Context is critical to supporting fashion shopping – How would I wear this? What would I wear with this? Does this work with what I already have?
To support their endless aisle propositions, online retailers need dynamic ways to merchandise a large volume of inventory through looks
Customer acquisition was primarily driven through Facebook ads and optimized through A/B testing creative, audience targeting, bid strategy, weekly & day-part placement, etc.
The on-boarding experience allowed the user to select their favorite brands, as a way to jump-start personalization of the content they would see.
Non-critical steps to build out the user's Profile and gather feedback were folded into the flow of the Feed at appropriate moments
Content within the app was organized into four areas:
Movement, coverage, comfort, and season drive the functional basis of fashion, but occasion and identity layer in to drive expression.
Themes based on seasonal, trending, and culturally-relevant topics – driven by a mix of an editorial calendar and trends within the community – were featured on a weekly basis. These were organized into one of 6 categories – How to Wear It, Style Icons, Designers, Vibes, Situations, Entertainment – and communicated in the feed and through weekly email newsletters showcasing exemplary looks around a theme
The Feed provided access to fresh and popular/featured look content. Looks were interspersed with modules designed to drive completion of on-boarding, to showcase influential stylists, and to drive deeper engagement through specific items for which the user has already demonstrated an affinity
The ability to Restyle a Look created by another user was key to the collaborative creation activity within the community. However, this novel capability needed to be situated and communicated appropriately in order to feel approachable.
Thus the icon for the Restyle action was designed to work as a complement to the Share icon. The two juxtaposed with each other formed the outline of icon for the familiar Heart action, and the directionality of their arrows suggested a continuous cycle of interaction between users engaged in these two activities.
Restyling looks created by others drove a significant fraction of the creation activity on the paltform
To provide fresh inspiration and drive repeat engagement, OOTD challenges were cross-posted to instagram, with winners announced daily
Users could save items from looks created by others to their own Closets, or use them to start a new look of their own.
To support the required awareness of multiple relevant contexts – the items already in the look-in-progress, items that could be added from either from Retail or from the Closet – during the creation process, the supporting interface consisted of co-existing panels which would expand & contract in relation to each other, and afford easy navigation between the different concepts/content areas being leveraged
Pimp My SpotifySystems / Entertainment
Cult CollectionSystems / Fashion
Scout NavigatorSystems / Automotive
Coca- Cola FreestyleSystems / Food Service
Home Depot MobilitySystems / Retail
Prada Epicenter NYSystems / Retail
Taco Bell Omni-ChannelSystems / Food Service
OpenTable On-BoardingSystems / Operations
Mi Ola SurfBrand / Strategy
Smart Grid RolloutCommunications / Strategy
Infinity > Infinity + 1Computational Art / Binary
MatrixComputational Art / Binary
WiresComputational Art / Binary
ShuffleComputational Art / Games