One screen, sixty seconds
A note on the rule that shaped everything else.
The home screen of Dressed has one outfit on it. Not three. Not a grid. One pick, two backups behind a swipe.
We've been talked out of this rule by smart people. We always come back to it.
The rule
Open the app. See today's pick. Decide to wear it or swap it. Close the app.
Sixty seconds, end to end. If a feature pushes the average past sixty seconds, the feature is wrong.
What it costs us
Time spent in the app is the metric most products try to grow. Ours shrinks on purpose. That makes some things harder.
We can't show ads. We can't add a feed. We can't cross-sell. We can't demo the app well in screenshots, because the screenshot is one outfit and a button.
All of that is fine. None of it is the product.
What it gets us
The picks are better when there's only one. Three picks invite scrolling. Scrolling invites doubt. Doubt is the thing the product exists to remove.
And the app gets out of your way. The hour back in your morning isn't built from features. It's built from the absence of them.
The yes inside the rule
One screen. Sixty seconds. Dressed.
Everything else is a feature we considered and put down.