Asos, Vibe Coding, Ai
AI STYLIST
Asos, Vibe Coding, Ai
AI STYLIST
if we made discovery conversational and personal, shoppers would find relevant items faster, feel more confident, and keep returning.
if we made discovery conversational and personal, shoppers would find relevant items faster, feel more confident, and keep returning.
Prototype of AI stylist
Search to Stylist
01 /
After proving how small tests could drive big impact in Search, I joined the AI Stylist team. A project stuck in research cycles. My goal here was to bring momentum and start shipping again.
Search to Stylist
01 /
After proving how small tests could drive big impact in Search, I joined the AI Stylist team. A project stuck in research cycles. My goal here was to bring momentum and start shipping again.
The Stylist sat inside our Loyalty Tier 1 rewards programme, which massively limited our visibility and traffic.
The first priority was simply to get it out to all users, so we could generate enough traffic to start experimenting properly.
The Stylist sat inside our Loyalty Tier 1 rewards programme, which massively limited our visibility and traffic.
The first priority was simply to get it out to all users, so we could generate enough traffic to start experimenting properly.
Reducing Blank Start
02 /
There were two things I focused on straight away. The first was moving the Stylist out of Loyalty. The team now sits under Search, which makes a lot more sense structurally and lets us open the experience up to all users not just those in Tier 1. That move alone gives us the reach we need to properly test and learn. This was done by a lot of back and forth with Head of product, PM's and other teams. Showing them ideas and getting buy in slowly.
Reducing Blank Start
02 /
There were two things I focused on straight away. The first was moving the Stylist out of Loyalty. The team now sits under Search, which makes a lot more sense structurally and lets us open the experience up to all users not just those in Tier 1. That move alone gives us the reach we need to properly test and learn. This was done by a lot of back and forth with Head of product, PM's and other teams. Showing them ideas and getting buy in slowly.
Starter chips & prompts, and on the left was the control
My hypothesis is that by giving users clear, contextual prompts — paired with a new greeting that removes the binary yes/no we’ll guide intent and encourage more meaningful engagement.
My hypothesis is that by giving users clear, contextual prompts — paired with a new greeting that removes the binary yes/no we’ll guide intent and encourage more meaningful engagement.
Sucess metrics for stylist
Conversation Start Rate (+10–15 pp target)
Average Messages per Session (↑ from 3 → 5)
Pill Engagement Rate (≥ 20 %)
Sucess metrics for stylist
Conversation Start Rate (+10–15 pp target)
Average Messages per Session (↑ from 3 → 5)
Pill Engagement Rate (≥ 20 %)
Explore, test and repeat
03 /
In parallel to the experiments, I’ve been looking ahead exploring what the next design iteration of the Stylist could be. The focus has been on entry points where and how the Stylist shows up inside the ASOS app.
Explore, test and repeat
03 /
In parallel to the experiments, I’ve been looking ahead exploring what the next design iteration of the Stylist could be. The focus has been on entry points where and how the Stylist shows up inside the ASOS app.
By building it, I got to explore all the nuanced chat interactions. It helped me create an experience that feels as close to real as possible.
By building it, I got to explore all the nuanced chat interactions. It helped me create an experience that feels as close to real as possible.
One of the earlier prototypes of chat integration
In parallel, I drove a series of quick-win UI improvements to realign the Stylist experience with the current ASOS brand and design system.
In parallel, I drove a series of quick-win UI improvements to realign the Stylist experience with the current ASOS brand and design system.
First iteration in UI changes
North star
07 /
Since the overall UI and UX for the Stylist are still being defined, I’ve also been experimenting with some more alternative directions looking at how the experience could evolve.
North star
07 /
Since the overall UI and UX for the Stylist are still being defined, I’ve also been experimenting with some more alternative directions looking at how the experience could evolve.
This focused on a completely separate entry point