I needed to design a solution that made users feel recognized — not just as shoppers, but as individuals.

understanding user needs

To go beyond assumptions, I conducted three in-depth interviews with Depop’s core audience: 18–26-year-olds who were regular or occasional users. I designed an interview script with over 30 open-ended questions focused on personalization, trust, shopping behavior, and emotional connection to the app.

click on the cards to see what i found...

These weren’t just feature gaps — they were emotional gaps. People weren’t converting because they weren’t connecting.

sketching

To build on these insights, I hosted a collaborative brainstorming session with four other designers. We anchored our session around a key question:

Ideas ranged from styling quizzes to avatar customization to mood-based outfit pairings. I distilled the strongest ones into three concept pillars: profile personalization, smart outfit generation, and dynamic, trust-building post previews.

prototyping & user testing

Using Figma, I created mid-fidelity prototypes that brought these ideas to life and tested them with three users. Watching them interact with the new features helped me spot friction points — some didn’t notice the outfit generator at first, while others wanted more control over filtering their results. These observations pushed me to refine not just the visuals, but the placement and hierarchy of each feature.

here's what i learned...

One of my biggest takeaways was that even the most exciting features need context. Users responded best when the interface made them feel in control — not just guided, but empowered.

systems map

I realized that introducing these features meant more than tacking on new screens — it meant rethinking Depop’s entire buyer flow. I rebuilt the system map to reflect both the seller and buyer journeys, and then layered in where the new features would live, how they’d connect, and what data they’d need to function. This helped me ensure that my additions weren’t disruptive, but integrated — supporting the app’s circular values while deepening engagement.

Introducing Depop: Styled By You

At the heart of my solution is a belief: personalization doesn’t have to mean overcomplication. It can be as simple as asking the right questions, showing the right content, and helping users feel like they belong.

Here’s what I designed:

learnings

If I could go back, I would start with even scrappier sketches — exploring more layout options and onboarding moments before jumping into mid-fi. I’d also want to prototype with motion: Depop’s current app has playful loading bars and animations that add charm, and I’d love to explore how to build that personality into my flows. Finally, I’d expand research to include sellers — understanding their experience could uncover new ways to improve trust on both sides of the marketplace.

next steps

If I were to continue this project, my next focus would be on deepening buyer-seller trust. How might we show a seller’s history, values, or packaging practices upfront? I’d also push the outfit generator to be more inclusive — allowing users to select body types, cultural influences, or accessibility needs. Because style is never one-size-fits-all — and neither is good design.

This project deepened my belief that good design balances structure with soul. By embedding personalization into Depop’s buyer flow, I made discovery feel more like self-expression than search. It reminded me that even in structured systems, we’re designing for people—real, emotional, human.