Transforming app engagement with an inspiration hub

A vision for inspiration

At the time retailer’s app was primarily designed for seamless shopping, but it lacked an engagement element that extended beyond purchases. The team envisioned an Inspiration Hub—an interactive space where users could explore curated content, discover new styles, and stay connected to the brand even when not shopping.
My role was to uncover how users typically seek inspiration and translate those insights into a compelling, habit-forming experience. By observing user behavior, identifying patterns, and understanding their decision-making processes, I aimed to transform the app into a trusted source for inspiration.

Unearthing the path to inspiration

To deeply understand how users engage with fashion inspiration, I conducted a comprehensive discovery research initiative, which included:

• Diary study: Over two weeks, 12 participants documented their sources of fashion inspiration, capturing both active and passive inspiration moments via the Dscout platform.

• Follow-up interviews: I conducted one-on-one interviews to uncover deeper themes and emotional drivers behind users’ fashion exploration, and to assess how users felt about the time and effort spent seeking inspiration.

• Concept testing: I worked with the design team to create and test two potential concepts for the Inspiration Hub, evaluating user engagement and emotional connection.

Key insights from the diary study

The Diary Study revealed that users sought inspiration both actively and passively. However, when actively seeking inspiration for a specific purpose—whether for a particular occasion, trend, or wardrobe refresh—users spent significant time and effort diving deep into their search. This often led them down a “rabbit hole,” where after several hours of browsing, they felt overwhelmed and empty, with no clear direction. This pattern highlighted a need for a more focused, personalized experience that would help users discover relevant inspiration without the fatigue of endless scrolling.

The turning point: Two distinct concepts emerged from the research to address these insights:

1. Style quiz concept: A personalized quiz to determine the user's style preferences and create a curated inspiration feed based on their tastes. This approach would ensure users were presented with content that felt tailored to their unique preferences.

2. Curated photo inspiration concept: This concept relied on the user’s known preferences and data, offering a shoppable image gallery featuring street photography that resonated with the user’s personality, lifestyle, and body shape. Filters based on values, activity types, and specific fashion needs helped ensure relevance and authenticity.

The first round of concept testing clearly indicated that both the Style Quiz and Curated Photo Inspiration resonated deeply with users. Participants expressed excitement about having personalized, curated content that matched their tastes and needs, without feeling overwhelmed or lost in the process. As a result, I recommended merging these two concepts, combining personalized quizzes with curated visual content.

Bringing the inspiration hub to life

With these refined insights, I collaborated closely with designers and stakeholders to implement the final prototype of the Inspiration Hub. Key features included:

• Tailored recommendations: A personalized experience, where content was tailored to the user’s unique preferences, body shape, and activity-related needs.

• Quick access to curated collections: Easily navigable collections designed for specific occasions, from trend discovery to styling advice for various life activities.

• Shoppable integration: A seamless transition from inspiration to purchase, allowing users to shop directly from their inspiration feed.

A lasting impact

The launch of the Inspiration Hub was a success. Within the first month, time spent on the app increased by 19%, indicating strong engagement with the personalized content. Users felt more connected to the brand and appreciated the ease of finding relevant fashion inspiration without feeling overwhelmed. Additionally, the team gained valuable insights into user preferences, behaviors, and pain points, which would inform the development of future content strategies.

Lessons learned

This project reinforced the importance of designing with the user’s mental and emotional processes in mind. By understanding how inspiration-seeking behavior can be both passive and active, and recognizing the psychological burden of searching for relevant content, we were able to create an experience that felt personalized and efficient. The Inspiration Hub transformed a transactional app into a place of discovery and connection.