Phia

Phia is repositioning fashion discovery, from passive browsing to intelligent, intent-driven decision-making. Behavioural research revealed a fundamental mismatch: people shop by look, by mood, by aspiration, yet every e-commerce surface still demands item-by-item navigation. This case study addresses that gap through “Looks,” a research-defined, end-to-end product design exploration covering UX strategy, interaction design, information architecture, high-fidelity UI, and component systems. The feature enables users to upload any outfit reference and receive an instantly shoppable, budget-aligned look built from Phia's retail and resale ecosystem, extending the product from a price tool into an AI-powered styling platform.