POC In store experience
Digital ecosystem
2021
Senior Product Designer
PROJECT
Defining a new mobile experience for luxury retail market
Farfetch, online luxury fashion retail platform, wants to expand their services to Brick & Mortar stores and connect retailers and luxury shoppers.
CHALLENGES
The initial experience was not though as a holistic journey, digital products were disconnected between each other, so any updates on a platform were not synchronized with others.
Fashion advisor could not manage customers’ request and manage stock
in real time.
Customers were unable to communicate with their assistant, and did not receive any personalized recommendation.
SOLUTION
Proof of concept
How it works
Result
Though the prototype got a positive response, with users considering it easy to navigate and comprehend, it disclosed an incongruity with the intended audience.
The features fell short of relevance to users in the setting of a small boutique. Alternatively, the Proof of Concept would be more fitting in scenarios like malls, curated-content concept stores, or pop-up stores.
Therefore, we chose to dispense with the early assumptions and probe contrasting ideas. However, we reconditioned the gleaned usability understandings to engineer a feature mirroring a “physical cookie” for in-shop application. This feature is designed to monitor and summon the items clients connected with during their shopping spree.
Role
As the principal designer leading this project, my responsibilities included:
• Charting the comprehensive customer journey
• Pinpointing the solutions to introduce
• Orchestrating road map/ Sprint alongside PM
• Partnering with the Brazilian team and specialized units (Customer app UK)
• Conceiving prototypes for user studies
Map user journey
Understand what the future customer journey would look like. It helped identify the impact of this initiative within the business. Once we got a better understanding of the different touchpoints and issues it might raise, we prioritized the work to be done and the assumptions to test.
Define hypotheses
Benchmark
Build a library compiling trends, best practices and features from competitors
Define flow to test
Design prototype and user research
Mapped a very simple flat navigation. This helped the discussion with stakeholders to get an idea on how we could implement the solution at an early stage.
Create An "In-Store mode " on the Farfetch App
The customer when walking by a Farfetch partner boutique, gets a notification to invite him to the In-Store mode. Once the customer checks in, it will access to specific features and personalised experience.
The customer can see their wishlist preselected on line, check the size availabilities of items,
Bring a personalised unique experience for customer
Customer can• See their wishlist preselected on-line• Check size availabilities with scan feature• Unlock exclusive content with NFC tag• Receive a personalised experience from SA who will gets notify of their visit• Request to try on item with the app Once the customer left the boutique, the customer can see all the products they interacted with - like a physical cookie.
What i learnt
• Improved skills in presenting concepts and design rationale to diverse audiences
• Negotiate priorities and balance design vision with technical constraints
• Adapting to Ambiguity
• Built resilience in dealing with changing requirements and scope
• Developed Outcome-Focused Mindset: measure the success of a POC not just by design quality, but by its potential to drive business and user value.