Body Canvas
Background
A B2C platform for women to reduce return rates for online stores and improve shopping experience
In 2023, apparel emerged as one of the most returned e-commerce categories, with nearly 26% of clothing items bought online sent back - underscoring persistent fit and sizing frustrations experienced by women shoppers.
Role
UX/UI Designer
Responsibilities
Research, Ideation, Wireframes, Prototype
Tools
Figma, Zoom, Google Forms
Duration
16 weeks
Problem
Women face challenges like inconsistent sizing, poor fit, quality issues, and lack of body type insights, leading to high return rates and customer frustration.
"Online shopping is frustrating because clothes rarely fit, quality is unpredictable, and I never know what suits my body, making returns a constant hassle." - 29 yr lady
Solution
Body Canvas lets users save measurements, try on clothes virtually, get styling advice, request alterations, and explore local brands - helping boost confidence and reduce returns.
I love using Body Canvas because I can virtually try on outfits, get personalized recommendations, and not worry about wasting money on things that don’t fit.
Design Thinking
I applied design thinking - a human-centered, iterative process - keeping users at the core of the solution.
01 Discover
Competitive Analysis: Finding the Gap
I conducted a competitive analysis of four fashion apps to identify key features, strengths, and gaps. Most competitors were similar, with limited tailoring and trend options—highlighting a market opportunity for Body Canvas.
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Myntra – India’s largest online fashion marketplace, offering a wide range of trendy products and brands for a hassle-free shopping experience.
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H&M – A global fast-fashion giant with 4,000+ stores and online presence in 60 countries, known for affordable and trendy apparel.
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Binks – A Bengaluru-based Y-Combinator startup modernizing tailoring by offering hassle-free, made-to-measure clothing for urban Indian women.
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Zapelle – A women’s fashion platform by eShakti that provides custom-made western wear for all sizes and preferences, launched in India in 2022.
User Research
Understanding Women’s Online Shopping Journeys
Surveys and interviews were conducted to gather valuable insights into women's online shopping experiences across various age groups. The research aimed to identify common challenges, shopping preferences, and assess comfort levels with virtual try-ons.
Quantitative Analysis
A survey was distributed to 30 respondents via Google Forms. This approach helped capture a broad understanding of general shopping behaviors and preferences.
Age?
Shopping Preference?
Frequency?
Tool Guidance?
Qualitative Analysis
In-depth interviews were conducted with 18 participants to gain qualitative insights into user motivations, pain points, and attitudes toward virtual shopping experiences.
Key Findings:
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Common Challenges: Users struggled with inaccurate product representations and not being able to try items virtually.
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Shopping Preferences: Strong interest in personalized shopping with style-based recommendations.
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Virtual Try-Ons: Younger users were enthusiastic, while older users were more hesitant.
02 Define
User Persona
Clarifying Needs and Pain Points
I used affinity mapping to identify patterns across three profiles, which clarified user needs, pain points, and gaps. From these insights, I developed user personas, ensuring design decisions were grounded in real user behaviors and motivations.
Empathy Mapping
Seeing Through Users’ Eyes
Next, I developed empathy maps to better understand users’ thoughts, feelings, and perspectives from their point of view, which helped uncover emotional drivers and shaped design choices that resonated with their needs.
Journey Mapping
Visualizing Pain Points & Opportunities
I created a user journey map to capture pain points across multiple touchpoints and build empathy by understanding the experience from the customer’s perspective.
The map (shown below) outlines user actions, goals, emotions, touchpoints, and opportunities, helping identify friction points - such as registration hurdles, unclear product details, and checkout complexity - and translating them into actionable improvements for the app.
03 Ideate
During ideation, I generated a wide range of ideas and refined them into the most practical and innovative solutions.
How Might We…? Framing Design Opportunities
During ideation, I generated a wide range of ideas and refined them into the most practical and innovative solutions. This process encouraged divergent thinking before narrowing down to features that best aligned with user needs and business goals.
I reframed key insights into How Might We questions, turning women’s challenges into design opportunities and opening pathways for multiple solutions. This helped spark creative brainstorming while keeping the focus on solving real user pain points.
Task Flow
Designing Clear User Paths
I created a task flow to map the steps for completing key actions, like making a purchase, helping streamline the journey into a clear and intuitive experience.
User Flow
Visualizing the Experience Flow
I designed a user flow to visualize decision points and alternate paths, ensuring all interactions were clear, logical, and optimized for the experience. This provided a blueprint for intuitive navigation, helping align user goals with seamless task completion.
Information Architecture
Building a Logical App Structure
I structured the app’s information architecture to organize content logically, ensuring intuitive navigation and quick access to key features.
04 Design
I applied Gestalt principles—such as proximity, similarity, and closure—to create intuitive and visually appealing designs.
Lo-fidelity Wireframes
Blueprints of the Experience
I created low-fidelity wireframes to quickly visualize structure and layout, focusing on core functionality and user flow without visual distractions.
Hi-fidelity Wireframes
I developed high-fidelity wireframes to refine visual elements—typography, color, and layout—providing a clear representation of the final product.
iOS UI
I designed the iOS interface with a clean, intuitive layout tailored to Apple’s design guidelines.
Typography
Color Scheme
* Elegance * Confidence * Creativity
I was inspired by the boldness of high-fashion editorials and the vibrancy of modern digital brands. The purple–magenta gradient symbolizes elegance, confidence, and creativity, reflecting the aspirational energy of fashion while keeping the interface visually striking and contemporary.
I selected a purple–magenta gradient (#7A1FA0–#AB31AA) to convey elegance, confidence, and creativity, giving the app a bold, fashion-forward feel.
Walkthrough Screens
I designed walkthrough screens to onboard new users, highlighting five key features and benefits of the Body Canvas app.
Onboarding Screens
Streamlined Entry Points
The onboarding screens let users log in via phone or social accounts, or skip registration and complete it later at checkout. This flexibility minimized friction for first-time users and encouraged quicker adoption of the platform.
Profile Screen
The Profile Screen stores all the user’s personal details, enabling the app to recommend outfits tailored to their body shape and style preferences. Users also have the flexibility to create and manage multiple profiles.
Home Screen
Central Hub for Navigation
The Home Screen acts as the central hub, featuring personalized recommendations, navigation, promotions, and a search bar for quick access.
By combining discovery with utility, it helps users seamlessly browse products while staying engaged with tailored content.
Feature Screens
Key features are accessible via the bottom tab bar:
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Community Feed – Connect with fashion enthusiasts, share styles, and get inspired.
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Stream – Watch live fashion shows, tutorials, and styling tips.
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Profile – Upload and manage images for a personalized experience.
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Stitching Services – Access tailoring services and support local brands.
Product Screens
These screens showcase the final visual design, emphasizing usability and a cohesive, engaging experience.
Prototype
I built a prototype to refine user flows, test interactions, and align the design with user needs.
Other Screens
I designed additional screens for payment, gift cards, delivery address, payment modes, card details, and FAQs.
After finalizing the iOS UI, I adapted the design for Android using Material Design principles, ensuring consistency while embracing platform-specific interactions. I experimented with a different font and color scheme to create a visually distinct yet cohesive experience.
I also designed a Website landing page to provide a seamless mobile-to-web transition while maintaining the brand identity across all platforms.