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Parfait (previously called Hairtelligence), a venture-backed startup, is revolutionizing the wig industry with its AI-powered platform. Parfait is direct-to-consumer (DTC) business model eliminates the need for in-person visits and eliminates the associated costs of customization from traditional stylists.

Through Parfait platform, users can visualize realistic results of their chosen products in real time. Parfait gathers the dimensions of our customers' facial features by using standard ID Cards to ensure a perfect fit for wigs, closures, and frontals. Our system also employs color identification techniques to match the skin tone with the appropriate lace tint. Additionally, customers have the freedom to select their desired color and cut for their hairstyle.


User Experience and User Interface Design



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Create a procedure for the user to create and visualize a customized wig on themselves with ease.

I became a part of the Parfait team during its pre-seed and seed stages. Initially known as "Hairtelligence," the company only had a single webpage dedicated to the launch of its product.


The deliverable was on both desktop and mobile:

  • Create a multi-layered website that comprehensively presented the company, its brand, products, and more.

  • Design a seamless user experience, allowing individuals to personalize their wig from the initial steps to the final product with AI.


Isoken (CEO), Ifueko (CTO), Simone (CMO), Rachel (UX Designer)

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Desk Research:

With my limited knowledge of the wig culture, particularly among African-American women, I embarked on conducting research to understand the target consumer group. This involved exploring trends, familiarizing myself with relevant terminology, delving into the wig-wearing process, and gathering other essential information. To gain further insights, the CEO shared a couple of YouTube videos that highlighted various processes, the challenges women faced when wearing wigs, and the overall experience.

Through my research, I discovered that many wig-wearers faced a few common scenarios. Firstly, they had to purchase a wig from a beauty store and then learn how to customize it themselves. Alternatively, they could seek assistance from a professional wigmaker to personalize their wig. Lastly, there was the option to buy wigs online from platforms like Amazon or Alibaba, but the quality often fell short of expectations.

Another significant observation was the stark differen
ce in prices. Wigs customized by wigmakers could cost upwards of $400, while those available on platforms like Amazon, Alibaba, and beauty supply stores were often of low quality, but more affordable.

There are different types of hairstyles and varieties that they come in.

Hair Type
Virgin Human Hair
Remy Human Hair 
Synthetic Hair
Yaki Hair

Yaki Straight
Kinky Straight
Body Wave
Ocean Wave
Loose Waves
Water Waves 
Deep Waves
Spanish Curl
Deep Curly
Kinky Curl
Afro Kinky Curl

Peruvian Hair
Malaysian Hair
Indian Hair
Mongolian Hair
Russian and European Hair
Brazilian Hair

Color and Length
Come in range of colors and lengths

Wig Type
Frontal Lace Wing
Frontal Lace Closure 
Lace Closure

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User Research Analysis

Conducting in-depth secondary research about the user gave me an understanding about the identity hair carries with the Black women.


Identity, culture, and expression

Wig terminology and vocabulary

User Discover: Screener Survey and Participant Interview 

We conducted interviews with 17 African American women, all of whom were wig wearers. Our objective was to gather valuable insights by asking them a range of questions about their backgrounds, experiences, and emotions related to wigs. Additionally, we explored their experiences with purchasing both standard and customized wigs online. To gain a comprehensive understanding of their needs and desires, we also had them visit three different websites that specifically catered to Black hair.

This process proved to be highly beneficial as it provided us with personal stories, different perspectives, and valuable insights into both the positive and negative aspects of purchasing wigs online. However, during the course of our research, we realized that not al
l of these interviewees aligned with our targeted user demographic. Specifically, our intended users were women seeking high-quality, human hair wigs. It was noted that while some of our interviewees expressed a preference for synthetic hair, our primary focus remained on meeting the needs of those desiring premium human hair wigs.




Based on our research, the majority of users bought hair products online. While others weren't familiar with the process and didn't trust the online market. 

Cost and accessibility are the most significant user challenges. Users chose to purchase online rather than at a retail store such as Sally Beauty because of convenience, affordability, quality, variety, and access to customer reviews. 


Seventeen screeners and the single 1:1 interview

n Woman who has a curiosity, interest, or bought a hair product online

Google Forms
and Google Meet

Rachel (UX Designer)

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Competitive Research

Conducting competitive research was a priority for Rachel and I. Our goal was to gain valuable insights into how other competitors approached product customization, particularly in the realm of customized wigs. By studying their strategies, we aimed to identify their key strengths and determine how we could integrate those strengths into our own process.


Rachel and I were impressed by Prose's approach, which took users on a comprehensive journey. Their process involved gathering essential information about the user's hair, including (1) basic details, (2) preferred treatments, (3) lifestyle factors, and (4) personal preferences and goals. We believed that this flow could be highly applicable to Parfait's wig customization process, as it allowed for a holistic understanding of the user's needs and desires.

System status
clear exit


Hers, another notable example, implemented a well-designed flow that guided users through a journey. They began by gently easing the user into the process, gradually gathering information about their mental health and medical background. Hers also incorporated a helpful system status feature that kept users informed about their progress throughout the journey. They employed bold fonts and graphics strategically to assist users in successfully completing each step of the flow. This user-friendly approach and visual support were elements that we found compelling and worth considering for Parfait's wig customization process..

Minimal design
Graphics visuals

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Finding a major company that specialized in selling customized wigs proved to be quite challenging. However, we came across Heavenly Tresses, a notable company that offered a customized wig process. They had a user-friendly interface that featured multiple drop-down menus, allowing customers to make various choices and personalize their wigs according to their preferences.

Limited user flow
Limited visuals
No Assistance with measuring or matching lace tint.

Parfait AI Customization

Parfait stands out from the competition by leveraging AI technology to enhance the wig customization process. One unique feature is the utilization of AI to measure the user's head capsize accurately and identify the appropriate lace tint for their wig. This innovative system was developed by Ifueko, the CTO of Parfait. By using a standard ID or credit card, the AI system can accurately read the dimensions of the user's head capsize. Additionally, with the assistance of optimal lighting conditions, AI technology can analyze the user's skin tone and precisely match it with the ideal lace tint, ensuring a seamless and natural look.

AI Requirements

Following extensive discussions with the CEO, CMO, and CTO, Rachel and I recognized the importance of collecting and showcasing specific information to the user.

Information Collect:
Credit Card- ID Card Available?
Efficient Light Space?
Access to webcam

Data Collection (AI):
A Picture with a credit card on the forehead- Front
A Picture with a credit card beside ear- Left
A Picture with a credit card beside ear- Right
General Selfie

Styling Wig (Showcasing information)

Wig Types:
5x5 closure
133x6 frontal


Pattern/ Texture
Kinky Straight
Body Wave
Deep Wave



Part Style
Middle Part
Left Side Part
Right Side Part

Contact information
Credit card information


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A/B User Flow Strategy:

Rachel and I experimented with two approaches for customizing the wig using AI. After conducting competitive research, we discovered various methods for allowing users to choose styling options. We planned to conduct A/B testing to compare the effectiveness of two specific approaches.

Continuous Flow (Prototype A): In this flow, the user would be presented with one styling option at a time and would need to make a selection before moving on to the next option.

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Multiple Options on One Screen (Prototype B): In this flow, we would provide numerous styling options on a single screen, allowing the user to select from among them.

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A+B Testing Results


Users had an easier and better understanding of the process with prototype A. These results provide an understanding that users like a continuous flow instead of selecting multiple options on one screen.



  • Users loved the idea of creating a name for their post-customization hairstyle creation.

  • Users shared that after creating customization, they found it helpful to share it to social media, by texting, or email.

  • Users liked being able to view the hairstyle details and the ability to favorite on the PLP page directly.

  • Users loved featured articles that inspired them with a hairstyle.

  • a real customer is more credible than it would to see it on a model. 

  • Users shared that seeing a hair product from

  • During the customization process, users shared they liked focusing on one customization option at a time instead of all 6.

  • Users were able to find ‘join the waitlist’ very easily.


  • Instructions as to what the AI Band was, what it was for, how to order it, or how it was used weren’t clear enough.

  • Users suggested that they would like their search filter in this order: (1) color, (2) length, and (3) texture. Origin and Fiber would be the least important.



7 Partcipants


African-American Woman who has a curiosity, interest, or bought a hair product online


Video chat through

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Based on discussions with stakeholders and thorough research, we have determined that this flow is the most optimal. Our approach begins with styling, aiming to engage the user and ignite their enthusiasm for customization. While measurements may initially seem tedious, integrating styling as the first step can motivate the user to complete the measurement steps to see the end result. The final results will comprehensively present all wig information and measurements captured on camera.



The user will be able to customize their hair. They would be able to choose different textures, lengths, colors, and/or cuts.



The user would be brought on to share their webcam to take some pictures of different angles with a credit card. The AI would develop a way to measure their capsize to get a fitted wig. The AI would also take their skin tone and match it to their lace tint.


The user will be able to customize their hair. They would be able to choose different textures, lengths, colors, and/or cuts.

Entire Flow

Based on the results of our A/B testing, we concluded the final user flow for the entire process. The testing clearly indicated a preference for a continuous user flow. However, we had concerns about the length of the flow if we made the styling process selection continuous on a one-at-a-time basis. To address this, we made the flow continuous for four stages: (1) personal information, (2) measurements, (3) styling preferences, and (4) result/checkout. In order to streamline the styling preferences stage and alleviate potential overwhelm, we decided to consolidate all the style preferences onto a single scrollable page. This allowed users to navigate back and forth between options, enabling them to choose wisely and confidently without feeling overwhelmed.

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Final Design


After designing high-fidelity prototypes using Figma, I followed the user flow we had established. The process for creating a wig through Hairtelligence proceeded in the following sequence:

  1. Styling Preferences: Users began by selecting their desired styling preferences, such as hair length, color, texture, and other customizable options. This step allowed them to tailor the wig to their specific preferences.

  2. Measurements: Next, users provided their measurements, including head circumference, hairline shape, and any other relevant measurements necessary for a proper fit. This ensured that the wig would be customized to their unique specifications.

  3. Checkout: After finalizing the styling preferences and measurements, users proceeded to the checkout stage. Here, they reviewed their selections, confirmed the order details, and completed the purchase process.

Through this step-by-step process, users were able to create a fully customized wig using Hairtelligence, ensuring a personalized and satisfying experience.

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