Abstract
When I joined the tiny, but mighty Forma team in the fall of 2019 with 7 people on the team, my first project was to work with the CEO and the new PM to plan a team offsite aimed to align on product vision to help us find product-market fit within the virtual fashion using computer vision space.
After this workshop, I led user research using dscout and zoom interviews, built architecture diagrams, and mocked up hifi wireframes to deliver to my engineers to help Forma’s iOS mobile app carry out the company’s new missions: to a) help people find clothes and outfits to express themselves in the virtual and the physical worlds and to b) make virtual fashion more inclusive and fun!
Process
Starting at our offsite, the Forma team came together to get to know each other, appreciate the craft of fashion design, and start chipping away at finding an appropriate product - market fit for the new B2C product.
Early Stage Company Offsite
Listened to a series of advisor talks, presentations, and learned about the fashion design industry from photoshop designer.
Worked on design thinking exercises together to get all team members involved in high level strategy (even engineers and CV team).
The team that cooks together, stays together…see the team working together in the kitchen to learn each other’s strengths & weaknesses by cooking a 3-course dinner together.
Redesign Strategy & Process
Customer-centric UX Architecture & Backend Workstream First
KPIs and Outcomes for the Product Redesign
Last Three Attempts to Solve for Product Market Fit
While waiting for dev & analytics to decide on next steps, I worked on the following new features driven by user research. I also started working on the design component system (DSM) or design library to align Forma’s other digital products to the same UI styling as the iOS app’s redesign style.
Wrap up and Handoff
Due to an increasingly tight runway and a desire to make another big bet, in March of 2020 the CEO of Forma informed me that Forma’s design advisor would be taking over my spot and taking over all design work. I made sure to wrap up the design system work I had started as well as collaborate with the new lead designer during his transition to ensure he was in a good position to redesign the redesign.