The case study was undertaken to explore and create a new value proposition and customer-centric omni-channel experience as to build stronger relationships with existing customers while reaching a new audience.
Project Type: Individual
Duration: 5 Days
Year: 2017
Omni-channel experience for Brand X
To start off, I planned my time to ensure that I could complete all crucial tasks and activities. This was especially important as I was working against a tight deadline. I plotted different activities into the Double diamond to help illustrate my design process
RESEARCH
Forecasting Fashion Retail Trends
PERSONALIZATION
Customer-centered e-commerce model that provides more personalised and curated shopping experiences.
Prioritise niche markets and build brand loyalty with a personalised experience by leveraging customer data
EMPOWER CUSTOMERS
Empower women and girls rather than perpetuate stereotypes. Brands who have successfully executed this tactic have proven to be hits with consumers
EXPERIENTIAL
Despite the rise in e-commerce sales, savvy consumers still enjoy the experiential side of retail consumers will still visit brick-and-mortar stores to get an experience they won’t find anywhere else
AUTOMATION
Major brands are starting to use robots (both online and offline) to improve and streamline shoppers’ experiences
Some brands who have implemented exciting forms of digital engagement in physical stores have seen a 70% increase in foot traffic
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Research Parameters
Two broad areas of focus were investigated. I did qualitative user research focusing on understanding women’s shopping habits and market research to understand the current and future stat of fashion.
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Research Objectives
To have a view of of fashion trends, to understand how the targetted demographic shops for clothes and to gain insights into the relationship between the targetted demographics bodies and their clothes.
Understanding the targeted demographic
To conduct my user research I created a google survey which received 34 replies and conducted 4 in person interviews. This allowed me to gain a better understanding of the targeted demographic. Uncovering information like how they discover fashion trends, their preferred shopping medium, shopping frequency and their sentiments about clothing
Findings
#1
Although there is a large number of women who shop online, majority still prefer shopping in stores as they are able to see the garments in person and try them on to get the perfect fit before committing to their purchases
#2
A sizeable group of women found it moderate-hard to find perfectly fitting clothes.
#3
Gen Y and Z mostly use social media to discover new trends, while Gen X use social media as well as traditional mediums such as magazines equally to discover new trends
#4
The biggest problem with online shopping is the quality of the garments as well as the sizing and fit. This is due to the fact that customers are unable to physically try on the items before purchasing
#5
Biggest problem of in store shopping is human traffic and waiting times for fitting rooms and cashiers
#6
Most women didn’t know their body shape
Using the research findings, I created 2 personas and accompanying journeys to help visualise touch points and how to alleviate problems within journeys. The first persona was someone who predominantly shopped online and the second was a person who shops predominantly in store.
What needs to be done?
Women need to be empowered with the knowledge they need to shop smarter and faster and brands need to do more to engage with and facilitate shopping for their customers through digital technology
DESIGN
Increase Confidence via Body Mapping
Problem
High return rates from online store purchases due to incorrect sizing
Goal
Allow customers feel more confident in purchasing items online
Solution
Help customers get their full body measurements as easily as possible
The goal is to create an easy-to-use function on the app that can provide customers with their body measurements automatically using Lidar technology instead of them having to use a traditional measuring tape, this function will also determine their body shape. From there, we can provide customers with style tips based on their body shape, as opposed to other brands who only give fashion advice based on trends. Subsequently, weekly or monthly newsletters sent to the customers’ email addresses would contain suggestions, tips and inspiration catered to their body shape.
Customers could also head in stores to get their measurements analysed by a professional machine.
The data collected from our customers’ body analysis results can be used to determine what kind of women are shopping with us. Not just their sizes, but their body shape. The results could show us that our product offerings are not diverse enough to cater to women of a certain body shape.
Ui of body scanning feature
Body Scan Screen Flow
Happy Path: Buying an item via Body Scan feature
1 Account is all you need
All personal data is stored within a customers account meaning no matter the device or location, their preferences will follow them around ensuring their experience is consistent, always.
The Sitemap
The Sitemap was designed with exploration and personalisation in mind. Allowing customers to be engaged while finding more styles that suit them.
As this company had a wide wide catalogue of SKUs, wide sitemap structure was used as it aided in discoverability when looking for items.
Future Implementation Omni Channel User Journey
The Omni Channel User Journey helps illustrate the different touch points, be it offline or online so that no touchpoint will be overlooked when designing for the customer.
Advantages of the proposed Solution
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Improved Shopping Experience
Make customers feel special by giving them a personalised recommendation and experience
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Maximise Shopping, Reduce Returns
Allows customers to feel safer when shopping know that they will most likely be happy with their purchases
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Inform Customers about their body
This is done so customers can make the right choices when it comes to buying clothes, health and their lifestyle
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Enhance Brand-Customer relationship
Customers will recognise when a brand is going the extra mile and if done rights the ability to onboard more customers
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Accuracy in Customer Data
Data plays a large part, by collecting data and understand our customers we can recommend and design better clothes. Making sure we always know what our customers want and need
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Cost Savings
By implementing these new feature we hope to reduce operational costs as the brand might need fewer stores