Justfab Mobile App
Overview
JustFab is a leading fashion subscription brand that offers personalized styles in footwear, apparel, and accessories. With a mission to make fashion accessible and fun, JustFab serves a global community of style-savvy shoppers who expect convenience, customization, and value.
To meet evolving customer expectations and support business growth, the JustFab mobile app was developed as a central platform for users to browse curated looks, manage their memberships, and shop on-the-go. As part of the UX team, I contributed to enhancing the mobile experience by focusing on usability, personalization, and visual consistency.
This project involved a deep dive into user behaviors, pain points, and shopping habits, allowing us to identify opportunities for improvement across the app’s key journeys—from onboarding and product discovery to checkout and VIP account management. Through iterative design, testing, and collaboration with cross-functional teams, we delivered an app experience that was both seamless and aligned with JustFab’s bold and stylish brand identity.
-
![]()
Homepage
-
![]()
Landing Page
-
![]()
Category & Search
-
![]()
Shopping Grid
-
![]()
Grid Filter
-
![]()
Product Detail Page
-
![]()
Checkout
-
![]()
Account
-
![]()
Order Detail
-
![]()
Return & Exchange
-
![]()
Account Info
Role
As the sole UX designer on the JustFab mobile app team, I was responsible for leading the end-to-end user experience strategy for the app—from early concept development to post-launch optimization. Working closely with product managers, engineers, and key stakeholders, I helped shape a mobile shopping experience tailored to the needs of JustFab’s diverse customer base.
My work included conducting user research, defining user flows, wireframing, prototyping, and facilitating usability testing to ensure design decisions were grounded in real customer insights. By analyzing both qualitative feedback and behavioral data, I identified key friction points and led the redesign of high-impact areas such as onboarding, product discovery, and the VIP membership experience.
Throughout the project, I focused on aligning the app’s functionality and aesthetic with JustFab’s bold, fashion-forward brand—while ensuring the experience was intuitive, efficient, and enjoyable for users at every stage of their shopping journey.
Conclusion
Justfab was a web-only e-commerce. In 2018 we started working on building an app to create an easier shopping experience for our customer. We continue to see a much higher repeat purchase conversion rate among app users.
Mobile app increase its revenue contribution (up to 15% in 2021), with 11% of VIPs having downloaded the app.
App has potential to be a channel that increases repeat rate as we see favorable purchase metrics after the first app order is placed.
Big opportunities lie in optimizing for first app order, increasing purchase rate for early tenure-VIPs and driving more full-price shopping.
Style Guide
One of the core challenges during the JustFab mobile app redesign was the lack of a cohesive visual system across platforms—particularly on the web. As the mobile app evolved, it became clear that updating both the mobile and web experiences in parallel would require a unified design language to ensure consistency, efficiency, and brand integrity.
To address this, I took the lead in auditing the existing web styles while simultaneously creating and updating a dedicated style guide for the mobile app. My goal was to bring visual and functional cohesion across platforms, while also addressing mobile-specific UX considerations.
The mobile style guide I developed outlined clear standards for typography, color palette, iconography, UI components, spacing, and interaction patterns—all aligned with JustFab’s bold, trend-driven brand. It became the single source of truth for design decisions and played a critical role in streamlining collaboration between design and development teams.
By establishing a shared visual language, we were able to reduce inconsistencies, accelerate implementation, and ensure a polished, seamless experience across all touchpoints. The style guide not only supported current features but also scaled easily as the app grew and evolved.
