becomes the heart of our journey. This is where creativity converges with practicality, weaving together insights from user preferences and the vibrant neon theme. As we embark on this stage, the goal is to envision innovative features that not only captivate but also seamlessly integrate into the fabric of NeoNova, elevating the user experience to new heights.

Here is a list of some of the ideas that I had brainstormed for integrating AI into NeoNova:


As we transition into the wireframing stage, imagine it as the blueprint for NeoNova’s next-gen fashion experience. Wireframes serve as the skeleton, outlining the structure and functionality of the app without the vibrant neon hues and intricate details.

🧩Style Guide


Now, as we step into the realm of UI designs, picture it as the moment when NeoNova’s fashion app transforms from a blueprint into a vibrant masterpiece. These designs breathe life into the wireframes, introducing the neon colors, sleek buttons, and stylish layouts that will define the user’s visual journey.

Introducing the AI Style Quiz, a personalized style journey that begins with a few questions about users’ fashion preferences. Through the magic of AI, their answers craft a unique style profile. This profile becomes the compass for tailored clothing recommendations, ensuring a personalized and delightful shopping experience.

Experience the magic of the Personalized Recommendations Page — a dynamic showcase tailored to your unique style profile from the initial quiz. This page presents a diverse array of products aligned with your preferences, curated for various occasions and seasons. Stay engaged as the feature continually evolves, adapting to your feedback, browsing history, and purchasing behavior for an ever-fresh shopping experience.

Welcome to Virtual Try-Ons, where your device camera, AR, and AI converge for an immersive fitting experience. Using AI, the feature detects your face and body shape, seamlessly overlaying selected clothing items. Enjoy the flexibility to adjust fit, size, and color, effortlessly switching between items and categories. Similar to Lenskart’s virtual try-ons, this feature provides an accurate depiction of how each clothing item complements your style.

Dive into Outfit Inspirations, where AI crafts personalized accessory or complete look suggestions based on your preferences, wishlist, and cart history. Curated and relevant combinations are generated to complement both the item and your unique style. To top it off, utilize the virtual try-on feature to visualize how these suggested accessories or looks seamlessly integrate into your wardrobe.

Stay in vogue with our Trends & Celebrity Looks Notifications feature. Powered by AI, it sends timely updates on current fashion trends and celebrity looks found on the NeoNova app. Using advanced analysis of fashion news and social media, it highlights the most popular trends. Shop directly from these inspirations and visualize them on yourself with the virtual try-on feature.

Step into the fashion dialogue with our Large Community Group Chat feature. Join discussions, seek style advice, and connect with users, influencers, and experts. Tailor your experience by creating or joining groups aligned with your interests, whether it’s casual, formal, ethnic, or festive. Share your virtual try-on images and product links for valuable feedback and suggestions within the vibrant community.

Embark on a sustainable shopping journey with our Eco-Friendly Filters. Easily search for environmentally conscious items on the NeoNova app using filters like organic, recycled, vegan, and fair trade. These filters refine your search, presenting only products that meet your eco-friendly criteria. Additionally, product pages feature badges or labels indicating the sustainable attributes of each item.

Unleash your creativity with Fashion Challenges — engaging contests where users can showcase their style prowess and earn rewards or major discounts. Choose from a variety of challenges, each with a specific occasion, theme, or trend, and a deadline. Participate by creating and submitting entries using the app’s products, scrapbook, and virtual try-on features. Join the voting process to support your favorites and witness the winners along with their well-deserved prizes.

Introducing the AI-Image Search capability, a seamless way to discover products on the NeoNova app using your camera and AI. Capture or upload an image, and let AI analyze it to find similar products. Refine your search with filters like color, size, and price, and visualize the products using the virtual try-on feature for a personalized and efficient shopping experience.

Engage with our Fashion Advisor Chatbot, a personalized style companion providing tips, advice, and tailored recommendations. Powered by natural language processing and machine learning, the chatbot understands user queries and preferences, generating relevant responses. Share virtual try-on images and product links for personalized feedback and suggestions within this interactive and insightful chat experience.

Introducing a different take on virtual try-ons: choose from a diverse range of size models resembling your body type to preview how a clothing item might look on you. Browse through a list of models with varying shapes, sizes, and heights, visualizing the selected item on each.


Embarking on this case study journey has been an enriching adventure, allowing me to channel my UX design skills into the vibrant world of NeoNova. From user research using diverse methods to crafting neon designs with tools like Figma, every step brought valuable insights and skills. Creating this UX case study provided not only a platform to showcase my design process and solutions but also an opportunity to integrate cutting-edge AI features into the app. The challenges faced along the way fueled my creativity and innovation, culminating in a project that not only enhanced the user experience for the Gen-Z audience but also deepened my understanding of real-world design applications.


🌟 Wrapping up this design tale! I trust you relished the journey through this case study as much as I relished crafting it. Your time and patience mean the world.

💬 Feedback? I’m all ears! Let me know what you think through the comments section and I’d love to dive in and use your feedback for my next versions

🤝 Ready for new adventures! If you’re curating a stellar design team and think I’d be a great match, let’s connect on LinkedIn or Twitter. I’m super excited to contribute to impactful designs!

For more design wonders, visit my portfolio.

Pssst… Eager to add a touch of magic? Hit the clap button and witness the fireworks — up to 50 claps! 👏✨

Thank you for reading this far and I’ll see you again soon! 👋🏻



Vibha G Mugwe

UX Design Engineer @Forgeahead Solutions, Alumna @10kDesigners