Lyst - Fashion DNA

Objective

Lyst sought to deepen user engagement and gather lifestyle preference data to enable hyper-personalized marketing. The campaign targeted fashion consumers globally by creating a shareable personality test that would build detailed user personas linked to purchase behavior and product preferences. The interactive experience served as a strategic data-collection tool disguised as entertainment—offering users personalized product recommendations in exchange for preference insights.

Solution

An interactive Tinder-style quiz featuring 8 scenario-led questions about fashion preferences and style choices. Users received results showing their "fashion DNA" as combinations of nationalities (e.g., "100% Italian, 45% Brazilian, 12% German") based on their answers. Built as a responsive web/mobile platform (not native apps), the experience featured 22 split-screen animations, 8 distinct micro-interactions, parallax effects, and animated video transitions (or GIFs on mobile). The algorithm analyzed data from 9+ million products across 12,000+ retailers in 120 countries to generate 200+ personalized product suggestions per user. Launched directly on the Lyst platform in March 2020, with localization across 8 languages for global reach.

Results

Lyst Fashion DNA received Awwwards Site of the Day on May 4, 2020, with an overall score of 7.55/10 and Animations/Transitions scoring 8.0/10. It also won a CSS Winner award on May 6, 2020, with an overall score of 7.9/10 (Design 7.9/10, Functionality 8.0/10, Usability 7.9/10). Notable weaknesses were Web Performance (5.8/10) and Accessibility (5.4/10).