Cabi, a modern fashion brand with a unique stylist-driven sales model, needed clarity: if the clothes weren’t the problem, why were so many users abandoning their journey online?
They brought me in to uncover usability friction and chart a path forward. I led a full heuristic evaluation across Cabi’s digital ecosystem—backed by research, stakeholder interviews, and behavioral analytics.
The outcome? A clear roadmap that boosted confidence, streamlined the UX, and helped unlock smarter digital growth.
Despite a strong product and dedicated stylist network, Cabi’s digital tools were underperforming. Abandonment rates were high, and internal teams lacked alignment on where the friction truly was.
Why were users bouncing?
How could we reduce resistance and rebuild trust in the digital journey?
I led a deep-dive discovery that blended data and empathy:
Insight: Many users wanted a smoother “guest checkout” and clearer path to value—without upfront friction.
I didn’t just deliver findings—we delivered direction:
✅ Customized dashboards for stylists
✅ Guided onboarding experiences
✅ Faster checkout options (incl. guest checkout)
✅ Responsive design enhancements
✅ Streamlined subscription & purchase flows
✅ Advanced filters and analytics integration
Cabi walked away with:
“They really listened and understood what we needed, delivering a product that works while pleasing both corporate teams and the field of end users.”
— Elizabeth Damiano, LMS Administrator & Digital Training Specialist
UX isn’t just about pretty interfaces—it’s about removing friction, restoring trust, and enabling connection. Cabi’s team now has a more human-centered, fashion-forward foundation to build on.
