Fay Zou’s portfolio
Overview
Snow Outfit is a North American ski-apparel e-commerce site whose technical navigation, product information and sizing decisions create friction for young, first-time skiers. Heat-map data shows that 12% exit in the menu, 51% leave on product detail pages and only 14% complete an order.
How might we preserve the depth and efficiency experienced skiers value, while making product discovery, comparison and purchase clearer and more confidence-building for first-time skiers?
12%
exit in menu
51%
exit on PDP
14%
place an order
Source: Employer-provided Microsoft Clarity screenshots, data, and charts.
Data Timeframe: Q1 2026 (January to March)
PROJECT DETAILS / OWNERSHIP & DELIVERY
Scope, ownership and delivery at a glance
MY ROLE
Product Designer
Owned the end-to-end redesign, translating the client’s business problem into a clearer shopping experience.
TEAM SIZE
1 Designer
A solo project with full ownership across research, strategy, UX/UI design and the final proposal.
TIMELINE
Apr — May 2026
From April through the end of May 2026, covering research, strategy, UX/UI design and proposal delivery.
STATUS
Accepted · Feasibility review
Client-approved bid, now with backend engineers to complete requirements and validate technical feasibility. Target launch: Q4 2026, if implementation proceeds smoothly.
PROJECT GOALS / WHAT THE REDESIGN MUST ACHIEVE
Designing confidence into the shopping journey
Three aligned goals turn a complex product catalog into a clearer path from discovery to purchase.
01 / USER NEED
Confident first-time choices
Help young, first-time skiers evaluate product fit quickly and choose with confidence.
02 / BUSINESS GOAL
Less friction, more conversion
Streamline the core shopping flow, reduce cognitive load and move more visitors toward purchase.
DISCOVER → COMPARE → DECIDE
03 / DESIGN STRATEGY
Context before complexity
Clarify specifications and comparisons through guided discovery, strong hierarchy and contextual recommendations.
RESEARCH SNAPSHOT / MY DESIGN GOAL
A website that caters to experienced skiers while also helping first-time skiers.
Four concise findings define the opportunity, the decision barriers and the scope of the redesign.
18–25 / FIRST-TIME SKIERS
01 / TARGET GROUP
Style-conscious beginners
Moderate budgets and strong aesthetics, but limited knowledge of technical ski-apparel needs. They resist premium prices for generic designs.
AFFORDABLE ↔ DISTINCTIVE
02 / MARKET VALUE
Entry-to-mid tier, without looking generic
Budget-friendly ski wear with distinctive styling fills the gap between basic entry options and premium mainstream brands.
PRICE · STYLE · WARMTH · WATERPROOFING
OUTFIT · DELIVERY · RETURNS...........
03 / USER PAIN POINTS
Too many factors, too little clarity
The site obscures the factors shoppers compare, while first-time visitors often arrive without knowing what they need.
DISCOVER → COMPARE → CHOOSE
04 / MY RESPONSIBILITY
Redesign the discovery system
Rework the core layout, information architecture and decision flow so young first-time shoppers can find suitable ski wear intuitively.
Fay Zou’s portfolio
Research
Across three category leaders, the strongest pattern is simple: shoppers understand protection when technical detail is translated into context, hierarchy and visual cues.
01 THE NORTH FACE
Context is clear. Protection levels are not.
WORKS Product categories are organized by use environment and layering, giving shoppers a meaningful starting point.
BREAKS The PDP stays vague about specific windproof and waterproof performance, so comparison still requires guesswork.
02 PATAGONIA
Rich material detail, weak decision support.
WORKS Fabric and construction information is comprehensive and signals technical credibility.
BREAKS Dense copy never translates into a clear cold, wind or water protection decision for an average shopper.
03 COLUMBIA
Visual proof works—until scale hides the detail.
WORKS Detailed categories and clear protection icons make performance easier to scan and compare.
BREAKS Oversized imagery pushes supporting text into a smaller, less intuitive role and weakens the information hierarchy.
SEE DETAIL →
USER SURVEY / QUESTION FRAMEWORK
Nine questions, four decision moments
We kept the survey short and followed the shopper from identity to experience, product confidence and exit.
01 / WHO
Who are you?
Age range
College student or occupation
Q1–2 · PROFILE
WHY THIS LENS?
Reveals audience context so recommendations, tone and price framing match real life.
02 / SKI CONTEXT
How do you ski?
First trip or experienced?
How often—and when is gear needed?
Q4–6 · EXPERIENCE
WHY THIS LENS?
Shows skill, frequency and timing so guidance can match protection needs and urgency.
03 / GEAR CONFIDENCE
What feels uncertain?
Waterproof · windproof · warmth
What concerns you most?
Q3 + Q7 · NEEDS
WHY THIS LENS?
Identifies which technical claims create doubt and where clearer proof is needed.
04 / CONVERSION
Where did trust drop?
Ordered on SnowOutfit?
Exit: home · product · payment
Q8–9 · FUNNEL
WHY THIS LENS?
Pinpoints the stage where confidence breaks so the funnel can remove the right friction.
USER SURVEY RESULT
Confidence breaks before checkout
The evidence converges on one issue: most visitors are young, novice and unsure how product specifications map to a real ski trip.
GOOGLE FORM · INTERNAL SITE LINKS
Only 7 of 43 respondents completed an order.
19 left after the product page
10 abandoned cart or checkout
7 exited from catalog or menu
Questions covered age, occupation, skiing experience, protection knowledge, purchase urgency, concerns, exit stage and emotional mindset. The pattern matched internal stakeholder feedback.
PERSONA
01 / CONFIDENCE
First-time skiers
Confused and anxious about cold, fit and buying the wrong gear.
Chaotic browsing; depends on bundles, size charts, reviews and return reassurance.
NEED A guided starting point in plain language.
EXIT STAGE · BROWSING → PRODUCT DETAIL
RAGE-QUIT TRIGGER — Dense jargon, weak fit guidance and no clear protection recommendation make a costly mistake feel inevitable.
02 / EXPRESSION
Aesthetic upgraders
Experienced, style-aware and bored with standard ski looks.
Starts with new arrivals and color, fit or style filters; studies visuals, video and social proof before scanning specs.
NEED Camera-ready individuality with credible performance.
EXIT STAGE · PRODUCT LIST → PRODUCT DETAIL
RAGE-QUIT TRIGGER — Generic imagery, weak style filters and buried performance proof make every option feel interchangeable.
03 / VALUE
Budget-led visitors
Practical, financially limited and skiing only once or twice a year.
Moves quickly to sale or outlet, then sorts from low to high before considering anything else.
NEED A viable kit without overbuying.
EXIT STAGE · CART → CHECKOUT
RAGE-QUIT TRIGGER — Shipping costs, unavailable sizes and unclear returns push the “affordable” outfit beyond their comfort zone.
USER JOURNEY MAP / WHERE UNCERTAINTY COMPOUNDS
Discovery creates interest; product detail must convert that interest into confidence.
DESIGN OPPORTUNITIES / WEBSITE PLACEMENT
Three opportunities, placed where confidence breaks.
The Journey Map shows three different confidence failures. Each opportunity belongs at the website moment where that failure becomes most costly.
01 / SCENARIO-BASED ENTRY
Start with the shopper,
not the catalog.
WEBSITE AREA
Homepage · Category landing
Main navigation
JOURNEY STAGE
Discovery → Browsing apparel
WHAT CHANGES
Ask trip type, skill, weather and budget before showing products. Route the shopper into a starter kit, full outfit or focused category.
02 / VISUAL PRODUCT DETAILS
Make protection
visible at a glance.
WEBSITE AREA
Product listing cards · Filters
Product detail media + specifications
JOURNEY STAGE
Browsing apparel → Apparel details
WHAT CHANGES
Pair simple protection ratings with usage scenarios, fit and layering diagrams, and side-by-side comparison. Translate specifications into clear cold, wind and water decisions.
03 / AI-GUIDED OUTFIT BUILDER
Complete the outfit
before checkout doubt.
WEBSITE AREA
Product detail · Outfit builder
Cart · Pre-checkout
JOURNEY STAGE
Apparel details → Checkout & payment
WHAT CHANGES
Build a complete outfit around budget, skill, warmth and style. Validate size, compatibility, delivery and returns before the shopper commits.
Fay Zou’s portfolio
Product Strategy
Each opportunity answers a different moment of uncertainty—from entering the category, to understanding performance, to committing to a complete look.
HOW THESE THREE WERE SELECTED
Survey exits showed where confidence dropped, personas explained why, and competitor analysis revealed the missing support. Together, the three strategies cover entry, product understanding and purchase commitment without duplicating the same solution.
01 / SCENARIO-BASED ENTRY
Guide the first decision
12% homepage exits · all 7 were first-time skiers
Replace generic filters with real-life starting points that beginners already understand.
Budget
First trip
Style
Weather
Full outfit
Starter kit
FEASIBILITY · HIGH / DIFFICULTY · LOW
Mostly IA, content and rule-based recommendations using existing product data.
02 / VISUAL PRODUCT PROOF
Turn specs into confidence
19 of 36 exits happened on PDP · 16 were beginners
Translate fabric data into icons and simple comparison bars—so performance feels useful, not technical.
Waterproof
Windproof
Weather
Layering
FEASIBILITY · MEDIUM–HIGH / DIFFICULTY · MEDIUM
Needs a shared rating model, icon system and catalog-wide PDP content updates.
03 / COMPLETE-LOOK BUILDER
Make the full look tangible
22 of 43 want more distinctive ski styles
Use a 3D outfit builder and curated bundles to preview a complete, camera-ready look before buying.
Style
Budget
Color
Warmth
Waterproof
Delivery
FEASIBILITY · MEDIUM / DIFFICULTY · HIGH
Needs recommendation logic, compatibility data, visual tooling and deeper engineering.
RESEARCH SIGNAL
≈50%
experienced skiers are seeking a more distinctive style upgrade
MVP PRIORITY / OUTFIT BUILDER
Start where desire is strongest
Prioritize the Outfit Builder: it serves the clearest high-intent segment while connecting style discovery, product understanding and conversion in one experience.
ONE SIMPLE PATH
01
Choose
style + needs
02
Preview
complete 3D look
03
Buy
ready outfit
3 DESIGN OPPORTUNITIES
01 / CLARITY
Add Guided Entry
Start from the shopper’s real context: first trip, budget, style or weather. Add more detailed categories directly to the homepage.
02 / UNDERSTAND
Improve Product Detail Page
Replace specification walls with rating bars, scenarios and quick comparisons. Add a description that clearly indicates the suitable environment and style for the product.
03 / Coordination
AI Outfit Builder
Provide an AI assistant for inexperienced beginners to directly help analyze needs, coordinate outfits, and select products.
Design
FROM STRATEGY TO INTERFACE
Designing confidence into every decision
The final design translates the three opportunities identified in Strategy into a connected shopping journey: help beginners describe their real context, make technical performance understandable, and turn preferences into a complete outfit that feels easy to refine and buy.
01 / DISCOVER · SCENARIO-BASED GUIDANCE
Start with the trip—not the taxonomy
Instead of asking first-time skiers to understand product categories, the experience begins with familiar signals: destination, dates, experience, taste and budget. Natural-language input, quick-answer chips and three focused questions reduce the effort of getting started, while the live outfit panel shows how each answer changes the recommendation.
Design decisions: beginner-safe language · optional style questions · visible progress · weather and budget handled by the system.
DESIGN PROCESS · FROM ROUGH SKETCH TO SELECTED FLOW
RAW SKETCH → STRUCTURE TEST → SELECTED HOMEPAGE FLOW
Decision: lead with familiar conditions and activities before exposing product taxonomy, so first-time shoppers can enter through the trip they understand.
ENTRY HIERARCHY
SELECTED · SHOP BY CONDITIONS
SNOW OUTFIT
SHOP BY CONDITIONS WEATHER ACTIVITY
SHELL SCENE BOTTOM
EXTREME COLD
Insulated shell · −18°C
RESORT DAY
Comfort · lift-ready layers
PARK / RIDE
Mobility · relaxed fit
02 / UNDERSTAND · VISUAL PRODUCT PROOF
Translate specifications into decisions
The PDP replaces a wall of raw fabric data with a material passport, icon-led rating bars and plain-language explanations for waterproofing, wind protection, breathability, warmth and fit. Scenario cards answer “When would I need this?”, while the layering guide connects temperature to a complete system rather than a single product.
Strategy connection: technical evidence becomes scannable, comparable and meaningful for beginners before they reach the purchase decision.
DESIGN PROCESS · THREE LAYOUT DIRECTIONS
LAYOUT EXPLORATION → COMPARE READING PATTERNS → SELECT CLASSIC SPLIT
A · CLASSIC SPLIT — gallery + purchase panel
SNOW OUTFIT
SHOP STORIES AI BUILDER
3L REALM SHELL
$289 · RELAXED FIT
Weatherproof shell for resort + park
WATERPROOF 5/5 WARMTH 3/5 BREATHABILITY 4/5
BEST FOR · RESORT DAYS
LAYERING · BASE + MID
B · EDITORIAL HERO — immersive image + floating buy card
SNOW OUTFIT
BUILT FOR THE
LINE YOU CHOOSE
3L REALM SHELL
$289
Extreme weather protection
FIELD STORY
5/5 WATERPROOF
4/5 BREATHABLE
3/5 WARMTH
FIT + LAYERING
C · STICKY STORY RAIL — fixed product + scrolling proof
SNOW OUTFIT
3L REALM SHELL $289
WHITE · RELAXED · UNISEX
MATERIAL PASSPORT WATERPROOF 5/5 BREATHABLE 4/5
CONDITIONS
LAYERING + DETAILS
03 / COMBINE · COMPLETE OUTFIT CONFIDENCE
Show the reasoning, then make the set editable
The recommendation screen keeps the conversation and the outfit visible at the same time. Weather intelligence explains the conditions behind the choice; each product includes its role, price and fit rationale; Swap actions and quick refinements let shoppers adjust warmth, style or budget without restarting. A match score, running total and “Add complete outfit” CTA turn exploration into a confident full-set decision.
Strategy connection: the Outfit Builder is not a black box—it makes compatibility visible and preserves shopper control.
DESIGN PROCESS · THREE INTERACTION MODELS
INTERACTION MODEL EXPLORATION → TEST CONTROL + EXPLANATION → SELECT LIVE CONVERSATION
A · CONVERSATION + LIVE CART — closest to final direction
SNOW OUTFIT
NISEKO · −12°C RESORT + PARK RELAXED FIT
I need one outfit for cold resort days
and a few park laps.
AI · Start with a weatherproof shell,
then balance warmth and mobility.
3L REALM SHELL
$289
ADD COMPLETE OUTFIT · $624
WHY THIS WORKS · 5/5 waterproof · relaxed articulation · layer-ready warmth
B · GUIDED STEPPER — lower cognitive load + persistent preview
SNOW OUTFIT
BUILD YOUR OUTFIT · STEP 2 OF 5
01 TRIP
02 WEATHER
03 ACTIVITY
04 STYLE
05 REVIEW
What conditions will you face?
● EXTREME COLD
○ HEAVY SNOW
○ VARIABLE WEATHER
LIVE PREVIEW
3L REALM SHELL
$289
BACK CONTINUE
C · VISUAL OUTFIT CANVAS — compare, swap and refine spatially
SNOW OUTFIT
NISEKO · −12°C PARK / RESORT RELAXED
REFINE
WARMTH ●●●○○
FIT RELAXED
COLOR NEUTRAL
BUDGET $700
AI RATIONALE
Weatherproof shell
+ flexible bottom
SWAP ITEM ↗
ALTERNATIVE 01 ALTERNATIVE 02 ALTERNATIVE 03
ADD OUTFIT · $624
Selected direction A: conversation and the live outfit remain visible together, so shoppers can understand the AI’s reasoning, refine individual pieces and monitor the total without losing context.
Fay Zou’s portfolio
Outcome
CURRENT STATUS / CLIENT-APPROVED BID
This redesign was produced as a bid proposal—not yet a live product. The client is very satisfied with the direction, has accepted the proposal, and has handed it to backend engineers to complete backend requirements and verify technical feasibility.
APPROVED → ENGINEERING → Q4 TARGET
01 Proposal accepted
The client is satisfied with the redesign and has formally accepted this direction.
02 Backend handoff
Backend engineers are completing the system requirements and validating technical feasibility.
03 Target: Q4 2026
If implementation and feasibility review proceed smoothly, launch is planned for Q4 2026.
Fay Zou’s portfolio
Overview
Snow Outfit is a North American ski-apparel e-commerce site whose technical navigation, product information and sizing decisions create friction for young, first-time skiers. Heat-map data shows that 12% exit in the menu, 51% leave on product detail pages and only 14% complete an order.
How might we preserve the depth and efficiency experienced skiers value, while making product discovery, comparison and purchase clearer and more confidence-building for first-time skiers?
12%
exit in menu
51%
exit on PDP
14%
place an order
Source: Employer-provided Microsoft Clarity screenshots, data, and charts.
Data Timeframe: Q1 2026 (January to March)
PROJECT DETAILS / OWNERSHIP & DELIVERY
Scope, ownership and delivery at a glance
MY ROLE
Product Designer
Owned the end-to-end redesign, translating the client’s business problem into a clearer shopping experience.
TEAM SIZE
1 Designer
A solo project with full ownership across research, strategy, UX/UI design and the final proposal.
TIMELINE
Apr — May 2026
From April through the end of May 2026, covering research, strategy, UX/UI design and proposal delivery.
STATUS
Accepted · Feasibility review
Client-approved bid, now with backend engineers to complete requirements and validate technical feasibility. Target launch: Q4 2026, if implementation proceeds smoothly.
PROJECT GOALS / WHAT THE REDESIGN MUST ACHIEVE
Designing confidence into the shopping journey
Three aligned goals turn a complex product catalog into a clearer path from discovery to purchase.
01 / USER NEED
Confident first-time choices
Help young, first-time skiers evaluate product fit quickly and choose with confidence.
02 / BUSINESS GOAL
Less friction, more conversion
Streamline the core shopping flow, reduce cognitive load and move more visitors toward purchase.
DISCOVER → COMPARE → DECIDE
03 / DESIGN STRATEGY
Context before complexity
Clarify specifications and comparisons through guided discovery, strong hierarchy and contextual recommendations.
RESEARCH SNAPSHOT / MY DESIGN GOAL
A website that caters to experienced skiers while also helping first-time skiers.
Four concise findings define the opportunity, the decision barriers and the scope of the redesign.
18–25 / FIRST-TIME SKIERS
01 / TARGET GROUP
Style-conscious beginners
Moderate budgets and strong aesthetics, but limited knowledge of technical ski-apparel needs. They resist premium prices for generic designs.
AFFORDABLE ↔ DISTINCTIVE
02 / MARKET VALUE
Entry-to-mid tier, without looking generic
Budget-friendly ski wear with distinctive styling fills the gap between basic entry options and premium mainstream brands.
PRICE · STYLE · WARMTH · WATERPROOFING
OUTFIT · DELIVERY · RETURNS...........
03 / USER PAIN POINTS
Too many factors, too little clarity
The site obscures the factors shoppers compare, while first-time visitors often arrive without knowing what they need.
DISCOVER → COMPARE → CHOOSE
04 / MY RESPONSIBILITY
Redesign the discovery system
Rework the core layout, information architecture and decision flow so young first-time shoppers can find suitable ski wear intuitively.
Fay Zou’s portfolio
Research
Across three category leaders, the strongest pattern is simple: shoppers understand protection when technical detail is translated into context, hierarchy and visual cues.
01 THE NORTH FACE
Context is clear. Protection levels are not.
WORKS Product categories are organized by use environment and layering, giving shoppers a meaningful starting point.
BREAKS The PDP stays vague about specific windproof and waterproof performance, so comparison still requires guesswork.
02 PATAGONIA
Rich material detail, weak decision support.
WORKS Fabric and construction information is comprehensive and signals technical credibility.
BREAKS Dense copy never translates into a clear cold, wind or water protection decision for an average shopper.
03 COLUMBIA
Visual proof works—until scale hides the detail.
WORKS Detailed categories and clear protection icons make performance easier to scan and compare.
BREAKS Oversized imagery pushes supporting text into a smaller, less intuitive role and weakens the information hierarchy.
SEE DETAIL →
USER SURVEY / QUESTION FRAMEWORK
Nine questions, four decision moments
We kept the survey short and followed the shopper from identity to experience, product confidence and exit.
01 / WHO
Who are you?
Age range
College student or occupation
Q1–2 · PROFILE
WHY THIS LENS?
Reveals audience context so recommendations, tone and price framing match real life.
02 / SKI CONTEXT
How do you ski?
First trip or experienced?
How often—and when is gear needed?
Q4–6 · EXPERIENCE
WHY THIS LENS?
Shows skill, frequency and timing so guidance can match protection needs and urgency.
03 / GEAR CONFIDENCE
What feels uncertain?
Waterproof · windproof · warmth
What concerns you most?
Q3 + Q7 · NEEDS
WHY THIS LENS?
Identifies which technical claims create doubt and where clearer proof is needed.
04 / CONVERSION
Where did trust drop?
Ordered on SnowOutfit?
Exit: home · product · payment
Q8–9 · FUNNEL
WHY THIS LENS?
Pinpoints the stage where confidence breaks so the funnel can remove the right friction.
USER SURVEY RESULT
Confidence breaks before checkout
The evidence converges on one issue: most visitors are young, novice and unsure how product specifications map to a real ski trip.
GOOGLE FORM · INTERNAL SITE LINKS
Only 7 of 43 respondents completed an order.
19 left after the product page
10 abandoned cart or checkout
7 exited from catalog or menu
Questions covered age, occupation, skiing experience, protection knowledge, purchase urgency, concerns, exit stage and emotional mindset. The pattern matched internal stakeholder feedback.
PERSONA
01 / CONFIDENCE
First-time skiers
Confused and anxious about cold, fit and buying the wrong gear.
Chaotic browsing; depends on bundles, size charts, reviews and return reassurance.
NEED A guided starting point in plain language.
EXIT STAGE · BROWSING → PRODUCT DETAIL
RAGE-QUIT TRIGGER — Dense jargon, weak fit guidance and no clear protection recommendation make a costly mistake feel inevitable.
02 / EXPRESSION
Aesthetic upgraders
Experienced, style-aware and bored with standard ski looks.
Starts with new arrivals and color, fit or style filters; studies visuals, video and social proof before scanning specs.
NEED Camera-ready individuality with credible performance.
EXIT STAGE · PRODUCT LIST → PRODUCT DETAIL
RAGE-QUIT TRIGGER — Generic imagery, weak style filters and buried performance proof make every option feel interchangeable.
03 / VALUE
Budget-led visitors
Practical, financially limited and skiing only once or twice a year.
Moves quickly to sale or outlet, then sorts from low to high before considering anything else.
NEED A viable kit without overbuying.
EXIT STAGE · CART → CHECKOUT
RAGE-QUIT TRIGGER — Shipping costs, unavailable sizes and unclear returns push the “affordable” outfit beyond their comfort zone.
USER JOURNEY MAP / WHERE UNCERTAINTY COMPOUNDS
Discovery creates interest; product detail must convert that interest into confidence.
DESIGN OPPORTUNITIES / WEBSITE PLACEMENT
Three opportunities, placed where confidence breaks.
The Journey Map shows three different confidence failures. Each opportunity belongs at the website moment where that failure becomes most costly.
01 / SCENARIO-BASED ENTRY
Start with the shopper,
not the catalog.
WEBSITE AREA
Homepage · Category landing
Main navigation
JOURNEY STAGE
Discovery → Browsing apparel
WHAT CHANGES
Ask trip type, skill, weather and budget before showing products. Route the shopper into a starter kit, full outfit or focused category.
02 / VISUAL PRODUCT DETAILS
Make protection
visible at a glance.
WEBSITE AREA
Product listing cards · Filters
Product detail media + specifications
JOURNEY STAGE
Browsing apparel → Apparel details
WHAT CHANGES
Pair simple protection ratings with usage scenarios, fit and layering diagrams, and side-by-side comparison. Translate specifications into clear cold, wind and water decisions.
03 / AI-GUIDED OUTFIT BUILDER
Complete the outfit
before checkout doubt.
WEBSITE AREA
Product detail · Outfit builder
Cart · Pre-checkout
JOURNEY STAGE
Apparel details → Checkout & payment
WHAT CHANGES
Build a complete outfit around budget, skill, warmth and style. Validate size, compatibility, delivery and returns before the shopper commits.
Fay Zou’s portfolio
Product Strategy
Each opportunity answers a different moment of uncertainty—from entering the category, to understanding performance, to committing to a complete look.
HOW THESE THREE WERE SELECTED
Survey exits showed where confidence dropped, personas explained why, and competitor analysis revealed the missing support. Together, the three strategies cover entry, product understanding and purchase commitment without duplicating the same solution.
01 / SCENARIO-BASED ENTRY
Guide the first decision
12% homepage exits · all 7 were first-time skiers
Replace generic filters with real-life starting points that beginners already understand.
Budget
First trip
Style
Weather
Full outfit
Starter kit
FEASIBILITY · HIGH / DIFFICULTY · LOW
Mostly IA, content and rule-based recommendations using existing product data.
02 / VISUAL PRODUCT PROOF
Turn specs into confidence
19 of 36 exits happened on PDP · 16 were beginners
Translate fabric data into icons and simple comparison bars—so performance feels useful, not technical.
Waterproof
Windproof
Weather
Layering
FEASIBILITY · MEDIUM–HIGH / DIFFICULTY · MEDIUM
Needs a shared rating model, icon system and catalog-wide PDP content updates.
03 / COMPLETE-LOOK BUILDER
Make the full look tangible
22 of 43 want more distinctive ski styles
Use a 3D outfit builder and curated bundles to preview a complete, camera-ready look before buying.
Style
Budget
Color
Warmth
Waterproof
Delivery
FEASIBILITY · MEDIUM / DIFFICULTY · HIGH
Needs recommendation logic, compatibility data, visual tooling and deeper engineering.
RESEARCH SIGNAL
≈50%
experienced skiers are seeking a more distinctive style upgrade
MVP PRIORITY / OUTFIT BUILDER
Start where desire is strongest
Prioritize the Outfit Builder: it serves the clearest high-intent segment while connecting style discovery, product understanding and conversion in one experience.
ONE SIMPLE PATH
01
Choose
style + needs
02
Preview
complete 3D look
03
Buy
ready outfit
3 DESIGN OPPORTUNITIES
01 / CLARITY
Add Guided Entry
Start from the shopper’s real context: first trip, budget, style or weather. Add more detailed categories directly to the homepage.
02 / UNDERSTAND
Improve Product Detail Page
Replace specification walls with rating bars, scenarios and quick comparisons. Add a description that clearly indicates the suitable environment and style for the product.
03 / Coordination
AI Outfit Builder
Provide an AI assistant for inexperienced beginners to directly help analyze needs, coordinate outfits, and select products.
Design
FROM STRATEGY TO INTERFACE
Designing confidence into every decision
The final design translates the three opportunities identified in Strategy into a connected shopping journey: help beginners describe their real context, make technical performance understandable, and turn preferences into a complete outfit that feels easy to refine and buy.
01 / DISCOVER · SCENARIO-BASED GUIDANCE
Start with the trip—not the taxonomy
Instead of asking first-time skiers to understand product categories, the experience begins with familiar signals: destination, dates, experience, taste and budget. Natural-language input, quick-answer chips and three focused questions reduce the effort of getting started, while the live outfit panel shows how each answer changes the recommendation.
Design decisions: beginner-safe language · optional style questions · visible progress · weather and budget handled by the system.
DESIGN PROCESS · FROM ROUGH SKETCH TO SELECTED FLOW
RAW SKETCH → STRUCTURE TEST → SELECTED HOMEPAGE FLOW
Decision: lead with familiar conditions and activities before exposing product taxonomy, so first-time shoppers can enter through the trip they understand.
ENTRY HIERARCHY
SELECTED · SHOP BY CONDITIONS
SNOW OUTFIT
SHOP BY CONDITIONS WEATHER ACTIVITY
SHELL SCENE BOTTOM
EXTREME COLD
Insulated shell · −18°C
RESORT DAY
Comfort · lift-ready layers
PARK / RIDE
Mobility · relaxed fit
02 / UNDERSTAND · VISUAL PRODUCT PROOF
Translate specifications into decisions
The PDP replaces a wall of raw fabric data with a material passport, icon-led rating bars and plain-language explanations for waterproofing, wind protection, breathability, warmth and fit. Scenario cards answer “When would I need this?”, while the layering guide connects temperature to a complete system rather than a single product.
Strategy connection: technical evidence becomes scannable, comparable and meaningful for beginners before they reach the purchase decision.
DESIGN PROCESS · THREE LAYOUT DIRECTIONS
LAYOUT EXPLORATION → COMPARE READING PATTERNS → SELECT CLASSIC SPLIT
A · CLASSIC SPLIT — gallery + purchase panel
SNOW OUTFIT
SHOP STORIES AI BUILDER
3L REALM SHELL
$289 · RELAXED FIT
Weatherproof shell for resort + park
WATERPROOF 5/5 WARMTH 3/5 BREATHABILITY 4/5
BEST FOR · RESORT DAYS
LAYERING · BASE + MID
B · EDITORIAL HERO — immersive image + floating buy card
SNOW OUTFIT
BUILT FOR THE
LINE YOU CHOOSE
3L REALM SHELL
$289
Extreme weather protection
FIELD STORY
5/5 WATERPROOF
4/5 BREATHABLE
3/5 WARMTH
FIT + LAYERING
C · STICKY STORY RAIL — fixed product + scrolling proof
SNOW OUTFIT
3L REALM SHELL $289
WHITE · RELAXED · UNISEX
MATERIAL PASSPORT WATERPROOF 5/5 BREATHABLE 4/5
CONDITIONS
LAYERING + DETAILS
03 / COMBINE · COMPLETE OUTFIT CONFIDENCE
Show the reasoning, then make the set editable
The recommendation screen keeps the conversation and the outfit visible at the same time. Weather intelligence explains the conditions behind the choice; each product includes its role, price and fit rationale; Swap actions and quick refinements let shoppers adjust warmth, style or budget without restarting. A match score, running total and “Add complete outfit” CTA turn exploration into a confident full-set decision.
Strategy connection: the Outfit Builder is not a black box—it makes compatibility visible and preserves shopper control.
DESIGN PROCESS · THREE INTERACTION MODELS
INTERACTION MODEL EXPLORATION → TEST CONTROL + EXPLANATION → SELECT LIVE CONVERSATION
A · CONVERSATION + LIVE CART — closest to final direction
SNOW OUTFIT
NISEKO · −12°C RESORT + PARK RELAXED FIT
I need one outfit for cold resort days
and a few park laps.
AI · Start with a weatherproof shell,
then balance warmth and mobility.
3L REALM SHELL
$289
ADD COMPLETE OUTFIT · $624
WHY THIS WORKS · 5/5 waterproof · relaxed articulation · layer-ready warmth
B · GUIDED STEPPER — lower cognitive load + persistent preview
SNOW OUTFIT
BUILD YOUR OUTFIT · STEP 2 OF 5
01 TRIP
02 WEATHER
03 ACTIVITY
04 STYLE
05 REVIEW
What conditions will you face?
● EXTREME COLD
○ HEAVY SNOW
○ VARIABLE WEATHER
LIVE PREVIEW
3L REALM SHELL
$289
BACK CONTINUE
C · VISUAL OUTFIT CANVAS — compare, swap and refine spatially
SNOW OUTFIT
NISEKO · −12°C PARK / RESORT RELAXED
REFINE
WARMTH ●●●○○
FIT RELAXED
COLOR NEUTRAL
BUDGET $700
AI RATIONALE
Weatherproof shell
+ flexible bottom
SWAP ITEM ↗
ALTERNATIVE 01 ALTERNATIVE 02 ALTERNATIVE 03
ADD OUTFIT · $624
Selected direction A: conversation and the live outfit remain visible together, so shoppers can understand the AI’s reasoning, refine individual pieces and monitor the total without losing context.
Fay Zou’s portfolio
Outcome
CURRENT STATUS / CLIENT-APPROVED BID
This redesign was produced as a bid proposal—not yet a live product. The client is very satisfied with the direction, has accepted the proposal, and has handed it to backend engineers to complete backend requirements and verify technical feasibility.
APPROVED → ENGINEERING → Q4 TARGET
01 Proposal accepted
The client is satisfied with the redesign and has formally accepted this direction.
02 Backend handoff
Backend engineers are completing the system requirements and validating technical feasibility.
03 Target: Q4 2026
If implementation and feasibility review proceed smoothly, launch is planned for Q4 2026.
Fay Zou’s portfolio
Overview
Snow Outfit is a North American ski-apparel e-commerce site whose technical navigation, product information and sizing decisions create friction for young, first-time skiers. Heat-map data shows that 12% exit in the menu, 51% leave on product detail pages and only 14% complete an order.
How might we preserve the depth and efficiency experienced skiers value, while making product discovery, comparison and purchase clearer and more confidence-building for first-time skiers?
12%
exit in menu
51%
exit on PDP
14%
place an order
Source: Employer-provided Microsoft Clarity screenshots, data, and charts.
Data Timeframe: Q1 2026 (January to March)
PROJECT DETAILS / OWNERSHIP & DELIVERY
Scope, ownership and delivery at a glance
MY ROLE
Product Designer
Owned the end-to-end redesign, translating the client’s business problem into a clearer shopping experience.
TEAM SIZE
1 Designer
A solo project with full ownership across research, strategy, UX/UI design and the final proposal.
TIMELINE
Apr — May 2026
From April through the end of May 2026, covering research, strategy, UX/UI design and proposal delivery.
STATUS
Accepted · Feasibility review
Client-approved bid, now with backend engineers to complete requirements and validate technical feasibility. Target launch: Q4 2026, if implementation proceeds smoothly.
PROJECT GOALS / WHAT THE REDESIGN MUST ACHIEVE
Designing confidence into the shopping journey
Three aligned goals turn a complex product catalog into a clearer path from discovery to purchase.
01 / USER NEED
Confident first-time choices
Help young, first-time skiers evaluate product fit quickly and choose with confidence.
02 / BUSINESS GOAL
Less friction, more conversion
Streamline the core shopping flow, reduce cognitive load and move more visitors toward purchase.
DISCOVER → COMPARE → DECIDE
03 / DESIGN STRATEGY
Context before complexity
Clarify specifications and comparisons through guided discovery, strong hierarchy and contextual recommendations.
RESEARCH SNAPSHOT / MY DESIGN GOAL
A website that caters to experienced skiers while also helping first-time skiers.
Four concise findings define the opportunity, the decision barriers and the scope of the redesign.
18–25 / FIRST-TIME SKIERS
01 / TARGET GROUP
Style-conscious beginners
Moderate budgets and strong aesthetics, but limited knowledge of technical ski-apparel needs. They resist premium prices for generic designs.
AFFORDABLE ↔ DISTINCTIVE
02 / MARKET VALUE
Entry-to-mid tier, without looking generic
Budget-friendly ski wear with distinctive styling fills the gap between basic entry options and premium mainstream brands.
PRICE · STYLE · WARMTH · WATERPROOFING
OUTFIT · DELIVERY · RETURNS...........
03 / USER PAIN POINTS
Too many factors, too little clarity
The site obscures the factors shoppers compare, while first-time visitors often arrive without knowing what they need.
DISCOVER → COMPARE → CHOOSE
04 / MY RESPONSIBILITY
Redesign the discovery system
Rework the core layout, information architecture and decision flow so young first-time shoppers can find suitable ski wear intuitively.
Fay Zou’s portfolio
Research
Across three category leaders, the strongest pattern is simple: shoppers understand protection when technical detail is translated into context, hierarchy and visual cues.
01 THE NORTH FACE
Context is clear. Protection levels are not.
WORKS Product categories are organized by use environment and layering, giving shoppers a meaningful starting point.
BREAKS The PDP stays vague about specific windproof and waterproof performance, so comparison still requires guesswork.
02 PATAGONIA
Rich material detail, weak decision support.
WORKS Fabric and construction information is comprehensive and signals technical credibility.
BREAKS Dense copy never translates into a clear cold, wind or water protection decision for an average shopper.
03 COLUMBIA
Visual proof works—until scale hides the detail.
WORKS Detailed categories and clear protection icons make performance easier to scan and compare.
BREAKS Oversized imagery pushes supporting text into a smaller, less intuitive role and weakens the information hierarchy.
SEE DETAIL →
USER SURVEY / QUESTION FRAMEWORK
Nine questions, four decision moments
We kept the survey short and followed the shopper from identity to experience, product confidence and exit.
01 / WHO
Who are you?
Age range
College student or occupation
Q1–2 · PROFILE
WHY THIS LENS?
Reveals audience context so recommendations, tone and price framing match real life.
02 / SKI CONTEXT
How do you ski?
First trip or experienced?
How often—and when is gear needed?
Q4–6 · EXPERIENCE
WHY THIS LENS?
Shows skill, frequency and timing so guidance can match protection needs and urgency.
03 / GEAR CONFIDENCE
What feels uncertain?
Waterproof · windproof · warmth
What concerns you most?
Q3 + Q7 · NEEDS
WHY THIS LENS?
Identifies which technical claims create doubt and where clearer proof is needed.
04 / CONVERSION
Where did trust drop?
Ordered on SnowOutfit?
Exit: home · product · payment
Q8–9 · FUNNEL
WHY THIS LENS?
Pinpoints the stage where confidence breaks so the funnel can remove the right friction.
USER SURVEY RESULT
Confidence breaks before checkout
The evidence converges on one issue: most visitors are young, novice and unsure how product specifications map to a real ski trip.
GOOGLE FORM · INTERNAL SITE LINKS
Only 7 of 43 respondents completed an order.
19 left after the product page
10 abandoned cart or checkout
7 exited from catalog or menu
Questions covered age, occupation, skiing experience, protection knowledge, purchase urgency, concerns, exit stage and emotional mindset. The pattern matched internal stakeholder feedback.
PERSONA
01 / CONFIDENCE
First-time skiers
Confused and anxious about cold, fit and buying the wrong gear.
Chaotic browsing; depends on bundles, size charts, reviews and return reassurance.
NEED A guided starting point in plain language.
EXIT STAGE · BROWSING → PRODUCT DETAIL
RAGE-QUIT TRIGGER — Dense jargon, weak fit guidance and no clear protection recommendation make a costly mistake feel inevitable.
02 / EXPRESSION
Aesthetic upgraders
Experienced, style-aware and bored with standard ski looks.
Starts with new arrivals and color, fit or style filters; studies visuals, video and social proof before scanning specs.
NEED Camera-ready individuality with credible performance.
EXIT STAGE · PRODUCT LIST → PRODUCT DETAIL
RAGE-QUIT TRIGGER — Generic imagery, weak style filters and buried performance proof make every option feel interchangeable.
03 / VALUE
Budget-led visitors
Practical, financially limited and skiing only once or twice a year.
Moves quickly to sale or outlet, then sorts from low to high before considering anything else.
NEED A viable kit without overbuying.
EXIT STAGE · CART → CHECKOUT
RAGE-QUIT TRIGGER — Shipping costs, unavailable sizes and unclear returns push the “affordable” outfit beyond their comfort zone.
USER JOURNEY MAP / WHERE UNCERTAINTY COMPOUNDS
Discovery creates interest; product detail must convert that interest into confidence.
DESIGN OPPORTUNITIES / WEBSITE PLACEMENT
Three opportunities, placed where confidence breaks.
The Journey Map shows three different confidence failures. Each opportunity belongs at the website moment where that failure becomes most costly.
01 / SCENARIO-BASED ENTRY
Start with the shopper,
not the catalog.
WEBSITE AREA
Homepage · Category landing
Main navigation
JOURNEY STAGE
Discovery → Browsing apparel
WHAT CHANGES
Ask trip type, skill, weather and budget before showing products. Route the shopper into a starter kit, full outfit or focused category.
02 / VISUAL PRODUCT DETAILS
Make protection
visible at a glance.
WEBSITE AREA
Product listing cards · Filters
Product detail media + specifications
JOURNEY STAGE
Browsing apparel → Apparel details
WHAT CHANGES
Pair simple protection ratings with usage scenarios, fit and layering diagrams, and side-by-side comparison. Translate specifications into clear cold, wind and water decisions.
03 / AI-GUIDED OUTFIT BUILDER
Complete the outfit
before checkout doubt.
WEBSITE AREA
Product detail · Outfit builder
Cart · Pre-checkout
JOURNEY STAGE
Apparel details → Checkout & payment
WHAT CHANGES
Build a complete outfit around budget, skill, warmth and style. Validate size, compatibility, delivery and returns before the shopper commits.
Fay Zou’s portfolio
Product Strategy
Each opportunity answers a different moment of uncertainty—from entering the category, to understanding performance, to committing to a complete look.
HOW THESE THREE WERE SELECTED
Survey exits showed where confidence dropped, personas explained why, and competitor analysis revealed the missing support. Together, the three strategies cover entry, product understanding and purchase commitment without duplicating the same solution.
01 / SCENARIO-BASED ENTRY
Guide the first decision
12% homepage exits · all 7 were first-time skiers
Replace generic filters with real-life starting points that beginners already understand.
Budget
First trip
Style
Weather
Full outfit
Starter kit
FEASIBILITY · HIGH / DIFFICULTY · LOW
Mostly IA, content and rule-based recommendations using existing product data.
02 / VISUAL PRODUCT PROOF
Turn specs into confidence
19 of 36 exits happened on PDP · 16 were beginners
Translate fabric data into icons and simple comparison bars—so performance feels useful, not technical.
Waterproof
Windproof
Weather
Layering
FEASIBILITY · MEDIUM–HIGH / DIFFICULTY · MEDIUM
Needs a shared rating model, icon system and catalog-wide PDP content updates.
03 / COMPLETE-LOOK BUILDER
Make the full look tangible
22 of 43 want more distinctive ski styles
Use a 3D outfit builder and curated bundles to preview a complete, camera-ready look before buying.
Style
Budget
Color
Warmth
Waterproof
Delivery
FEASIBILITY · MEDIUM / DIFFICULTY · HIGH
Needs recommendation logic, compatibility data, visual tooling and deeper engineering.
RESEARCH SIGNAL
≈50%
experienced skiers are seeking a more distinctive style upgrade
MVP PRIORITY / OUTFIT BUILDER
Start where desire is strongest
Prioritize the Outfit Builder: it serves the clearest high-intent segment while connecting style discovery, product understanding and conversion in one experience.
ONE SIMPLE PATH
01
Choose
style + needs
02
Preview
complete 3D look
03
Buy
ready outfit
3 DESIGN OPPORTUNITIES
01 / CLARITY
Add Guided Entry
Start from the shopper’s real context: first trip, budget, style or weather. Add more detailed categories directly to the homepage.
02 / UNDERSTAND
Improve Product Detail Page
Replace specification walls with rating bars, scenarios and quick comparisons. Add a description that clearly indicates the suitable environment and style for the product.
03 / Coordination
AI Outfit Builder
Provide an AI assistant for inexperienced beginners to directly help analyze needs, coordinate outfits, and select products.
Design
FROM STRATEGY TO INTERFACE
Designing confidence into every decision
The final design translates the three opportunities identified in Strategy into a connected shopping journey: help beginners describe their real context, make technical performance understandable, and turn preferences into a complete outfit that feels easy to refine and buy.
01 / DISCOVER · SCENARIO-BASED GUIDANCE
Start with the trip—not the taxonomy
Instead of asking first-time skiers to understand product categories, the experience begins with familiar signals: destination, dates, experience, taste and budget. Natural-language input, quick-answer chips and three focused questions reduce the effort of getting started, while the live outfit panel shows how each answer changes the recommendation.
Design decisions: beginner-safe language · optional style questions · visible progress · weather and budget handled by the system.
DESIGN PROCESS · FROM ROUGH SKETCH TO SELECTED FLOW
RAW SKETCH → STRUCTURE TEST → SELECTED HOMEPAGE FLOW
Decision: lead with familiar conditions and activities before exposing product taxonomy, so first-time shoppers can enter through the trip they understand.
ENTRY HIERARCHY
SELECTED · SHOP BY CONDITIONS
SNOW OUTFIT
SHOP BY CONDITIONS WEATHER ACTIVITY
SHELL SCENE BOTTOM
EXTREME COLD
Insulated shell · −18°C
RESORT DAY
Comfort · lift-ready layers
PARK / RIDE
Mobility · relaxed fit
02 / UNDERSTAND · VISUAL PRODUCT PROOF
Translate specifications into decisions
The PDP replaces a wall of raw fabric data with a material passport, icon-led rating bars and plain-language explanations for waterproofing, wind protection, breathability, warmth and fit. Scenario cards answer “When would I need this?”, while the layering guide connects temperature to a complete system rather than a single product.
Strategy connection: technical evidence becomes scannable, comparable and meaningful for beginners before they reach the purchase decision.
DESIGN PROCESS · THREE LAYOUT DIRECTIONS
LAYOUT EXPLORATION → COMPARE READING PATTERNS → SELECT CLASSIC SPLIT
A · CLASSIC SPLIT — gallery + purchase panel
SNOW OUTFIT
SHOP STORIES AI BUILDER
3L REALM SHELL
$289 · RELAXED FIT
Weatherproof shell for resort + park
WATERPROOF 5/5 WARMTH 3/5 BREATHABILITY 4/5
BEST FOR · RESORT DAYS
LAYERING · BASE + MID
B · EDITORIAL HERO — immersive image + floating buy card
SNOW OUTFIT
BUILT FOR THE
LINE YOU CHOOSE
3L REALM SHELL
$289
Extreme weather protection
FIELD STORY
5/5 WATERPROOF
4/5 BREATHABLE
3/5 WARMTH
FIT + LAYERING
C · STICKY STORY RAIL — fixed product + scrolling proof
SNOW OUTFIT
3L REALM SHELL $289
WHITE · RELAXED · UNISEX
MATERIAL PASSPORT WATERPROOF 5/5 BREATHABLE 4/5
CONDITIONS
LAYERING + DETAILS
03 / COMBINE · COMPLETE OUTFIT CONFIDENCE
Show the reasoning, then make the set editable
The recommendation screen keeps the conversation and the outfit visible at the same time. Weather intelligence explains the conditions behind the choice; each product includes its role, price and fit rationale; Swap actions and quick refinements let shoppers adjust warmth, style or budget without restarting. A match score, running total and “Add complete outfit” CTA turn exploration into a confident full-set decision.
Strategy connection: the Outfit Builder is not a black box—it makes compatibility visible and preserves shopper control.
DESIGN PROCESS · THREE INTERACTION MODELS
INTERACTION MODEL EXPLORATION → TEST CONTROL + EXPLANATION → SELECT LIVE CONVERSATION
A · CONVERSATION + LIVE CART — closest to final direction
SNOW OUTFIT
NISEKO · −12°C RESORT + PARK RELAXED FIT
I need one outfit for cold resort days
and a few park laps.
AI · Start with a weatherproof shell,
then balance warmth and mobility.
3L REALM SHELL
$289
ADD COMPLETE OUTFIT · $624
WHY THIS WORKS · 5/5 waterproof · relaxed articulation · layer-ready warmth
B · GUIDED STEPPER — lower cognitive load + persistent preview
SNOW OUTFIT
BUILD YOUR OUTFIT · STEP 2 OF 5
01 TRIP
02 WEATHER
03 ACTIVITY
04 STYLE
05 REVIEW
What conditions will you face?
● EXTREME COLD
○ HEAVY SNOW
○ VARIABLE WEATHER
LIVE PREVIEW
3L REALM SHELL
$289
BACK CONTINUE
C · VISUAL OUTFIT CANVAS — compare, swap and refine spatially
SNOW OUTFIT
NISEKO · −12°C PARK / RESORT RELAXED
REFINE
WARMTH ●●●○○
FIT RELAXED
COLOR NEUTRAL
BUDGET $700
AI RATIONALE
Weatherproof shell
+ flexible bottom
SWAP ITEM ↗
ALTERNATIVE 01 ALTERNATIVE 02 ALTERNATIVE 03
ADD OUTFIT · $624
Selected direction A: conversation and the live outfit remain visible together, so shoppers can understand the AI’s reasoning, refine individual pieces and monitor the total without losing context.
Fay Zou’s portfolio
Outcome
CURRENT STATUS / CLIENT-APPROVED BID
This redesign was produced as a bid proposal—not yet a live product. The client is very satisfied with the direction, has accepted the proposal, and has handed it to backend engineers to complete backend requirements and verify technical feasibility.
APPROVED → ENGINEERING → Q4 TARGET
01 Proposal accepted
The client is satisfied with the redesign and has formally accepted this direction.
02 Backend handoff
Backend engineers are completing the system requirements and validating technical feasibility.
03 Target: Q4 2026
If implementation and feasibility review proceed smoothly, launch is planned for Q4 2026.
Fay Zou’s portfolio
Overview
Snow Outfit is a North American ski-apparel e-commerce site whose technical navigation, product information and sizing decisions create friction for young, first-time skiers. Heat-map data shows that 12% exit in the menu, 51% leave on product detail pages and only 14% complete an order.
How might we preserve the depth and efficiency experienced skiers value, while making product discovery, comparison and purchase clearer and more confidence-building for first-time skiers?
12%
exit in menu
51%
exit on PDP
14%
place an order
Source: Employer-provided Microsoft Clarity screenshots, data, and charts.
Data Timeframe: Q1 2026 (January to March)
PROJECT DETAILS / OWNERSHIP & DELIVERY
Scope, ownership and delivery at a glance
MY ROLE
Product Designer
Owned the end-to-end redesign, translating the client’s business problem into a clearer shopping experience.
TEAM SIZE
1 Designer
A solo project with full ownership across research, strategy, UX/UI design and the final proposal.
TIMELINE
Apr — May 2026
From April through the end of May 2026, covering research, strategy, UX/UI design and proposal delivery.
STATUS
Accepted · Feasibility review
Client-approved bid, now with backend engineers to complete requirements and validate technical feasibility. Target launch: Q4 2026, if implementation proceeds smoothly.
PROJECT GOALS / WHAT THE REDESIGN MUST ACHIEVE
Designing confidence into the shopping journey
Three aligned goals turn a complex product catalog into a clearer path from discovery to purchase.
01 / USER NEED
Confident first-time choices
Help young, first-time skiers evaluate product fit quickly and choose with confidence.
02 / BUSINESS GOAL
Less friction, more conversion
Streamline the core shopping flow, reduce cognitive load and move more visitors toward purchase.
DISCOVER → COMPARE → DECIDE
03 / DESIGN STRATEGY
Context before complexity
Clarify specifications and comparisons through guided discovery, strong hierarchy and contextual recommendations.
RESEARCH SNAPSHOT / MY DESIGN GOAL
A website that caters to experienced skiers while also helping first-time skiers.
Four concise findings define the opportunity, the decision barriers and the scope of the redesign.
18–25 / FIRST-TIME SKIERS
01 / TARGET GROUP
Style-conscious beginners
Moderate budgets and strong aesthetics, but limited knowledge of technical ski-apparel needs. They resist premium prices for generic designs.
AFFORDABLE ↔ DISTINCTIVE
02 / MARKET VALUE
Entry-to-mid tier, without looking generic
Budget-friendly ski wear with distinctive styling fills the gap between basic entry options and premium mainstream brands.
PRICE · STYLE · WARMTH · WATERPROOFING
OUTFIT · DELIVERY · RETURNS...........
03 / USER PAIN POINTS
Too many factors, too little clarity
The site obscures the factors shoppers compare, while first-time visitors often arrive without knowing what they need.
DISCOVER → COMPARE → CHOOSE
04 / MY RESPONSIBILITY
Redesign the discovery system
Rework the core layout, information architecture and decision flow so young first-time shoppers can find suitable ski wear intuitively.
Fay Zou’s portfolio
Research
Across three category leaders, the strongest pattern is simple: shoppers understand protection when technical detail is translated into context, hierarchy and visual cues.
01 THE NORTH FACE
Context is clear. Protection levels are not.
WORKS Product categories are organized by use environment and layering, giving shoppers a meaningful starting point.
BREAKS The PDP stays vague about specific windproof and waterproof performance, so comparison still requires guesswork.
02 PATAGONIA
Rich material detail, weak decision support.
WORKS Fabric and construction information is comprehensive and signals technical credibility.
BREAKS Dense copy never translates into a clear cold, wind or water protection decision for an average shopper.
03 COLUMBIA
Visual proof works—until scale hides the detail.
WORKS Detailed categories and clear protection icons make performance easier to scan and compare.
BREAKS Oversized imagery pushes supporting text into a smaller, less intuitive role and weakens the information hierarchy.
SEE DETAIL →
USER SURVEY / QUESTION FRAMEWORK
Nine questions, four decision moments
We kept the survey short and followed the shopper from identity to experience, product confidence and exit.
01 / WHO
Who are you?
Age range
College student or occupation
Q1–2 · PROFILE
WHY THIS LENS?
Reveals audience context so recommendations, tone and price framing match real life.
02 / SKI CONTEXT
How do you ski?
First trip or experienced?
How often—and when is gear needed?
Q4–6 · EXPERIENCE
WHY THIS LENS?
Shows skill, frequency and timing so guidance can match protection needs and urgency.
03 / GEAR CONFIDENCE
What feels uncertain?
Waterproof · windproof · warmth
What concerns you most?
Q3 + Q7 · NEEDS
WHY THIS LENS?
Identifies which technical claims create doubt and where clearer proof is needed.
04 / CONVERSION
Where did trust drop?
Ordered on SnowOutfit?
Exit: home · product · payment
Q8–9 · FUNNEL
WHY THIS LENS?
Pinpoints the stage where confidence breaks so the funnel can remove the right friction.
USER SURVEY RESULT
Confidence breaks before checkout
The evidence converges on one issue: most visitors are young, novice and unsure how product specifications map to a real ski trip.
GOOGLE FORM · INTERNAL SITE LINKS
Only 7 of 43 respondents completed an order.
19 left after the product page
10 abandoned cart or checkout
7 exited from catalog or menu
Questions covered age, occupation, skiing experience, protection knowledge, purchase urgency, concerns, exit stage and emotional mindset. The pattern matched internal stakeholder feedback.
PERSONA
01 / CONFIDENCE
First-time skiers
Confused and anxious about cold, fit and buying the wrong gear.
Chaotic browsing; depends on bundles, size charts, reviews and return reassurance.
NEED A guided starting point in plain language.
EXIT STAGE · BROWSING → PRODUCT DETAIL
RAGE-QUIT TRIGGER — Dense jargon, weak fit guidance and no clear protection recommendation make a costly mistake feel inevitable.
02 / EXPRESSION
Aesthetic upgraders
Experienced, style-aware and bored with standard ski looks.
Starts with new arrivals and color, fit or style filters; studies visuals, video and social proof before scanning specs.
NEED Camera-ready individuality with credible performance.
EXIT STAGE · PRODUCT LIST → PRODUCT DETAIL
RAGE-QUIT TRIGGER — Generic imagery, weak style filters and buried performance proof make every option feel interchangeable.
03 / VALUE
Budget-led visitors
Practical, financially limited and skiing only once or twice a year.
Moves quickly to sale or outlet, then sorts from low to high before considering anything else.
NEED A viable kit without overbuying.
EXIT STAGE · CART → CHECKOUT
RAGE-QUIT TRIGGER — Shipping costs, unavailable sizes and unclear returns push the “affordable” outfit beyond their comfort zone.
USER JOURNEY MAP / WHERE UNCERTAINTY COMPOUNDS
Discovery creates interest; product detail must convert that interest into confidence.
DESIGN OPPORTUNITIES / WEBSITE PLACEMENT
Three opportunities, placed where confidence breaks.
The Journey Map shows three different confidence failures. Each opportunity belongs at the website moment where that failure becomes most costly.
01 / SCENARIO-BASED ENTRY
Start with the shopper,
not the catalog.
WEBSITE AREA
Homepage · Category landing
Main navigation
JOURNEY STAGE
Discovery → Browsing apparel
WHAT CHANGES
Ask trip type, skill, weather and budget before showing products. Route the shopper into a starter kit, full outfit or focused category.
02 / VISUAL PRODUCT DETAILS
Make protection
visible at a glance.
WEBSITE AREA
Product listing cards · Filters
Product detail media + specifications
JOURNEY STAGE
Browsing apparel → Apparel details
WHAT CHANGES
Pair simple protection ratings with usage scenarios, fit and layering diagrams, and side-by-side comparison. Translate specifications into clear cold, wind and water decisions.
03 / AI-GUIDED OUTFIT BUILDER
Complete the outfit
before checkout doubt.
WEBSITE AREA
Product detail · Outfit builder
Cart · Pre-checkout
JOURNEY STAGE
Apparel details → Checkout & payment
WHAT CHANGES
Build a complete outfit around budget, skill, warmth and style. Validate size, compatibility, delivery and returns before the shopper commits.
Fay Zou’s portfolio
Product Strategy
Each opportunity answers a different moment of uncertainty—from entering the category, to understanding performance, to committing to a complete look.
HOW THESE THREE WERE SELECTED
Survey exits showed where confidence dropped, personas explained why, and competitor analysis revealed the missing support. Together, the three strategies cover entry, product understanding and purchase commitment without duplicating the same solution.
01 / SCENARIO-BASED ENTRY
Guide the first decision
12% homepage exits · all 7 were first-time skiers
Replace generic filters with real-life starting points that beginners already understand.
Budget
First trip
Style
Weather
Full outfit
Starter kit
FEASIBILITY · HIGH / DIFFICULTY · LOW
Mostly IA, content and rule-based recommendations using existing product data.
02 / VISUAL PRODUCT PROOF
Turn specs into confidence
19 of 36 exits happened on PDP · 16 were beginners
Translate fabric data into icons and simple comparison bars—so performance feels useful, not technical.
Waterproof
Windproof
Weather
Layering
FEASIBILITY · MEDIUM–HIGH / DIFFICULTY · MEDIUM
Needs a shared rating model, icon system and catalog-wide PDP content updates.
03 / COMPLETE-LOOK BUILDER
Make the full look tangible
22 of 43 want more distinctive ski styles
Use a 3D outfit builder and curated bundles to preview a complete, camera-ready look before buying.
Style
Budget
Color
Warmth
Waterproof
Delivery
FEASIBILITY · MEDIUM / DIFFICULTY · HIGH
Needs recommendation logic, compatibility data, visual tooling and deeper engineering.
RESEARCH SIGNAL
≈50%
experienced skiers are seeking a more distinctive style upgrade
MVP PRIORITY / OUTFIT BUILDER
Start where desire is strongest
Prioritize the Outfit Builder: it serves the clearest high-intent segment while connecting style discovery, product understanding and conversion in one experience.
ONE SIMPLE PATH
01
Choose
style + needs
02
Preview
complete 3D look
03
Buy
ready outfit
3 DESIGN OPPORTUNITIES
01 / CLARITY
Add Guided Entry
Start from the shopper’s real context: first trip, budget, style or weather. Add more detailed categories directly to the homepage.
02 / UNDERSTAND
Improve Product Detail Page
Replace specification walls with rating bars, scenarios and quick comparisons. Add a description that clearly indicates the suitable environment and style for the product.
03 / Coordination
AI Outfit Builder
Provide an AI assistant for inexperienced beginners to directly help analyze needs, coordinate outfits, and select products.
Design
FROM STRATEGY TO INTERFACE
Designing confidence into every decision
The final design translates the three opportunities identified in Strategy into a connected shopping journey: help beginners describe their real context, make technical performance understandable, and turn preferences into a complete outfit that feels easy to refine and buy.
01 / DISCOVER · SCENARIO-BASED GUIDANCE
Start with the trip—not the taxonomy
Instead of asking first-time skiers to understand product categories, the experience begins with familiar signals: destination, dates, experience, taste and budget. Natural-language input, quick-answer chips and three focused questions reduce the effort of getting started, while the live outfit panel shows how each answer changes the recommendation.
Design decisions: beginner-safe language · optional style questions · visible progress · weather and budget handled by the system.
DESIGN PROCESS · FROM ROUGH SKETCH TO SELECTED FLOW
RAW SKETCH → STRUCTURE TEST → SELECTED HOMEPAGE FLOW
Decision: lead with familiar conditions and activities before exposing product taxonomy, so first-time shoppers can enter through the trip they understand.
ENTRY HIERARCHY
SELECTED · SHOP BY CONDITIONS
SNOW OUTFIT
SHOP BY CONDITIONS WEATHER ACTIVITY
SHELL SCENE BOTTOM
EXTREME COLD
Insulated shell · −18°C
RESORT DAY
Comfort · lift-ready layers
PARK / RIDE
Mobility · relaxed fit
02 / UNDERSTAND · VISUAL PRODUCT PROOF
Translate specifications into decisions
The PDP replaces a wall of raw fabric data with a material passport, icon-led rating bars and plain-language explanations for waterproofing, wind protection, breathability, warmth and fit. Scenario cards answer “When would I need this?”, while the layering guide connects temperature to a complete system rather than a single product.
Strategy connection: technical evidence becomes scannable, comparable and meaningful for beginners before they reach the purchase decision.
DESIGN PROCESS · THREE LAYOUT DIRECTIONS
LAYOUT EXPLORATION → COMPARE READING PATTERNS → SELECT CLASSIC SPLIT
A · CLASSIC SPLIT — gallery + purchase panel
SNOW OUTFIT
SHOP STORIES AI BUILDER
3L REALM SHELL
$289 · RELAXED FIT
Weatherproof shell for resort + park
WATERPROOF 5/5 WARMTH 3/5 BREATHABILITY 4/5
BEST FOR · RESORT DAYS
LAYERING · BASE + MID
B · EDITORIAL HERO — immersive image + floating buy card
SNOW OUTFIT
BUILT FOR THE
LINE YOU CHOOSE
3L REALM SHELL
$289
Extreme weather protection
FIELD STORY
5/5 WATERPROOF
4/5 BREATHABLE
3/5 WARMTH
FIT + LAYERING
C · STICKY STORY RAIL — fixed product + scrolling proof
SNOW OUTFIT
3L REALM SHELL $289
WHITE · RELAXED · UNISEX
MATERIAL PASSPORT WATERPROOF 5/5 BREATHABLE 4/5
CONDITIONS
LAYERING + DETAILS
03 / COMBINE · COMPLETE OUTFIT CONFIDENCE
Show the reasoning, then make the set editable
The recommendation screen keeps the conversation and the outfit visible at the same time. Weather intelligence explains the conditions behind the choice; each product includes its role, price and fit rationale; Swap actions and quick refinements let shoppers adjust warmth, style or budget without restarting. A match score, running total and “Add complete outfit” CTA turn exploration into a confident full-set decision.
Strategy connection: the Outfit Builder is not a black box—it makes compatibility visible and preserves shopper control.
DESIGN PROCESS · THREE INTERACTION MODELS
INTERACTION MODEL EXPLORATION → TEST CONTROL + EXPLANATION → SELECT LIVE CONVERSATION
A · CONVERSATION + LIVE CART — closest to final direction
SNOW OUTFIT
NISEKO · −12°C RESORT + PARK RELAXED FIT
I need one outfit for cold resort days
and a few park laps.
AI · Start with a weatherproof shell,
then balance warmth and mobility.
3L REALM SHELL
$289
ADD COMPLETE OUTFIT · $624
WHY THIS WORKS · 5/5 waterproof · relaxed articulation · layer-ready warmth
B · GUIDED STEPPER — lower cognitive load + persistent preview
SNOW OUTFIT
BUILD YOUR OUTFIT · STEP 2 OF 5
01 TRIP
02 WEATHER
03 ACTIVITY
04 STYLE
05 REVIEW
What conditions will you face?
● EXTREME COLD
○ HEAVY SNOW
○ VARIABLE WEATHER
LIVE PREVIEW
3L REALM SHELL
$289
BACK CONTINUE
C · VISUAL OUTFIT CANVAS — compare, swap and refine spatially
SNOW OUTFIT
NISEKO · −12°C PARK / RESORT RELAXED
REFINE
WARMTH ●●●○○
FIT RELAXED
COLOR NEUTRAL
BUDGET $700
AI RATIONALE
Weatherproof shell
+ flexible bottom
SWAP ITEM ↗
ALTERNATIVE 01 ALTERNATIVE 02 ALTERNATIVE 03
ADD OUTFIT · $624
Selected direction A: conversation and the live outfit remain visible together, so shoppers can understand the AI’s reasoning, refine individual pieces and monitor the total without losing context.
Fay Zou’s portfolio
Outcome
CURRENT STATUS / CLIENT-APPROVED BID
This redesign was produced as a bid proposal—not yet a live product. The client is very satisfied with the direction, has accepted the proposal, and has handed it to backend engineers to complete backend requirements and verify technical feasibility.
APPROVED → ENGINEERING → Q4 TARGET
01 Proposal accepted
The client is satisfied with the redesign and has formally accepted this direction.
02 Backend handoff
Backend engineers are completing the system requirements and validating technical feasibility.
03 Target: Q4 2026
If implementation and feasibility review proceed smoothly, launch is planned for Q4 2026.
Fay Zou’s portfolio
Overview
Snow Outfit is a North American ski-apparel e-commerce site whose technical navigation, product information and sizing decisions create friction for young, first-time skiers. Heat-map data shows that 12% exit in the menu, 51% leave on product detail pages and only 14% complete an order.
How might we preserve the depth and efficiency experienced skiers value, while making product discovery, comparison and purchase clearer and more confidence-building for first-time skiers?
12%
exit in menu
51%
exit on PDP
14%
place an order
Source: Employer-provided Microsoft Clarity screenshots, data, and charts.
Data Timeframe: Q1 2026 (January to March)
PROJECT DETAILS / OWNERSHIP & DELIVERY
Scope, ownership and delivery at a glance
MY ROLE
Product Designer
Owned the end-to-end redesign, translating the client’s business problem into a clearer shopping experience.
TEAM SIZE
1 Designer
A solo project with full ownership across research, strategy, UX/UI design and the final proposal.
TIMELINE
Apr — May 2026
From April through the end of May 2026, covering research, strategy, UX/UI design and proposal delivery.
STATUS
Accepted · Feasibility review
Client-approved bid, now with backend engineers to complete requirements and validate technical feasibility. Target launch: Q4 2026, if implementation proceeds smoothly.
PROJECT GOALS / WHAT THE REDESIGN MUST ACHIEVE
Designing confidence into the shopping journey
Three aligned goals turn a complex product catalog into a clearer path from discovery to purchase.
01 / USER NEED
Confident first-time choices
Help young, first-time skiers evaluate product fit quickly and choose with confidence.
02 / BUSINESS GOAL
Less friction, more conversion
Streamline the core shopping flow, reduce cognitive load and move more visitors toward purchase.
DISCOVER → COMPARE → DECIDE
03 / DESIGN STRATEGY
Context before complexity
Clarify specifications and comparisons through guided discovery, strong hierarchy and contextual recommendations.
RESEARCH SNAPSHOT / MY DESIGN GOAL
A website that caters to experienced skiers while also helping first-time skiers.
Four concise findings define the opportunity, the decision barriers and the scope of the redesign.
18–25 / FIRST-TIME SKIERS
01 / TARGET GROUP
Style-conscious beginners
Moderate budgets and strong aesthetics, but limited knowledge of technical ski-apparel needs. They resist premium prices for generic designs.
AFFORDABLE ↔ DISTINCTIVE
02 / MARKET VALUE
Entry-to-mid tier, without looking generic
Budget-friendly ski wear with distinctive styling fills the gap between basic entry options and premium mainstream brands.
PRICE · STYLE · WARMTH · WATERPROOFING
OUTFIT · DELIVERY · RETURNS...........
03 / USER PAIN POINTS
Too many factors, too little clarity
The site obscures the factors shoppers compare, while first-time visitors often arrive without knowing what they need.
DISCOVER → COMPARE → CHOOSE
04 / MY RESPONSIBILITY
Redesign the discovery system
Rework the core layout, information architecture and decision flow so young first-time shoppers can find suitable ski wear intuitively.
Fay Zou’s portfolio
Research
Across three category leaders, the strongest pattern is simple: shoppers understand protection when technical detail is translated into context, hierarchy and visual cues.
01 THE NORTH FACE
Context is clear. Protection levels are not.
WORKS Product categories are organized by use environment and layering, giving shoppers a meaningful starting point.
BREAKS The PDP stays vague about specific windproof and waterproof performance, so comparison still requires guesswork.
02 PATAGONIA
Rich material detail, weak decision support.
WORKS Fabric and construction information is comprehensive and signals technical credibility.
BREAKS Dense copy never translates into a clear cold, wind or water protection decision for an average shopper.
03 COLUMBIA
Visual proof works—until scale hides the detail.
WORKS Detailed categories and clear protection icons make performance easier to scan and compare.
BREAKS Oversized imagery pushes supporting text into a smaller, less intuitive role and weakens the information hierarchy.
SEE DETAIL →
USER SURVEY / QUESTION FRAMEWORK
Nine questions, four decision moments
We kept the survey short and followed the shopper from identity to experience, product confidence and exit.
01 / WHO
Who are you?
Age range
College student or occupation
Q1–2 · PROFILE
WHY THIS LENS?
Reveals audience context so recommendations, tone and price framing match real life.
02 / SKI CONTEXT
How do you ski?
First trip or experienced?
How often—and when is gear needed?
Q4–6 · EXPERIENCE
WHY THIS LENS?
Shows skill, frequency and timing so guidance can match protection needs and urgency.
03 / GEAR CONFIDENCE
What feels uncertain?
Waterproof · windproof · warmth
What concerns you most?
Q3 + Q7 · NEEDS
WHY THIS LENS?
Identifies which technical claims create doubt and where clearer proof is needed.
04 / CONVERSION
Where did trust drop?
Ordered on SnowOutfit?
Exit: home · product · payment
Q8–9 · FUNNEL
WHY THIS LENS?
Pinpoints the stage where confidence breaks so the funnel can remove the right friction.
USER SURVEY RESULT
Confidence breaks before checkout
The evidence converges on one issue: most visitors are young, novice and unsure how product specifications map to a real ski trip.
GOOGLE FORM · INTERNAL SITE LINKS
Only 7 of 43 respondents completed an order.
19 left after the product page
10 abandoned cart or checkout
7 exited from catalog or menu
Questions covered age, occupation, skiing experience, protection knowledge, purchase urgency, concerns, exit stage and emotional mindset. The pattern matched internal stakeholder feedback.
PERSONA
01 / CONFIDENCE
First-time skiers
Confused and anxious about cold, fit and buying the wrong gear.
Chaotic browsing; depends on bundles, size charts, reviews and return reassurance.
NEED A guided starting point in plain language.
EXIT STAGE · BROWSING → PRODUCT DETAIL
RAGE-QUIT TRIGGER — Dense jargon, weak fit guidance and no clear protection recommendation make a costly mistake feel inevitable.
02 / EXPRESSION
Aesthetic upgraders
Experienced, style-aware and bored with standard ski looks.
Starts with new arrivals and color, fit or style filters; studies visuals, video and social proof before scanning specs.
NEED Camera-ready individuality with credible performance.
EXIT STAGE · PRODUCT LIST → PRODUCT DETAIL
RAGE-QUIT TRIGGER — Generic imagery, weak style filters and buried performance proof make every option feel interchangeable.
03 / VALUE
Budget-led visitors
Practical, financially limited and skiing only once or twice a year.
Moves quickly to sale or outlet, then sorts from low to high before considering anything else.
NEED A viable kit without overbuying.
EXIT STAGE · CART → CHECKOUT
RAGE-QUIT TRIGGER — Shipping costs, unavailable sizes and unclear returns push the “affordable” outfit beyond their comfort zone.
USER JOURNEY MAP / WHERE UNCERTAINTY COMPOUNDS
Discovery creates interest; product detail must convert that interest into confidence.
DESIGN OPPORTUNITIES / WEBSITE PLACEMENT
Three opportunities, placed where confidence breaks.
The Journey Map shows three different confidence failures. Each opportunity belongs at the website moment where that failure becomes most costly.
01 / SCENARIO-BASED ENTRY
Start with the shopper,
not the catalog.
WEBSITE AREA
Homepage · Category landing
Main navigation
JOURNEY STAGE
Discovery → Browsing apparel
WHAT CHANGES
Ask trip type, skill, weather and budget before showing products. Route the shopper into a starter kit, full outfit or focused category.
02 / VISUAL PRODUCT DETAILS
Make protection
visible at a glance.
WEBSITE AREA
Product listing cards · Filters
Product detail media + specifications
JOURNEY STAGE
Browsing apparel → Apparel details
WHAT CHANGES
Pair simple protection ratings with usage scenarios, fit and layering diagrams, and side-by-side comparison. Translate specifications into clear cold, wind and water decisions.
03 / AI-GUIDED OUTFIT BUILDER
Complete the outfit
before checkout doubt.
WEBSITE AREA
Product detail · Outfit builder
Cart · Pre-checkout
JOURNEY STAGE
Apparel details → Checkout & payment
WHAT CHANGES
Build a complete outfit around budget, skill, warmth and style. Validate size, compatibility, delivery and returns before the shopper commits.
Fay Zou’s portfolio
Product Strategy
Each opportunity answers a different moment of uncertainty—from entering the category, to understanding performance, to committing to a complete look.
HOW THESE THREE WERE SELECTED
Survey exits showed where confidence dropped, personas explained why, and competitor analysis revealed the missing support. Together, the three strategies cover entry, product understanding and purchase commitment without duplicating the same solution.
01 / SCENARIO-BASED ENTRY
Guide the first decision
12% homepage exits · all 7 were first-time skiers
Replace generic filters with real-life starting points that beginners already understand.
Budget
First trip
Style
Weather
Full outfit
Starter kit
FEASIBILITY · HIGH / DIFFICULTY · LOW
Mostly IA, content and rule-based recommendations using existing product data.
02 / VISUAL PRODUCT PROOF
Turn specs into confidence
19 of 36 exits happened on PDP · 16 were beginners
Translate fabric data into icons and simple comparison bars—so performance feels useful, not technical.
Waterproof
Windproof
Weather
Layering
FEASIBILITY · MEDIUM–HIGH / DIFFICULTY · MEDIUM
Needs a shared rating model, icon system and catalog-wide PDP content updates.
03 / COMPLETE-LOOK BUILDER
Make the full look tangible
22 of 43 want more distinctive ski styles
Use a 3D outfit builder and curated bundles to preview a complete, camera-ready look before buying.
Style
Budget
Color
Warmth
Waterproof
Delivery
FEASIBILITY · MEDIUM / DIFFICULTY · HIGH
Needs recommendation logic, compatibility data, visual tooling and deeper engineering.
RESEARCH SIGNAL
≈50%
experienced skiers are seeking a more distinctive style upgrade
MVP PRIORITY / OUTFIT BUILDER
Start where desire is strongest
Prioritize the Outfit Builder: it serves the clearest high-intent segment while connecting style discovery, product understanding and conversion in one experience.
ONE SIMPLE PATH
01
Choose
style + needs
02
Preview
complete 3D look
03
Buy
ready outfit
3 DESIGN OPPORTUNITIES
01 / CLARITY
Add Guided Entry
Start from the shopper’s real context: first trip, budget, style or weather. Add more detailed categories directly to the homepage.
02 / UNDERSTAND
Improve Product Detail Page
Replace specification walls with rating bars, scenarios and quick comparisons. Add a description that clearly indicates the suitable environment and style for the product.
03 / Coordination
AI Outfit Builder
Provide an AI assistant for inexperienced beginners to directly help analyze needs, coordinate outfits, and select products.
Design
FROM STRATEGY TO INTERFACE
Designing confidence into every decision
The final design translates the three opportunities identified in Strategy into a connected shopping journey: help beginners describe their real context, make technical performance understandable, and turn preferences into a complete outfit that feels easy to refine and buy.
01 / DISCOVER · SCENARIO-BASED GUIDANCE
Start with the trip—not the taxonomy
Instead of asking first-time skiers to understand product categories, the experience begins with familiar signals: destination, dates, experience, taste and budget. Natural-language input, quick-answer chips and three focused questions reduce the effort of getting started, while the live outfit panel shows how each answer changes the recommendation.
Design decisions: beginner-safe language · optional style questions · visible progress · weather and budget handled by the system.
DESIGN PROCESS · FROM ROUGH SKETCH TO SELECTED FLOW
RAW SKETCH → STRUCTURE TEST → SELECTED HOMEPAGE FLOW
Decision: lead with familiar conditions and activities before exposing product taxonomy, so first-time shoppers can enter through the trip they understand.
ENTRY HIERARCHY
SELECTED · SHOP BY CONDITIONS
SNOW OUTFIT
SHOP BY CONDITIONS WEATHER ACTIVITY
SHELL SCENE BOTTOM
EXTREME COLD
Insulated shell · −18°C
RESORT DAY
Comfort · lift-ready layers
PARK / RIDE
Mobility · relaxed fit
02 / UNDERSTAND · VISUAL PRODUCT PROOF
Translate specifications into decisions
The PDP replaces a wall of raw fabric data with a material passport, icon-led rating bars and plain-language explanations for waterproofing, wind protection, breathability, warmth and fit. Scenario cards answer “When would I need this?”, while the layering guide connects temperature to a complete system rather than a single product.
Strategy connection: technical evidence becomes scannable, comparable and meaningful for beginners before they reach the purchase decision.
DESIGN PROCESS · THREE LAYOUT DIRECTIONS
LAYOUT EXPLORATION → COMPARE READING PATTERNS → SELECT CLASSIC SPLIT
A · CLASSIC SPLIT — gallery + purchase panel
SNOW OUTFIT
SHOP STORIES AI BUILDER
3L REALM SHELL
$289 · RELAXED FIT
Weatherproof shell for resort + park
WATERPROOF 5/5 WARMTH 3/5 BREATHABILITY 4/5
BEST FOR · RESORT DAYS
LAYERING · BASE + MID
B · EDITORIAL HERO — immersive image + floating buy card
SNOW OUTFIT
BUILT FOR THE
LINE YOU CHOOSE
3L REALM SHELL
$289
Extreme weather protection
FIELD STORY
5/5 WATERPROOF
4/5 BREATHABLE
3/5 WARMTH
FIT + LAYERING
C · STICKY STORY RAIL — fixed product + scrolling proof
SNOW OUTFIT
3L REALM SHELL $289
WHITE · RELAXED · UNISEX
MATERIAL PASSPORT WATERPROOF 5/5 BREATHABLE 4/5
CONDITIONS
LAYERING + DETAILS
03 / COMBINE · COMPLETE OUTFIT CONFIDENCE
Show the reasoning, then make the set editable
The recommendation screen keeps the conversation and the outfit visible at the same time. Weather intelligence explains the conditions behind the choice; each product includes its role, price and fit rationale; Swap actions and quick refinements let shoppers adjust warmth, style or budget without restarting. A match score, running total and “Add complete outfit” CTA turn exploration into a confident full-set decision.
Strategy connection: the Outfit Builder is not a black box—it makes compatibility visible and preserves shopper control.
DESIGN PROCESS · THREE INTERACTION MODELS
INTERACTION MODEL EXPLORATION → TEST CONTROL + EXPLANATION → SELECT LIVE CONVERSATION
A · CONVERSATION + LIVE CART — closest to final direction
SNOW OUTFIT
NISEKO · −12°C RESORT + PARK RELAXED FIT
I need one outfit for cold resort days
and a few park laps.
AI · Start with a weatherproof shell,
then balance warmth and mobility.
3L REALM SHELL
$289
ADD COMPLETE OUTFIT · $624
WHY THIS WORKS · 5/5 waterproof · relaxed articulation · layer-ready warmth
B · GUIDED STEPPER — lower cognitive load + persistent preview
SNOW OUTFIT
BUILD YOUR OUTFIT · STEP 2 OF 5
01 TRIP
02 WEATHER
03 ACTIVITY
04 STYLE
05 REVIEW
What conditions will you face?
● EXTREME COLD
○ HEAVY SNOW
○ VARIABLE WEATHER
LIVE PREVIEW
3L REALM SHELL
$289
BACK CONTINUE
C · VISUAL OUTFIT CANVAS — compare, swap and refine spatially
SNOW OUTFIT
NISEKO · −12°C PARK / RESORT RELAXED
REFINE
WARMTH ●●●○○
FIT RELAXED
COLOR NEUTRAL
BUDGET $700
AI RATIONALE
Weatherproof shell
+ flexible bottom
SWAP ITEM ↗
ALTERNATIVE 01 ALTERNATIVE 02 ALTERNATIVE 03
ADD OUTFIT · $624
Selected direction A: conversation and the live outfit remain visible together, so shoppers can understand the AI’s reasoning, refine individual pieces and monitor the total without losing context.
Fay Zou’s portfolio
Outcome
CURRENT STATUS / CLIENT-APPROVED BID
This redesign was produced as a bid proposal—not yet a live product. The client is very satisfied with the direction, has accepted the proposal, and has handed it to backend engineers to complete backend requirements and verify technical feasibility.
APPROVED → ENGINEERING → Q4 TARGET
01 Proposal accepted
The client is satisfied with the redesign and has formally accepted this direction.
02 Backend handoff
Backend engineers are completing the system requirements and validating technical feasibility.
03 Target: Q4 2026
If implementation and feasibility review proceed smoothly, launch is planned for Q4 2026.