Simflection Virtual Try-on

Small retail businesses cannot absorb the return costs and can only rely on word-of-mouth to sell.

While big brands lose millions of dollars due to returns, the impact is amplified for small businesses. Without physical stores for size verification or the resources to develop sizing tools, small businesses face costly returns caused by fit uncertainty, struggling to compete in the digital marketplace against big-box retailers.

Each returned item costs $34 for the business owner

They don't have an internal development team to build sizing tools or the funds to integrate enterprise-level solutions.

Most small retail owners start with Shopify to power their business, but that constraints them to basic features that Shopify offers. Without a large capital, they can't afford enterprise solutions like virtual try-on, avatar generation, and accurately measuring body dimensions. They rely heavily on social media to drive sales. Virality can increase demand—but a single bad review about poor fit can be just as damaging.

70% of Shopify stores are micro and small businesses

Driving user-centered design in a dev-led team.

Over the course of six months, I led the end-to-end product design for a cross-functional team of developers. As the sole designer, I shaped the product vision, defined workflows, and guided the team toward a user-forward build process.

I collaborated closely with engineers to integrate design into our sprint cycles, and worked beyond the core team; engaging stakeholders, users, and advisors to align the product with real needs and organizational goals.

A key part of my leadership was establishing continuous feedback loops across design, development, and user touchpoints, helping the team stay aligned, iterate faster, and ship with confidence.