Work/Fabric Grading System x Aditya Birla Fashion & Retail
UX/UI Design for Madura Division
About the Client
Brand Logos of Louis Philippe, Peter England, Allen Solly, Van HeusenAditya Birla Fashion & Retail is one of India’s largest fashion houses. I worked with the Madura Division, which manages:
- Louis Philippe – 507 stores
- Peter England – 1108 stores
- Allen Solly – 384 stores
- Van Heusen – 448 stores
The Challenge
Twice a year, store managers attended week-long trade shows to book fabrics and products. This process was:- Expensive – high costs for travel, events, and physical samples.
- Slow – 30–60 day wait for fabric samples.
- Inconvenient – managers away from stores for up to 10 days.
Understanding the Users
Primary Users- Store Managers – Need a fast, intuitive way to book fabrics without travel.
- Designers at HQ – Need real-time market feedback to design relevant collections.
5. Phase 1 Insights
After Phase 1 launch, adoption was low. I led user research to identify why:Research Methods
- 1:1 Interviews – Store managers (North, South, East, West regions) & HQ designers
- Surveys & Feedback Forms – Anonymous to reduce bias
- Moderated Usability Testing – Observed users grading and ordering fabrics
Key Problems Found:
- Complicated Interface – Confusing navigation, high abandonment.
- Slow Load Times – 3D fabric models not optimised.
- No Real-Time Data – Outdated sales and trend info.
- No Feedback Loop – Designers couldn’t get structured store feedback.
- No Regional Filtering – Couldn’t tailor choices for local markets.
6. Design Process
My Role:- Led usability testing & synthesis of findings
- Redesigned user flows & UI
- Created interactive prototypes for approval
Approach:
- Simplify navigation for faster fabric discovery
- Optimise 3D loading for performance
- Integrate sales trends into booking screen
- Add feedback tools for store-to-designer communication
- Enable regional preferences for targeted selections