WOO an advanced service for a new shopping experience Nicolò Calegari | Netcomm Suisse 2016
Project goal Design a solution that allows a fashion brand to convey its values during the shopping experience and provides customers with new opportunities related to their needs
Customers and consumption 1992 1982 2002 2013 David Atkins, “ Reshaping Retail”, 2013
Customers and consumption CAREFREE CONSUMPTION Strong growth in retail, funded mostly by global increases in income and wealth } 1992 1982 2002 2013 David Atkins, “ Reshaping Retail”, 2013
Customers and consumption CAREFREE CONSUMPTION CARELESS CONSUMPTION Strong growth in retail, Continued growth in retail, funded mostly by global funded mostly by taking on increases in income and extra debt encouraged by wealth low interest rates } } 1992 1982 2002 2013 David Atkins, “ Reshaping Retail”, 2013
Customers and consumption CAREFREE CONSUMPTION CARELESS CONSUMPTION CAREFUL CONSUMPTION Strong growth in retail, Continued growth in retail, A recessionary mindset funded mostly by global funded mostly by taking on characterised by cuts in increases in income and extra debt encouraged by the amount of product wealth low interest rates purchased } } } 1992 1982 2002 2013 David Atkins, “ Reshaping Retail”, 2013
Customers and consumption CAREFREE CONSUMPTION CARELESS CONSUMPTION CAREFUL CONSUMPTION CONSIDERED CONSUMPTION Strong growth in retail, Continued growth in retail, A recessionary mindset funded mostly by global funded mostly by taking on characterised by cuts in increases in income and extra debt encouraged by the amount of product wealth low interest rates purchased } } } } 1992 1982 2002 2013 David Atkins, “ Reshaping Retail”, 2013
Considered consumption Considered consumption is an emerging global consumer mindset. Its consumer is less concerned about the pure acquisition of products and more about the nature of those products and their real value
DEVELOPMENT CONTEXT
WOODEN STORE Opened in Verona in 2011, now 12 stores in North Italy Handmade production in Valpolicella with raw materials only coming from Italy Interesting social network dimension (25k on Fb, 20,5k on Instagram)
RESEARCH
User research: methods CASE STUDIES CONTEXT USERS -Desktop research/ -Brand actors -9 one by one state of the art interviews interviews -Interactive stores -Shadow observation -8 online surveys analysis in store -Activities
Online surveys: insights WOODEN CUSTOMERS vs NON WOODEN CUSTOMERS : shopping behaviors -25% concerned in paying more for clothes +35% more interested in quality, materials and durability of clothes 3 out of 4 interested in knowing the “story” of a garment, vs 1 out of 2 of non customers
Online surveys: insights WOODEN CUSTOMERS vs NON WOODEN CUSTOMERS : physical space spend 30% time more inside the shop are 20% more interested in being followed by a shopping assistant
Online surveys: insights WOODEN CUSTOMERS vs NON WOODEN CUSTOMERS : brand involvement 83% considers social networks important or very important in their relation to the brand (non customers: 20% ) 85% interested in create or customize garments with personal choices, vs 50% of non customers
PERSONAS
MARCO, 27 SARA, 22 IAN, 24 ARI, 28 CARLO, 30 Hip hop producer Visual designer Economics student Photographer Waiter -likes to play the -strong personality, -not into fashion, but -loves fashion and -not a great touch, “infmuencer”, doesn’t neet to be likes to look good at considers it a form but likes to look a bit matching colors and noticed work and with friends of expression and crazy and express his garments, tweaking communication personality them a bit -very precise and -very good economics pays attention to student: every good -loves vintage -wants to look -bokmarks and details investment means markets, old clothes difgerent, adding a fashion garments saving money are re-living because personal touch to his on Instagram, -in order to make a of quality outfjt HighSnobiety choice, she needs all -process is important possible elements to ensure quality: he -creates garments for -needs to collect -he takes great wants to see that herself and friends what he likes, because care of his clothes, at the moment not expecially shoes able to spend money
OPPORTUNITIES
BEFORE DURING AFTER See every detail of Web content is Bookmark and No tool to Info on techniques Just final clothes Customize or Info on taking No tool allows Limited infos garment not enough match content collect/match can’t show info change details care of clothes this about it DIGITAL TOOL TO BETTER EXPLODE DIGITAL TOOL TO MATCH BRAND TOOL TO VISUALIZE FEATURES, INFO, TOOL TO CUSTOMIZE A GARMENT USE THE GARMENT TO STORE USEFUL DETAILS OF THE GARMENT GARMENTS DETAILS STARTING BY A TEMPLATE, OFFERING INFORMATIONS ABOUT PDODUCTION AND QUALITY AND BOOKMARK THE TOTAL LOOK AND PROCESS OF THE GARMENT SOME CHOICES THE BEST WAY TO KEEP IT DURING TIME MARCO See every detail of Web content is Preview No way to preview Customize or No tool allow Compare different No digital tool Mantain quality Limited infos garment not enough custom details custom clothes change details this clothes allow this of the clothes about it CONTENT ENRICHMENT ON TOOL TO INVISE/PREVIEW SOME TOOL TO CUSTOMIZE A GARMENT TOOL TO COMPARE/BENCHMARK USE THE GARMENT TO STORE USEFUL FACEBOOK, INSTAGRAM AND ON MODIFICATIONS STARTING BY A TEMPLATE, OFFERING DIFFERENT GARMENTS INFORMATIONS ABOUT BRAND WEBSITE OR CUSTOMIZATION ON THE GARMENT SOME CHOICES OFFERING SUGGESTIONS THE BEST WAY TO KEEP IT DURING TIME SARA Infos about quality Shop is Info on durability Just final clothes Info on Just final clothes Mantain quality Limited infos when shop is closed closed and quality can’t show info materials/process can’t show info of the clothes about it USE SHOP WINDOWS TO ACCESS TOOL TO VISUALIZE FEATURES, INFO, TOOL TO VISUALIZE DETAILS ABOUT USE THE GARMENT TO STORE USEFUL CONTENT EVEN IF SHOP IS CLOSED DETAILS THE PRODUCTION INFORMATIONS ABOUT AND DURABILITY OF THE GARMENT PROCESS, TO SHOW HIGH QUALITY THE BEST WAY TO KEEP IT DURING TIME IAN See every detail of Web content is Test some No tool to Bookmark Take a picture Customize or No tool allow Re-access store No way to relive garment not enough comparison/match compare/match garments and info is not enough change details this content content CONTENT ENRICHMENT ON DIGITAL TOOL TO COMPARE BRAND TOOL TO BOOKMARK IN STORE TOOL TO CUSTOMIZE A GARMENT TOOL TO BOOKMARK IN STORE FACEBOOK, INSTAGRAM AND ON GARMENTS CLOTHES AND RELATED STARTING BY A TEMPLATE, OFFERING CLOTHES AND RELATED BRAND WEBSITE MAYBE ALLOWING MATCHING INFOS ABOUT DETAILS AND QUALITY SOME CHOICES INFOS ABOUT DETAILS AND QUALITY ARI Test some No tool to Bookmark No tool to Improve his Just shop assistant comparison/match compare/match garments and info collect/match dressing style can help him DIGITAL TOOL TO COMPARE BRAND TOOL TO BOOKMARK IN STORE TOOL TO SUGGEST MATCH OF GARMENTS CLOTHES AND RELATED GARMENTS, BASED MAYBE ALLOWING MATCHING INFOS ABOUT DETAILS AND QUALITY ON OTHER USERS SUGGESTION OR AI CARLO
Recommend
More recommend
