Case Study
Black and white infographic with text and icons on a black background
Logo with '3rd Iris' text and a stylized eye design on a white background
MICA 25 UX Design Capstone by

charlesice grable-hawkins

I struggled to find clothing that is professional and authentic to my weird little emo soul. 3RD IRIS is my solution to that problem.
Role
Founder
Timeline
8 Weeks
Tools
Figma, Adobe PS, Canva, Monday
Team
1
Platform
Web, App
Industry
Fashion & Retail

Overview

Alt-fashion has always been about taking the thing that makes you different and turning it into armor, but that isn't sustainable. We can become a prisoner in that armor and no matter what we tell ourselves, identity suppression takes its toll over time. Whether in the confines of your own mind or amidst a rigid dress code, you do not need to sacrifice your identity and self expression.

3RD IRIS styling aims to amplify your voice and your story through the lens of fashion. You are powerful. DRESS ACCORDINGLY.

Market Analysis

Market Size

  • Online Personal Stylist Services: $95B (2023) → $1.2T (2032) | 37% CAGR
    Source: Zion Market Research, 2025
  • U.S. Gothic Fashion: $2.3B by 2032 | 5% annual growth
    Source: TechBullion, 2023

Target Audience

The alt-fashion loving professionals that know it isn't just a phase and it never will be. If you have lost touch with your personal style, have dress codes to follow, or simply love alt-fashion 3RD IRIS is for you.

Opportunity

User Personas

IVY

The confident intern
Customer Personas

Chloe

Urban Creative
Customer Personas

The Challenge

Traditional styling is inaccessible. Tech-focused services rely too heavily on algorithms that genericize results—the antithesis of alt-fashion. 3RD IRIS tackles the paradox that individuality exists within unity. We are creating truly personalized alt-fashion styling while maintaining affordability, efficiency, and scalability.

Discovery and Design Process

We conducted user interviews with 50+ participants, created detailed personas, and mapped out the entire customer journey. Our iterative design process included wireframing, prototyping, and multiple rounds of user testing.

User experience journey map for Ivy, a recent grad accepted into her dream internship, using a fashion service.
"Be yourself, don't take anything from anyone, and never let them take you alive."
— Gerard Way
Text 'USER INTERVIEW INSIGHTS' in red on a white background

  • All participants feel unsatisfied with their current wardrobe.

  • They are concerned about the ethics of fast-fashion, but feel it is not realistic to find other options that they can afford.

  • Many have to shop online due to the lack of local options, but noted frustrations with sizing and quality.

  • Most participants surprised this does not exist and were enthusiastic about the possibilities.