Reformation's mobile browser breaks at the worst moments — lost favorites, lagging loads, a checkout flow that makes you give up. This project asked: what if the experience felt as intentional as the brand?

Reformation's mobile web had real friction – I needed to see it myself first

As an actual Ref shopper, I documented all the pain points I experienced as a user and benchmarked it against other apparel brands, like Aritzia, Sezane, Madewell, and a smattering others.

Competitive audit across 4 comparable brands revealed the features Reformation's mobile experience was missing

A wishlist and quick checkouts on a mobile format were key differentiators between completed purchases vs abandoned carts

16 users discovered Reformation through social media and browsed on mobile, but abandoned purchases when experience broke down at checkout or post-purchase.

• 81% of participants primarily browse Reformation on mobile device

• 63% of participants reported purchasing at least one item from saved items

• 62% of participants expressed frustration in finding order history

Pain points clustered around three recurring themes: saving items, post-purchase chaos, and sizing inconsistency.

"I want a capsule closet with timeless pieces."

12 participants. Card sort confirmed users think in familiar mobile app patterns, which grounded the navigation structure.

Card sort results informed a sitemap that prioritized the flows users actually needed: discovery, saving, checkout, and accessing order history.

Sketches that helped me pressure-test ideas before committing to pixels

Three tensions shaped every design decision

Wireframes stress-tested the IA before anything went high-fidelity

I ran usability tests in Maze against Reformation's live mobile browser to find where my prototype won and where it still lost users.

Users stayed 2 minutes longer and completed orders 3 minutes faster. But the real finding was subtler →

Post-purchase features like RefCycle and RefLove increased trust even when users didn't touch them. Knowing they existed was enough.

That insight shaped the final prototype: I ensured key features like Order History, Order Tracking, and Returns were visible in the profile tab and added multiple named wishlists so saving items felt intentional rather than impulsive.

I also extended Reformation's monochromatic palette with warm neutrals and seasonal accents – intentional enough to feel like Ref, flexible enough to scale.

While testing with competitor apps like Aritzia and Sezane, I discovered users responded strongly to micro-interactions – the loading pause when adding to bag, the heart animation on wishlist – moments Ref's Prototype 1.0 was missing. So I expanded the interaction layer: navigation bar animations, wishlist creation, hearting items, and add-to-bag feedback – all key touchpoints conducive to purchase.

Users needed outfit context before they could commit

Prototype 2 prioritized outfit context: adding social proof, editorial styling, and a wishlist flow that mirrors how Chelsa actually shops.

Click to try app prototype! 📱

Key Takeaways

What Did Reformation Teach Me About Designing for (Retail) Shoppers?

Every click between discovery and checkout is a decision point, and a drop-off risk. The question I kept returning to was: 'why does this product deserve your attention' and 'what are you actually here to do?' That tension shaped every design decision.

The wishlist was the clearest example. Only 20% of users revisited items they'd saved – it had become a dumping ground, not a decision tool. So I gave users named, organized lists instead. Utilization jumped 78% and revisit rate increased 41%.

The second gap was information density. When users spend $200+ on a single piece, they want to feel secure in their decision and most of all, good with their choices (no buyer's remorse) and these decisions come in the form of knowing fabric sourcing, care instructions, and sizing consistency – all without emailing customer service. The dread of finding a buried support line and waiting on a reply was enough to break the purchasing momentum. Bringing that information into the product wasn't a nice-to-have – it was the difference between buying and bouncing.

What I'd Continue

The checkout flow is still the biggest open question. Users could edit their cart, but I never fully tested what causes abandonment at that final, "Complete Purchase" step – was it hesitation, distraction, price shock, or all of the above? That's where I'd go next.