By 2018 Pomelo was successfully producing and delivering women’s clothing and fashion accessories under its own label. One of the main challenges for a fashion company that produces garments is standardizing sizes.

“Customers return an estimated 40% of what they buy online, mostly because of sizing issues. That’s a hassle for shoppers and a costly nightmare for retailers, who now spend billions covering “free” returns.”

(Eliana Dockterman for Time Magazine)

Pomelo introduced a men’s line wear in the catalog as part of the company expansion plan, but also as the opportunity to open an exploratory space for the fashion designers and fashion producers to achieve consistency and clarity in garment size dimensions.

PM. is a special project for me; it was the second application I designed for Pomelo Fashion but also the very first time I designed an App for the Android mobile operating system. This was my opportunity to truly implement Material Design.

Role: User Experience Designer

Platforms: Mobile Apps & Web

Disciplines: Service Design

Tools: Sketch, Zeplin, InVision app

Site: PM. by Pomelo

PM. by Pomelo

Product Design Sprint

We needed to understand how might we commercialize men's wear included as part of the holding company, but clearly differentiated from women’s fashion. We wanted to avoid a system created for women to shop for their partners but rather for men to find themselves comfortable buying clothes online. In order to answer business questions within a short time, we ran a Product Design Sprint that allowed us to reduce the risk associated with bringing a new product to market.


Day 1

Day 2

Day 3







Low-fi Prototype


Define Direction

PM. by Pomelo

Understand: Lightning Talks

The strategy team had previously hired an external company to lead user and market research and help us gain insights into what the male Thai market was looking for. The core of Day 1 started with the lightning talks where the team shared the results, allowing us to build empathy with our target users and identify exactly what they need from the product we were designing.

Our target customers were asking for a neutral, safe set of silhouettes bound to complement everything. However, they highly appreciate the quality of the clothes; timeless designs with the right fit, so they could be able to be used on a daily basis. The following were the research insights presented during the first day of the Product Design Sprint:


Fit, price, and quality

Our target customers purchasing decisions are based on a combination of the fit, price, and quality of the garment.

Online Shopping

The majority of the respondents shop the larger share of their garments online because it is less time-consuming, effective, and offers a bigger variation of items and brands.

Social Pressure

Self-expression through clothing is important The pressure in Thai society to fit in has also an influence on their decisions.


Fashion advice

Respondents who are in a relationship take advice from their partners, but the final decision is based on their own tastes and preferences.

Sizing Issues

They confess there is a problem with sizes, that it is hard to know which size to order unless they already know the brand and that it fits them.

Multiple Occasions

Respondents are satisfied with the current men’s fashion trends, as it enables them to go to different occasions with the same outfit since the style is minimalistic.

PM. by Pomelo

Problem Space

In order to design a useful, desirable, and valuable App for our target audience, we needed to have a clear problem statement in mind and understand our users and their needs.

Creating personas was a valuable step in the design sprint considering how the project was done by a multidisciplinary team hence our user research findings needed to be presented in a memorable way so that everyone could empathize with our target audience. 

As a result, we defined 3 solid user persona profiles as our northern star, guiding our design decisions from start to finish.

Ideation & Mapping

Creating a story map helped us define and get to an agreement on the expected outcome.

(The product team translated all the results into an Excel Sheet for future reference)

Product and engineering teams had a tight timeline to be able to deliver, so it was important to set expectations upfront.

To set a plan where everyone on the team was involved, we played the crazy 8s. The minimum viable product was a key definition. 


The team got hands-on wireframing, an incredibly insightful process as there was more than one designer in the room (among Fashion, Production, and UXUI designers). 

Target outcome

Get measured

Complete a purchase

Learn what’s next

The user didn’t need to define his size but just come to our modular booth at Siam Square 1 were will have a body measurement station. His measurements will be automatically displayed in the App.

The user didn’t need to select a size but only the products he was interested on. Product selection and Checkout needed to be smooth and continuous, reassuring the perfect fit concept.

The user needed to be able to track his order status at all time. Returns were not included as part of the MVP release.

On-boarding: Select Language
iPhone SE

On-boarding: How it works
iPhone SE

On-boarding: Step 1
iPhone SE

On-boarding: Step 2
iPhone SE

Payment Confirmation
Device: Google Pixel 4

Payment Confirmation
Device: Google Pixel 4

Payment Confirmation
Device: Google Pixel 4

Payment Confirmation
Device: Google Pixel 4

Special thanks to the Pomelo team members for years of experimentation.

Milestones are mirrors through which we can see the hard work of many.