Cammo - Inclusive Athleisure for Work and Wellness
A personalized shopping experience designed to help professionals discover apparel that transitions seamlessly between the office and active lifestyles.
Challenge: Many athleisure brands focus on either performance or style, forcing consumers to choose between workout apparel and workplace-appropriate clothing. Additionally, shoppers often struggle to find products that match their body type, preferences, and daily routines.
Goal: Design a personalized shopping experience that helps users discover inclusive athleisure apparel suitable for both professional and active lifestyles.
Role: UX/UI Designer
Team: Sole UX/UI Designer
Timeframe: 1-week sprint
Tools: Sketch, InVision, Illustrator, Photoshop
Research Findings
Work-to-workout versatility was underserved
Participants wanted clothing that could transition between professional and active environments without requiring multiple outfit changes throughout the day.
Product discovery felt overwhelming
Users preferred guided recommendations over browsing large product catalogs and expressed interest in more personalized shopping experiences.
Inclusive sizing influenced purchase confidence
Participants wanted greater confidence that products would fit their body type, preferences, and activity level.
Market offerings were limited
Competitive analysis showed that most athleisure brands prioritized either professional appearance or athletic performance, while few successfully addressed both.
Design Principles
Work-to-Workout Versatility
Support users with apparel recommendations that fit both professional and active lifestyles.
Personalization
Reduce decision fatigue through curated recommendations based on user preferences and activities.
Inclusivity
Provide sizing and fit options that accommodate diverse body types and lifestyle needs.
Quiz Prototype
Iteration
Users resisted providing body type information upfront
During testing, participants were uncomfortable being asked about body type at the beginning of the quiz, causing some to abandon the experience.
Design update: We moved the question later in the flow after users had already invested time in the quiz and added supportive copy explaining how the information would improve fit recommendations.
Promotional popups disrupted the experience
Users found promotional messaging distracting when it interrupted task completion.
Design update: We replaced the popup with an inline offer that appeared naturally within the experience, reducing friction while still supporting lead generation.
Testing revealed that users were more willing to answer personal fit questions after they had committed to completing the quiz.
9/9 testers were annoyed to see the pop up and immediately went for the emergency exit “X” to remove it.
By placing the coupon off to the side and further incentivizing the user with locked content the testers all agreed they would provide their email address to receive the coupon and extra curated wardrobe options.
A plus size outfit was added to the homepage to better illustrate that the clothes are size-inclusive.
Plus-size clothing is the
fastest-growing segment in apparel and accounts for more than $21 billion, according to market research. More than half of women ages 18 to 65 wear a size 14 or higher, and they’ve been voraciously using social media to exert pressure on retailers and to push back against body-shamers who say there is no room for diverse figures in fashion.
Based on our social listening plus-sizes was one of the most important things customers wanted to see in athleisure wear.
Outcome & Reflection
Cammo demonstrated how personalization can create value for both users and the business. By replacing extensive product browsing with a guided recommendation experience, the design helped users discover relevant products faster while supporting lead generation and customer acquisition goals.
Testing highlighted the importance of timing, transparency, and user control. Small adjustments—such as repositioning sensitive questions and integrating promotional offers into the experience rather than interrupting it—significantly improved usability and engagement.
The final concept delivered a more inclusive, personalized shopping experience designed to help customers confidently move from work to workout without sacrificing comfort, style, or fit.