Reshape the idea of fashion

DressYouCan is a company in Milan, Italy, that allows people to rent clothes, shoes and accessories. Plus, the brand owns a fabulous showroom near the Columns of San Lorenzo, where the guys do a great job in providing a superior service. In brief, DressYouCan contributes to a strongly rising trend in the international fashion scene.


What we did for them

We first focused on a UX review and an SEO Audit for what concerned their existing website, which highlighted weaknesses regarding the average time of permanence, users’ bounce rate and conversions into purchases.

According to our review, 3 major areas showed weak points: task orientation, search and the area related to feedbacks and errors.

After sharing the result of our reports, we got started with the wireframing phase, which lasted about two weeks.

Building a brand new eCommerce

We stepped up our efforts to redefine the eCommerce structure and simplify as much as possible the approach to a new service in Italy, in order to:

– successfully convey the value of the service;

– allow users focus without distractions on choosing and renting the clothes themselves.


A physical + digital experience

While redesigning the entire eCommerce, we studied also the customers’ behavior in the physical store.

As a matter of fact, our analysis showed that the first question was almost every time related to the occasion in which the piece of clothing could have been used. For this reason, we replicated this kind of experience on the website.

How we created the best UX for DressYouCan

Overall, we created an app that allows users to select the options of the most appropriate piece of clothing for their needs, in three easy steps.

In the first place, the design phase consisted in producing 2 interactive InVision prototypes, both in mobile and web version. Another key point is that the prototypes helped the developers implement quicker the eCommerce.

Concurrently, we revisited all the physical supports such as shoppers, packaging, printed material and promo cards.


What we liked about this job

To summarize, innovation is always an attractive challenge. For this reason, 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.