Revamping
_svg.png)
Iconic Fit! Mini Dress-Up Game UI Design
Context
Team
Time
Location
Role
Skills
Tools
Northwestern University
Analytics to Activation
Big Swing Campaign
4 Northwestern students
Feb - March 2024
Evanston, IL
Lead UI Designer
Brand Strategist
UI/UX Design
Game Design
Market Research
Creative Strategy
Marketing Communications
Procreate
Figma
Adobe Photoshop
Canva
Overview
Victoria’s Secret is a womenswear retail giant and a cultural phenomenon that’s poised for a fresh spin. Headlining our big swing campaign, the ICONIC mini dress-up game is a brand-new shopping experience designed for VS to empower young professionals to embrace their bold and unapologetically feminine selves. Targeting the confident, creative, and fashion-forward it-girl "Jen", the game merges playful Y2K nostalgia with practical wardrobe curation.
Jen, 22
based in Chicago
fashion icon in her own right
strategist at creative ad agency
makes $75,000 a year
Discovery
I began by diving into the target demographic's needs, preferences, and media habits. Through 2x2 competitive analysis, I identified that strong rivals like Aritzia or Zara focus on muted basics, leaving a gap for vibrant professional clothing.
The insight?
Many young women struggle to find office-appropriate attire that allows them to be authentically themselves — no conforming to beige blend-ins or masculine workwear norms.
.png)
.png)
I conducted competitive analysis and TAM/SAM/SOM market sizing to determine a $15M obtainable market.
Ideation
Taking inspiration from Y2K nostalgia, an era that 00’s VS owned, I spearheaded the design of a mini dress-up game that bridges fun and fashion. Mirroring VS’ luxurious in-store shopping experience, users can create personalized avatars based on their measurements and style, try on curated outfits, and shop directly through the platform.
.png)
Design
As my team's lead UI designer, I took charge of the visual and interaction design for ICONIC. I created high-fidelity mockups of the interface, balancing vibrant aesthetics with seamless usability.
Key Features
personalized avatars
Users could input their measurements and style preferences to create a digital version of themselves.
build-your-wardrobe
Users could mix and match VS outfits, save favorites to try digitally & in-store, and add them to their carts.
social sharing
Users could share their looks with friends, post them on social media, or get feedback within the app.
AI assistant integration
“Vic,” an AI-powered digital stylist, provides personalized recommendations and inspiration.
boldly y2k
interactive dress-up game made for the
fashion-forward bossgirl icon
designed with Procreate, Adobe Photoshop, Canva
Reflection
My final product transformed the VS shopping experience into a delightful, interactive journey. It aligned with our Big Swing Activation, which reinvigorated Victoria's Secret's vision of empowering women to be bold, confident, unapologetically feminine. During the pitch, the panel of marketing professionals loved our prototype. They found the concept to be young and fun, the technological integration to be innovative, and the vibrant y2k style to pop out. To further refine, I could take the "dress for success" idiom and go even further to reframe the play of dress-up as a power move.