Mallzee, branded as "the personal stylist in your pocket," aggregates over two million products from 100 major fashion brands to provide personalized fashion recommendations for its users, primarily aged 16-35. Initially developed with a web-focused approach, the Mallzee team transitioned to using the Ionic framework in May 2014 to streamline app development and enhance user interface quality. Ionic's reusable components allowed for a rapid overhaul of the app's UI, facilitating both development efficiency and marketing team involvement in app content management without needing deep coding expertise. The decision to adopt a hybrid app model was influenced by the team's web development background and the desire for cross-platform support, although initial efforts concentrated on perfecting the iOS user experience before expanding to Android.