About: For the last 2 years, I ran Australia's #1 fashion blog, The Bargain Queen -- but my real mission in life is to change the world, one crappy user experience at a time.

I just moved to NY to work on a new fashion/technology startup called The Wardrobe Channel, which aims to make it much easier to shop for clothing, and help people look their best every day.

While fashion is often dismissed as silly, we all wear clothing basically all the time, so it's a pretty large industry: $220bn in the US alone, 10% of which is spent online.

That's not surprising when you consider the impact that clothing can have on people's lives. While the right outfit is rarely enough to guarantee success (darnit!) the wrong one can almost guarantee failure: if it's bad enough, you're unlikely to get the job, the date, even the right legal judgment(!)

And yet, shopping for clothing can be difficult and time-consuming process. The technology is basically out there to change all that, but no-one's done it yet, so I guess I'd better. With a Masters and years of consulting work in usability stuff, plus an unhealthy obsession with shoes, I figure I'm almost qualified ;)