Edna, Team Edna

The brief: a fashion creator with 50k followers and a highly trusted audience, bottlenecked by her own judgement. Help one real audience member make a better decision.

Edna answers the messages she would answer the same way every time, and hands back the ones only she can answer.

The design rule

Edna is deliberately simple. It fills templates, sorts people with six ordered rules, and shows its working. Every time cleverness looked like it would help, it would have recommended a £145 blazer to someone trying not to buy more stuff. So when Edna isn't sure, it refuses and gives the message back to her.