JB Choi is a UX/UI + Digital Brand Designer based in NYC, originally from Seoul, South Korea. With a background spanning human-computer interaction, psychology, and business strategy, JB brings a unique perspective to crafting engaging and user-centric designs.


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Your Fit

Try the ultimate solution for your size.

Problem Statements

Online Shopping User Journey

Online Shopping User Flow

How Might We



Your Fit User Flow

Storyboard & Wireframes

Concept Video

Design Decision from User Testing

Open Your Fit

Two Ways of Body Scanning

Body Size Scanning

Enter Additional Info

Beginning of AR Mode

Size Change

Color Change

Match Clothes

Interface Design