BECOCO is a fashion-technology company that develops AI-driven solutions to create personalised outfitting experiences and streamlined merchandising tools for industry tastemakers.
Creative Leadership & Research As Creative Director, I led a six-month, Innovate UK-funded research project into consumer behavior to aid in the design and development of an AI driven fashion styling app.
The SolutionWe united advanced AI with high-level fashion expertise, guiding the app’s look and feel toward an adaptable UI that dynamically shifts to reflect each user’s unique persona.
The Outcome The project resulted in a deeper understanding of consumer behavior and targeted designs for a high-performance recommendation engine, that would blend styling theory with cutting-edge tech.
My Role Creative direction, project management, UX/UI design
<Our research revealed that fashion confidence varies significantly between users, requiring a dual-pathway UX/UI strategy. To address this, we implemented a short onboarding questionnaire that identifies a user's "style profile" - delivering a guided, high-support interface for those seeking advice, and a streamlined, "fashion-forward" experience for more confident shoppers.
Based on our user research, we identified a number of distinct style personas including: The Fashionista and The Styleseeker. By utilising an onboarding questionnaire that assessed style confidence, the app dynamically adapted the profile builder's UI look and feel. The "Fashionista" received a streamlined, trend-focused experience, while the "Styleseeker" was provided with a more supportive, guided interface tailored for a more cautious shopper.
Last project
