Occasion first
The event, theme and date narrow the choice before personal taste does.
Founder-led product / 2023-present
One By One
The gown should fit the occasion without taking over her life.
It is not her birthday or her wedding. She has somewhere to be, a theme to meet and very little time to solve it. One By One was designed as a calmer route from invitation to a gown that fits.
- Role
- Founder, product and experience design
- Audience
- Busy working women in Singapore
- Build 01
- FlutterFlow mobile app
- Build 02
- AI-assisted web product
01 / The overlooked occasion
She is attending the moment, not starring in it.
Most occasionwear language centres the bride, birthday woman, or red-carpet entrance. One By One focused on the guest: someone who still needs to respect a dress code and feel good, but cannot spend days shopping for a single evening.
The service proposition combined a curated rental wardrobe with one-to-one fittings, alterations, styling support, dry cleaning and optional house calls. The product had to reduce effort while the service carried the reassurance.
“I need to fit the theme, trust the fit and get on with my week.”
02 / Research direction
Design around the decision she is actually making.
The early research and service planning reframed gown rental from browsing fashion to resolving an upcoming obligation. Four needs became the product lens.
Fit confidence
Measurements and fitting support matter more than a long catalogue without guidance.
Low effort
Discovery, reservation and fitting must work around a busy week.
Personal attention
One customer at a time turns uncertainty into a guided decision.
03 / A service with a point of view
The brand made rental feel celebratory, not second best.
The identity needed to hold luxury, accessibility and the environmental value of giving gowns another life. Tyrian purple, imperial red and orange supplied confidence; warm neutrals kept the system approachable.
A retro sunray system and flat, eyeless figures kept attention on silhouette and clothing. The resulting language extended beyond a logo into campaigns, catalogue pages, fitting communications and the app.
Build 01Native app / FlutterFlow
04 / From invitation to fitting
The first build made the rental journey portable.
The app was the first operational expression of the service: a place to browse a curated collection, understand each gown, reserve it and move into a one-to-one fitting rather than start again in chat.
I worked across product design, brand, catalogue structure, pricing, customer experience and delivery. Running the venture meant the interface could not be separated from inventory, fittings, alterations and the questions customers asked before committing.
- 01
Start with the occasion
Frame the search around where she is going and when.
- 02
Narrow with fit
Use size and garment measurements to make the shortlist credible.
- 03
Understand the gown
Pair photography with movement, silhouette, price and styling context.
- 04
Move into service
Reserve a private fitting or bring the fitting experience to her.
Build 01 / Admin
The customer app was only half the product.
A companion admin panel connected the catalogue and booking journey to the work behind the service. It gave the operating side one place to manage gowns, availability, customer requests and fittings instead of letting the product end at submission.
Catalogue as product content
Fit information was part of the experience.
The original 49-gown mobile catalogue organised the collection by size and series, then paired measurements with plain-language occasion guidance. It was not just inventory presentation; it helped customers decide whether a gown suited their body and their event.
Build 02Web product / 2026
05 / Change the channel, keep the service
A second build removed the app-download barrier.
The next iteration moved One By One onto the web. Customers can now browse without installing an app, enter their event date and measurements, compare their fit against individual gowns and choose between rental and selected second-life purchases.
The website was built with Codex as an AI-assisted development partner. I directed the product, experience, content, business rules and quality decisions, translating what I had learned from operating the service into a working product.
Fit check
Turn measurements into a useful answer.
Event dateBustWaistHipUsual size
The second build makes fit guidance available before a customer opens an individual gown.
Visit the live product ↗
Build 02 / Admin
The rebuild turns each request into a service workflow.
See the full request
Bring the gown, event date, preferred fitting times, measurements, fulfilment choice and PayNow receipt into one protected view.
Move the work forward
Search requests, add an internal note and move each one through new, confirmed, alternate-time, follow-up, refunded and closed states.
Close the loop
Open a prepared customer reply in Gmail or copy it for Instagram DM when an email address is not available.
Founder reflection
The product changed because the learning continued.
One By One brought research, identity, product design, content, pricing, fittings and daily operations into the same feedback loop. The second build was not a rejection of the app. It was the next decision: preserve the service, remove unnecessary friction and keep making the product easier to use.