the fashion os

a decentralized fashion market. There is a significant amount of demand for large organizations to address worldwide social and economic problems, with corporate entities acting in their own interests. Control over data ownership becomes scarce as technology improves, only to relate to the human being as a product. In the fashion world, our shopping habits contribute to one of the largest environmental footprints across the globe.

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Setting the stage

setting the stage

When I was brought onto Kingdom I was given a blank Figma project, a lengthy Litepaper, and a project that needed before anything a foundation to build on. Kingdom may be the Fashion OS of web3, but at its core it's an online shopping app. To successfully account for this, the initial phase of R&D will aim to build a solid foundation of an eCommerce/ NFT Platform & an MVP environmental impact report

Competitive Research & Analysis

Competitive Research

& Analysis

To become familiar with the space, I began auditing other platforms to gain insight into their application architecture, shopping experiences, & interaction with Ethereum on chain data.

Takeaways

Competitive Research

& Analysis

Opensea: Prioritizes mobile, but lacks clear discovery hierarchy. reinforced our decision to surface verified projects early

Ssense: Strong at quick-path shopping with high editorial polish. validated our choice to emphasize curated, scrollable content. lacks good filters, led us to prioritize sorting and filtering to support intent-driven search.

tiktok: Minimizes UI affordances to push immersion. we mirrored this by focusing on edge-to-edge content & reusing their 3 button pill for primary actions without losing immersion.

Opportunity Spaces

Opportunity Spaces

After reflecting on & discussing our competitive audit, we established that we should utilize common user flows found in eCommerce apps. The best online shopping apps utilize an almost identical application architecture, but lack the visibility that NFT markets offer, and have no method of environmental traceability.

eCommerce

Universal card designs Universal typography High level categories Hyper-Personalization

Wallet

TradFi accepted Multi-Chain Customizable design User Friendly on boarding

Onchain Data

Hyperlink to Etherscan, etc. Record of minting, offers, etc. Creator royalty rates Collections

Brand Interaction

Brand personalization Backend store management ENS level identity Interacting with Kingdom DAO

Supply Chain Interaction

Brand's audited supply chain Visible to users at a high level Simplified presentation for digestibility

Environmental Impact

Water, electricity & carbon offset Simplified presentation Traceability of NGO contributions Brand directory of contributions

eCommerce

Universal card designs Universal typography High level categories Hyper-Personalization

Wallet

TradFi accepted Multi-Chain Customizable design User Friendly on boarding

Onchain Data

Hyperlink to Etherscan, etc. Record of minting, offers, etc. Creator royalty rates Collections

Brand Interaction

Brand personalization Backend store management ENS level identity Interacting with Kingdom DAO

Supply Chain Interaction

Brand's audited supply chain Visible to users at a high level Simplified presentation for digestibility

Environmental Impact

Water, electricity & carbon offset Simplified presentation Traceability of NGO contributions Brand directory of contributions

Empathy Map

Empathy Map

From here, we continued our research by creating a hybrid empathy map of an NFT marketplace & online shopping application, as Kingdom has many qualities of both of these web apps.

I created a hybrid empathy map of an NFT marketplace & online shopping application,

Pain Points

Pain Points

I created 6 pain points, drawing two from each of the following user experiences.

Using an NFT Marketplace

Difficulty understanding and navigating the complex process of buying and selling NFTs. Lack of trust in the authenticity and value of NFTs, making it difficult to make informed purchases.

Using online fashion retailers

Difficulty understanding and navigating the complex process of buying and selling NFTs. Lack of trust in the authenticity and value of NFTs, making it difficult to make informed purchases.

Environmental Impact

Lack of transparency from companies about their environmental practices & garments impact. Limited options for comparing the environmental impact of different companies in the same industry.

Using an NFT Marketplace

Difficulty understanding and navigating the complex process of buying and selling NFTs. Lack of trust in the authenticity and value of NFTs, making it difficult to make informed purchases.

Using online fashion retailers

Difficulty understanding and navigating the complex process of buying and selling NFTs. Lack of trust in the authenticity and value of NFTs, making it difficult to make informed purchases.

Environmental Impact

Lack of transparency from companies about their environmental practices & garments impact. Limited options for comparing the environmental impact of different companies in the same industry.

Persona: Jocelyne

Persona: Jocelyne

based on market research, pain points, opportunity mapping, empathy work & personal experience in fashion.

Their Story

Jocelyne has been in real estate for 4 years managing commercial properties & clients. Her job requires her to dress business casual, however, she has difficulty finding clothes in store & online in her size, fit and look event after trying on garments. Jocelyne is also concerned about the potential environmental & social issues that brands create. She would rather have a few quality garments over quantity so she’s constantly searching for the perfect piece.

Goals

Buying quality garments Verifying they fit before purchasing Buying from environmentally friendly brands Connect with brands. & their communities

Motivations

Dressing appropriately for their career Contributing to a carbon neutral economy Supporting individual artists & designers

Pain Points

Rarely has their clothes fit when they receive them Always experiences friction when returning garments Doesn't know if their favorite brands are actually environmentally friendly Doesn't really use crypto or NFT's

Their Story

Jocelyne has been in real estate for 4 years managing commercial properties & clients. Her job requires her to dress business casual, however, she has difficulty finding clothes in store & online in her size, fit and look event after trying on garments. Jocelyne is also concerned about the potential environmental & social issues that brands create. She would rather have a few quality garments over quantity so she’s constantly searching for the perfect piece.

Goals

Buying quality garments Verifying they fit before purchasing Buying from environmentally friendly brands Connect with brands. & their communities

Motivations

Dressing appropriately for their career Contributing to a carbon neutral economy Supporting individual artists & designers

Pain Points

Rarely has their clothes fit when they receive them Always experiences friction when returning garments Doesn't know if their favorite brands are actually environmentally friendly Doesn't really use crypto or NFT's

Application Mapping

application mapping

To determine the structure and the flow of the application, I made an App Map. It shows the various states that a user encounters. It helped me specify which screens would need to be designed and what their purpose was. Here it's used with HiFi mockups.

style guide

colors

grid & spacing

8 px layout grid

60 px high rows

4 column grid
16 px margins

typography

Inter Light 11 14 17 19

Inter Medium 11 14 17 19

Inter Semi Bold 11 14 17 19

logo

interaction guide

  1. Edge-to-edge scroll on Discover prioritizes content immersion and mimics mobile-native app feel

  2. CTA placement remains fixed where critical, ensuring continuity during long-scroll interactions

  3. Color hierarchy remains neutral and lets brands take centerstage

  4. Card spacing optimized for tap targets

style guide

colors

8 px layout grid

60 px high rows

4 column grid
16 px margins

grid & spacing

Inter Light 11 14 17 19
Inter Regular 11 14 17 19
Inter Semi Bold 11 14 17 19

typography

logo

components

components

style guide

colors

8 px layout grid

60 px high rows

4 column grid
16 px margins

grid & spacing

Inter Light 11 14 17 19
Inter Regular 11 14 17 19
Inter Semi Bold 11 14 17 19

typography

logo

components

prototypes

prototypes

Onboarding

Dashboard

Search Market

Become a Creator

Environmental Impact

Account & Brands

Search Market

Environmental Impact

Account & Brands

hifi mocks

hifi mocks

Incorporating User Research, component design & brand design, I finalized the direction & creation of the hifi mockups.

final thoughts

final thoughts

This case study serves as an organic repository of research assets I create throughout Kingdom's lifecycle. This document will be continually updated as we continue designing Kingdom.