Parfait is a startup using AI to bring custom wig shopping and fitting fully online. I led end-to-end product design for a concept prototype that helped the founders secure a $5M bridge round and shape the roadmap that followed. I worked closely with founders Isoken and Ifueko Igbinedion, alongside Joshua Vizzacco, creative director on my team, to shape the concept into a product story that could land with both investors and customers.

The first instinct was to center the story on Parfait’s AI. I pushed in a different direction. A technology-first story can sound impressive, but it rarely lands unless people can immediately understand the problem it solves. The research made that shift clear: customers were not choosing Parfait because they understood the AI. They were choosing it because it solved persistent problems around fit, convenience, time, and confidence. That insight changed the concept. Instead of presenting AI as the headline, I used it as the engine behind a more legible and trustworthy shopping experience.

A big part of the work focused on the scan flow, where trust was breaking down early. In testing, what first looked like a logistical issue turned out to be something more fundamental. Asking users to hold up a credit card during the scan introduced hesitation from the start. People were unsure why it was needed, whether it was safe, and whether they were doing the scan correctly.