Mys Tyler – social shopping for every body
Two users, one ecosystem
Mys Tyler had been live for about a year with a clear mission: pair women with creators who share their body type, using a matching algorithm to surface relevant outfits rather than aspirational ones. The audience was engaged. But the next funding round needed proof of growth.
The work was rapid and iterative: brainstorm, design and ship features in close collaboration with the founder, community manager, UX copywriter and lead developer.
Deliverables
UI / UX Design
User interviews
User testing
Product roadmap
Prototyping
Developer handovers
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
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
Monthly active users, Q1 2022
60k
Monthly active users, Q4 2022
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 release wave 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
Most contributors didn’t know they could earn
User interviews surfaced a significant gap: contributors were unaware they could earn commissions and users didn’t know they could shop through the app. We tackled both sides.
A scrollable brand directory replaced a low-engagement blog tab in the main navigation. Brands offering commission were highlighted and their rates listed clearly. Brand pages that had previously been buried became easy to reach. In late 2022 we published each contributor’s total commission earned on their profile.
Making the commercial layer visible turned an invisible feature into a retention driver for contributors.
Outcome
14 releases in a year. Still going.
The team and I were proud to put out 14 app releases in 2022 (not including bug fixes) with more features in approved 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
