Mys Tyler – the social shopping app for every body
The Instagram-inspired app had been live for about a year with a clear mission: pair women with creators who share their body type to show outfits on real bodies, rather than aspirational ones. The audience was engaged but the founder needed to prove growth and secure the next funding round.
The work was rapid and iterative: brainstorm, design and ship features in close collaboration with the founder, community manager, UX copywriter and lead developer.
200%
Increase in Monthly
Active Users
150%
Increase in retention
14 releases
In a 2022
Design approach
Two users, one ecosystem
We mapped the audience into two groups.
- Users – women struggling to decide what to wear
- Contributors – fashion-confident women enthusiastic about sharing their outfits
Contributors logged in eight times more often than users. Every feature decision started with them.
Feature
Daily Inspo – a reason to open the app every day
The brief was simple: get users returning daily. I pitched a daily outfit prompt paired with a curated selection of on-theme images to break the wardrobe-rut cycle. The feature gave both users and contributors a shared focal point.
Following its launch in March 2022 the app saw significant engagement growth across the year.
26k ⟶ 60k
Monthly Active Users, Q1-Q2 2022
Key insight
Evolving Daily Inspo and adding filters
Surveys flagged two issues: content felt stale quickly and low-quality images were dragging down the app’s feel. We evolved Daily Inspo into a permanent Inspo tab, surfacing curated tags and past prompts in one place. Only quality images made it in.
It gave users a shortcut to what was on trend and made the app feel more considered overall without requiring significant development lift.
Key insight
120,000 outfits and no way to search them
Users told us they wanted to find outfits for a specific occasion. The content was tagged but not searchable. I explored and prototyped four filter flows. Internal testing landed on a simple single-screen overlay: easiest to implement and easiest to use.
Design approach
Out with brown and beige
The first few releases went hand-in-hand with a front-end refresh. A sharper black and white palette replaced the original warm tones, lifting the overall quality feel of the app alongside the new features.
Old Discover
New Discover
Old Profile
New Profile
Key insight
The value proposition was hidden in plain sight
User interviews revealed a two-sided visibility problem: contributors didn’t know they could earn commissions and users didn’t realise they could shop through the app.
We replaced a low engagement blog tab with a scrollable brand directory in the main navigation. Highlighting commission and making brand pages easy to access.
By making the commercial layer visible, we turned a hidden feature into a meaningful retention driver.
Outcome
14 releases in a year and still evolving
The team and I were proud to put out 14 app releases in 2022 (not including bug fixes) with more features in the backlog for future releases. The app still continues to foster body-inclusive fashion in its mission to represent all bodies.
If I could give this App more stars I would. The concept is amazing. Real women being able to see clothing on other women of similar body shapes and size etc takes the hassle out of online shopping and helps in so many ways.
@curveycartel
