Defining & celebrating uniqueness
How can we reimagine aesthetics and identity discovery in the middle of trend-driven social platforms, helping individuals to embrace their uniqueness with confidence and authenticity?
Role
Market Researcher
Business Strategist
Data Analyst
Tools
Figma
Figjam
Final Pitch
See here
Team
Amanda Strigele,
Flávia Dutra,
Lívia Badiani,
Sobia Farooqui,
Nada Jouibli,
Yuliya Zakolyabina
University Project
Innovation Lab -
Startup building
Timeframe
February -
May 2025
The project:
jjsHHHH was born in the Innovation Lab Class as part of a group of six women with backgrounds in design, business, and sustainability. The Innovation Lab is an intensive, hands-on program where students build startups from scratch, applying lean methodology and entrepreneurial thinking in real time.
We set out to build something radically different from the endless scroll of sameness. Instead of pushing trends, we wanted to help promote authentic self-discovery.
The outcome:
By the end of the program, jjsHHHH had evolved into a playful, AI-powered platform for Gen Z and young millennials to explore and express their personal style. Our solution included an aesthetic-discovery quiz, moodboard-style profiles, a “Get Ready With Me” (GRWM) assistant, and a community space for sharing inspiration and feedback. jjsHHHH was recognized with the second prize at the Innovation Lab final pitch, and more than half of early testers expressed interest in using the product—including the paid version.
our journey
Our team’s diversity was our starting point: six women, five countries, and countless ways to express ourselves. Sharing a classroom showed us how powerful it can be when differences are not just tolerated, but truly valued. That realization sparked our desire to build something that would help others feel confident celebrating what makes them unique.
Understanding the Problem:
In today’s trend-saturated digital world, Gen Z and young millennials are bombarded by ever-changing aesthetics. The market for AI-based personalized stylist solutions alone is projected to reach $127.1 million in 2024, reflecting a massive appetite for tech-enabled self-expression. Meanwhile, social movements like “deinfluencing” have exploded on TikTok, with related content surpassing 1 billion views, signaling a cultural shift away from hyper-consumerism and influencer-driven sameness.
We noticed that the constant cycle of micro-trends and viral aesthetics leaves little room for genuine self-discovery.
Why Non-Conformity?
Our research began with a simple but powerful insight:
55% of Gen Z and younger millennials feel burned out by constant trend overload, negatively affecting their self-esteem.
78% care deeply about their individual identity, using fashion as a way to show who they are and how they want to be seen.
We further validated our direction with:
10+ in-depth interviews
300+ Instagram poll responses (targeting both Brazilian and Latvian audiences)
Trend analysis and market research
We learned that users craved guidance to discover what their style is truly like.
“I want to stand out, but I don’t know how. Every time I try, I end up copying someone else’s style.”
“Shopping feels like a chore. I want clothes that feel like me, but I don’t even know what that means anymore.”
Personas: Designing with Real People
To ground our process, we developed two key personas, each representing a different need and approach to style:
Marina, 16: Social media-driven, wants to develop a personal style but is overwhelmed by trends and choices.
Roberts, 30: Conscious buyer, values sustainability, wants a standout wardrobe but finds it hard to curate.
For each persona, we created a dedicated WhatsApp group where participants could share inspiration, vote on features, and give real-time feedback. This direct and ongoing dialogue ensured our design decisions reflected real user needs and allowed us to test ideas in a collaborative and low-pressure environment.
Business Model & Value Proposition
We iterated our business model multiple times, ultimately landing on:
AI-powered quiz for discovering your unique vibe
Personal moodboard profiles to curate and evolve your style
GRWM assistant for daily confidence and inspiration
Community-driven inspiration
Curated learning journeys to build confidence through self-expression
Ethical/sustainable shopping recommendations
Our freemium model included paid features like unlimited quizzes, full learning journeys, and exclusive community access.
Branding: Breaking the Rules On Purpose
jjsHHHH isn’t just about self-expression; it’s about defying convention, embracing contrasts, and rejecting the idea that style has to fit into a single box.A challenge to rethink aesthetics, to mix and match, to experiment without fear.
The clash of typefaces? Deliberate.
The inconsistency? Intentional.
The disruption? That’s the point.
Testing & Traction
We tested jjsHHHH with 40+ users through Typeform surveys and early prototypes.
Over half wanted to use the product, including the paid version.
Users loved the playful, non-judgmental tone and the freedom to explore new aesthetics.
Feedback highlighted the need for guidance, community, and a break from trend-chasing.
The Pitch & Recognition
At the Innovation Lab final pitch, jjsHHHH was awarded second prize. Judges praised the platform’s cultural relevance, market-fit and potential, strong brand identity, and possibility to help users build confidence and authenticity in a world obsessed with conformity.
What I LearneD
This project taught me that reimagining aesthetics is a powerful entry point for redesigning systems to be more regenerative and inclusive. AI can only truly contribute to this vision if its engine is proven to be decolonial and transparent, where it supports people’s self-expression without dictation. I also learned the ongoing value of testing with real people. Every round of feedback brought new perspectives and kept our work grounded in actual needs. Ultimately, I believe that continuous collaboration and critical reflection are essential for creating solutions that serve communities efficiently and with genuine care and impact.
