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Shop less,
Live more.

Caspu   |  Kids capsule wardrobe app
Capsu helps parents save time and money on their kids’ clothing, shop less and mind the environment. I led Capsu product Design Sprint.
My role
Customer Insights & Ideation
I targeted relevant social media groups to uncover insights and translate concepts into features that address customer behaviours and motivations.

Experience Strategy & Vision
I created frameworks and prototypes to share the vision, design principles and content strategy. This helped to evangelise ideas, gain alignment and drive decision making.

Planning & Scope Definition
I defined the product with the core startup team- two founders and CTO. I evangelised customer goals and balanced business goals. I prioritised and negotiated features for launch and beyond.

Design Execution & Validation
I designed the iOS mobile app. I executed journeys, wireframes, prototypes and design specs.
  • Validate Capsu B2C offer
  • Decreased design to dev handoff time
  • Validate new business model
2020 caused a major shift in how we view and consume fashion.

The new decade kicked off with the world in literal flames, bringing more attention to the climate crisis of which the fashion industry is a major contributor.


While the sustainability movement in fashion has been gaining traction for years, the pandemic accelerated the overall idea of consuming less. Given that creating a capsule wardrobe typically involves Marie Kondo-ing your current collection and rebuilding it with pieces you’ll cherish for years (or even decades) to come, it’s no wonder that the practice took off.

People do not wear at least
50% of their wardrobes.

Many of us would admit we buy more clothes than we need, Consumers in the UK have an estimated £30 billion worth of unworn clothes lingering in their closets. 


A study with 18,000 heads of households in 20 countries, conducted by relocation and removals company Movinga reveals that people do not wear at least 50% of their

Framing the challenge
Help parents save time and money on their kids' clothing and channel it to more meaningful activities.

Help parents to re-evaluate their kids' clothing needs, shift to a more mindful and conscious consumption and buy only what you really need.

The approach
Experts boot &
two Design Sprints.

I designed a lean and agile 3 weeks workflow.

  • 1-week Research Sprint of focused user research.  

  • Two consecutive 4-days Design Sprint workshops.

We enrich and accelerate the ideation process by bringing leading experts to work hands-on with the team.

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Future customers Insights & Ideation
127 responders
8 interviews

I led comprehensive user research targeting two user groups learning their kids' clothing shopping and maintenance behaviour. The first group was parents to kids aged 0-12 and the second group was parents with experience in 'capsule wardrobe' and slow fashion movement in dedicated social groups in Europe and the US.


I started with a quantitative survey and received 127  responses. From these responders I initiated 8 1:1 interviews to get a closer look of these parents' challenges and motivations.

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68% of parents would like to save time and clutter on their kids' clothes.

As Parents we spend too much time and money on — shopping, returning, exchanging, washing, drying, folding, coordinating — all of it, and our kids wear pretty much the same thing every day!

In the first Design Sprint we focused on how we can bring smart offers that match the kids' needs and save endless screen time of browsing your kids clothes.


We prototyped personalized offers based on smart profiles and behaviour tracking.

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At the user testing the parents were happy with the opportunity to save time and receive personalised offers that match and track their children's needs, but they asked again and again to consider their needs as well - preferred brands, price ranges and the quality of the fabrics and the sewing.


Their request led to designing a short but focused on-boarding to help filter and focus the offers

Your personal e-stylist, get only clothes that match your needs.

A fully personalized home page that filters your favorite brands and design preferences and delivers capsule wardrobe tailor made to each of your children.

You can easily replace items in parallel in design and price range and play with the mix and match feather that shows you all the combinations possible in this capsule.

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Design system to deliver personalized value propositions for parents all year round.

Deliver value propositions tailored to customers needs all year round - early shopping for more attractive offers, birthday and holiday capsules and specific items that already fit your existing capsule.

To comply with my non-disclosure agreement, I have omitted and obfuscated confidential information in this case study. All information in this case study is my own and does not necessarily reflect the views of my clients.
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