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Style Map - Final Master Project

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Style Map is designed as a smart digital service that provides customers with a simplified shopping experience by offering an interactive lookbook curated by celebrities and designers. This lookbooks are installed as digital screens at certain commercial hotspots in the transition spaces of the public area which gives potential customers and subscribers the possibility to book desired products as well as fitting rooms in advance by using their smartphones in order to achieve a more personalized experience.

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Style Map - Final Master Project

  1. 1. FINAL MASTER PROJECT "STYLE MAP" M I D 2 0 1 3 / 1 4 , J u n e / J u l y 2 0 1 4 Project by Project Leader Project Assistant Göksu Karagüler Claudio Moderini Nima Gazestani
  2. 2. INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL MOTIVATION “Consumers value the convenience, time savings and ease from a more relevant interaction.” Lauren Freedman, President of The E-Tailing Group
  3. 3. INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL PROBLEM SETTING 3 out of 4 CONSUMERS are willing to provide personal information in exchange for a more personalized relevant shopping experience.
  4. 4. INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL PROBLEM SETTING 77% say they have made additional purchases when they have encountered personalized product recommendations online. 3 out of 4 CONSUMERS are willing to provide personal information in exchange for a more personalized relevant shopping experience.
  5. 5. INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL PROBLEM SETTING 77% say they have made additional purchases when they have encountered personalized product recommendations online. 3 out of 4 CONSUMERS are willing to provide personal information in exchange for a more personalized relevant shopping experience. 79% of MERCHANTS who attempt to personalize the online experience still rely on manual, hard-coded methods for providing additional product recommendations to online shoppers.
  6. 6. INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL Tons of unused membership or loyalty cards carried in the wallet... PROBLEM SETTING
  7. 7. INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL Tons of unused membership or loyalty cards carried in the wallet... Lack of smart systems and applications to automize the process of personalization in the retail industry... PROBLEM SETTING
  8. 8. INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL Tons of unused membership or loyalty cards carried in the wallet... Long queues and long waiting times in stores... Lack of smart systems and applications to automize the process of personalization in the retail industry... PROBLEM SETTING
  9. 9. INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL FRAMEWORK MULTICHANNELCU STOMER SERVICE ADAPTIVEPERS O N ALIZATION CONTEXTUA L SUPPORT ON-DEM AN D DELIVERY Group Clouts Synchronized Data Access through multiple platforms Immediate Purchase Use of customer data to meet personalized needs Delivery of specific information based on user interactions Direct selling Self-Service on the spot Optimized Delivery Use of location-based services Staples Kiosk TESCO Club Card Foursquare ZAKKA Mobile Store Kate Spade Saturday Amazon Pickup Lockers Estimote Beacon Walk [Your City]
  10. 10. INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL MULTICHANNELCU STOMER SERVICE ON-DEM AN D DELIVERY Group Clouts Synchronized Data Access through multiple platforms Immediate Purchase Direct selling Self-Service on the spot Optimized Delivery Staples Kiosk ZAKKA Mobile Store Kate Spade Saturday Amazon Pickup Lockers Estimate Beacon FRAMEWORK ADAPTIVEPERS O N ALIZATIO CONTEXTUA L SUPPORT Use of customer data to meet personalized needs Delivery of specific information based on user interactions Use of location-based services N Foursquare
  11. 11. S T Y L E M A P Style Map is an interactive lookbook curated by celebrities or designers that provides customers with a personalized shopping experience by... INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL S T Y L E M A P ...offering the best look customized for the mobile customer, ...allowing to book desired products together with the fitting rooms in advance, ...and guiding to the store along with the required time information.
  12. 12. INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL CHOOS E FOLLOW TRY STYLE MAP discover your style route On-Demand Marketing Real-Time Guidance Automatic Personalization & Customization CONCEPT MAP
  13. 13. INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL Luisa Cardini, 32, Editor MULTI-TASKER HARD-WORKER INNOVATIVE SHOPPING MOTIVATION WHAT YOU SEE IS WHAT YOU GET TIME SCHEDULE VERY INTENSE TECH CAPABILITY ADVANCED CORE DIMENSIONS OF LUISA'S PERSONALITY THINGS LUISA LIKES FASHION SOCIAL NETWORKING FAMILY TIME Luisa likes to experiment with new fashion trends, especially when she sees something on the go. Even if she is at work she always keeps herself updated through social media platforms, blogs and websites. Going shopping with two active children, a buggy and bags of shopping do not make for an easy comfortable bus journey for her. PERSONA Luisa is a 32 years old single mother to Marco and Giuliano. She usually does not have extra time for shopping when her kids are around. I wish I had enough time after work to go shopping or just take a look to new fashion trends...
  14. 14. Luisa has; Mobile Subscriber of "Style Map" a smartphone, subscribed to the cloud service before and entered all personal information required for the service, downloaded the "Style Map" App. INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL SCENARIO
  15. 15. Luisa walks to the bus station after work to go home but before she wants to buy herself a new dress and shoes for an event in the evening... Connects automatically over WiFi The public display detects proximity of the mobile user by sending signals regularly and chooses the closest subscriber. INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL 1 2
  16. 16. INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL Style Map welcomes Luisa... The screen sends a notification to Luisa's app and displays a personal welcome message. 3
  17. 17. INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL She opens her app to find out whether anything interesting is nearby... As soon as the notification is opened, the app is activated and gets automatically synchronized with the public display. 4
  18. 18. INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL She waits for the suggested look... Pairing between iPhone and public display.5
  19. 19. INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL Luisa thinks that this simple elegant look is perfect for the evening cocktail. So she takes a look at it...
  20. 20. INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL She looks at the products one by one... Press and hold to see quick information about each item. 6 PRESS & HOLD
  21. 21. INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL She looks at the products one by one... Press and hold to see quick information about each item. 6 PRESS & HOLD
  22. 22. INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL She looks at the products one by one... Press and hold to see quick information about each item. 6 PRESS & HOLD
  23. 23. INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL Decides to pick the black dress... The screen flips to show a general overview about all the items of the look when the info button is tapped. 7 ONE TAP
  24. 24. INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL Chooses it for more detailed information... Detailed info for each item 8
  25. 25. INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL ...and adds it into her bag for booking... Customization (optional) 9 Add to Bag10
  26. 26. INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL Now she can book an appointment for a fitting room ... Booking panel11
  27. 27. INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL She chooses a date and time and confirms the appointment... Confirmation12
  28. 28. INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL So she checks her booked items in her bag one last time and calculates the route to reach all stores... Calculating the route13
  29. 29. INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL The total time to reach all the stores for the chosen products makes 1 hour and 15 minutes. Display of total time for the shopping route14
  30. 30. INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL Luisa lets herself guide by Style Map and leaves the bus station to try the products that she has booked. Booking details15 Real-time Guidance16
  31. 31. HOTSPOTHOTSPOT HOTSPOT Information Exchange CUSTOMER SERVER 1 DIGITAL SCREEN detects proximity of the mobile subscriber authenticates him 2 SMARTPHONE receives personalized notification from the hotspot gets paired with the digital screen for remote control in order to support a more immersive experience 3 CLOUD public access wifi-provider with a lot of hotspots and registered users saves personal information such as wishlists, past user activities and synchronizes them between all touchpoints SYSTEM ACTORS INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL
  32. 32. INTERACTION FLOW 15 5 30 Follow the suggested route along with the time information required to visit all stores "Cancel" option for each store to recalculate the total visit time FOLLOW2TRY3 Try the products you've chosen in a pre-prepared fitting room on arrival! TRIAL EXPERIENCE IN THE STORE INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL Open your app to get synchronized with the public display. Choose the suggested style from Style Map or browse through others Select products you want to try Book appointments to try them Calculate the route CHOOSE1 CLOUD saved to detects proximity asks to authorizes & sends notification receives customer information Subscribe to the service by connecting to the Wi-Fi portal on spot Download the app Styles curated by designers/ celebrities
  33. 33. INTERACTION FLOW INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL CLOUD saved to detects proximity asks to authorizes & sends notification receives customer information Subscribe to the service by connecting to the Wi-Fi portal on spot Download the app Styles curated by designers/ celebrities
  34. 34. INTERACTION FLOW INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL Open your app to get synchronized with the public display. Choose the suggested style from Style Map or browse through others Select products you want to try Book appointments to try them Calculate the route CHOOSE1
  35. 35. INTERACTION FLOW INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL 15 5 30 Follow the suggested route along with the time information required to visit all stores "Cancel" option for each store to recalculate the total visit time FOLLOW2
  36. 36. INTERACTION FLOW INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL TRY3 Try the products you've chosen in a pre-prepared fitting room on arrival! TRIAL EXPERIENCE IN THE STORE
  37. 37. INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL Interfaces & Main Functionalities
  38. 38. INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL PROFILE Enter your personal information such as measurements, favorite colors and size. MY BAG Collect all the products you like to book in your bag. MY CALENDER See all your booking details in a general overview. MY WISHLIST Put tags that into your wishlist by entering a brand name, material, color etc. LOGOUT Sign out from the application. Main Menu
  39. 39. INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL Browsing Other styles can be browsed and selected as well if the customer doesn't prefer the suggested style. The styles are shown in the order of the best fitting looks for the customer.
  40. 40. INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL Suggestions Style Map enables the user to get suggestions which are build based on the combination of profile setting, wishlist and user's previous activity. + + = SMART SERVICE Profile settings, personal information such as size, measurements, etc. Tags for desired color, material, brand, style etc. Booking, browsing, likes & shares SUBSRIPTION TAGGING USER HISTORY
  41. 41. INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL Social Media Styles and products can be shared on the social media while customers' activities are shown in the twitter feed dynamically. All the likes, shares and comments are saved in the user history which supports the smart service.
  42. 42. INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL BOOKING COLLECTING FOLLOWING
  43. 43. INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL VALUE & POTENTIAL Can be extended to other products beyond fashion as well. Great marketing opportunity for young and independent designers for their brand promotion. Advanced social media function by letting users share & comment their personal outfits. Purchase option to buy directly on the go.
  44. 44. THANK YOU! to all Domus Academy staff, friends, family... ...and especially to Claudio Moderini and Nima Gazestani for letting me ask them thousands of questions. : )

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