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Macy's Fashion Subscription Challenge
- 1. Presented by Julie Wang www.jwangdesign.com Design Challenge- Fashion Subscription
- 2. About me... ● UX Designer ● Made my first dress when I was 6 years old ● Graduated from UC Davis with B.A. in Architecture Design ● Former lighting designer ● Love the mountains
- 3. Challenge Design an engaging macy’s.com experience for customers to easily find and purchase items, and keep them coming back * This project is not affiliated with Macy’s. It is a design challenge.
- 4. Consumer ● The Fashionable Consumers’ main drivers are: • Getting true value for their money • A fashionable assortment and being inspired with outfitting possibilities • A large range of recognized, fashionable brands • A personalized, concierge service to help find what she wants and stay in the know
- 6. Fashion e-Commerce Challenges ● Saturated Market ● High Product Return ● Low Screen Retention ● Low Engagement
- 7. Proto-persona - Business Casual
- 8. Proto-persona - Special Occasion
- 9. Other Personas ● Athletic/lounge ● Casual ● Kids ● Maternity
- 10. Solution - Mail Subscription Personalized mail subscription for fashion. How it works:
- 11. Solution ● How it benefits the business ○ Predictable and continue revenue stream from subscribers ○ Bulk sales by packaging various brand, style, and accessories ○ Save time and money on logistic and shipping ○ Plan ahead with collected data
- 12. Solution ● How it benefits fashion consumers ○ Risk Free by not having to pay full price in advance ○ A dream closet with various brand and styles ○ Personalized concierge service with smart AI machine learning ○ Try clothes at the comfort of their our home
- 13. Solution ● Advantages against other competitors ○ Have physical stores - Drop off and pick up subscription at stores, connecting fashion spenders online and offline. ○ Have loyal followers - Brand loyalty and recognition ○ Carries various brands - Flexibility on quality, style, and price Competitors: Amazon, LeTote, Stichfix, Rent the Runway
- 14. Ideation- Features ● Personalized Profile* ● Select a subscription service ○ Monthly, quarterly, weekly delivery ○ Retention ● Pre-selected styles ○ AI machine learning act as a personalize concierge stylist ○ Customer can make additional revision on their order ● Shipping and delivering ○ Deliver to home or pick-up at a store
- 15. Ideation- Detail Features ● Personalized Profile ○ My fit: height, body shape (waist, hip, bust), shoes, dress, pants sizes ○ My fashion style: color, brand, cuts, patterns,style ○ My price match: by brand, by style, by categories ○ My social: Pins from pinterest, Instagram saves, and other inspirations from external sites.
- 16. Task Flow
- 17. UI - Overview Link: https://marvelapp.com/9haggfb/screen/48062190
- 18. Iteration - Body Shape ● Challenge: People are not being comfortable or know how to answer questions about their body sizes ● Solution: Replace exact measurements with friendly questions and descriptive images Version 1
- 19. Iteration - Body Shape Version 3 Version 2
- 20. Iteration - Live Image ● Situation: Easier way to visualize data ● Task: Using AI to generate photos with input data ● Discovery: People love having AI generated photos Version 1
- 21. Iteration - Live Image ● Challenge: Button save live image was not clear ● Solution: Allow users to capture, save, and review photos Version 2 Version 3
- 22. Iteration - One page vs. Scrolling
- 24. After Thoughts ● Operation over time ○ Research ■ Explore different personas, and define the key user’s motivations and pain points ■ Find out the maximum capacity of AI ■ Understand Macy’s business goals ○ Ideation ■ Come up solutions that would create impacts to users and business ○ Lo-fi ■ Create mock-ups, and validate features ○ Hi-fi ○ ...Launch on Christmas?
Editor's Notes
- Too many competitors out there (market is too saturated, traditional box store, online commerce, international companies, and factories direct selling) High product return rates - People come in different shapes and sizes and they often people don’t know their true size. Consumers often make returns because they selected a size they assume will fit but end up returning when it doesn’t. ( data show 30% of the merchandize are returned- macy’s data?) Low screen retention - People scroll thru the web, their attention spent is only 6 seconds. Often, people need to see the product multiple times to develop the attachment and engagement. Low engagement - Buying clothes is a social shopping experience (seeing onlines is only touches one sense, but our body have five senses (touch the material, see the intricate design, & hear feedback and compliments from their family and friends.. it wants a good story… the overall experience)
- I creating a persona of a fashion spender - 2 use cases
- Try it before buy it ( Personalized mail subscription like amazon prime wardrobe and Stichfix and Le tote) How it works Sent out a personalized package every month Have people to fill out their personal profile, and select a subscription service. Machine learning algorithm to match styles ( people who are less style conscious, and just need a quick fix) or People can hand pick their own items. Packages will be pickup at the store or shipped to people’s home