Everyone deserves a closet they love. Financial limitations and a lack of available styles and fits for a body type shouldn’t determine how we dress and express ourselves. Rentem aims to provide modest fashion to women, from the working class to teens exploring their options, to anyone who has ever suffered from not finding the right fit, style, or affordable outfit for an occasion.

To gain insight into how Rentem could best engage their audience, we looked to competing rent-a-closet services to see what worked and what could be improved. Rentem’s catch was that they catered to modest fashion, chic, and vintage looks. In developing the brand, site, and app, we needed to capture the sense of modernity, simplicity, and trust that Rentem represented.

Having assessed competitors such as Rent the Runway and LeTote, we determined that while Rentem wanted to have a breadth of styles available, we did not want to pigeon-hole users into a set of options. Instead, Rentem would give users the option to build their own styles that Rentem would analyze to best recommend and stock future styles. The preliminary set of wireframes below depicts a user's trajectory from the initial Style Profile quiz to the stage of building "modfits" from Rentem products.

The Style profile gives users a sense of involvement from the get-go. We are not just handing them a service for a monthly fee, but getting to know them. We onboard users in a welcoming and curious manner to give them power over the process and to keep us informed on what their needs are.

Before jumping to a hi-fidelity design, we paper prototyped our initial wireframes to ensure that our flow was intuitive. With Popapp, we crafted an interactive prototype and refined the userflow to simplify the process.

Rentem strived to convey trust, cohesion, and class through their brand. This was an initial set of color options, geared towards portraying modest attire as chic and classy. After reviewing how this would appeal to the target audience, we determined that the colors were too bright and would appeal more to a youthful audience. We instead shot to portray modesty as "classy" and "feminine", opting for a deep navy and blush pink to accompany the logo's gold.

The icon design went through several iterations ranging from bubbly to blocky to thin. We settled on the thin aesthetic in the end, as the sleek look complimented the concept of "classy" modest attire well.

After settling on the message we wanted to convey through the brand and finalizing the aesthetic, we rendered the hi-fidelity mocks and prototyped the flow.

We then moved on to translate the mobile app designs to web wireframes, followed by the hi-fidelity web mockup. In the web mockup, we structured the content hierarchy in a simple and easy to absorb format, keeping our main CTA in the hero section, followed by an illustrated How It Works section, and then categories and style choices. We collaborated, reviewed, and iterated via Invision.

One of the key components of the Rentem clothing experience was designing a search filter to allow filtering by modesty and by rental dates. Modesty means different things to different people, so bottom and top lengths were divided into options allowing users to select their idea of modest length. In addition, the filtering by rental date allows users to filter attire by necessity, for example, a wedding 5 days away. The soft watercolor style of the illustrations was carried through in the search filter as well to unify the theme.

The product screen was designed to engage the user to build a "modfit" and create outfits within their closet. In order to promote this concept, the related images were placed under the original product images instead of at the bottom. The ordering of content was also laid out to convey Rentem's value in delivery urgency. Instead of placing the product description and specs up top, the size and delivery date came first, allowing users to quickly discern a product's availability for their needs.