Selected Works & Case Studies

Making women feel fashionably fit.

Hedy Grès

A responsive web app.
May 2019

Back in early 2018, started working with a partner on a side project to create our own sustainable and hopefully scalable business.

She had the business idea and insights and I added the technical skills to build the product from the ground up. Over the following year, as we went through far too many dramas (that I thought only happened to other startups), we tested and iterated over plenty versions of the business and product until we reached solid ground and finally launched it.

As the business model was quite different from the regular e-commerce (and I was longing for an excuse to use new toys tools and frameworks), I decided to create bespoke front and backend solutions.

To offer a personalised styling service, we needed to ask plenty of questions to our customers, so the lengthy multi-step signup process was created, tested and refined until it became an easy and enjoyable experience that onboarded new users in less than 2 minutes.

Unfortunately, this styling service ended up being too time-consuming and not scalable for a team running on fumes, which scared investors away and ultimately made it nearly impossible to run as a sustainable business.


This website was built in Angular with Sass for styling and interacted with a Laravel based backend via a REST API. All inventory, outfit styling, customer data, orders, payments and performance metrics could be managed in a custom admin area.


UX / UI Design: Gabija Jankauskaite and me
Business partner: Kate Hodsdon

Need help with your idea?

If you have an idea for a digital product, no matter how big or small,
I would really love to hear from you.

Even if it’s still very abstract, a little chat won’t hurt.

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