Hyllo
Hyllo
Redefining Mobile Commerce: From "Browsing" to "Belonging".
Summary
Hyllo is a conceptual mobile commerce platform designed to solve the "engagement gap" in fashion retail. By integrating AI-driven personalization with a tiered loyalty system, it transforms passive shoppers into active brand advocates.
Client / Context
Conceptual Mobile Project
Project Type
B2C Mobile App Strategy
Role
Principal Product Designer
Status
Strategic Concept &
High-Fidelity Prototype
The Engagement Problem
Why Users Churn?
Traditional e-commerce apps are transactional. Users open them only when they need to buy, leading to low daily active users (DAU) and high churn rates.
Key Challenges
Decision Fatigue
Infinite scroll lists overwhelm users without guiding them.
Generic Experience
Every user sees the same homepage, regardless of style preference.
Loyalty Disconnect
Rewards are hidden in menus, failing to incentivize repeat purchases.
Today Only
The Solution
Personalization First.
I designed Hyllo as a "Personal Shopper in Your Pocket." The interface adapts dynamically based on user behavior. The core strategy pivots from "Selling Products" to "Curating Lifestyles," using bold visuals and smart categorization to reduce friction.
Role & Approach
Moving beyond standard transactional interfaces, my approach prioritized "Emotional Commerce." I balanced high-fidelity aesthetics with rigorous usability heuristics, ensuring that the visual language served not just the brand, but the bottom line. The strategy focused on reducing cognitive load during the discovery phase while amplifying anticipation during the checkout process, creating a seamless ecosystem where content drives commerce.
Approach
Efficiency at Scale
The Core Experience
Designing for Retention
Strategic UX decisions that drive conversion.
Smart Onboarding
Strategy
“Ask for Preferences.”
"Don't just ask for an email. Ask for preferences."
Solution
A Gamified Onboarding Flow.
A gamified onboarding flow that captures user style (Skin type, Fashion style) upfront to populate a personalized feed instantly.
Conversion-Optimized Product Detail
Strategy
“Remove the hesitation.”
“Remove the hesitation.”
Solution
Clean & Hierarchy-focusedProduct Detail Page.
A clean, hierarchy-focused PDP (Product Detail Page) that prioritizes "Social Proof" (Reviews) and clear "Add to Cart" actions, removing visual clutter.
Gamified Loyalty
Strategy
“Make spending fun.”
"Make spending fun."
Solution
Integrated Flow Makes
More Meaningful.
Instead of a hidden points page, the Loyalty Tier is integrated into the checkout flow, showing users exactly how close they are to the next reward.
Design System(Mobile First)
A comprehensive mobile design system focused on "Thumb Zone" accessibility. Large touch targets, gesture-based navigation, and a compliant contrast ratio ensure the app is accessible to everyone.
Disclaimer
This case study presents a strategic design evolution of the Hyllo platform. While rooted in actual market insights and e-commerce conversion heuristics, the UI artifacts and flows presented here represent an idealized, "North Star" vision. This work demonstrates my capability to execute Principal-level product thinking and high-fidelity craftsmanship, independent of the technical or operational constraints that may have governed the live iteration.
Copyright © 2026
Hyllo
Redefining Mobile Commerce: From "Browsing" to "Belonging".
Summary
Hyllo is a conceptual mobile commerce platform designed to solve the "engagement gap" in fashion retail. By integrating AI-driven personalization with a tiered loyalty system, it transforms passive shoppers into active brand advocates.
Client / Context
Conceptual Mobile Project
Project Type
B2C Mobile App Strategy
Role
Principal Product Designer
Status
Strategic Concept & High-Fidelity Prototype
The Engagement Problem
Why Users Churn?
Traditional e-commerce apps are transactional. Users open them only when they need to buy, leading to low daily active users (DAU) and high churn rates.
Key Challenges
Decision Fatigue
Infinite scroll lists overwhelm users without guiding them.
Generic Experience
Every user sees the same homepage, regardless of style preference.
Loyalty Disconnect
Rewards are hidden in menus, failing to incentivize repeat purchases.
Today Only
The Solution
Personalization First.
I designed Hyllo as a "Personal Shopper in Your Pocket." The interface adapts dynamically based on user behavior. The core strategy pivots from "Selling Products" to "Curating Lifestyles," using bold visuals and smart categorization to reduce friction.
Role & Approach
Moving beyond standard transactional interfaces, my approach prioritized "Emotional Commerce." I balanced high-fidelity aesthetics with rigorous usability heuristics, ensuring that the visual language served not just the brand, but the bottom line. The strategy focused on reducing cognitive load during the discovery phase while amplifying anticipation during the checkout process, creating a seamless ecosystem where content drives commerce.
Approach
Efficiency at Scale
The Core Experience
Designing for Retention
Strategic UX decisions that drive conversion.
Smart Onboarding
Strategy
“Ask for Preferences.”
"Don't just ask for an email. Ask for preferences."
Solution
A Gamified Onboarding Flow.
A gamified onboarding flow that captures user style (Skin type, Fashion style) upfront to populate a personalized feed instantly.
Conversion-Optimized Product Detail
Strategy
“Remove the hesitation.”
“Remove the hesitation.”
Solution
Clean & Hierarchy-focusedProduct Detail Page.
A clean, hierarchy-focused PDP (Product Detail Page) that prioritizes "Social Proof" (Reviews) and clear "Add to Cart" actions, removing visual clutter.
Gamified Loyalty
Strategy
“Make spending fun.”
"Make spending fun."
Solution
Integrated Flow Makes
More Meaningful.
Instead of a hidden points page, the Loyalty Tier is integrated into the checkout flow, showing users exactly how close they are to the next reward.
Design System (Mobile First)
A comprehensive mobile design system focused on "Thumb Zone" accessibility. Large touch targets, gesture-based navigation, and a compliant contrast ratio ensure the app is accessible to everyone.
Disclaimer
This case study presents a strategic design evolution of the Hyllo platform. While rooted in actual market insights and e-commerce conversion heuristics, the UI artifacts and flows presented here represent an idealized, "North Star" vision. This work demonstrates my capability to execute Principal-level product thinking and high-fidelity craftsmanship, independent of the technical or operational constraints that may have governed the live iteration.
Copyright © 2026
Hyllo
Redefining Mobile Commerce: From "Browsing" to "Belonging".
Summary
Hyllo is a conceptual mobile commerce platform designed to solve the "engagement gap" in fashion retail. By integrating AI-driven personalization with a tiered loyalty system, it transforms passive shoppers into active brand advocates.
Client / Context
Conceptual Mobile Project
Project Type
B2C Mobile App Strategy
Role
Principal Product Designer
Status
Strategic Concept &High-Fidelity Prototype
The Engagement Problem
Why Users Churn?
Traditional e-commerce apps are transactional. Users open them only when they need to buy, leading to low daily active users (DAU) and high churn rates.
Key Challenges
Decision Fatigue
Infinite scroll lists overwhelm users without guiding them.
Generic Experience
Every user sees the same homepage, regardless of style preference.
Loyalty Disconnect
Rewards are hidden in menus, failing to incentivize repeat purchases.
Today Only
The Solution
Personalization First.
I designed Hyllo as a "Personal Shopper in Your Pocket." The interface adapts dynamically based on user behavior. The core strategy pivots from "Selling Products" to "Curating Lifestyles," using bold visuals and smart categorization to reduce friction.
Role & Approach
Moving beyond standard transactional interfaces, my approach prioritized "Emotional Commerce." I balanced high-fidelity aesthetics with rigorous usability heuristics, ensuring that the visual language served not just the brand, but the bottom line. The strategy focused on reducing cognitive load during the discovery phase while amplifying anticipation during the checkout process, creating a seamless ecosystem where content drives commerce.
Approach
Efficiency at Scale
The Core Experience
Designing for Retention
Strategic UX decisions that drive conversion.
Smart Onboarding
Strategy
“Ask for
Preferences.”
"Don't just ask for an email. Ask for preferences."
Solution
A Gamified
Onboarding Flow.
A gamified onboarding flow that captures user style (Skin type, Fashion style) upfront to populate a personalized feed instantly.
Conversion-Optimized Product Detail
Strategy
“Remove the
hesitation.”
“Remove the hesitation.”
Solution
Clean & Hierarchy-focusedProduct Detail Page.
A clean, hierarchy-focused PDP (Product Detail Page) that prioritizes "Social Proof" (Reviews) and clear "Add to Cart" actions, removing visual clutter.
Gamified Loyalty
Strategy
“Make spending fun.”
"Make spending fun."
Solution
Integrated Flow Makes
More Meaningful.
Instead of a hidden points page, the Loyalty Tier is integrated into the checkout flow, showing users exactly how close they are to the next reward.
Design System (Mobile First)
A comprehensive mobile design system focused on "Thumb Zone" accessibility. Large touch targets, gesture-based navigation, and a compliant contrast ratio ensure the app is accessible to everyone.
Disclaimer
This case study presents a strategic design evolution of the Hyllo platform. While rooted in actual market insights and e-commerce conversion heuristics, the UI artifacts and flows presented here represent an idealized, "North Star" vision. This work demonstrates my capability to execute Principal-level product thinking and high-fidelity craftsmanship, independent of the technical or operational constraints that may have governed the live iteration.
Copyright © 2026