Urban Outfitters Profile

An added profile feature to the existing UO app that helps grow engagement and sales

view prototype↗


Just me!

My Role

Lead on Visual Design, User Experience and Research


Illustrator, Photoshop, Adobe XD


October 2019
1 week


Urban Outfitters is an ever growing lifestyle retail corporation that has expanded its sights across the globe.

Urban Outfitters already has an app where users can shop, but there are no social features. I asked myself if adding social features would help engage users further and drive sales.

how might we...

enrich the experience of using the Urban Outfitters app while further engaging users.

Competitor Research

Indirectly, Dote is a competitor of the UO app. Dote is a shopping application that relies heavily on social features. On Dote, users can shop and add items to their wishlists from multiple stores at once. Users also can also follow each other and communicate through the in-app messaging feature, as well as a unique feature that allows users to livestream their shopping experiences so their followers can shop along with them.

Urban Outfitters items are featured on Dote, but what if users didn't have to use a separate app to connect with one another?

Why should this feature exist?

Users need to feel a sense of ownership to make them more engaged. Allowing the users to have a profile where they can upload a display picture, their name, a username and short biography about themselves while also displaying their curated Wishlists allows them to feel more in control of their space, and more likely to use it. The follow feature also works as a social rewards system that gives the user a sense of recognition when they gain more followers. The more Wishlists they make, the more likely their follower count will rise.

Focal Points of Vibrato

Some key features that Vibrato has to offer that make the app unique.

view prototype↗


As a user starts following others, their new Wishlists and Wishlists updates (i.e. adding another item to their Wishlist) will show up here.

New Wishlist

Users can add a new wishlist through here or through the existing way when viewing an item on the UO app. Users can add custom names and details to their Wishlists. Users can also choose if their Wishlist is public or private.


Users can search for other Wishlists and users in this feature.

Back to Urban Outfitters

This navigates the user back to the dashboard of the original Urban Outfitters app where they can begin shopping again.


To cater to the large amount of melophiles who just can't get enough new music, each user has a tailored to them discovery page.  This is where the user can view recommended reviews, albums, songs, artists and playlists based on their in-app viewing history and their imported data from their streaming service of choice.

Key Takeaways

  1. Simple UI is always most successful.
  2. Users don't need a ton of fancy features to be engaged.
  3. Users just want to feel a sense of ownership over their space.