Vero moda - mobile App

An App for Trendy, Affordable Fashion for Young Women.

about vero moda

A Vibrant And Accessible Approach To Fashion

VERO MODA launched in 1987 to accomplish a need for good quality, on-trend clothing at affordable prices and today it is one of Europe’s largest clothing brands for young women. The brainchild of Troels Holch Povlsen, VERO MODA was one of the first brands to launch within the BESTSELLER family.

Vero Moda launched in India in the year 2010 to accomplish a need for good quality, on-trend clothing at affordable prices. As of 2017, the brand has 67 Exclusive Brand Outlets and 163 Shop in Shops and counting.

Vero Moda, with its network of offline stores across India, already has an existing website. Now, they aim to capture the online market by offering a premium and intuitive shopping experience through a mobile app.

What do they offer?

Trendy & Versatile Fashion

Quality & Affordable

Fashion-Conscious Clothing

To whom?

Young women seeking both Formal & Semi-Causal Wear

Women Aged 18 - 40

The Problem

Fashion-forward young women often struggle to find a platform that offers stylish, high-quality clothing at accessible prices while providing a smooth and enjoyable shopping journey. The challenge is to design a premium shopping experience in the Vero Moda app that combines affordability, trendiness, and ease of exploration, making fashion discovery both enjoyable and effortless.

The Solution

To address the needs of young, fashion-conscious women, the Vero Moda app will provide an intuitive and interactive shopping experience that combines trendy, high-quality clothing with affordability.

The app will feature personalized recommendations, easy navigation, and seamless checkout, enabling users to discover the latest fashion effortlessly.
A simplified, accurate sizing guide will help users confidently select the right fit.
With a premium and minimalistic design, the app will stand out aesthetically, offering a refined and high-end shopping experience.
Trending collections and exclusive style guides will inspire and engage users, making the Vero Moda app a go-to destination for fashion discovery and enjoyment.

Discover

Our primary goal during the initial research phase was to gain a deeper understanding of the fashion and retail industry, as well as to explore the Vero Moda brand and its aesthetic. We began by interviewing stakeholders to understand their users and brand vision. We also conducted online research to study shopping behaviors and market trends in the fashion e-commerce space. Alongside this, we also studied Vero Moda's key competitors to understand their features, offerings, and overall market positioning.

Diving Deep into the problem

As we began our research, our first step was to interview stakeholders to better understand the brand vision, target users, and business goals. These conversations gave us a glimpse into what Vero Moda aims to offer and where current gaps might exist in the customer journey.

To complement this, we explored app reviews, user feedback, and articles related to the fashion e-commerce space to uncover how users perceive similar platforms. This helped us identify patterns and recurring issues across the shopping experience.

It allowed us to move forward with a more targeted Competitor Analysis, examining how other leading fashion brands are solving these challenges and identifying opportunities to elevate the Vero Moda shopping experience.

Search & Filtering

Checkout Process

Post-Purchase Experience

Navigation & Discoverability

Product Information & Content

Affinity Mapping: Clustering Observations and Grouping User Challenges

Competitor Analysis

Analyzed existing fashion apps like Zara, H&M and Mango to identify strengths and weaknesses in their UI/UX. Competitor analysis reveals that Vero Moda can enhance user engagement by incorporating minimalistic design, easy navigation, personalized recommendations, and seamless checkout processes.

Pillars for Benchmarking

Discoverability

Clear and intuitive navigation ensures users can effortlessly locate what they need, reducing frustration and enhancing overall user satisfaction.

Visual Language

Influences users' first impressions, conveying brand identity, and enhancing usability.

Unique Feature

Features create memorable and engaging experiences for users, setting a platform apart and attracting and retaining users seeking novel and valuable interactions.

Competitor

Positive Experience

Hinderance in Experience

Competitor

Positive Experience

High quality images and consistent image theme providing consistent visual identity across the app, fostering brand recognition and loyalty.

Hinderance in Experience

Despite the app’s visual appeal, limited filtering options, lack of advanced search (like image or voice), and absence of dynamic categorization make product discovery—especially for trendy or budget-friendly items—challenging, potentially affecting long-term user engagement.

Positive Experience

Prominent categories, extensive filters, and customizable view modes enhance product discoverability and personalization, while robust search features, smooth integration across online and offline channels, and vibrant visuals with a dynamic layout create an engaging and premium shopping experience.

Hinderance in Experience

An overly long homepage can feel cumbersome, as users prefer accessing key information within the first two folds for quicker browsing.

Positive Experience

The app enhances user experience with engaging visuals like videos and transitions, high-quality images with detailed descriptions, and a dynamic layout that offers variety and breaks the monotony of browsing.

Hinderance in Experience

Lack of clear content hierarchy, limited filter options, absence of voice/image search, and poorly organized menus contribute to a cluttered experience, making navigation and product discovery less efficient and potentially overwhelming for users.

Key Insights

Personalized Experience
Onboarding questions and smart sizing tools help tailor the shopping journey.
Seamless Omnichannel Flow
Options like booking in-store activities and scanning guides connect online and offline experiences.
Easy Product Discovery
Nudges, cross-selling (e.g., “Style With”, “Similar Products”), and a combined home + search view improve exploration.
Helpful User Guidance
Visual and text-based instructions make navigation and actions simple.
Gifting Options
E-gift cards and in-store gift cards enhance flexibility for customers.
Engaging Features
Reward systems and style content make the app more interactive and enjoyable.

User personas

To better empathize with users, we then examined the identified pain points and created the following personas.

Budget-Conscious Impulsive Buyer

Niti, 20 yrs old, college student

Goals

Find trendy yet budget-friendly clothing.
Emulate styles seen on Instagram influencers.
Quick decision-making and instant purchases
Hunt for deals across different platforms for the best price.
Stay updated on the latest fashion trends.

Painpoints

Limited budget restricts purchase options.
The fear of missing out on deals and trends.
Overwhelmed by choices and decision-making.
Seeking validation from influencer fashion trends.

Behavior/preference

Impulsive and trendy in her fashion choices.
Active on social media, primarily Instagram, for fashion inspiration.
Prefers online shopping for convenience.
Willing to explore various platforms for the best deals.
Seeks validation from influencers before making a purchase

Economical and Eco-Friendly Shopper

Sameera, 32 yrs old, working mother

Goals

Invest in economical yet environmentally friendly fashion.
Find versatile and formal clothing suitable for work and family life.
Value durability and sustainability in clothing and accessories.
Save time by shopping for multiple needs in one place.
Stay loyal to brands with eco-conscious practices.

Painpoints

Limited time for extensive shopping trips due to work and family responsibilities.
Balancing quality, affordability, and eco-friendliness in fashion choices.
Difficulty finding suitable formal wear that aligns with sustainable practices
Struggle to manage time for shopping due to multiple responsibilities.

Behavior/preference

Values quality and durability over fast fashion.
Seeks fashion choices that align with eco-friendly practices.
Prefers online shopping for convenience and time-saving.
Loyal to brands that prioritize sustainability and environmental concerns.
Seeks versatile clothing suitable for work and family life.

Based on the key pain points and user insights gathered, we crafted a set of How might we questions to guide our solution thinking and keep the design process user-centered.

How might we maintain a premium, minimal look while keeping the app easy to use?

How might we simplify navigation to help users find trendy and relevant products quickly?

How might we help users feel confident about sizing before making a purchase?

How might we make the checkout process fast, simple, and stress-free?

User Flow

Based on user needs and pain points, we created key user flows to understand how shoppers move through the app from finding products to making a purchase or return. This helped us design a smooth and easy shopping experience.

Design

After understanding the users and their journey, we moved into the visual design phase. We began with moodboarding to set a premium and modern visual tone. This helped us craft a clean, modern look that reflects Vero Moda’s brand identity. We also created a style guide with clear fonts, colors, and components to keep everything consistent and clean.

To set the visual direction of the app, we created moodboards that reflect a premium, clean, and fashion-forward aesthetic.

Style Guide

To ensure a consistent and premium look throughout the app, we created a style guide covering typography, colors, and UI elements. This helped maintain brand identity and visual clarity across all screens.

Colors

Typography

Icons

Visual Design

Here's a glimpse of the final design—clean, minimal, and user-focused. The screens reflect the premium aesthetic, seamless navigation, and intuitive experience we aimed to achieve.