BOYD – App Design

Product Designer (UX/UI)

Contact / Foreign client

Colombia / 2022

Project objective

Boyd is an e-commerce app designed to simplify the process of buying jeans—a product often challenging due to sizing and fit. The experience begins with a guided onboarding based on the user’s measurements, helping determine the correct size from the start. The app then recommends products tailored to the user’s profile, ensuring a smooth and confident shopping journey. This case study focuses on the user flow from the initial app entry to the moment personalized product suggestions are presented.

My rol

Based on the initial brief, I led the UX process by identifying user pain points around online jeans shopping. This involved researching sizing challenges, analyzing competitors, defining the app’s strategic approach, and designing a seamless experience focused on personalized recommendations based on user measurements.

User research

To define the problem space with greater accuracy, I conducted user surveys and semi-structured interviews. These methods enabled me to validate assumptions, identify behavioral patterns, and extract actionable insights that shaped the foundation of the product strategy.

Define

In conclusion, I was able to confirm that the hypothesis or assessment given in the  challenge's instructions is true regarding the purchase of jeans. If the answer was  negative, users were guided to a final step where they could express themselves  and describe what was making them feel uneasy about purchasing jeans on an  e-commerce platform. Most attributed the problem to the measures often offered  on the platforms, but which still generate mistrust.

User person

“Clau” – Claudio Sand

Age: 27 years
Profession: Senior Marketing Analyst
Location: Cartagena

Clau has a unique style and likes to feel comfortable in his everyday clothes. He always has his phone with him because he uses it for everything, including paying for and buying things. He’s a heavy user of food ordering apps. He works full-time and doesn’t like going to physical stores unless he really likes something; he prefers to create his outfits on virtual platforms.