I was the solo Product Designer at VIIM, an AI-powered fashion community platform. I led the end-to-end design process from concept to launch—balancing user experience with business goals. By building a scalable design system and conducting iterative testing and user research, I improved user satisfaction by approximately 78% and reduced drop-off rates by over 30% in the AI content creation flow. I also developed visual assets, branding, and data visualizations to support a cohesive product identity and user experience.
Industry
IT, Tech, AI Fashion
Belong
Viceversa Inc.
Duration
March 2023 - April 2024
Role
Product designer
Responsibilities
Led the entire design process from 0 to 1.
Developed and organized a design system.
Conducted user testing and interviews.
Created visual assets and established product identity.
Collaborated cross-functionally with stakeholders across all departments.
VIIM, AI Fashion Community Platform
Backgrdound
Gen Z, our target audience, is increasingly connecting their digital personas with their real-world identities. They often prioritize styling in digital spaces over real-life styling and are eager to purchase items they’ve seen or worn virtually in the physical world.
84% of Gen Z say,
"If I try on a brand’s item in a virtual space, there’s a good chance I’ll want to buy it in real life too."
Roblox (2023), Digital Expression, Fashion & beauty Trends
Hypothesis
The Future of Fashion
Small-batch, high-variety production that reflects diverse individual tastes will become increasingly important.
The boundary between physical and digital will continue to blur, creating a phygital world.
A consumer participation ecosystem will emerge where users actively shape their own tastes, identities, and personas.
The Future of Commerce
Commerce will shift from a one-way supply-driven model to an interactive community where users both create and consume.
What value can we deliver?
To have a positive impact on how our customers build and express their own unique worlds!
Challenge (1)
Low Retention & One-Time Usage
Our initial feature, AI-generated fashion images, attracted users, but many would try it once and never return. Retention was a critical issue, especially since generative AI was still new, and similar apps faded quickly due to a lack of engagement.
UX Research
User Observation & Survey
I conducted surveys, interviews, and observational studies, segmenting users into existing vs. first-time users.
Key findings revealed that:
Existing users preferred quick access to popular content like likes and comments.
New users faced difficulties with navigation and lacked clear guidance on how to modify AI prompts.
Common pain points included unclear privacy settings and confusing feature pathways.
From this, we learned that users value:
Personalization, community, and a smooth content flow
Fashion as a tool for self-expression and identity exploration
Consistent, engaging experiences to build usage habits
Solution (1)
Creating a Playground & Marketplace
To encourage continued engagement, we positioned VIIM as both a fashion playground and a marketplace. Instead of a one-time experience, we built an ecosystem where users could interact with others’ creations, share, sell, and compete, fostering a sense of community and ongoing participation.
Challenge (2)
Lack of Tangibility in AI Fashion Creation
Users enjoyed generating fashion images but lacked a tangible connection to their AI-generated content.
Solution (2)
Photoshoot Experience & Real-World Integration
We introduced a photoshoot feature in collaboration with real fashion brands, allowing users to create high-quality, editorial-style images with just one selfie. To make AI-generated fashion more practical, we also explored ways for users to turn their AI designs into real, purchasable products.
Additionally, I designed flash effects during processing time to mimic a professional studio photoshoot, making the experience more immersive.
Challenge (3)
AI Prompt Input Hesitation
Many users found AI prompt writing overwhelming, which created friction and discouraged engagement.
Solution (3)
Inspiration Suggestions & Seamless Onboarding
To reduce hesitation, we introduced an inspiration suggestion feature that provided randomized creative prompts, allowing users to generate images effortlessly. Usability tests showed that this led to higher engagement and increased re-generation frequency.
A Welcome Photoshoot that Expresses Me
Also designed the Welcome Photoshoot Card, a personalized onboarding experience that lowered the entry barrier to generative AI. This feature helped users feel like the experience started with ‘me’, making it more inviting and relevant.
Key UX Decisions
Our solution significantly improved user engagement:
User satisfaction increased from ~50% to 89%, thanks to more intuitive flows and user-driven testing.
Drop-off rates in the AI content creation flow dropped by over 30%, indicating higher retention.
Additionally, we attracted a more globally diverse user base, with new users not only from South Korea but also from the U.S., Nigeria, and India, highlighting our product’s growing appeal.
User Satisfaction (%)
User satisfaction improved by 39%
Drop-off Rate in AI Creation Flow (%)
Drop-off Rate reduced by 30%
Logo Identity
VIIM's logo identity represents "the possibility of becoming anything in emptiness, a connection to new worlds, and limitless expansion."
Built a Design System from 0 to 1
As I joined the team as a designer from the early concept stage, I had to build the entire framework from scratch. I developed and managed a design system to ensure consistent usability, which also significantly improved collaboration with the development team.
2024 S/S Seoul Fashion Week
We participated in Seoul Fashion Week, showcasing a booth that featured a generative AI-powered fashion photoshoot event to promote our product. We connected users with real fashion brands, transforming fashion into a cultural experience rather than just a product.
From Booth to 2,000+ Users: Turning Brand Touchpoints Into Growth
To reinforce the brand’s identity and attract more potential users, I designed and produced various branded materials—including posters, postcards, stickers, and business cards—which were distributed to booth visitors. This hands-on approach helped people experience the product in a tangible way, ultimately leading to the acquisition of over 2,000 new users during the event.
