Adolfo Domínguez — simplifying product discovery in fashion ecommerce

Clothes are not content. They are made to be worn.

Digital fashion often becomes an endless stream of images. Products compete for attention, but a garment cannot be understood in a second — its value lives in the fabric, shape, movement and how it fits into someone’s life.

This redesign explores a slower, more intentional way of discovering fashion: revealing what matters so users can move beyond appearance and better understand each garment before choosing it.

Less scrolling. More seeing.

Context

Fashion ecommerce is increasingly optimised for speed, but choosing clothes still depends on details that are difficult to communicate through a screen — fit, texture, movement, materials and how a garment might work in everyday life.

For Adolfo Domínguez, that tension is especially relevant. The brand is built around timeless design, lasting materials and a more considered relationship with fashion.

The opportunity was not to slow the purchase down, but to make each step more intentional — connecting discovery, product understanding and decision-making within a clearer digital journey.

Reading the shopping journey

An expert review of how the experience supports — or interrupts — the decisions users make before buying.

To understand the current experience, I reviewed the core mobile journey as a sequence of decisions rather than a set of screens.

I followed the path from discovering a garment to understanding it, choosing a size and committing to the purchase, looking at what the interface made clear, what users still had to infer and where confidence could break down.

Current experience

Easy too see. Hard to understand.

The experience gives users access to a broad, visually expressive catalogue. But seeing a garment is only the beginning of the decision.

To evaluate it, users still need to connect separate pieces of information about silhouette, fabric, fit, sizing and use. The content exists, but the meaning often has to be assembled by the user.

What begins as visual attraction can become uncertainty as the journey moves closer to purchase.

Decision gaps

01 — VISIBILITY WITHOUT DIFFERENTIATION

Products are easy to access, but the differences between similar garments are not always easy to interpret.

Names, images and attributes describe each piece individually, while comparison still depends heavily on visual judgement.

Implication

Users can browse the collection without necessarily knowing where to focus.

02 — INFORMATION WITHOUT SYNTHESIS

Fit, composition, measurements and sizing information may be available, but they appear as separate inputs.

Users still have to combine them to answer a much simpler question: How is this garment likely to fit me?

Implication

Access to information does not automatically create confidence..

03 — MEANING AFTER ATTRACTION

Some of the details that explain the value of a garment — construction, material behaviour, care or longevity — appear later in the journey.

By then, users may already have judged the product mainly through photography and price.

Implication

The reasons to choose a garment are not always visible when interest is first formed.

Key insight

Discovery creates desire. Understanding creates confidence.

The challenge was not to show more products or add more information.

It was to reduce the gap between what users could see and what they needed to understand before choosing.

Design principles

A shopping journey built around understanding

From visual interest to informed choice.

The redesign focuses on the moments where users move from seeing a garment to deciding whether it is right for them.

Rather than adding more content or functionality, the experience reorganises existing information around the questions users need to answer.

The direction is built around three connected actions: discover with more context, understand the garment beyond the image, and choose with less uncertainty.

Turning product information into decision support

A clearer path from browsing to choosing.

The redesigned journey brings product meaning closer to the moments when users need it.

Rather than treating the catalogue, product page and size selection as separate screens, the experience connects them as part of the same decision journey. Each stage answers a different question and helps users move forward with more confidence.

Making differences visible before the product page

Product discovery should help users do more than scan images and prices. It should provide enough context to understand why one garment may be more relevant than another.

The redesigned catalogue brings key product differences forward, helping users narrow the collection without opening multiple product pages.

• A clearer catalogue hierarchy

Categories, filters and sorting were reorganised to make the current selection easier to understand.

• Product cards with more meaning

Attributes such as silhouette, material or fit are surfaced directly within the catalogue, helping users distinguish between similar garments.

• Exploration before commitment

Size selection and purchase actions are kept out of the initial browsing surface, allowing the catalogue to focus on comparison and discovery.

The catalogue becomes a place to evaluate, not just a place to scroll.

Understand the garment

From isolated attributes to a clearer picture of the garment.

A product page should do more than list specifications. It should help users understand how a garment might fit, feel and behave before seeing it in person.

The redesigned product page brings silhouette, material, movement and sizing into a clearer hierarchy, translating product attributes into practical meaning at the moment of evaluation.

01 — Show the garment in context

Full silhouettes, movement and close-up details help users understand proportion, drape and texture.

02 — Explain what attributes mean

Material and construction details are translated into tangible qualities such as weight, feel, flexibility, care and everyday use.

03 — Make fit easier to interpret

Fit information, model reference and garment measurements are brought together rather than shown as separate data points.

04 — Reveal value before commitment

The details that make the garment distinctive become visible before users select a size or add it to the bag.

The product page moves from describing the garment to helping users understand it.

Choose with clarity

Making size selection feel less like a guess.

Choosing a size is one of the highest-friction moments in fashion ecommerce. Users may have access to charts, model references and garment measurements, but still need to interpret how those inputs apply to their body and preferred fit.

The redesigned experience brings that information into a single decision layer, helping users compare measurements, understand the intended fit and choose with more confidence.

01 — Start with fit preference

Users can indicate whether they prefer a closer, true-to-size or more relaxed fit.

02 — Turn measurements into guidance

Body measurements, garment measurements and model references are combined into one recommendation.

03 — Explain the recommendation

The experience shows why a size is suggested, so users can understand the reasoning behind it.

04 — Keep practical information close

Availability, delivery and returns remain visible during size selection, reducing uncertainty before purchase.

The size guide becomes part of the decision, not a separate destination.

The complete journey

A clearer journey from interest to decision.

The final experience connects discovery, product understanding and size selection within one continuous journey.

Each stage reveals the information users need at the right moment — without overwhelming the experience or losing the brand’s editorial character.

What I would validate

This conceptual redesign was developed without access to internal analytics or live customer data, so these outcomes should be understood as hypotheses to test rather than measured impact.

• Faster product differentiation
  Users should be able to identify relevant garments with less exploration.

• Stronger product understanding
  Fit, materials and construction should be easier to interpret before size selection.

• Less uncertainty at purchase
  Integrated sizing guidance should reduce hesitation when choosing a size.

What I would measure

Filter engagement · Product page progression · Size guidance usage · Add-to-bag rate · Size-related returns.

Reflection: What this project reinforced

Fashion ecommerce does not necessarily need more information. It needs a clearer relationship between information and decision-making.

The challenge was preserving the emotional value of discovery while adding enough structure to help users evaluate each garment with more confidence.

Without behavioural data or usability testing, the next step would be to validate whether the proposed hierarchy improves comprehension, sizing confidence and progression towards purchase.

From displaying garments to helping people choose them.