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HaizoomCouture

Haizoom Couture is a luxury fashion platform that unites high-end design with advanced fit tech. Shoppers create a precise 3D mannequin from their measurements, preview garments in real time (AR try-on and 3D), and order Fit-to-Order pieces that go straight to production, essentially reducing returns, waste, and guesswork. The experience spans web and in-store studios (Paris, Tokyo, Milan, Barcelona, New York), with a sleek, editorial UI that feels like a digital flagship.

Team

Design & Research – Srra Zahid, Bakhtiar Mikhak

Time

15 Weeks

Haizoom Couture is a luxury fashion platform that unites high-end design with advanced fit tech. The experience spans web and in-store studios (Paris, Tokyo, Milan, Barcelona, New York), with a sleek, editorial UI that feels like a digital flagship.

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Project

Breakdown

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Haizoom Couture is a digital flagship for modern couture, designed to feel editorial yet practical. The experience blends high craft and high tech: personal mannequins, real-time fabric drape, AR try-on, and a production pipeline that makes custom sizing feel as easy as standard e-commerce.

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  • The market lacked a unified, fit-first luxury flow that’s both accessible and couture-grade.

  • Custom sizing options were fragmented, slow, or not integrated with purchase and fulfillment.

  • Standard PDPs didn’t communicate silhouette, drape, or motion, leading to returns and disappointment.

Objective

  • Design a measurement-driven purchase flow that’s trustworthy, fast, and beautiful.

  • Show fit and fabric truthfully through 3D/AR and editorial art direction.

  • Operationalize Fit-to-Order, from measurements to atelier production, with clear status and expectations.

  • Lift conversion and reduce returns while strengthening brand equity and sustainability credentials.

Research

The Users

I studied how luxury shoppers decide on size, style, and confidence online, and what causes hesitation or returns. The goal: design a Fit-to-Order journey that feels premium and effortless, without sacrificing accuracy.

    • Competitive & comparative analysis: luxury PDPs, fit tech, AR try-on, and made-to-order flows.

    • Remote user interviews: shoppers who buy premium apparel online; boutique stylists; atelier managers.

    • Prototype usability tests: measurement capture, mannequin creation, 3D/AR try-on, and checkout states.

    • Data review: return reasons, size selection patterns, and funnel drop-offs (heuristic + benchmark modeling).

    • Stakeholder sessions: fabrication constraints, lead times, alteration policies, and studio operations.

    • Digital-native luxury shopper – wants style discovery and confidence in fit before committing.

    • Occasion buyer – prioritizes precision and delivery timing; open to stylist guidance.

    • Repeat client – expects frictionless re-orders and consistent sizing across collections.

    • In-store studio visitor – values tactile validation; expects the same digital mannequin in store.

    • Fit clarity drives conversion: people buy faster when silhouette and drape are visible on their proportions.

    • Trust is built with transparency: clear lead times, alteration paths, and material notes reduce anxiety.

    • One model ≠ every body: personal mannequins and saved measurements outperform generic model shots.

    • Editorial + utility can coexist: luxury buyers love craft storytelling, but expect checkout to be instant.

Information architecture & navigation

Issues identified

  • Unclear hierarchy between Collections, Lookbooks, and Products.

  • Fit tools scattered across multiple steps (size guide, measurements, AR) increasing drop-off.

  • Labeling inconsistencies for fabrics and finishes.

  • Limited visibility of lead times, alterations, and atelier status.

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  • Key framing questions

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    “How do we keep the flow simple while supporting complex fit tools?”

    “How do we unify discovery, fit, and fulfillment into one coherent journey?”

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Design decisions

  • Contextual navigation based on intent (Explore → Product → Fit → Checkout).

  • Unified Fit panel on PDP: Measurements, 3D mannequin view, AR try-on, and size recommendation.

  • Consistent taxonomy for fabrics, embellishments, and care.

  • Status surfaces (lead time, atelier progress, alteration options) visible pre- and post-purchase.

Design & Iterative Testing Process

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wireframing

Progressive wireframing in Framer, incorporating internal feedback at each stage.

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user testing

External user testing to validate designs and identify areas for improvement.

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Iterative design

Iterative design refinements based directly on user feedback.

Design Presentation

I designed a dark theme experience that reflects the sophistication of luxury fashion while ensuring usability and clarity across the entire platform. The modern, simplified interface emphasizes legibility, focus, and consistency, creating a seamless flow from discovery to purchase. Every interaction, from navigating collections to exploring the Fit-to-Order process, was crafted to deliver an inclusive, intuitive user experience that feels both editorial and effortless for all users.

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