The Why?
There is a disconnect between men and the world of fashion. Fashion is an inaccessible market for men unless you fit into the narrow target demographic. There are very few effective resources to help men determine their own style. Majority of the resources available don't consider diversity, CURA is built around inclusivity and finding confidence in ownership, choice and thought.
The Solution
CURA aims to aid young men in learning about style through practical activities. The app gives users the ability to educate themselves on style practices to help them define their personal style. CURA is designed to evoke a reflection in the user on their style journey rather than teach them what to do.
Majority of the resources available do not consider diversity, CURA aims to help men of all socioeconomical backgrounds without imposing what is right or wrong. There is no right or wrong when it comes to fashion and personal style. Users are taken through a process to define their personal style and what barriers get in their way when developing their wardrobe. The activities are designed to get the user to start thinking about their personal style and evoke a reflection which helps them determine what they like and dislike.
Design Process
Design Process
The goal in mind was to create a way for men to learn about style without depending on someone else. It was made apparent that there were no effective resources to help men determine their own sense of fashion. Research shows that there is a confidence boost that comes with feeling good about how you’re dressing. It is less to do with how fashionable you are but more about how much you care.​​​​​​​
During the design of this project, a recurring assumption was that you cannot duplicate the experience of having a stylist or personal shopper. The research question became "How might we create another version of the experience?". In this phase, the solution was narrowed down to determine how information was presented by selecting a medium.
The inclusion of a reflective style activity was implemented in this stage to help users create conversation with themselves. CURA activities encourage cognitive thinking during the reflections to help remember the experiences whether positive or negative. There is still value from a negative experience when learning about style.
Concept creation
Secondary research: findings
A large majority of men put psychological barriers on themselves when it comes to  their style. They are afraid of how they will be perceived by others and what they will say. Changing the way you dress can change the way you feel.
Traits such as race, sexuality, age, size should be considered when marketing towards men. “The use of diverse male models in fashion advertising might help alleviate men’s negative body image while simultaneously benefiting brands. Researchers have found that female consumers have positive responses to models of diverse sizes, ages and races in fashion advertisements." There is no harm in attempting to introduce diversity into fashion advertisements for men but brands aren’t doing it.

primary research: surveys & interviews
Primary research was conducted to determine if users would express their thoughts on fashion and reflect on their clothes shopping experiences. The perception is that men do not enjoy the shopping experience. They do not have resources available to them for learning style and therefore have put up barriers. The research determines that the four main barriers for men learning style are: 
• Cost 
• Time 
• Overwhelming 
• Importance 
primary research: observation
An observation of the leading resource for men's fashion. The top 5 mens fashion YouTube channels were assessed to determine what type of content they were making and if it applied to a diverse group of men.
Target user
The following persona is based on the prior research findings. The purpose of the persona was to keep a target user in mind when designing CURA.
“When we’re happy in the way we look, we tend to express it in the way we act outwardly, including the way we treat our peers.”
cura brand
cūr(a ) care + -ātus -ate1 
The name CURA derives from the word curate. The dictionary definition of curate is “to pull together, sift through, and select for presentation, as music or website content”. “Cura” makes up half of the word which is Latin for “care”. The goal of this application is to get users to care about their style a little bit more so that they can see the positive benefits to their self-confidence. Through curating their own wardrobe, they can care more about their style and how it makes them feel. 

A basic monochromatic colour scheme. A study of fashion related apps was conducted to assess what colour schemes are associated with apps within the category. 
The typeface was selected to match the tone of CURA. Karla is a sans serif grotesque font that is very clear and feels familiar. Only Karla was used in two different weights throughout the applications user interface.
cura webpage
A mock promotional website designed to communicate what CURA does and act as a call to action to try the prototype.
An InVision prototype of CURA that demonstrates the functionality and purpose.
understand the problem
Men's fashion is intimidating and there is no real playbook to learning. Think of how challenging it can be for a user and iterate different ideas on how they can start to learn about fashion and personal style.

design for people
Many other resources for mens fashion are one dimensional and lack inclusivity. Keeping the user in mind is a key factor of designing for a diverse group. It is important to understand that you are not designing for yourself.

Understand the users needs and pain points. Research and ideate ways that you can help them. Empathise with them  in order to create a more accurate solution to their problems.
Thank You!
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