Launching styling packs for Covet Fashion: draping, tying, and customizing garments to boost creativity, retention, and revenue.
GAME OVERVIEW
Covet Fashion is a mobile dress-up game that allows players to express their creativity through fashion styling and compete in themed style challenges. Players can choose from thousands of garments and accessories from real-world brands to assemble outfits and submit them to challenges, where they are voted on by other users. The game features a strong social component, with players striving to earn high scores, unlock rewards, and showcase their styling skills.
MY ROLE
UX Designer and Feature Owner
GOAL
Boost engagement and revenue by enabling players to modify how garments are worn—draped, tied, or layered—through exclusive styling packs.
How might we offer players fresh ways to style garments that enhance creativity, improve scores, and drive retention and revenue?
ReStyle Feature Overview
ReStyle strategically monetized lower price-point garments by offering exclusive styling packs, appealing to casual players while engaging committed users seeking more advanced customization.
It also strengthened partnerships with accessible brands like Calvin Klein and Karen Walker, expanding brand visibility and providing fresh gameplay mechanics that directly improved retention and revenue growth.
I led the development and launch of a new customization feature designed to elevate creativity and drive monetization through innovative styling options. This feature introduced dynamic ways for players to modify how garments are worn—such as draping them over shoulders or tying them around the waist—unlocking new creative potential and enhancing gameplay depth.
Initial Post-Release Results
ReStyle launched successfully on March 9th, 2025, with an immediate positive impact. The conversion rates were strong:
16% of players who purchased the default item also bought
a ReStyle Kit on launch day.
Popup conversions averaged 11%.
Purchase completion remained high at 63%.
New player installs increased by 500% following the launch.
Detailed Development Process
Initially, I created comprehensive user flows in Figma and wrote detailed specification in Confluence, outlining
- Feature Goals;
- Success Metrics;
- Glossary: Standardized terms for clarity across teams;
- Detailed User Stories for Player and for PM;
- Step-by-Step Flow Descriptions: Detailed user journeys and edge case considerations.
Mid-Development Pivot
Challenge
Initially, the default garment was included in the ReStyle styling pack as part of the IAP bundle. However, mid-development, the Brand and Content team made a business decision: the default garment must be purchased separately using soft currency before unlocking styling packs via IAP.
What I did
I quickly revised the full user flow and rewrote the functional specifications in Confluence to reflect the updated logic. I aligned with engineering team across time zones to ensure everyone understood the change.
Outcome
We avoided launch delays by adapting early and maintained a clear player journey despite shifting business priorities.
UX Decision
Challenge
Players in Covet Fashion are used to previewing garments before purchase. With ReStyle, the garments were now part of an exclusive IAP pack. Allowing previews in the same places as soft-currency items risked confusing players and misrepresenting the purchase model.
What I did
I proposed removing ReStyle previews from challenge entry screens and limiting them to the Shop only, where the IAP model was already familiar. This simplified the experience and clarified the flow for users.
Outcome
We significantly reduced confusion around ReStyle transactions, leading to a smoother experience and higher conversion.
Potential Next Steps
Based on the launch insights and player behavior, we identified several opportunities to improve long-term engagement and usability. These included:
Exploring ways to make customization more accessible without compromising IAP value.
Thinking about how to evolve styling challenges into narrative or thematic formats to boost immersion.
Analyzing player styling behavior to inform smarter content and feature planning.
Key Learnings and Reflections
Despite initial challenges, ReStyle successfully boosted player engagement, particularly among targeted Elder players, and achieved a modest DAU uplift. Leading ReStyle provided me with invaluable insights into the interplay between UX design, product strategy, and cross-team dynamics, ultimately benefiting Covet Fashion's strategic and operational effectiveness.
Transparent early-stage alignment across stakeholders is crucial.
Robust documentation and consistent communication channels significantly reduce friction and errors.
Clear monetization communication directly impacts player sentiment.
Post-Launch Observations
Scoring Confusion
Players were unclear about how bonus points were calculated.
I collaborated with the product and content teams to rework the messaging and push a clear FAQ update, ensuring players understood how to earn higher scores.
Item Availability Uncertainty
Some players thought ReStyle items might disappear after the season ended.
To reduce anxiety and improve purchase confidence, I pushed to clarify this in both the UI copy and FAQ — emphasizing that all purchased items remain permanently in players’ closets.
Dual Garment Display Bug
A logic issue allowed players to wear both the default and ReStyle version of the same garment simultaneously, breaking visual consistency.
I flagged this as a critical UX break, documented the expected behavior, and worked with engineering to update the logic and align it with the intended player experience.
Other Works
Launching styling packs for Covet Fashion: draping, tying, and customizing garments to boost creativity, retention, and revenue.
GAME OVERVIEW
Covet Fashion is a mobile dress-up game that allows players to express their creativity through fashion styling and compete in themed style challenges. Players can choose from thousands of garments and accessories from real-world brands to assemble outfits and submit them to challenges, where they are voted on by other users. The game features a strong social component, with players striving to earn high scores, unlock rewards, and showcase their styling skills.
MY ROLE
UX Designer and Feature Owner
GOAL
Boost engagement and revenue by enabling players to modify how garments are worn—draped, tied, or layered—through exclusive styling packs.
How might we offer players fresh ways to style garments that enhance creativity, improve scores, and drive retention and revenue?
ReStyle Feature Overview
ReStyle strategically monetized lower price-point garments by offering exclusive styling packs, appealing to casual players while engaging committed users seeking more advanced customization.
It also strengthened partnerships with accessible brands like Calvin Klein and Karen Walker, expanding brand visibility and providing fresh gameplay mechanics that directly improved retention and revenue growth.
I led the development and launch of a new customization feature designed to elevate creativity and drive monetization through innovative styling options. This feature introduced dynamic ways for players to modify how garments are worn—such as draping them over shoulders or tying them around the waist—unlocking new creative potential and enhancing gameplay depth.
Initial Post-Release Results
ReStyle launched successfully on March 9th, 2025, with an immediate positive impact. The conversion rates were strong:
16% of players who purchased the default item also bought
a ReStyle Kit on launch day.
Popup conversions averaged 11%.
Purchase completion remained high at 63%.
New player installs increased by 500% following the launch.
Detailed Development Process
Initially, I created comprehensive user flows in Figma and wrote detailed specification in Confluence, outlining
- Feature Goals;
- Success Metrics;
- Glossary: Standardized terms for clarity across teams;
- Detailed User Stories for Player and for PM;
- Step-by-Step Flow Descriptions: Detailed user journeys and edge case considerations.
Mid-Development Pivot
Challenge
Initially, the default garment was included in the ReStyle styling pack as part of the IAP bundle. However, mid-development, the Brand and Content team made a business decision: the default garment must be purchased separately using soft currency before unlocking styling packs via IAP.
What I did
I quickly revised the full user flow and rewrote the functional specifications in Confluence to reflect the updated logic. I aligned with engineering team across time zones to ensure everyone understood the change.
Outcome
We avoided launch delays by adapting early and maintained a clear player journey despite shifting business priorities.
UX Decision
Challenge
Players in Covet Fashion are used to previewing garments before purchase. With ReStyle, the garments were now part of an exclusive IAP pack. Allowing previews in the same places as soft-currency items risked confusing players and misrepresenting the purchase model.
What I did
I proposed removing ReStyle previews from challenge entry screens and limiting them to the Shop only, where the IAP model was already familiar. This simplified the experience and clarified the flow for users.
Outcome
We significantly reduced confusion around ReStyle transactions, leading to a smoother experience and higher conversion.
Potential Next Steps
Based on the launch insights and player behavior, we identified several opportunities to improve long-term engagement and usability. These included:
Exploring ways to make customization more accessible without compromising IAP value.
Thinking about how to evolve styling challenges into narrative or thematic formats to boost immersion.
Analyzing player styling behavior to inform smarter content and feature planning.
Key Learnings and Reflections
Despite initial challenges, ReStyle successfully boosted player engagement, particularly among targeted Elder players, and achieved a modest DAU uplift. Leading ReStyle provided me with invaluable insights into the interplay between UX design, product strategy, and cross-team dynamics, ultimately benefiting Covet Fashion's strategic and operational effectiveness.
Transparent early-stage alignment across stakeholders is crucial.
Robust documentation and consistent communication channels significantly reduce friction and errors.
Clear monetization communication directly impacts player sentiment.
Post-Launch Observations
Scoring Confusion
Players were unclear about how bonus points were calculated.
I collaborated with the product and content teams to rework the messaging and push a clear FAQ update, ensuring players understood how to earn higher scores.
Item Availability Uncertainty
Some players thought ReStyle items might disappear after the season ended.
To reduce anxiety and improve purchase confidence, I pushed to clarify this in both the UI copy and FAQ — emphasizing that all purchased items remain permanently in players’ closets.
Dual Garment Display Bug
A logic issue allowed players to wear both the default and ReStyle version of the same garment simultaneously, breaking visual consistency.
I flagged this as a critical UX break, documented the expected behavior, and worked with engineering to update the logic and align it with the intended player experience.
Other Works