SNUZE
SNUZE
OVERVIEW

As a UX design student with a passion for fashion and supporting emerging talent, I noticed a significant gap in the market for small designers trying to make their mark. For a recent school project, I set out to address this challenge by conceptualizing SNUZE—a dedicated marketplace aimed at showcasing lesser-known fashion creators and their unique brands.

ROLE

UX Researcher & Designer

Product Strategist

Interface Designer

THE TEAM

THE TEAM

Personal Project

PROJECT TIMELINE

PROJECT TIMELINE

October 2023

  • Conducted initial user and market research

  • Completed competitor analysis

  • Defined user personas and core project objectives

  • November 2023

    • Brainstormed and sketched initial design concepts

    • Created wireframes and interactive prototypes

    • Conducted user interviews to validate early design ideas

  • December 2023

    • Completed high-fidelity prototypes and usability testing

    • Iterated on designs based on feedback

    • Delivered final design and project outcomes

The Inspiration

Fashion is all about creativity and individuality, but I've observed that emerging designers often struggle to stand out on major platforms crowded with big brands and thrifted goods. This realization sparked a question: How might we create a space that truly elevates small creators and connects them with consumers seeking unique fashion experiences?



The Problem

  • Visibility Issues: Small designers are overshadowed on platforms like Depop, GOAT, and Ssense due to saturation by high-end brands and thrifted items.

  • Lack of Dedicated Platforms: Few marketplaces specifically cater to emerging designers, leading to inconsistent audience reach.

  • Trust Barriers: Consumers hesitate to buy from unfamiliar names without dedicated reviews or community validation.

  • Reliance on Social Media: Many creators depend on social media algorithms, which can dilute their brand identity and limit reach.


Objectives

  1. Create a Dedicated Platform: Provide a space exclusively for emerging designers to showcase their work.

  2. Increase Visibility: Amplify small creators to help them reach a wider, interested audience.

  3. Foster Community and Trust: Build features that enhance consumer trust and encourage engagement.

  4. Support Growth: Offer tools and opportunities that help designers grow their brands and customer loyalty.


Understanding the Users


Emerging Designers


Independent creators with 10,000–50,000 social media followers looking for a platform dedicated to showcasing their unique fashion items without competition from large brands or thrifted goods.


Fashion-Forward Consumers


Shoppers interested in discovering unique, lesser-known brands, particularly those seeking alternatives to mainstream and thrift marketplaces.

The Inspiration

Fashion is all about creativity and individuality, but I've observed that emerging designers often struggle to stand out on major platforms crowded with big brands and thrifted goods. This realization sparked a question: How might we create a space that truly elevates small creators and connects them with consumers seeking unique fashion experiences?



The Problem

  • Visibility Issues: Small designers are overshadowed on platforms like Depop, GOAT, and Ssense due to saturation by high-end brands and thrifted items.

  • Lack of Dedicated Platforms: Few marketplaces specifically cater to emerging designers, leading to inconsistent audience reach.

  • Trust Barriers: Consumers hesitate to buy from unfamiliar names without dedicated reviews or community validation.

  • Reliance on Social Media: Many creators depend on social media algorithms, which can dilute their brand identity and limit reach.


Objectives

  1. Create a Dedicated Platform: Provide a space exclusively for emerging designers to showcase their work.

  2. Increase Visibility: Amplify small creators to help them reach a wider, interested audience.

  3. Foster Community and Trust: Build features that enhance consumer trust and encourage engagement.

  4. Support Growth: Offer tools and opportunities that help designers grow their brands and customer loyalty.


Understanding the Users


Emerging Designers


Independent creators with 10,000–50,000 social media followers looking for a platform dedicated to showcasing their unique fashion items without competition from large brands or thrifted goods.


Fashion-Forward Consumers


Shoppers interested in discovering unique, lesser-known brands, particularly those seeking alternatives to mainstream and thrift marketplaces.

Personas

Personas

Persona 1: Sarah Thompson

  • Age: 27

  • Location: Brooklyn, New York

  • Occupation: Freelance Graphic Designer and Emerging Fashion Designer

  • Education: Bachelor’s Degree in Fine Arts

  • Social Media Following: 15,000 on Instagram and TikTok

Bio:

Sarah is passionate about creating unique, sustainable clothing pieces for young adults. She promotes her designs on social media but struggles to gain visibility among larger brands and resellers. Sarah dreams of building a loyal audience and growing her brand beyond relying solely on social media..


Behaviors:

  • Prefers niche and curated marketplaces over mainstream shopping apps.

  • Frequently browses social media to discover small creators and unique products.

  • Values platforms that showcase authenticity and support small businesses.

Frustrations:

  • Overwhelmed by large brands and thrift resellers on existing platforms.

  • Finds it hard to connect with consumers who value unique, original designs.

  • Lacks a dedicated space to showcase her brand to interested audiences.

Goals:

  • Grow her brand’s visibility within a supportive, niche-focused community.

  • Connect with consumers who appreciate small, independent brands.

  • Move beyond social media reliance to reach a wider, engaged audience.

Persona 2: Alex Ramirez

  • Age: 24

  • Location: Los Angeles, California

  • Occupation: Fashion Enthusiast and Blogger

  • Education: Bachelor’s Degree in Marketing

  • Social Media Following: 5,000 on Instagram


Bio:

Alex is a fashion-forward consumer who loves discovering unique styles and emerging brands. He is tired of mainstream fashion and seeks authentic, under-the-radar designers to feature on his blog. Alex values platforms that make it easy to find and support small creators.


Behaviors:

  • Spends hours browsing online for new fashion trends and brands.

  • Actively engages with fashion communities on social media.

  • Writes blog posts reviewing new designers and their collections.


Frustrations:

  • Finds existing platforms repetitive with the same mainstream brands.

  • Difficulty in discovering truly unique and lesser-known designers.

  • Overwhelmed by the sheer volume of thrifted items overshadowing original designs.


Goals:

  • Discover and support emerging fashion designers.

  • Provide his audience with fresh content featuring unique brands.

  • Build connections with designers for potential collaborations.

The Design Process

1. Discover

  • User Research

    I conducted initial user research to understand the unique needs, motivations, and challenges of our target audience. This phase aimed to validate my assumptions about the market and inform key design decisions. Here are my findings:

    • Audience Definition and Pain Points: Through surveys and informal discussions with friends studying fashion design at Parsons and FIT, many emerging designers shared their frustration with traditional social media platforms, where their products are often overshadowed by mainstream brands and thrifted goods. These creators, typically with social media followings between 10,000 and 50,000, felt underserved by current marketplace options. They wanted a dedicated space where they could reach an audience interested in unique, lesser-known fashion.


    • Consumers: Interested in discovering new, authentic brands but find current platforms overwhelming and repetitive.


    • Threshold for “Small Creator” Status: Based on feedback from peers gathered via a Google Form, the majority defined a “smaller creator” as a brand with 10,000-50,000 followers on platforms like Instagram, X, and TikTok, rather than those exceeding 100,000 followers. SNUZE was designed to cater to brands within this specific threshold, providing a targeted solution for creators looking to gain visibility without competing with large brands or resellers.


    • Consumer Preferences: The research indicated that many consumers are interested in discovering new, authentic brands but find current platforms overwhelming and repetitive, often flooded with well-known names or resold items. There is a strong preference for a platform that not only curates fresh fashion but also highlights underrepresented brands and unique styles.


    • Focus on Brand Storytelling and Community: Both consumers and creators expressed a desire for a platform that fosters connection and storytelling. Shoppers want to understand the story behind each brand, while designers seek a space where they can build a loyal following through shared values and personal branding.

The Design Process

1. Discover

  • User Research

    I conducted initial user research to understand the unique needs, motivations, and challenges of our target audience. This phase aimed to validate my assumptions about the market and inform key design decisions. Here are my findings:

    • Audience Definition and Pain Points: Through surveys and informal discussions with friends studying fashion design at Parsons and FIT, many emerging designers shared their frustration with traditional social media platforms, where their products are often overshadowed by mainstream brands and thrifted goods. These creators, typically with social media followings between 10,000 and 50,000, felt underserved by current marketplace options. They wanted a dedicated space where they could reach an audience interested in unique, lesser-known fashion.


    • Consumers: Interested in discovering new, authentic brands but find current platforms overwhelming and repetitive.


    • Threshold for “Small Creator” Status: Based on feedback from peers gathered via a Google Form, the majority defined a “smaller creator” as a brand with 10,000-50,000 followers on platforms like Instagram, X, and TikTok, rather than those exceeding 100,000 followers. SNUZE was designed to cater to brands within this specific threshold, providing a targeted solution for creators looking to gain visibility without competing with large brands or resellers.


    • Consumer Preferences: The research indicated that many consumers are interested in discovering new, authentic brands but find current platforms overwhelming and repetitive, often flooded with well-known names or resold items. There is a strong preference for a platform that not only curates fresh fashion but also highlights underrepresented brands and unique styles.


    • Focus on Brand Storytelling and Community: Both consumers and creators expressed a desire for a platform that fosters connection and storytelling. Shoppers want to understand the story behind each brand, while designers seek a space where they can build a loyal following through shared values and personal branding.

Market Research

To position SNUZE effectively in the fashion marketplace industry, I conducted market research to better understand the demographics, preferences, user behaviors, and future potential of this niche. This research focused on current trends and consumer interests that influence demand for emerging brands and unique fashion platforms.

Demographics:

  • The primary demographic for platforms like SNUZE includes Gen Z and younger Millennials [ages 18-34], who have shown strong support for small, unique brands. 

  • A report from McKinsey highlights that 70% of Gen Z consumers actively seek unique products that express individuality. 

  • This group values direct interaction with brands and creators, preferring platforms that provide a personalized, story-driven experience. 

  • These consumers are digital natives, familiar with social media, and more likely to support independent designers and brands with limited social media followings.

Preferences:

  • Today's fashion consumers are moving away from traditional, mainstream brands and gravitating towards authentic, small-scale designers who prioritize creativity and quality. 

  • According to research by Statista, over 45% of Gen Z and Millennial consumers prefer shopping for niche brands, particularly those that align with their values, such as sustainability, authenticity, and originality. 

User Behavior:

  • Platforms that provide personalized recommendations based on user preferences are gaining traction, as users enjoy discovering items that align with their style. This trend is reinforced by a Deloitte study, which found that 36% of consumers value personalized experiences and are more likely to stay loyal to platforms that curate items specifically for them. 

Future Potential:

  • The global online fashion market is expected to grow at an annual rate of 7.6%, reaching over $1 trillion by 2030. 

  • Within this market, niche platforms focusing on small, independent brands are anticipated to capture a growing share, as more consumers seek alternatives to mainstream retail experiences. 

Competitive Analysis


I then conducted a SWOT analysis of existing platforms to identify gaps.


  • Depop: Overcrowded with thrifted and mainstream items.

  • GOAT: Limited to specific product categories like sneakers.

  • Etsy: Mostly handcrafted goods, less of an emphasis on clothes.

  • Ssense: Focus on high-end brands, less support for emerging designers.

2. Define


User Interviews

I then interviewed classmates and mentors via Google Forms to gather insights and validate assumptions.


  • Motivations: Emphasized the need for a platform that supports emerging designers.

  • Popularity: How do users really determine what a “big” creator is?

  • Essential Features: Personalization, brand profiles, and a "Spotlight" section.

  • Concerns: Maintaining authenticity and visibility for small creators as the platform grows.

3. Design


Brainstorming

Developed concepts focusing on:


Exclusive Creator Focus: Prioritizing small creators to maintain the platform's unique identity.

  • Curated Showcases: Implementing "Spotlight" and "Featured Creators" sections.

  • Personalization: Offering tailored recommendations under a "For You" tab.

  • Profile Customization: Allowing users and creators to personalize their profiles.

  • Avoiding Mainstream Competition: Setting strict guidelines to keep the platform exclusive to emerging designers.

User Flow

Mapped out the user journey.

Wireframing

With Wireframes, I transformed initial sketches into structured layouts, defining the placement of essential elements like navigation tabs, product showcases, and personalization features. By focusing on the visual hierarchy and user journey without the distraction of color or images, wireframes helped me refine the design and align it closely with the user flow.

Prototyping

I brought the wireframes to life with the Figma prototypes, allowing my classmates to experience the app flow firsthand. 

4. Validate & Deliver


Usability Testing

To ensure that SNUZE delivered an intuitive and satisfying experience for both creators and consumers, we conducted usability testing with a group of target users. The testing focused on key features.


  • Participants: I selected a diverse group of users within the target demographic— students in Fordham's Fashion for Philanthropy club and three Fashion Design majors at Parsons.

  • Tasks: Users were asked to complete specific tasks, including:

    • Signing up and customizing their profile based on style preferences

    • Browsing through the “For You” recommendations and “Featured Creators” sections

    • Viewing product details, saving items to Favorites, and completing a purchase

Findings:

  • Emerging Designers: Found the platform intuitive and appreciated the focus on small creators.

  • Consumers: Loved the personalized recommendations and ease of discovering new brands.

  • Improvements Needed: Users suggested more filtering options and enhanced search functionality.


Iterations:

Based on feedback, I:

  • Visualized the Graduated Brands section.

  • Enhanced the visual design for better user engagement.

  • Added a Spotlight tab for the most popular brands each month.

Reflection and Next Steps


Working on SNUZE was an enlightening experience that deepened my understanding of the challenges faced by emerging fashion designers. Through this school project, I aimed to create a solution that addresses their needs and connects them with consumers eager for unique fashion finds.


Next Steps


  • Expand Features: Introduce community forums and events.

  • Collaborations: Partner with fashion schools and organizations to onboard more designers.

  • Monetization Strategies: Explore sustainable revenue models that benefit both the platform and creators.

Reflection and Next Steps


Working on SNUZE was an enlightening experience that deepened my understanding of the challenges faced by emerging fashion designers. Through this school project, I aimed to create a solution that addresses their needs and connects them with consumers eager for unique fashion finds.


Next Steps


  • Expand Features: Introduce community forums and events.

  • Collaborations: Partner with fashion schools and organizations to onboard more designers.

  • Monetization Strategies: Explore sustainable revenue models that benefit both the platform and creators.

Key Learnings


  • Empathy is Essential: Understanding the real struggles of emerging designers was crucial in shaping a user-centered solution.

  • Importance of Personalization: Tailored experiences significantly enhance user engagement and satisfaction.

  • Community Building: Fostering connections between creators and consumers adds value for all users.

Key Learnings


  • Empathy is Essential: Understanding the real struggles of emerging designers was crucial in shaping a user-centered solution.

  • Importance of Personalization: Tailored experiences significantly enhance user engagement and satisfaction.

  • Community Building: Fostering connections between creators and consumers adds value for all users.

Conclusion


Designing SNUZE allowed me to combine my passion for supporting small creators with my skills in UX design. This project reinforced the importance of creating platforms that give a voice to those who might otherwise be overlooked. I'm eager to continue exploring ways to empower emerging designers and make a positive impact through thoughtful design.

Conclusion


Designing SNUZE allowed me to combine my passion for supporting small creators with my skills in UX design. This project reinforced the importance of creating platforms that give a voice to those who might otherwise be overlooked. I'm eager to continue exploring ways to empower emerging designers and make a positive impact through thoughtful design.

Thank you for taking the time to learn about SNUZE! Check out my other projects!

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Matthew McClane

New York, NY

New York, NY

Matthew McClane