DIPANJAN.work

DIPANJAN.work

Virtual Try on for Festive Clothing

Virtual Try on for
Festive Clothing

Mohey: Manyavar’s women’s ethnic-wear brand, wanted to move beyond its celebrated offline stores and create a premium, festival-ready digital shopping experience.
I led the new digital flagship lets brides, families and festive shoppers browse, plan and buy wedding attire through features like a shareable Wedding Closet, curated lookbooks and mobile-first navigation, delivering the brand’s celebratory feel with the ease of e-commerce.

DIPANJAN.work

Virtual Try on for
Festive Clothing

Mohey: Manyavar’s women’s ethnic-wear brand, wanted to move beyond its celebrated offline stores and create a premium, festival-ready digital shopping experience.
I led the new digital flagship lets brides, families and festive shoppers browse, plan and buy wedding attire through features like a shareable Wedding Closet, curated lookbooks and mobile-first navigation, delivering the brand’s celebratory feel with the ease of e-commerce.

Contents

Overview

The Challenge

Background Research

Process

Outcome

Overview

Role
Role
Role
UX Consultant (Deloitte Digital)
UX Consultant (Deloitte Digital)
UX Consultant (Deloitte Digital)
Project type
Project type
Project type
UX strategy, User Research and Usability testing
UX strategy, User Research and Usability testing
UX strategy, User Research and Usability testing
Client
Client
Client
Manyavar Mohey, (Vedant Fashions, Pvt. Ltd.)
Manyavar Mohey, (Vedant Fashions, Pvt. Ltd.)
Manyavar Mohey, (Vedant Fashions, Pvt. Ltd.)

High ticket prices historically drive consumers to buy Indian ethnic festive wear offline for peace of mind. To shift this behavior, I led a team to develop an app that mimics the premium in store experience, serving as a digital companion that guides and prepares customers before they ever step into a showroom.

The Challenge

Disrupting deeply ingrained offline habits is a complex design challenge

Disrupting deeply ingrained offline habits is a complex design challenge

Disrupting deeply ingrained offline habits is a complex design challenge

How do we….
Scale Mohey’s digital footprint so customers can confidently browse, customise and buy ethnic wear online capturing the warmth and excitement of an in-store wedding-shopping visit?

How do we….
Scale Mohey’s digital footprint so customers can confidently browse, customise and buy ethnic wear online capturing the warmth and excitement of an in-store wedding-shopping visit?

Background Research

Sticker image
Sticker image
Sticker image
Sticker image
Sticker image
Sticker image
Sticker image
Sticker image
Sticker image
Sticker image
Sticker image
Sticker image

COMPETITIVE ANALYSIS

Market benchmarking against competitors like Fabindia, Biba, and Jaypore revealed key digital gaps:

  • Zero curation: Competitors focused on basic e-commerce rather than a guided, wedding-focused journey or personalization.

  • Weak product pages: Lack of contextual styling advice and clear sizing assistance.

  • Poor performance: Mobile catalogs suffered from heavy imagery and confusing navigation.

LOGISTICS & OPERATIONS

To bridge the gap between the tactile assurance of a physical store and a digital screen, my background research focused on decoding the operational friction points of remote luxury tailoring.

INTERACT WITH THE PILLS TO LEARN MORE

Return Barrier

Return Barrier

Date-Locked Deadline

Date-Locked Deadline

Tailoring Anxiety

Tailoring Anxiety

Material Verification

Material Verification

Process

Discover

Discover

Discover

Conducted 83 interviews across 7 cities (a mix of Metro, Tier-1 and Tier-2 locations) covering brides, grooms, festive buyers and key family decision-makers aged 25–55.

  • Observed store visits to learn how families browse together and how influencers such as parents and siblings shape final decisions.

  • Conducted 83 interviews across 7 cities (a mix of Metro, Tier-1 and Tier-2 locations) covering brides, grooms, festive buyers and key family decision-makers aged 25–55.

  • Observed store visits to learn how families browse together and how influencers such as parents and siblings shape final decisions.

Define

We tested key journeys including the Homepage, Product Landing Page (PLP), Product Detail Page (PDP) and the Wedding Closet with real users across the 7 cities:

  • High success rates for browsing and adding items to the closet.

  • Feedback highlighted appreciation for fast-loading visuals and clear outfit combinations.

  • Early tests of the Wedding Closet showed it reduced time to decision for family buyers.

  • Created personas that included not only primary buyers but also family influencers.

  • Mapped the information architecture and prioritised features such as the Wedding Closet and guided lookbooks.


We tested key journeys including the Homepage, Product Landing Page (PLP), Product Detail Page (PDP) and the Wedding Closet with real users across the 7 cities:

  • High success rates for browsing and adding items to the closet.

  • Feedback highlighted appreciation for fast-loading visuals and clear outfit combinations.

  • Early tests of the Wedding Closet showed it reduced time to decision for family buyers.

  • Created personas that included not only primary buyers but also family influencers.

  • Mapped the information architecture and prioritised features such as the Wedding Closet and guided lookbooks.

Design

  • Built wireframes and rapid prototypes to test flows for product discovery and wedding-closet creation.

  • Developed a festive visual language with traditional motifs, rich colour palettes and purposeful motion design to create moments of magic without slowing the site.

  • Ran iterative usability testing to refine checkout and mobile navigation.

Outcome

Digital Impact

  • Delivered Mohey’s first cohesive online flagship store that mirrors the excitement of an in-store celebration.

  • The Wedding Closet feature became the most engaged-with area in user tests, enabling families to shortlist outfits together and driving intent to purchase.

  • Usability sessions revealed strong early retention. Users returned to their saved closets within the same week of onboarding, indicating that the site successfully created repeat digital touchpoints.

Digital Impact

  • Delivered Mohey’s first cohesive online flagship store that mirrors the excitement of an in-store celebration.

  • The Wedding Closet feature became the most engaged-with area in user tests, enabling families to shortlist outfits together and driving intent to purchase.

  • Usability sessions revealed strong early retention. Users returned to their saved closets within the same week of onboarding, indicating that the site successfully created repeat digital touchpoints.

Digital Impact

  • Delivered Mohey’s first cohesive online flagship store that mirrors the excitement of an in-store celebration.

  • The Wedding Closet feature became the most engaged-with area in user tests, enabling families to shortlist outfits together and driving intent to purchase.

  • Usability sessions revealed strong early retention. Users returned to their saved closets within the same week of onboarding, indicating that the site successfully created repeat digital touchpoints.

Digital Impact

  • Delivered Mohey’s first cohesive online flagship store that mirrors the excitement of an in-store celebration.

  • The Wedding Closet feature became the most engaged-with area in user tests, enabling families to shortlist outfits together and driving intent to purchase.

  • Usability sessions revealed strong early retention. Users returned to their saved closets within the same week of onboarding, indicating that the site successfully created repeat digital touchpoints.

4.8%

VTO Engagement-to-Purchase Conversion Rate

94%

Lift in Purchase Intent

+18%

growth in basket size, driven by the system’s ability to confidently recommend matching bridal accessories


My Reflection

This project demonstrated that a celebration brand can translate its in-store magic into a premium online experience. By focusing on guided inspiration through the Wedding Closet, mobile-first design and delightful motion, we helped Mohey create a digital destination that feels like a wedding shopping trip while preserving cultural richness and family involvement.


My Reflection

This project demonstrated that a celebration brand can translate its in-store magic into a premium online experience. By focusing on guided inspiration through the Wedding Closet, mobile-first design and delightful motion, we helped Mohey create a digital destination that feels like a wedding shopping trip while preserving cultural richness and family involvement.

Other projects

Other projects

Other projects

Man B&W

Shell GO+

Redesign a Loyalty on Demand Platform

Pool

Sentinel

Build an Engagement Risk Analysis Software

Opulence Bank Design System

Rebuilding a Design System for the AI era

Man B&W

Shell GO+

Redesign a Loyalty on Demand Platform

Man B&W

Shell GO+

Redesign a Loyalty on Demand Platform

Pool

Sentinel

Build an Engagement Risk Analysis Software

Opulence Bank Design System

Rebuilding a Design System for the AI era

Man B&W

Shell GO+

Redesign a Loyalty on Demand Platform

Pool

Sentinel

Build an Engagement Risk Analysis Software

Opulence Bank Design System

Rebuilding a Design System for the AI era

other projects

Man B&W

Shell GO+

Redesign a Loyalty on Demand Platform

Pool

Sentinel

Build an Engagement Risk Analysis Software

Opulence Bank Design System

Rebuilding a Design System for the AI era