Clothes and fashion accessories rental service


Reshape the idea of fashion

DressYouCan is a company in Milan, Italy, that allows people to rent clothes, shoes and accessories. Through a showroom situated near the Columns of San Lorenzo, in the town center, it’s contributing to the definition of a strongly rising trend in the international fashion scene.


What we did for them

Our job was first focused on a UX review and an SEO Audit for what concerned their previous website, which showed weaknesses regarding the average time of permanence, users’ bounce rate and conversions into purchases. Our review highlighted the 3 major areas in which the platform showed weak points: the one related to task orientation, the one related to search and the one related to feedbacks and errors. After an intense day in which we shared the result of our reports, we got started with the wireframing phase, which lasted about two weeks. The aim was to redefine the e-commerce structure and simplify as much as possible the approach to a new and rather unknown service in Italy, in order to: – firstly, allow users to comprehend the value of the service; – secondly, let users focus without distractions on renting the clothes themselves.


A physical + digital experience

We then redesigned the entire platform studying also the clients’ behavior in the physic shop, mainly focusing on the average client’s priorities. Our analysis showed that the first question was almost every time related to the occasion in which the piece of clothing could be used; this is why we replicated this kind of experience on the website, too. In order to do that we created a wizard application that allows users to select the options of the most appropriate piece of clothing for their needs, in 3 easy steps. The design phase then consisted in the production of 2 interactive InVision prototypes, both in mobile and web version, which allowed the developers to faithfully reproduce the designed experience. To complete everything, we also revisited all the physic supports such as shoppers, packaging and shipment, printed material and promo cards.


What we liked about this job

Innovation is always an attractive challenge, and taking part with DressYouCan into the transformation of the way people think about fashion has surely been the most exciting thing about the entire project.