Lucy in the Sky
Product
Lucy in the Sky is a direct-to-consumer fashion brand and a flagship store in Los Angeles. Their core customer: Gen Z women in the US who shop by event, season, and social moment.
My Role
Owned UX/UI, and an extended design system across the web store and Flutter iOS and Android app.
Platforms
Mobile web, Desktop, Tablet, iOS and Android app
Timeline
2023–2024
Team
Business owners, Product, Engineering, Business analysts
Potential for growth
Brand mood landed. Purchase intent didn't, bounce rate was extreme across all platforms.
Web
The TikTok-style format held attention, and broke the funnel. Users were watching, not buying. Two benchmarks missed simultaneously: unclear purpose, invisible product range.
App
Primary product categories went undiscovered. PDP conversion: baseline roughly 2%, below potential across all entry points.
Behavioral insight
The most-clicked element on the home screen was the logo. It still captured less than 20% of users.
Web: Biggest research findings
One video at a time hid the catalogue and removed user control.
Auto-rotating content prevented evaluation.
The screen communicated campaign, not product.
Solution
Hero area communicates intent and surfaces at least 40% of the catalogue.
Accessible, predictable navigation builds direct paths to products.
Behavioral insight
Potential buyers reach their target product category in one click.
Solution
Catalogue showcases items above the fold. Campaign content stays in its place.
Solution
Desktop and tablet mirror the mobile experience.
Behavioral insight
Tabs appeared as category cards. The behaviour didn't match the signifier: every tap produced an unexpected result.
App: Biggest research findings
Unpredictable navigation promoted nearly empty sections.
Users were not prompted to purchase. Critical funnel entry points failed.
Behavioral insight
Organic user video signals real purchase decisions, not marketing. Social proof integrated into the browsing experience.
App: Biggest research findings
Home screen becomes the starting point of the experience.
Category cards surface only seasonal collections.
+86%
Conversion to PDP.
1% to 80%
Occasion category discoverability.
+9.35%
Sales after switching to classic navigation.
+13.5%
Push opt-in from contextual permission banners.
Design System
From tokens to production — a Figma UI kit with structured dev handoff and Claude-powered audit.
