The Challenge
How might we create a seamless, integrated shopping journey where customers could effortlessly engage with the brand across multiple touch points, whether shopping online, through mobile apps, or in physical stores.
The Approach
We made use of creative and research-driven approaches to first explore the broader landscape to gain a deeper understanding of our user's needs and their challenges. From there, we refined our focus, narrowing in on targeted and more feasible solutions.
The Response
We explored different ways to empower customers to shop how, where and when they choose, envisioning consistent and personalised experiences across platforms. These viable solutions could be achieved with investment and supported by recent upgrades to the inventory management systems and improved tech infrastructure capabilities. The go-to-market strategy was grouped into 4 distinct phases (now, next, later, tomorrow) each of which was tied to our overall product vision.
My Contribtion
Next Gen concept explorations (Phase: "Tomorrow")
Pitch Presentation Deck
Feature Highlight Video
Home Page Quick Shop
Chat to Shop
In Line Story Offer
AR Fit Finder
Post Purchase Engagement
Mid Funnel (PLP) Experience and Interface refresh (Phase: "Next")
Lower Funnel (PDP) Experience and Interface refresh (Phase: "Next")
Mobile App refresh (Phase: "Later")
Lower Funnel (PDP) new features (Phase: "Next")
My Contribution
Ultimately responsible for end-to-end design delivery (research/UX/UI).
Design team management, guidance and mentorship.
Hands-on-design, running feedback and review sessions.
Project coordination, activity planning and task allocation.
Stake-holder engagement planning.
Project status presentations to C-suite stake-holders, including to the group CEO, high-lighting, conceptual rationales, design direction, commercial viability, potential challenges and paths to success.
Deliverables
Conceptual rationales and delivery roadmap
Research library and prioritised problem statements
Low fidelity wireframes and journey maps
High fidelity screens and interactive prototypes
Executions for responsive web and mobile app experiences
Style guide, design system and component libraries
Explainer video; calling out all the new features we were exploring
Delivery Team
Head of Design, Design Lead (UX), Design Lead (UI), Product Designer (UX), Product Designer (UI), UX Research Lead, UX Researcher, Product Owner, Product Manager, Business Analyst, Web Dev (supporting role)
Timeline
Scope definition to stake-holder acceptance, 4 months.