Urban Research Wearable Clothing Virtual Augmented Reality Fitting System

Brand background:

“DESIGN YOUR LIFE STYLE” is the driving philosophy for Japanese apparel company, URBAN RESEARCH.

It is a ‘select store’ that carries multiple brands from all over the world.


Opening stores in physical stores can be costly and requires long-term sales and strategic planning. In order to allow customers to try clothes on at pop-up stores, in places beyond malls and during promotional events without having to worry about stock numbers, physical storage spaces, long lines at fitting rooms, Urban Research has decided to create an augmented reality fitting system.


Using augmented reality “dressing rooms”, customers are allowed to try different outfits without the need to put them out physically. What the users need to do is just standing in front of a screen that looks like a mirror and chooses the outfit they want to try. Direct interaction with the screen may or may not be necessary. In this case, only the hand gesture is required to make the navigation. The screen will collect their physical dimensional information automatically, and then display their look with the selected outfit. This new approach saves the customers’ time and helps them compare the outfit easily by recording their choice. After finishing choosing the outfit, customers can add the items to shopping cart and checkout directly on the fitting device. The whole journey of fitting and purchasing outfit is much more streamlined.

My Role:

UX and UI Designer, Art Direction, User Research, Information Architecture, User Flow, Wireframes, and User Testing


Account Manager (In-house), Project Managers (In-house), Developers (In-house), AR Specialists (Contractors from Kagoshima)

The Hype:

The launch of the system was the first ever in Japan and was successfully covered across Japanese and international media, such as NHK, TBS, FujiTV, TV Asahi, 日本経済新聞, 日経電子版, FASHION HEADLINE, Yahoo! Japan, fashionsnap.com, ビューティーナビニュース, FASHIONPRESS, AFP Wire News, etc.



Brand background:

British fashion expert, Shawn and his partner, Yoko, decided to start a new athleisure brand, KIT, to bring international activewear into Japan. They needed to build a brand identity and an online store that is developed on Magento.


Step 1: User Research

A user journey was created with the persona in mind (summary- active, early 30’s whose goal is to be fashionable even when at her yoga class, lacks choices in fitness wear and hopes to be inspired by digital images of women who can balance fitness and fashion).

Step 2: Design & Testing

A few rounds of low-fidelity wireframes were created with feedback from users and developers. The brand identity was also created simultaneously with art direction of the site’s main images. High fidelity wireframes were finalised after 4 rounds of feedback. A prototype was created on Invision for test with Japanese users.

Step 3: Implementation

The result was a website that is image-focused, easy to navigate and flexible for add-on campaigns, product SKUs and brands.

My Role:

UX & UI Designer, Art Director, Brand Creative Director


Worked directly with Developer (in-house)


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Brand background:

"Accessibility and Usability" is an essential aspect of quality at Sony. Sony aims to create products and services that people can use with ease—independent of age and disabilities. This accessibility and usability also applies to its website. In April 1, 2016, Sony released website accessibility guidelines that applies to all public websites of all Sony Group.

This guideline aims to maintain and improve accessibility for users of all Sony Group websites. Sony strives to create and maintain accessible websites that are easy for all individuals to use; whenever changes are made to website content or new pages are created.

Work practice:

Adhering to the website accessibility guidelines, our UX team had to constantly conduct A/B tests, usability sessions, desirability studies and user interviews while working with tools such as Optimizely to gain clarity on regular improvements and maintenance of the Sony global website. As there are also cultural factors to consider when optimising the site (e.g. Arabic texts are read from right to left, Chinese pages are colour sensitive, etc), we had to constantly gain insights to actual user test findings on a weekly basis. Using these findings, my job was to create content on the products and services while making sure the information follows the user journey and information architecture of the global website.

My Role:

UX and UI Designer, UX Research, Art Direction, Creative Direction of Content and User Testing


Brand Strategists (local & London), Art Directors (In-house), Creative Directors (London), Project Managers (In-house and local contractors), Developers in Turkey and USA.


My Role:

UX and UI Design, User Research, User Interviews, Persona Creation, User Journey, Information Architecture, User Flow, Wireframes, Prototyping and
User Testing

(Due to the sensitive nature of the product and brand, no content can be published.)