NIKE + MIT CoLABi n n o v a t i o n c h a l l e n g e
2about
3 about
NIKE + MIT CoLAB
M S S t r a t e g i c D e s i g n & M a n a g e m e n tI N T E G R A T I V E S T U D I O 1 - 2 0 1 6P R O F E S S O R R H E A A L E X A N D E R
i n n o v a t i o n c h a l l e n g e
Alyson Strike | Diana Donohue | Sucharita Jyothula | Valentina Beltran
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INDEX
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DISCOVER
ABOUT THIS REPORT
SYNTHESIS
IDEATE
PROTOTYPE
CREATE
T H E S U M M A R Y
T H E D E S I G N E R S
T H E I N S I G H T C L U S T E R S
T H E I D E A
T H E P I V O T S
S E R V I C E D E S I G N
T H E C H A L L E N G E : A M A T E R I A L R E V O L U T I O N
T H E C O N S U M E R S
T H E P E R S O N AT H E K E Y I N S I G H T S
T H E F I N A L I D E A
N E X T S T E P S
T H E D E S I G N T H I N K I N G P R O C E S S
T H E T E A M
T H E I N D U S T R Y
T H E F I N D I N G S
T H E P R O C E S S
T E S T I N G A S S U M P T I O N S
T H E B U S I N E S S D E S I G N
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Dive r s i t y i n bot h e xper ience and e xper t i se
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Alyson Strike CANADA
INDIA
COLOMBIA
UNITED STATES
Content StrategistCopywriter
Photographerlululemon athletica
Strategy & Business Administration
Fashion Industry
Architecture & UX-Designer
Architecture Industry
Design Strategy & Brand Strategy Designer & Architect
Business Owner
Diana Donohue
Sucharita Jyothula
Valentina Beltran
about the authors o f th i s repor t
THE TEAM
8about
Our segments of research focused on the current consumer behaviors in the apparel purchasing process as well as the designer’s perspective. The consumer research examined three consumer groups that display the greatest opportunity for change and impact: athletes, fashionistas and sustainable consumers. These consumers are key in changing behavior because they are viewed as advocates and an inspiration for the general public. Designers are greatly influenced by the demand of these key segments.
PROJECT OVERVIEW
RESEARCH
This report explores the current issues surrounding material consumption and the negative impact it has had on the global environment. We sought to discover opportunities for material solutions to this ever growing issue, specifically, at the consumer level.
OPPORTUNITYOur research leads us to opportunities in various parts
of the purchasing process, however, we chose to brainstorm around expanding the life-cycle of clothes by combining the thrift-shopping experience with the sharing economy.
about th i s repor t
THE SUMMARY
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Consumers are generally unaware of the negative impact fashion has on the environment. There is also a lack of connection between consumers and this social issue because it is viewed as less impactful on their daily lives than with purchasing food or beauty products. Fast fashion has become a part of many consumers buying process due to low prices, accessibility and seemingly unlimited options. However, consumers say they would be more inclined to purchase sustainable products if they were comparable in price, quality and style. Convenience is also an important factor in taking sustainable action, many will forgo if performing the action is viewed as time consuming.
FINDINGS
INSIGHTS & IDEAS
Growth in the thrift store market and sharing economy led us to ask,“How might we encourage consumers to share their closets?” This question led to ideation around a digital platform and network for sharing clothing: The Community Closet.
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Ho w can we spa rk a mate r i a l s revo lu t ion and reduce mate r i a l c onsumpt ion by re t h ink ing how we va lue and use t hem?
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MIT-CoLAb Cha lenge
Fabrics and textiles impact our climate. How can we redefine society’s relationship with fabrics and textiles?
“The materials we use to clothe ourselves and cover our things with have a profound impact on the climate. They are all around us – in the furniture we sit on, the cars we drive and the clothes we wear. The fact is, materials matter. According to research compiled by MIT Materials System Lab, approximately 25 billion kilograms of cotton was produced worldwide in 2013, resulting in the same annual GHG emissions as 51.3 million passenger vehicles. Enough leather is produced annually to cover the state of Maryland. Polyester production for use in textiles in this year alone is estimated to generate as much greenhouse gas emissions as the annual emissions of 185 coal fired power plants. That’s a material issue.
Developing new material compositions and reducing the impact of fabric production is necessary, but not sufficient to reduce the climate impact of industries that rely on fabrics. Before we can advance and scale innovation in materials, we need to build an understanding of the challenges and opportunities that exist. We need to redefine society’s relationship with fabrics and textiles. This contest seeks novel and well thought-out ideas on how to engage industries, designers, product creators and the public in valuing, demanding and adopting lower impact materials.”
THE CHALLENGE: A MATERIAL REVOLUTION
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We approached the design challenge by using the Parsons Design Process which consists of five phases. Over the semester we used this as a tool to guide our next steps. The process, which is designed to be cyclical, allowed us to go back and forth through the process in an agile way.
DISCOVER SYNTHESIS IDEATE PROTOTYPE CREATE
s t ra teg ic approach
DESIGN THINKING PROCESS
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In this first phase, we looked at the ecosystem of the textile industry to understand the various key players involved and how they affect one another. Then we focused our research on the key players who create and demand—the designers and the users.
During this fourth phase we began by testing assumptions with low-fidelity service prototypes that mocked up our experience. Evaluating the findings and insights from this initial test drove us to pivot. We finally created a high-fidelity digital prototype to outline the user experience.
In the third phase, we synthesized our key insights to help prompt our brainstorming process. Using filters as a funnel, we evaluated the ideas and chose one that aligned best with the challenge goal.
During this second phase we filtered down the key insights from the research by clustering, finding affinities and mapping out the patterns .
In the final phase, we moved to build out a strategic business plan to roll out our service and make sure it is viable and scalable.
DISCOVER
PROTOTYPE
IDEATE
SYNTHESIS
CREATE
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IN THIS SECTION
THE INDUSTRYT H E E C O S Y S T E M
T H E F A S H I O N I S T A
T H E V A L U E C H A I N
T H E S U R V E Y
T H E E C O - C O N S C I O U S
T H E I M PA C T
T H E V O I C E S
T H E A T H L E T E
THE DES IGNERS
THE CONSUMERS
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THE INDUSTRY
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The Indus t ry
THE ECOSYSTEMThe first part of our process began by drawing the boundaries and intersections within the industry’s ecosystem. Through this process we were able to identify areas that represented places for intervention. This gave us a comprehensive understanding of various internal and external factors that affect the operations of the textile industry. The ecosystem maps highlight how we perceived these boundaries and intersections.
DESIGNERS
USERS
ENDORSERS
RETAILERS
MANUFAC-TURERS
EMPLOYERS
CUSTOMERS
PARTNERSGOVERN-
MENT
SHAREHOLDERS
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PEOPLEEmployee Wellfare
Fair TradeSocial
Code Of ConductCulture
Human ResourcesCareer Development
Network Transparency
PLANET PERFORMANCE
02
03
05
06
07
04
01Plan
Design
Make
MoveSell
Use
Reuse
AthletesTrainers
AmeteursSports Fans
Sports Teams
Healthy Living
StrategyResearch & Development
Material InnovationNetwork Transparency
Retail Sales
Lean ManufacturingSubsidiariesPartnerships
Material Engineering
AthletesTrainers
AmeteursSports Fans
Sports Teams
GovernmentPolicies
Tax BenefitsRegulations
Certifications
AdidasLululemon
Under ArmourNew Balance
PumaReebok
PriceTechnologyHealthy
Living
OrganizationsLeed
Re-100BicepOecedBmp
Financial Institutions
TextileIndustry
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Mater ia l I nnovat ion Mater i a l Se lec t ion1
1
THE VALUE CHAIN
Raw Material
Processing
MaterialDying + Finishing
Product Design
Product Assembly
Product Dying or Printing
The Indus t ry
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Brand & Commun ica t ion Consumer Behav iour
THE VALUE CHAIN
ShippingBrand + Marketing
Retail Consumer Demand + Purchasing
Freight
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7 B A T H T U B SO F W A T E R U S E D
E N O U G H P E S T I C I D E S
T O T R E A T A N A C R E O F C O R N
C O 2 E M I S S I O N S E Q U I V A L E N T T O
D R I V I N G 7 M I L E S
THE IMPACT OF PRODUCING ONE T-SHIRT
The Indus t ry
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The ave rage US c i t i zen t h rows awa y 70 pou nds o f c lo t h ing and o t h e r tex t i l e s ann ua l l y, ma k ing up 5 % o f t h e l and f i l l .
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THE DES IGNER
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19
15
10
21
Questions
Designers and developers
Apparel design companies
Research insights
Minimums (price)
Sample lead times (time)
Meeting sustainability standards (compliance)
Capacity (quantity)
Sample header availability
Quality
After surveying over 15 designers from the retail industry, we were able to summarize and categorize the findings into different buckets to help the synthesis process.
SURVEY
the des igner
THE SURVEY
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If you could pick one or two things, what would help
you select more sustainable materials?
Improve organization of sustainable materials data
Prioritization of sustainability by leaders/organization
Demand increase from customers to be sustainable
Improve sustainability data provided by suppliers
Improve training and education for designers
Create incentives to make designs more sustainable
Higher price points of product
What’s your biggest overall pain point when selecting a material?
Minimums (price)
Sample lead times (time)
Meeting sustainability standards (compliance)
Capacity (quantity)
Sample header availability
Quality
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the des igner
THE VOICES
“Higher quality domestic production and domestic closed-loop, low-impact dyeing/printing facility.”—Senior Product Designer, Reformation
“Instill a sense of urgency in the leaders of organizations.”—Product Designer, Vince/New Balance
“Hold CEOs accountable by creating incentives for companies to be sustainable and financial costs when they’re not.”—Consultant, Sustainability Partners
“If customers consumed less and the organization of sustainable materials data was better.”—Apparel Designer, NIKE
“A way to break down used clothing into new, desirable, raw material, in North America.”—Product Designer, lululemon athletica
“Affordable, easily accessible sustainable material and production processes.”—Freelance Designer, NYC
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I f yo u cou ld wave a mag ic wand , wha t ’s t he one p rob lem t ha t we co u ld f i x i n s tan t l y t ha t cou ld t r ans fo rm how s us ta inab le ou r p roduc t s a re?
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THE CONSUMER
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The Consumers
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We researched consumer behaviors and motivations that influence purchasing decisions and post-consumption disposal while identifying recurring trends and patterns .From our initial desktop research, we determined that there were four key customer segments with relation to our materials challenge.
The Ath le te1
BEHAVIOR RESEARCH
VALENTINA
PROCESSWe began “rolling up our research sleeves” by collectively writing a research outline based on the workshop and presentation by Natalia from Fjord. Designing a research framework guided our team both individually and as a group throughout our entire process. We constructed a project overview within the specific context of consumer behaviour and identified the key questions for which we needed answers. Finally, we determined the methodology and approach we would use to collect our research.
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The Fash ion i s ta1
The Eco -consc ious
BEHAVIOR RESEARCH
SUCHARITADIANA
How do consumers perceive brand, sustainability initiatives, products, & services?What associations do people have with various materials What types of material do consumers associate with sustainability?What information/experience will create a genuine and influencing connection between consumers and sustainability in the apparel industry?What sustainability information/initiatives resonate most with consumers?
Literature Review Surveys/QuestionnaireInterviews Personas Journey Maps
KEY INQUIRY AREAS
METHODOLOGY
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The Ath le tes
“Spo r t a t h le t i c and c ompet i t ion has made t he d i f fe rence t h ro ughout my l i f e , mak ing me hea l t hy s t rong awake rap id and s o l v ing p rob lems k now ing how to f ace ad ve r s i t y and success“
— Lou i s , I n te rv iewee
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The Consumer Behav iour
Athletes represent a gigantic segment that includes all gender and ages. Athletic activities change throughout one’s life, according to age and lifestyle. In young teenagers and college students this behavior is mostly about being part of a team, competing and being attractive. In their mid 20s it is more about staying active, being attractive and balancing with work. In their 30’s it is about feeling good, feeling healthy and a strong need for having an activity outside work. As family grows in the 40s, health and family bonding are the priorities. Later in life is more about healthier and staying active and young.
Athletes tend to have a healthier lifestyle through out their lives. Food and free time activities gravitate around their practice of preference
THE ATHLETE
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THE ATHLETE
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The Ath le te ’s Behav io r
Athletic behavior has a strong relationship with the lifestyle. While priorities do change throughout life and situations, active individuals always maintain a healthy lifestyles.
INTERVIEWS
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KEY FINDINGS IN THE ATHLETIC BEHAVIOR
KEY FINDINGS IN PURCHASE CHOICES
“Largely as a youth, I played a sport every season. Soccer basketball tennis. I turned away from soccer and basketball in high school and began to run and ride a bike. I’ve also been into mountain sports, hiking skiing, and snowboarding. I’ve skate boarded and played ping pong for a long time as well.”
“Yoga changed my life, I started practicing 5 years ago, I became a yoga teacher cause I want to spread the benefits that it brought to me. I have been an active person all my life a competitive dancer and a high school volleyball team. I currently work at a sustainable athletic apparel company.”
“Sport athletic and competition has made the difference throughout my life, making me healthy strong awake rapid and solving problems knowing how to face adversity and success as part of training to eternity.”LOUIS, 57 YEARS
SASHA, 31 YEARS
JUAN,30 YEARS
“I want my athletic wear to look good! Something I can wear to the gym and to lunch after if I have to. Style usually is what I first consider, but comfort is a must.”
“Since I am into sports, I rarely shop for other things now.”
“I just shop for things that I really know will have multiple uses and will not go out of fashion fast. I honestly dont like fast fashion.”
PAULA, 29 YEARS
ALVARO, 61 YEARS
DIANA, 27 YEARS
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The Ath le te ’s Behav io r
SURVEY
DO YOU CONSIDER YOURSELF AN
ATHLETE?
WOULD YOU LIKE TO WORKOUT MORE
OFTEN ?
35
44
63
75
Questions
Respondents
% Women
% Ages 21-35
75% of the respondents consider themselves athletes or active people.
82% of the interviwed wish they could excercise more often. Lack of time & other priorities are their biggest contraints to have a more active life.
Other priorities Time
LazynessOther
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HOW OFTEN DO YOU MAKE A PURCHASE
OF ATHLETIC WEAR?
WHAT IS THE MAIN REASON YOU ARE AN
ACTIVE PERSON?
WHAT DO THEY LOOK FOR IN ATHLETIC
GARMENTS ?
WHAT ARE THE TRADE OFF FOR BETTER: PERFORMANCE,
DURABILITY, AND SUSTAINABLE?
72% Make athletic purchases once in a while or when they have specific needs.
52.8% Comfort 19.4% Performance 13.9% Style
Price, Convenience and Brand are the main a trade-offs for other values, when these values are provable.
DURABILITY PERFORMANCE SUSTAINABLE
PRICE PRICE PRICE
BRAND BRAND BRAND
COMFORT STYLE CONVENIENCE
Being active feels goodHealthy reasons
LifestyleLike looking good
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The Ath le te ’s Persona
THE MINDFUL ATHLETE
USE REGULAR CLOTHING
IDENTIFIES NEED OF SPECIAL APPAREL
LACK OF TIME TO
RESEARCH
IDENTIFIES BETTER
PERFORMANCESIGN IN NEW ACTIVITY
WEB BROWSING
PURCHASE
GOES TO STORE TO TRY ON
AGEOCCUPATION
STATUSLOCATION
INCOME
30UX DESIGNERSINGLE TORONTO, CA$95,000
GOALS & ASPIRATIONS• Challenges & setting goals to achieve• Be part of something great
LIFESTYLE• Eats healthy and has a very active lifestyle • Sets goals based on body performance. • FRUSTRATIONS• Change in priorities has affected his rhythm. • “I wish I had more time”• It’s hard to find a team to practice soccer • “I try to eat as organic and natural as I can,
make my choices based on trust”
NEUTRAL
POSITIVE
NEGATIVE
I. DISCOVERY II. PARTICIPATION
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Price
Convenience
BRAND LOYALTY
Design/Style
Performance & Quality
Comfort
CLOTHING
IDENTIFIES BETTER
PERFORMANCE SEES RESULTS
USES FOR OTHER ACTIVITIES
HAS TO CLEAN MORE OFTEN THAN OTHER . ACTIVITIY 3 TIMES A WEEK
WEB BROWSING
DONATEFEEL GOOD
PURCHASE
GOES TO STORE TO TRY ON
Climate Change
Social Justice
Good Health
Food Justice
AWARENESS
Brand Name
Brand Values
III. USAGE IV. CLOTHING CARE V. END-LIFE
Sustainable
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The Ath le te ’s Persona
THE “LOOK GOOD” ATHLETE
AGEOCCUPATION
STATUSLOCATION
INCOME
23STUDENTSINGLE MIAMI, FL35,000
GOALS & ASPIRATIONS• Graduate of college• Find a well-paying job after graduation• Have a family (Long Term)LIFESTYLE• Eats healthy to be in shape.• Works out to stay fit and attractive.• Sets goals based on body appearance (reduce
Inch or fat% & lose weight)FRUSTRATIONS• College and social live sometimes interferes with
her routine.• Not all workouts are effective and feels frustrated
when goals are not achieved.
NEUTRAL
POSITIVE
NEGATIVE
I. DISCOVERY II. PARTICIPATION
DECIDES TO SHOP
IDENTIFIES NEED OF SPECIAL APPAREL
LOVES HOW IT LOOKS
SEES SOME-ONE WITH A COOL OUTFIT
WEB BROWSING SPECIFIC LOOK
PURCHASE
GOES TO STORE TO TRY ON
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BRAND LOYALTY
CLOTHING AWARENESS
Price
Convenience
Design/Style
Performance & Quality
Comfort
Climate Change
Social Justice
Good Health
Food Justice
Brand Name
Brand Values
ECO
III. USAGE IV. CLOTHING CARE V. END-LIFE
FEELS CONFORT
HESITATES FIRST WASH (COLOR)
LOVES HOW IT LOOKS
USES FOR OTHER ACTIVITIES
WANTS TO WEAR MORE OFTEN
DONATE
MORE ROOM
WORN OUT=
LESS WORN
STAYS IN CLOSET FOR A
WHILE
GOES TO STORE TO TRY ON
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The Eco -Consc ious
“ I pu rchase c lo t hes f rom t hese soc ie t y e xh ib i t ions by i ndependent des igner s . They a re u n ique des igns and a re o f ten o f ve ry go od qua l i t y. ”
— Laura Sansone , In te rv iewee
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The Consumer Behav iour
The Eco-conscious or sustainable users are highly aware of their purchasing habits. ‘Concepts of concern’, ‘information about environmental impact’ and ‘willingness to act’ are seen as the key predictors of environmentally conscious consumer behaviors. These consumers act as indirect advocates to other consumer types. Though they value style, garment performance and produced using sustainable practices are of a higher priority.
THE ECO-CONSCIOUS“The threat to the planet is us. It’s actually not a threat to the planet —it’s a threat to us.”Margaret Atwood
STRENGTHS- Consumers are extremely aware of the material choices they make.- They like to advocate their close acquaintances about sustainability.
WEAKNESSES- Prefer to shop at stores that they are sure of the sustainability practices. - Give a great deal of importance to word of mouth; trusted friends.
OPPORTUNITIES- Willing to repair their products to increase the sustenance.- Influenced by documentaries and TED talks.
THREATS- Inconvenience in obtaining eco-conscious products is the biggest barrier for most of the users.
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THE ECO-CONSCIOUS
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The Eco -Consc ious Behav io r
This segment is committed to changing their negative consumption behaviour but are challenged by affordability and convenience.
INTERVIEWS
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THE ECO-CONSCIOUS VOICES
KEY FINDINGS IN PURCHASE BEHAVIORS
“I have an aunt who is exactly my size and she gives me gorgeous leather coats and shoes. I love having them in my closet. It’s like my own vintage collection”
“I purchase clothes from these society exhibitions by independent designers. They are unique designs and are often of very good quality.”
“I purchase a lot of FabIndia and Daram clothes. But the only issue (with these) is that the color bleeds. It is so hard to maintain these kurtis.”
“I do not know much about sustainable clothing, but I am highly aware of the fuel I consume. And that is why we decided to buy an electric car We still have a fuel car for emergencies.”
“I am a homemaker. I do not use a car much. I walk down to the local grocery stores, you know not the Reliance Fresh, but the small street stores and purchase fresh vegetables everyday. that is being sustainable no?”
Eco-Conscious consumers are in look out for apparel designs that are unique and those that are local sourced. They often purchase from exhibitions or society clothing forums. Most of the consumers make an effort to be sustainable in various forms. They try to eat local, be sustainable in their transport options and make an effort to obtain locally made clothes and maximize it’s durability by taking proper care.
PRIYANKA, 25 YEARS
SAKINA FIDA ALI, 24 YEARS
PADMA, 36 YAERS
LAURA SANSONE
ANAHITA , 27 YEARS
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The Eco -Consc ious Persona
THE PASSIONATE ECO-SENSITIVE
AGEOCCUPATION
STATUSLOCATION
INCOME
45JOURNALIST & ECO-ACTIVISTMARIEDCHICAGO, IL$85,000
GOALS & ASPIRATIONS- Have a positive impact on the planet.- Stay healthy and active.- Inspire others to be eco-conscious.
LIFESTYLE- Practical and realistic.- Stressed out with environmental issues.
SOURCES- Friends and Colleagues.- Documentaries and TED Talks.- Websites and Online Forums.
NEUTRAL
POSITIVE
NEGATIVE
Need Driven
Online Social
Forums
Websites areinformative.
Quality of products are
worth the price.
NEUTRAL
POSITIVE
NEGATIVE
I. DISCOVERY II. PARTICIPATION
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BRAND LOYALTY
CLOTHING AWARENESS
Price
Convenience
Design/Style
Quality
Comfort
Climate Change
Social Justice
Good Health
Food Justice
Brand Name
Brand Values
Sustainable/eco-friendly
Quality of products are
worth the price. Multiple
Usage.
Inspire through Apparel.
Extremely high maintenance.
Donate
Discard consciuosly.
Shop Again
II. PARTICIPATION III. USAGE IV. CLOTHING V. END-LIFE
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“ I u se f a sh ion as a wa y to express myse l f c rea t i ve l y. I d ress based on my mood , t he weat he r and t ake cues f rom t he wo r ld a round me . ”
The Fash ion i s ta
— Devon , In te rv iewee
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The Consumer Behav iour
Fashionistas are characterized as consumers who base their apparel purchasing decisions on their personal style preference. They follow and create the latest trends in fashions. Fashionistas spend a significant amount of their time shopping, creating outfits. They get style inspiration from social media, fashion magazines & blogs and celebrities.
THE FASHIONISTA
Strengths WeaknessesAware of trends Unaware of $$$ spent on fashionWilling to invest money in high-end Often attracted to fast fashionEnjoy thrift shopping Unable to find specific items thriftingUse social media to research Associate success with materialismMore aware of social issues in fashion Do not shop for sustainable fashion
Opportunities ThreatsKey segment for inspiring/setting trends Ability to have negative impactAccess over Ownership Materialistic tendenciesImproved thrifting experience Will only choose sustainable productSocial Media campaigns if comparable in price, quality, style More clearly labeled sustainability index & convenience
Fashionistas view their wardrobe as their chosen skin. They use their style to convey their personality, mood and identity. They communicate who they are to a certain extent through clothing.
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Fashionista
Inspiration
Window Shopping
Magazines
Vogue
In Style
Celebrities
Blogs Street Style
Social Media
Brands
Friends
Snap Chat Refinery 29
CosmopolitanPintrest
Look Books
Fashion Week Runways
TV
Girls
Fashion Police
Sex & the City
Gossip Girl
Keeping up with the Kardashians
Personal Health
Diet Trends
Excercise
Gym
Yoga
Run
Class Pass
Beauty Regimin
Hair Cut
Manicure
Waxing
Budgeting
Save Up for Big
Purchases
Stay In on Weekend
Skip Lunch
Check Bank Statement
Pay Credit Card Bill
Gift Cards
Pay Bills
Email Marketing
Promo Code
Discounts
Sales
Sell Clothes
Pay Rent
Apply for
JobsInterviewWorkGet Promoted
Social Life
Friends
Family
Dating
Co-Workers
Events
Wardrobe
Outfit Planning
Selfies
Upload to Instagram
#OOTD
Likes
@brands
Comments
Text to FriendsBorrow Clothes
“What are you wearing?”Post on
Blog
Check the weather
LaundryOrganize Closet
Shopping
5th Ave
Saks
Bloomingdales
Mall
Department Stores
SoHoLululemon
Nike
E-Commerce
Zappos
Nasty Gal
AmazonUrban
Outfitters
THE FASHIONISTA
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The Fash ion i s ta ’s Behav io r
Fashionistas are characterized as consumers who base their apparel purchasing decisions on their personal style preference. They follow and create the latest trends in fashion. They spend a significant amount of their time shopping and creating outfits.
INTERVIEWS
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THE FASHIONISTA VOICES
KEY FINDINGS IN PURCHASE BEHAVIORS
“I definitely find that I have an emotional connection to the pieces that I own. I think a lot of it stems from ‘oh I wore this that one night and I had so much fun’ maybe I’ve never worn it again ..maybe I will...”
“It’s definitely like you’re on a hunt, you don’t know if it’s going to be there, it’s tough to go in with a purpose...bigger time commitment and more of an adventure which I like”
“I think the biggest problem facing the fashion industry is that the stores are selling the next season and discounting that seasons line so consumers can just wait until it’s on sale to purchase .”
“I really try to invest in pieces as opposed to buying more disposable fashion, but I’m not at the point in my life wear I can afford to buy nice things.”
“You only find out who is using organic cotton once you are holding the product in your hands.”
Thrift shopping is popular in this customer segment not because it is seen as sustainable but it is a cheaper, more accessible outlet to achieve a unique look. Consumers in this segment admit it is hard to shop with a specific need in mind. People in this category wish they could afford to invest in higher end fashion pieces but will turn to thrift shopping as a way to affordably immitate their style goals. They purchase organic products in the food and beauty products segments but struggle to make a connection with sustainable fashion.
REBECCA, 40 YEARS
RACHEL, 33 YEARS
ROB, 27 YEARS
CAMILLE, 26 YEARS
DEVON, 26 YEARS
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The Fash ion i s ta ’s Behav io r
SURVEY
25
33
81
90
Questions
Respondents
% Women
% Ages 21-35
SHOPPING BEHAVIOR
CONSTRAINTS
ASPIRATIONS
Fashionista’s report shopping for apparel on a monthly basis. 80% reported that they were unaware of the amount of money they spend on apparel in a year. Fashionista’s report researching looks and items online prior to visiting retail locations to try-on garment before purchase.
Fashionista’s biggest reported constraint is money. They want to invest in their favorite fashion labels but the expenses can deter them. Another constraint was finding the perfect . Fit is the most influential aspect of the design they are drawn to. When it comes to shopping for sustainably manufactured items, there is a lack of awareness which stems from lack of comparable labeling.
Fashionista’s aspire to have enough money to purchase high-end labels. They tend to associate success and achievement with material objects. The more disposable income they have, the more they will spend on fashion.
65discover
Colors Materials
Brand Fit
Utility Quality
WHAT EMOTION BEST DESCRIBES YOUR FEELING
DIRECTLY AFTER MAKING AN APPAREL PURCHASE?
ARE YOU AWARE THE APPAREL INDUSTRY IS THE
2ND LARGEST POLLUTER AFTER THE OIL INDUSTRY?
DO YOU READ THE HANG TAG LABEL ON A GARMENT
BEFORE PURCHASING?
DO MATERIALS IN THE PRODUCT AFFECT YOUR
DECISION TO BUY?
WHAT ASPECTS OF DESIGN ARE MOST
INFLUENTIAL IN PURCHASING DECISION?
Happy
AnxiousAmbivalence
Yes No
NoYes
NoYes
Just to see if it is Dry Clean Only
66discover
The Fash ion i s ta Persona
THE TRENDSETTER
AGEOCCUPATION
STATUSLOCATION
INCOME
32DIRECTOR OF SALESSINGLE MANHATTAN, NY$80,000
GOALS & ASPIRATIONS- Get Promoted at Work- Lose 5 lbs- Afford that expensive bag
LIFESTYLE- Materialistic- Busy
SOURCES- Instagram- Vogue- Celebrity Style
NEUTRAL
POSITIVE
NEGATIVE
I. DISCOVERY II. PARTICIPATION
WindowShopping
Try-On
PurchasePut
togetheroutfit
67 discover
BRAND LOYALTY
CLOTHING AWARENESS
Price
Sustainable-Eco-Friendly
Design/Style
Quality
Comfort
Climate Change
Social Justice
Good Health
Food Justice
Brand Name
Brand Values
III. USAGE IV. CLOTHING CARE V. END-LIFE
PurchasePut
togetheroutfit
Stain Garment
Receivecompliments
Donate
Dry-Clean
Shop Again
SYNTHES IS
IN THIS SECTION
THE F INDINGS
T R E N D M A P P I N G
A F F I N I T Y M A P
T H E D E S I G N E R S
T H E P E R S O N A R E D E F I N E D
T H E C O N S U M E RT H E K E Y I N S I G H T S
THE INS IGHTS
THE RELEVANT CONSUMER
F R O M T H E C O N S U M E RF R O M T H E D E S I G N E R S
THE F INDINGS
74synthesis
the f i nd ings
After surveying over 15 designers from the retail industry, we were able to summarize and categorize the findings into different buckets to help the synthesis process.
FROM THE DESIGNER
Raw
Pr
emotional
Product designers are
frustrated, overwhelmed,
and annoyed by how little time they have to
bring an idea to action.
Getting inspiration and sharing ideas
is the highlight of the design
process.
Getting feedback at the end of
the process is frustrating and
time consuming.
functional
Closed-loop domestic
production could be the
most sustainable solution we know about.
Sample lead times are a bottleneck.
Materials
software doesn’t work with the
physical sample library.
Most material tools are not completely
accurate or up to date.
There’s no way to break down
trashed material.
behavioral
Consumer demand needs to go down so we create less
products overall.
Designers and merchants know
we need to reduce return
rates, especially for the eco-
business.
Choosing sustainable
materials needs to be more convenient.
75 synthesis
experiential
Materials data lives on software
and designers use their
physical sample library to select
materials.
You can’t see, feel, or touch the difference in sustainable
fashion without a story.
situational
Creators cite lack of time as
the biggest pain point in their
brainstorm and development
process.
Most designers are working
overtime all the time.
interpersonal
CEOs and senior leaders need to care and prioritize sustainability.
Sustainability needs to be
a value of the organization.
Customers need to give sustainability
feedback.
Create free, sustainable materials training
programs and videos for designers.
choice-based
Designers know they create a
lot of inventory waste when they don’t wear test
a style.
Designers feel guilty because
they often have to choose less
sustainable materials to
accommodate price and quality or performance.
Introduce the concept of
slow fashion to show the trade offs designers need to make and reveal the
true cost of garments.
76synthesis
Raw
Pr
emotional
“I am very passionate in whatever challenge I
undertake. I push myself a lot Tracking Devices
help me set goals and
achieve them.”
“I feel good when I donate my clothes for
charity.“
“I try to give away clothes to people I know.
Some of my favourite items are hand-me-downs from my cousins. I
absolutely love wearing them.”
88% describe happy emotion post-purchase.
functional
want the best performance
from their gear: top priority are
shoes, then equipment and then apparel.
Style still comes first: “I wouldn’t
wear a dress just because it is sustainable, the style matters.”
Clothes tend to sit in closet,
unworn, for long periods of time before being thrown out or
donated to charity.
behavioral
Being an active person creates
sustainable behavior by
default: walking, biking and
taking the stairs It creates
awareness about one’s body,
health, food and performance.
“I read hang tags for washing information and
price.”
52% of Fashionistas
research online while making
purchases.
For social awareness, people take
action when the issue directly impacts them.
the f i nd ings
After speaking with and surveying the four different consumer segments, we were able to summarize and categorize the findings into different buck-ets to help the synthesis process.
FROM THE CONSUMER
77 synthesis
experiential
“Even though I know I proba-bly won’t wear
some items again, I usually
leave them lying in my closet
for few months before I give them away to charity. I can’t part that easily
with them.”
Refer to thrift shopping as
“treasure hunt”; hard to shop for
specific item 16-18% of
Americans shop at thrift stores. Estimate indus-try to grow 20%
by 2020.
situational
“I started to be sustainable when I saw the
amount of waste that material production had, I felt I
had to shift my behavior.”
DIY culture/platforms effectively changing
the behavior and creating awareness
around sustainability.
Turn to fast fashion when time & money is a constraint: know they will be able to find something in line with their vision/style/price-range.
interpersonal
Sustainable consumers try to
influence their peers and family
to also make sustainable choices by leading by example.
Dressing Room experience seen as necessary but
unpleasant.
To make a behavior change
or care about social issues it is not only about self-correlation, but also if their
friends are related to the
issue.
choice-based
Athletic wear is not typically
purchased from second-hand
retailers: general concern over
hygiene.
Willing to pay more if the
product is truly sustainable.
Would choose sustainably
made clothes if they were
clearly labeled and comparable
in price and quality.
Unaware of sustainable
clothing options, tend to not think about
environmental impact of textile
industry
THE INS IGHTS
80synthesis
TREND MAPPING INSIGHTS
Time space
Cyber space
Playspace
Outerspace
Templo-sion
Collaborative economy
Virtual reality
Augmentedreality
Gamification
Net-positive impactGPS/GIS
INSIGHT: There is no tool that integrates software data with the physical library to help filter materials based on accurate sustainability and performance quality information.
Smart Swatch Wall of Materials
Robotic Swatch Library Room Point system
for material selection
Digitized swatch library for individualsMaterials
google glass app
Virtual fitings and data of garment’s overall impact
AirBnB of manufac-turing and production
Manufacturer and production wiki map and site
Create traceability tool using RFID/GPS
Use material not upcycled to create playgrounds
Co-create google app outlining B2B identification and rating service
Other sourcing
Texture track pad so no swatches needed
Interspace
Bluespace
Internet of things
METASPACE ECONOMY
IDEAS INSIGHTS
INSIGHT: Product cre-ators need a tool to re-view and rate manufac-turers and materials for their ethical and sustain-able practices, local and abroad.
the ins ights
TREND MAPPING INSIGHTS
81discover
TREND MAPPING INSIGHTS
Net-positive impact
Digitized swatch library for individuals
Use material not upcycled to create playgrounds
Interspace
Storagespace
Designspace
Innerspace
Microspace
Bluespace
Internet of things
Where will we put everything?
Design think-ing
Workplace science
Neuroimaging
Nanotechnol-ogy
3D/4D print-ing
INSIGHT: Designers say leaders and customers need to feel a sense of urgency to take action around their product sustainability impact.
INSIGHT: Product crea-tors need to figure out a way to use donated material as a new, raw material in order to re-duce overall impact.
Lazer yarn identifier
Reverse knitting machine
Nano-magni-fying identifier
At-home de-construction tool
Shared closet app or tool
Materials Wiki created col-laboratively
Test campaign efficacy using neuroimaging
Governments provide CEO incentives
“Planet will be fine, people will be effed” campaign
Free sustaina-bility training programs locat-ed on the cloud
METASPACE ECONOMY
INSIGHTS TRENDS
TIME SPACE
ACCESS OVER
OWNERSHIP
STORAGE SPACE
83 synthesis
the ins ights
TREND MAPPING
TIME SPACE TREND
STORAGE SPACE TREND
During the course of the semester, we attended a Parsons Provocateurs series event featuring the trend forecasters “Future Hunters”. In their presentation, they highlighted two key trends that helped us to shape our idea. These trends helped us ensure it would be aligned with the trends of the future. Time Space, which deals with the amplification and leveraging of time, explains that the current “collaborative consumption” movement represents a fundamental shift in values. People are now seeking access to services and products over ownership.
Another trend that also demonstrates the access over ownership shift is Storage Space. This trend simply explains that we are running out of space to store both objects and data. The self-storage industry is massively expanding and new businesses attempting to address storage issues in innovative ways are winning in the market place. The biggest reason women donate their clothing is not because it makes them feel good, but because they are running out of space to store them.
The collaborative consumption movement addresses both of these concerns and help to guide us in the development of our proposed business.
84synthesis
+
Materials software doesn’t work together with the physical sample library.
Product creators site a lack of time as the biggest pain point in their brainstorm and development processes.
Designers feel guilty because they have to choose less sustainable materials to accommodate price and quality. =
There is no tool that integrates software data
with the physical library to help filter materials based on accurate sustainability and performance quality
information.
+
Create free sustainable materials training programs and videos for designers and developers.
Difficult to source and find sustainable materials.
Closed-loop domestic production could be the most sustainable solution we know about.
Introduce the concept of slow fashion and become transparent about the real cost of fashion.
=Product creators need a tool to review and rate
manufacturers and materials for their ethical and
sustainable practices, local and abroad.
+Materials software doesn’t work together with the physical sample library.
Product creators site a lack of time as the biggest pain point in their brainstorm and development processes.
Designers feel guilty because they have to choose less sustainable materials to accommodate price and quality. =
Product creators need to figure out a way to use
donated, trashed material as a new, raw material in order
to reduce overall impact.
the ins ights
In our research, we learned that designers still don’t have the tools, support, and information they need to make more sustainable choices, even at the most sustainable brands.
DESIGNER INSIGHTS
85 synthesis
You can’t see, feel, or touch the difference in sustainable fashion
without a story.
CEOs and Senior Leaders need to care and prioritize
sustainability.
Consumer demand needs to go down so we create overall less
products.
Introduce the concept of slow fashion and become transparent about the real cost of fashion.
86synthesis 86synthesis
the ins ights
In all our research, we learned that demand for sustainable and ethical fashion has to first come from consumers in order to impact designers and manufacturers.
CONSUMER INSIGHTS
8686
THE FASHIONISTA & FAST FASHION
THE OPPORTUNITY
The insights we gathered from the fashionista market segment spoke the greatest to our challenge. We also learned that fast fashion is having the greatest negative impact on both our environment and society. In addition, the amount of clothes being thrown out per year is astonishing.
We see an opportunity in the fashionista consumer segment to leverage the growing thrift shopping market in combination with the ever rising sharing economy. Women within this category often have clothes in their closets that are never worn. According to a survey conducted by VoucherCloud “the average woman has $550 of unworn clothing in her closet[...] the majority of the group admitted to having never worn at least 20 percent of the items in their wardrobes” These items tend to sit unworn for long periods of time before being donated or discarded.
Fashionistas often find themselves turning to fast fashion brands because they are convenient, cheap and offer a wide variety of different style aesthetics. They either do not realize the negative impact these brands have on our earth or they simply do not see other options. They are open to second-hand retail but assimilate the experience to a “treasure hunt”, meaning that it is difficult or close to impossible to find a specific style of item in a timely manner. However, when they do purchase apparel second-hand, the experience is more rewarding than traditional retail because they are saving money and getting something that is truly unique.
87 synthesis87 synthesis
Unworn clothesTend to sit in the closet for long
periods of time before being thrown out or given to charity.
Thrift shopping is a “treasure hunt,” making it difficult to shop
for specific items.
Consumers turn to cheap clothing as a solution for time &
money constraints
88synthesis 88synthesis
Lea d e r s and cus tomers nee d t o fee l a sense o f u rge n cy t o take ac t ion a rou n d t h e i r p roduc t ’s sus t a i na b i l i t y impac t to redu ce ove ra l l mate r i a l u se .
FROM THE DESIGNERS
89 synthesis
W it h t h e r i se o f t h r i f t f a sh i on a nd t he sha r ing econ om y, peop le a re mo re comfor tab le reus ing c lo t h i ng —and t hey have unw or n c lo t h ing cu r ren t l y i n t he i r c lose t s .
FROM THE CUSTOMERS
THE RELEVANT USER
92discover 92discover 92discover 92discover
the consumers behav io rs
We used the affinity map as a tool to explore and understand the key facts from the surveys and interviews of our four user targets. We then grouped these findings to draw out underlying patterns.
AFFINITY MAP
GOALSGOALS
NEEDS
BEHAVIORS
MOTIVATORS
PAIN POINTS
NEEDS
92discover
r
ant
Fit Has Big--
ence On Purchase
52% Re-search Online FoSneakers
Shoes: Com-fort/ Perfor-mance
Will Pay More ForPerfor-mance
60% Non Ath-letes Will WTo Do SomeSort Of Activity
86% Of Athletes Will Want To BeEven More Active,More Frequent
Designers First Priority Is Design
PurchaseApparel Monthly
95% Willing To Spend More
Priorities:Comfort Du-rability StylePrice
82% Only Buy When Have Patricu-lar Need
Active Life-style Over-lap Into Social Life
Look At Ma-terials For WeatherAnd Use
Check The Label For Price& Care Instruc-tions
Visit Brand Retail StoresFirst
Non-design-ers Focus On Performance
Use Online And Retail Locations Together
Start Re-search On Brands Web-site
26% CheckTag For Washing De-tails
58% Of Con-sumers 25-34
68% SaidWould Be In-terested In Buy-back
Food & Cleaning Supplies
StyleVariety Across Brands
Prices
93discover93discover
BEHAVIOURS MOTIVATIONS PAIN POINTS
-Po
A
W
Wa
W
Pr
Price
MoFrship Acc
AwFeel Emotional Connection With Clothes
Donate ToCharity
Unaware OfEnviron-mental Impact
AssociateHemp & Cotton W/Sustainability
Tend To EatHealthier When Work-ing Out
Willing To Pay MoreFor Organic
55% CheckLabel BeforePurchase
Do Not BuyAthlet-ic-wear AtThrift
Concerned W/ Climate Change
68% Read Labels, 95%Read Hang-tags
32% Think Sportswear Has Sustain-able Options
Only 11%Look At Ma-terials
80% Unaware OfHow Much They Spend
Thrifting =“Treasure Hunt”
44% Don’tWork Out Be-cause Lack OfTime
Use AmazonTo ComparePrice
RecycleWhen Con-vient
58% UnsureOf Sustainable Materials In Apparel
werfulImagery In
ds Reso-nates
illing To Go Out Of The
y For Sus-tainable
Price Is First Thing TheyConsider
ould Choose Sustainable
oducts If Avail-able For Same
ving Away om Owner-
Towards ess
DescribeThemselves As Analytical
89% Highly are Of En-
vironment Degradation
Use Insta-gram To Find Style Inspira-tion
94synthesis
the consumers behav iours
REDEFINING THE PERSONA
After examining each segment individually, we learned that users do not necessarily fall solely into one category. Many consumers have varying degrees athleticism, fashion savvyness and sustainability. We created the above infographic to describe the intersections of these values and purchasing motivations. There are also some consumers who are not concerned with any of these issues when making apparel purchasing decisions, they are outliers on our chart. Each segment was important to our research because they embodied key behaviors we either wanted to leverage or change.
FASHIONISTA ECO-CONSCIOUS
ATHLETE
PASSIVE FASHIONISTAPASSIVE ATHLETE
PASSIVE ECO-CONSCIOUS
ACTIVE FASHIONISTAACTIVE ECO-CONSCIOUS
ACTIVE ATHLETE
95 synthesis
Environmental :Awareness and CareImpact: Related to their lifestyle and behavior.
While each segment had valuable insights, our group decided the Fashionista segment had the greatest potential for change. These consumers aspire to own quality designer labels but due to budgetary and time constraints, are attracted to big fast fashion brands like H&M and Forever 21. These brands have attractive price points and enough variety to satisfy almost any style aesthetic. When fashionistas have more time, they enjoy the thrift and consignment retail locations. They assimilate the experience to a “treasure hunt” because it can be difficult to find specific items, but also more rewarding than typical retail environments.
Performance and durability of the material
comes first. Are sustainable because of their
mindset towards being healthy. Style comes
last in priority. Tend to be extremely brand loyal
especially while making everyday purchases
Gives the highest priority to obtain eco-friendly
food- cleaning supplies. Finds it hard to procure.
Expects the materials to last longer since they
are eco-friendly. Believes in style but is not first
priority. Brand loyal.
ACTIVE ECO-CONSCIOUSACTIVE ATHLETE
ACTIVE FASHIONISTA
AI
AI
AI
AI
Fashion is the center of their life: career
+ social. Always up to date on the current
trends. Fit and aesthetic are their first
concerns. Price comes second, they are
willing to sacrifice quality.
96understand
97understand
IDEATE
IN THIS SECTION
THE PROCESSF R O M T H E I N S I G H T S T O T H E P R O M P TB R A I N S T O R M I N GF I L T E R I N G I D E A S
THE IDEA: THE SHARED CLOSET
100ideate
THE PROCESS
101ideate
102ideate102ideate
INSIGHT
W it h t h e r i se o f t h r i f t f a sh i on a nd t he sha r ing econ om y, peop le a re more com for tab le reus ing c lo t h i ng —and t hey have unw or n c l o t h ing cu r ren t l y i n t he i r c l ose t s .
THE INS IGHT
103ideate
PROMPT
How m i ght we encoura ge wom e n t o sha re t he i r c lo t h i ng ?
To make our key insights actionable, we used the “How Might We” question framework as a tool to convert them into design prompts.
104ideate104
i deat ion
Tens of ideas were generated during the ideation and brainstorming sessions we had.
BRAINSTORMING SESSIONS
BRAINSTORMING SESSIONS
105ideate
106ideate
REDUCE MATERIAL DEMAND
ACCESSIBLE TO THE MASSES
i deat ion
In order to distill our ideas down, our group decided to ensure we were answering the brief by using these four filters. The idea must:
BEHAVIOUR RESEARCH
107ideate
SCALABLEENCOURAGE SUSTAINABLE
BEHAVIOR
108ideate
SELECTING THE IDEA
109ideate
110ideate110ideate
THE SHARED CLOSET IDEA
111ideate111ideate
A peer- to -peer ap pa re l sha r ing p la t f o rm t ha t g r an t s use r s access t o a va r ie t y o f c lo se t s w i t h in t he i r c ommun i t y
112understand
PROTOTYPE
IN THIS SECTION
115understand
W H O.W H E R E . H O W
W H O.W H E R E . H O W
T H E M A R K E T E C O S Y S T E MC O M P E T I T I V E A D V A N T A G EW H Y & I M PA C T
TEST ING ASSUMPTIONS
THE P IVOTS
I D E A L C U S T O M E R J O U R N E Y
F I R S T P I V O T
S E R V I C E P R O T O T Y P E
S E C O N D P I V O T
T H E R E A L J O U R N E Y M A PF R O G W O R K S H O PI N I T I A L D I G I T A L P R O T O T Y P E
116ideate
TEST ING ASSUMPTIONS
117ideate
118prototype
tes t ing assumpt ions
We created the ideal customer journey map to understand and test the initial idea. Based on this journey map we developed an experiential prototype to test this assumptions.
IDEAL CUSTOMER JOURNEY
AWARE MEET WITH PEER TO EXGANGE
DIG IN THE CLOSET
SELECT ITEM TO BORROW
JOIN UPLOAD IMAGES
119 prototype
MEET WITH PEER TO EXGANGE
CLEAN THE ITEMSELECT ITEM TO BORROW
SHARE EXPERIENCE
SET UP MEETUP TIME
USE THE BORROWED ITEM
MEET TO RETURN
120prototype
BRING CLOTHES TO SHARE
PICK CLOTHES TO
BORROW
TRY ON CLOTHES
SIGN OUT ITEMS TO BORROW
test ing assumpt ions
For Earth Day, we created a workshop experience simulating borrowing and lending clothing to test our key assumptions. We made a Facebook Event and invited our friends to upload five items each to share with the group. After everyone uploaded their photos, they could “dibs” the items they were interested in borrowing. Everyone showed up at the event with their items (and some additional to lend). The event was so fun and everyone had a great time trying on clothes and catching up.
SERVICE PROTOTYPE
DISCOVERIES All but one attendee left borrowing something so we considered the event a success. During the process we did active observation to identify behaviors, gain points and pain points. We gathered findings, both during the online experience before the event, and the offline experience,during the event.
121prototype
122prototype122prototype
0
Uploading photosinconvenient = Delay
Damage and staining concerns prevent users from sharing
tes t ing assumpt ions
Service prototyping brought to light three main pain points that made our idea less feasible.
REAL CUSTOMER JOURNEY
AWARE PROMPTED TO UPLOAD
STAIN & DAMAGECONCERNS
JOIN
DELAY
PAIN POINT 1 PAIN POINT 2
123prototype
Finding time when both parties can meet and cleaning logistics was a big concern for our users.
MEET WITH PEER TO
EXCHANGE
MEET WITH PEER TO EXCHANGE
CLEAN THE ITEM
SELECT ITEM TO BORROW
STAIN & DAMAGECONCERNS
REVIEW EXPERIENCE
SET UP MEETING
TIME
USE THE BORROWED ITEM
PAIN POINT 3
“G et super c lea r abo ut commun ica t ing and unders tand ing t he use r need .”— F rog Workshop
125prototype
tes t ing assumpt ions
FROG WORKSHOP
We had a workshop with Frog to understand the different kinds of prototypes we could create and why they are important. Whether they’re a digital, service, physical or paper prototype, they help us test our assumptions about unmet consumer needs. At the workshop, we created a paper prototype to solve for the problems of collaborating with a team.
We learned about the four Fs:Fit: before you start, be clear about your intent. What are you trying to test?Form: fit combined with the mediumFidelity: what level of visual or tactile fidelity is required to accomplish to goal?Functionality: what level of functionality is required to accomplish the goals?
Prototype needs to be agile to be able to discover the real needs of the customers and understand their behaviors.
126prototype
v
tes t ing assumpt ions
After several pivots, we began to create a digital InVision prototype to walk through the customer experience of borrowing one item. This process raised questions of delivery and helped clarify our next steps.
DIGITAL PROTOTYPE
v
As a p rac t i ce , d ig i t a l p ro to typ ing b r ings fo rm a nd func t ion toget he r to so l ve a p rob lem o r d r i ve i nnova t ion .
128ideate
THE P IVOTS
129ideate
130prototype
THE PIVOTStes t ing resu l t s
SHARED CLOSET
Lagging Process Damage Concerns Logistics
Donations + On-Demand Rental
WHY
HOWPeer to Peer Connecting Platform
HOW
After testing our initial concept, we realized there was a need to pivot our business model to alleviate the pain points we discovered within the user journey map.
INITIAL IDEA FIRST PIVOT
WHAT WE DISCOVERED
Our first pivot centered around the concern women had over damages and staining and the lag in uploading photos. We tackled this issue by shifting from a peer-to-peer, platform where users would arrange meeting up and swapping clothes on their own, to a donation based model.
Instead of sharing clothes, users will be encouraged to donate items to a community closet. We will then maintain our own inventory in a local warehouse. This gives us better quality control over managing damages and stains because we will not be relying on users to provide reviews.
131prototype
THE PIVOTS
HOW Business Strategy
Service DesignWHAT
Donations +
SurverysCompetitive AnalysisBusiness ModelUUnderstanding
Subscription Library
WHY
HOW
SECOND PIVOT SERVICE & BUSINESS
WHAT WE DISCOVERED
Our second pivot was around our cost structure. In testing our user experience and analyzing the current competitive landscape, we found that women were not finding value in paying a rental fee per item. This prompted us to move from a rental fee model to a subscription model similar to Netflix. Women will pay a monthly subscription fee to be granted access to the community closet where they may borrow up to 5 items at a time, swapping out items when they want something new.
132prototype
SHARED CLOSET
Peer to Peer Connecting PlatformHOW
the p ivots
FROM THE INITIAL IDEA TOTHE FIRST PIVOT
Instead of sharing clothes, users will be encouraged to donate items to a community closet that holds inventory and rent them to other users.
133prototype
Lagging Process Damage Concerns Logistics
Donations + On-Demand Rental
WHY
HOW
THE SOLUTION By accepting donations, we will also be able to take better quality images and style the items in a more appealing way. Our inventory will be continuously updated on our Website and App to make sure the closet is fresh and easy to use. This pivot also alleviates the issues around finding a convenient time both parties can meet up. We will handle the washing and pick-up and delivery of these items.
134prototype
Donations +
SurverysCompetitive AnalysisBusiness ModelUUnderstanding
Subscription Library
WHY
HOW
the p ivots
FROM THE SECOND PIVOTTO THE BUSINESS DESIGN
We concluded after surveys and competitive analysis that instead having an on demand rental service we should offer a subscription model service with a combined online and personal experience.
135prototype
HOW Business Strategy
Service DesignWHAT
AWARE EXPLORE JOIN BROWSE SELECT SELECT TRY DELIVER USE RETURN
THE SOLUTION In our new business model, we will offer multiple options for receiving selected items. We plan to open a retail location/warehouse where consumers can pick-up their items for free. By offering free pick-up, we hope users will take advantage of it because they will also be able to try-on the items before taking them. We will also offer free pickup from our mobile retail location. For an extra shipping fee, users can have their items delivered to their door. Refer to the CREATE chapter to understand how this model was developed.
136create
THE COMMUNITY CLOSET
137create137create
A c lo t h ing l ib ra r y gener a ted f rom do nat ions t ha t p rov ides young women access to an un l im i ted wa rd ro be fo r a low subs c r ip t ion fee .
138understand
139understand
CREATE
IN THIS SECTION
T H E S E R V I C E
N E X T S T E P S
T H E S E R V I C E D E S I G N B L U E P R I N T
W H O.W H E R E . H O W
W H O.W H E R E . H O W
T H E M A R K E T E C O S Y S T E M
T H E M A R K E T E C O S Y S T E M
C O M P E T I T I V E A D V A N T A G EW H Y & I M PA C T
SERVICE DES IGN
NEXT STEPS
BUSINESS DES IGNB U S I N E S S M O D E L C A N V A S
R E - P U R P O S I N G D O N A T I O N S
T H E S E R V I C E D E S I G NT H E D I G I T A L P R O T O T Y P E # 2
T H E S T R A T E G Y: W H O.W H E R E . H O W
T H E T R A V E L L E R ’ S C L O S E T
T H E M A R K E T E C O S Y S T E M
F L Y C L E A N E R S PA R T N E R S H I P S
C O M P E T I T I V E A D V A N T A G EW H Y & I M PA C T
SERVICE DES IGN
NEXT STEPS
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BUSINESS DES IGN
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144create144create
bus iness des ign
BUSINESS MODEL CANVAS
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146create
bus iness des ign
Urban
Millennial
Trendy Women
Age 21-35
Multi-platform
Web + App + B&M
Portable Retail
NYC
Access over Ownership
Subscription $7-20/Month
Access Style Variety
Scalability
THE STRATEGY
WHO WHERE HOW
147 create
— A.G. La f ley, P lay ing to w in : How s t ra tegy rea l l y
“T he hea r t o f s t r a tegy i s t he answer to two f undamenta l ques t ions : where w i l l you p lay, and h o w w i l l you w in t he re?”
148create148create
High-Q
uality
Second-Hand
Rent
ing
Susc
riptio
n
Fast Fashion
Sustainable
Fashion
bus iness des ign
We plan to meet the needs of the fashionista consumers who turn to fast fashion because of their cheap prices and wide variety of style. We also want to engage the thrift shopping consumers as they are already willing and excited to shop second-hand styles.
THE MARKET ECOSYSTEM AND COMPETITORS LANDSCAPE
149 create
By o f f e r ing ou r use r s : a compet i t i ve p r i ced subs c r ip t ion fee , a c u ra ted c lose t f i l l ed w i t h un ique , qua l i t y i t ems and hav ing o n -demand p i ckup and d rop o f f ; we p lan to take ove r t h i s marke t segment .
WHY i s t h i s bus iness mode l re leva n t ?
We be l ieve we ca n d ras t i ca l l y re du ce t he im pac t o f f a s t f a sh ion by t r a ns fo rming wo me n ’s re l a t i onsh ip t o “new ” c lo t hes .
I f we p revent j u s t 1% o f m i l l enn ia l women i n N ew York C i t y f rom buy ing f i ve co t ton t - s h i r t s t h i s yea r, we w i l l s a ve :
155create
14,000 BATHTUBSOF WATER
ENOUGH PESTIC IDES
TO TREAT 800 ACRES OF
CORN
CO 2 EMISS IONS
FROM DRIVING 7000
MILES
THE IMPACT bus iness des ign
156ideate
SERVICE DES IGN
157ideate
158create
serv i ce des ign
The service design blue print was a great tool to visually uderstand the phases of the service, the customers touch points. It visualizes the interaction between the channels and the backlog processes.
THE SERVICE DESIGN
A W A R E J O I N U S E O N L I N E S E R V I C E U S E T H E S H A R E D O U T F I T S D E V E L O P
STEP ATTRACT USER SING UP CREATE PROFILE BOOST PROFILE BROWSE SELECT ORDERBECOME MEMBER DELIVER TRYON WEAR STORY CLEAN RETURN DONATE REPURPOSE
EXPERIENCERaise awareness and attract customer segment through unique look & feel customer
experience
Welcoming Experience: user friendly, attractive, simple design.
Shared Closet Personal Assistance - Stylist is reflected across all channels and touch points. It provides an outstanding experience and
customer centric service design.
The usage of the borrowed pieces is enhanced by other values created to the experience, such as style, social media and clothes tracking .
Their next level of the service is to offering personal styling and
clothes repurposing.
IN PERSON Word of Mouth• Advice from
friends that they want to borrow or see their .
• Advice How to boost the profile
• Advice How to boost the profile
SOCIAL MEDIA
Viral through Social Media • Advocates & Influencers
Social Media suggestions (friends selection)
Share pictures with hashtag to help Borrowers interested in the piece of garment
ONLINE STOREFRONT
• Video of the Service
• Open Website• ‘Walk Through’
Sign Up• Create personal
account.
• Create Closet Profile
• Facebook Link• Social Media
(Instagram, Snapchat)
• Account Type Options: Stylist, Expert, Borrower, Lender, (Cleaner
Complete full profile
• Body Type• Style / Tribe • Size & Height• Preferences
• Sharing Experience
• Events
• Browse by: • Style• Stylist• Recommend• Body Type• Occasion
• Select Mix & Match
• How does that look in someone you follow?
• Add to Movable Closet
• Live Chat Available w/ Stylist
Select type of Membership• Everyday• Trendy
Choose Delivery option • Express
Pickup?try-on in the truck.
• Home Delivery •
Donate clothes to the CC get discounts
APPApp StoreApps BlogsEndorsersInstagram/Facebook Adds
• Video of the Service
• Immediate Sign Up.
• Step Bar
Same Features As Website
Same Features As Website
Same Features As Website
Same Features As Website + Track
Track the Story of Your Clothes
TRUCK• Walk By• AR of the app and the
Experience• Photo Booth
Personal assistance and advice in pop-up closet
Style AdviceBrowse matching Styles
Some Features that can have the ‘in person experience’
Walk-ins: Appointments: Check In
CUSTOMER SERVICE
Customer First Approach design Chats Bots Available
Trained Associates
Try-On Call Center ServiceStylist Available (email or social media)
Trained Associates Trained Associates Trained Associates
IN-HOUSE DESIGN
Communications Design: • Communicate through free
press• Community Managers
Website: Content developmentStore: Design unique lookand feel stores
Service DesignPackaging Design for try-on shippingInteraction Design
Packaging Store Design Truck Design
IT DEPT. VR Development for PopUp Smooth UX (First Moment of truth
(Show Progress bar to avoid early churn)
Save searches• Monitor Secure
Payment Procedures
• Monitoring service to ‘follow truck location”
VR Development for PopUp UX design for the moving”fitting room”
History management for future purchases
Develop body recognition technologyWebsite UX Design
OPERATIONS
• Marketing Department, Strong Brand Development to create the same experience/emotions through all channels
• Advocates and Influencers Development.
e-mail marketing Development with data
Maintenance anddevelopment of themultiplatform
Manufacturing: Order acetate directly from supplier in Italy& manufactured in China
Data collection & Management
• Usage of privacy standards
• Legal protection
• Warehouse Logistics and management
• Truck Logistics
Appointment Service Platform
E-mail Marketing Strategy
THIRD PARTY Insurance Partnership
Partnership with flycleaners
Partnership with services like Alfred….
Designers Sustainable Brands
US
ER
SC
HA
NN
EL
S B
OR
RO
WB
AC
KL
OG
PR
OC
ES
SE
S
L ine o f V i s ib i l i t y
1
159create
A W A R E J O I N U S E O N L I N E S E R V I C E U S E T H E S H A R E D O U T F I T S D E V E L O P
STEP ATTRACT USER SING UP CREATE PROFILE BOOST PROFILE BROWSE SELECT ORDERBECOME MEMBER DELIVER TRYON WEAR STORY CLEAN RETURN DONATE REPURPOSE
EXPERIENCERaise awareness and attract customer segment through unique look & feel customer
experience
Welcoming Experience: user friendly, attractive, simple design.
Shared Closet Personal Assistance - Stylist is reflected across all channels and touch points. It provides an outstanding experience and
customer centric service design.
The usage of the borrowed pieces is enhanced by other values created to the experience, such as style, social media and clothes tracking .
Their next level of the service is to offering personal styling and
clothes repurposing.
IN PERSON Word of Mouth• Advice from
friends that they want to borrow or see their .
• Advice How to boost the profile
• Advice How to boost the profile
SOCIAL MEDIA
Viral through Social Media • Advocates & Influencers
Social Media suggestions (friends selection)
Share pictures with hashtag to help Borrowers interested in the piece of garment
ONLINE STOREFRONT
• Video of the Service
• Open Website• ‘Walk Through’
Sign Up• Create personal
account.
• Create Closet Profile
• Facebook Link• Social Media
(Instagram, Snapchat)
• Account Type Options: Stylist, Expert, Borrower, Lender, (Cleaner
Complete full profile
• Body Type• Style / Tribe • Size & Height• Preferences
• Sharing Experience
• Events
• Browse by: • Style• Stylist• Recommend• Body Type• Occasion
• Select Mix & Match
• How does that look in someone you follow?
• Add to Movable Closet
• Live Chat Available w/ Stylist
Select type of Membership• Everyday• Trendy
Choose Delivery option • Express
Pickup?try-on in the truck.
• Home Delivery •
Donate clothes to the CC get discounts
APPApp StoreApps BlogsEndorsersInstagram/Facebook Adds
• Video of the Service
• Immediate Sign Up.
• Step Bar
Same Features As Website
Same Features As Website
Same Features As Website
Same Features As Website + Track
Track the Story of Your Clothes
TRUCK• Walk By• AR of the app and the
Experience• Photo Booth
Personal assistance and advice in pop-up closet
Style AdviceBrowse matching Styles
Some Features that can have the ‘in person experience’
Walk-ins: Appointments: Check In
CUSTOMER SERVICE
Customer First Approach design Chats Bots Available
Trained Associates
Try-On Call Center ServiceStylist Available (email or social media)
Trained Associates Trained Associates Trained Associates
IN-HOUSE DESIGN
Communications Design: • Communicate through free
press• Community Managers
Website: Content developmentStore: Design unique lookand feel stores
Service DesignPackaging Design for try-on shippingInteraction Design
Packaging Store Design Truck Design
IT DEPT. VR Development for PopUp Smooth UX (First Moment of truth
(Show Progress bar to avoid early churn)
Save searches• Monitor Secure
Payment Procedures
• Monitoring service to ‘follow truck location”
VR Development for PopUp UX design for the moving”fitting room”
History management for future purchases
Develop body recognition technologyWebsite UX Design
OPERATIONS
• Marketing Department, Strong Brand Development to create the same experience/emotions through all channels
• Advocates and Influencers Development.
e-mail marketing Development with data
Maintenance anddevelopment of themultiplatform
Manufacturing: Order acetate directly from supplier in Italy& manufactured in China
Data collection & Management
• Usage of privacy standards
• Legal protection
• Warehouse Logistics and management
• Truck Logistics
Appointment Service Platform
E-mail Marketing Strategy
THIRD PARTY Insurance Partnership
Partnership with flycleaners
Partnership with services like Alfred….
Designers Sustainable Brands
US
ER
SC
HA
NN
EL
S B
OR
RO
WB
AC
KL
OG
PR
OC
ES
SE
S
L ine o f V i s ib i l i t y
1
160create
serv i ce des ign
After developing a service design blue print we went back to our digital prototype in InVision and took it to the next level.
THE DIGITAL PROTOTYPE #2
161 create
BROWSE
SELECT
JOIN
DONATE
162ideate
THE NEXT STEPS
163ideate
Once we realized a portion of our donations would be out of style or damaged, we decid-ed to partner with young designers to create a branded label up-cycling these materials to create new items. This partnership would help differentiate our service from other clothing libraries and also provide an alternative incentive to borrow from the closet—to get access to this coveted brand. It will also prevent more textiles from entering the landfill.
next s teps
RE-PURPOSING DONATIONS
TRAVELERS CLOSET
1 create
up · cy · c le ( ve rb )
To re use ( d i sca rded ob je c t s o r ma te r i a l ) i n such a wa y a s to c rea t e a p roduc t o f a h igh er qu a l i t y o r va l u e t ha n t he o r ig i n a l
Another market we would like to infiltrate is the traveller’s closet. This would allow some-one who travels often to reduce the amount of luggage they need to pack because they would have access to climate-appropriate apparel upon arrival. Ideally, we provide a service that allows users to access closets throughout multiple cities in the US. Users will find the service appealing because it saves time packing and reduces excess baggage fees from the airlines.
next s teps
TRAVELLERS CLOSET
CCCC New York
Luggage free travel.
CCCC Miami
1 create
up · cy · c le ( ve rb )
To re use ( d i sca rded ob je c t s o r ma te r i a l ) i n such a wa y a s to c rea t e a p roduc t o f a h igh er qu a l i t y o r va l u e t ha n t he o r ig i n a l
An important partnership we would like to pursue would be with a service similar to Fly-Cleaners. This business particularly, offers pick-up/drop-off laundry and dry-cleaning ser-vices via an app that has features such as tracking and delivery estimate time. We feel at partnership with this type of service would enhance our efficiency specifically with cleaning and delivery. The partnership would be beneficially for both businesses as we could pro-mote each other on our respective websites/apps.
next s teps
FLYCLEANERS PARTNERSHIP
CCCommunity Closet
Donate from FlyCleaners site
Promote FlyCleaners
FlyCleaners
1 create
up · cy · c le ( ve rb )
To re use ( d i sca rded ob je c t s o r ma te r i a l ) i n such a wa y a s to c rea t e a p roduc t o f a h igh er qu a l i t y o r va l u e t ha n t he o r ig i n a l
170understand
about th i s repor t
THE REFERENCES
171about
Fletcher, K, & Grose, L. (2012). Fashion and sustainability: design for change. London: Laurence King Publishing. USagain (2015). The environmental impact of cotton T shirt. Retrieved March 15, 2015 from https://www.youtube. com/ watch?v=g5rGm6veAhg
Hanington, B., & Martin, B. (2012). Universal methods of design: 100 ways to research complex problems, develop innovative ideas, and design effective solutions. Rockport Publishers.
Lidwell, W., Holden, K., & Butler, J. (2010). Universal principles of design, revised and updated: 125 ways to enhance usability, influence perception, increase appeal, make better design deci-sions, and teach through design. Rockport Pub.
Missouri Crops Resource Guide. Retrieved May 7, 2016 from http://crops.missouri.edu/audit/corn.htm.
Synthesizing Research by Fahrenheit 212. New School Presentation Mar 2, 2016.
Schneider, J., & Stickdorn, M. (2011). This is Service Design Thinking: Basics, Tools, Cases. Wiley.
The MetaSpace Economy by The Future Hunters. New School Presentation Feb 26, 2016.
http://www.popsugar.com/smart-living/What-Happens-Donated-Clothing-34349286
http://www.huffingtonpost.com/2014/03/28/unworn-clothing-survey_n_5048486.html
http://www.popsugar.com/smart-living/What-Happens-Donated-Clothing-34349286
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173about
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about th i s repor t
SURVEY
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about th i s repor t
SURVEY
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about th i s repor t
SURVEY
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180about
about th i s repor t
SERVICE DESIGN BLUEPRINT
A W A R E J O I N U S E O N L I N E S E R V I C E U S E T H E S H A R E D O U T F I T S D E V E L O P
STEP ATTRACT USER SING UP CREATE PROFILE BOOST PROFILE BROWSE SELECT ORDERBECOME MEMBER DELIVER TRYON WEAR STORY CLEAN RETURN DONATE REPURPOSE
EXPERIENCERaise awareness and attract customer segment through unique look & feel customer
experience
Welcoming Experience: user friendly, attractive, simple design.
Shared Closet Personal Assistance - Stylist is reflected across all channels and touch points. It provides an outstanding experience and
customer centric service design.
The usage of the borrowed pieces is enhanced by other values created to the experience, such as style, social media and clothes tracking .
Their next level of the service is to offering personal styling and
clothes repurposing.
IN PERSON Word of Mouth• Advice from
friends that they want to borrow or see their .
• Advice How to boost the profile
• Advice How to boost the profile
SOCIAL MEDIA
Viral through Social Media • Advocates & Influencers
Social Media suggestions (friends selection)
Share pictures with hashtag to help Borrowers interested in the piece of garment
ONLINE STOREFRONT
• Video of the Service
• Open Website• ‘Walk Through’
Sign Up• Create personal
account.
• Create Closet Profile
• Facebook Link• Social Media
(Instagram, Snapchat)
• Account Type Options: Stylist, Expert, Borrower, Lender, (Cleaner
Complete full profile
• Body Type• Style / Tribe • Size & Height• Preferences
• Sharing Experience
• Events
• Browse by: • Style• Stylist• Recommend• Body Type• Occasion
• Select Mix & Match
• How does that look in someone you follow?
• Add to Movable Closet
• Live Chat Available w/ Stylist
Select type of Membership• Everyday• Trendy
Choose Delivery option • Express
Pickup?try-on in the truck.
• Home Delivery •
Donate clothes to the CC get discounts
APPApp StoreApps BlogsEndorsersInstagram/Facebook Adds
• Video of the Service
• Immediate Sign Up.
• Step Bar
Same Features As Website
Same Features As Website
Same Features As Website
Same Features As Website + Track
Track the Story of Your Clothes
TRUCK• Walk By• AR of the app and the
Experience• Photo Booth
Personal assistance and advice in pop-up closet
Style AdviceBrowse matching Styles
Some Features that can have the ‘in person experience’
Walk-ins: Appointments: Check In
CUSTOMER SERVICE
Customer First Approach design Chats Bots Available
Trained Associates
Try-On Call Center ServiceStylist Available (email or social media)
Trained Associates Trained Associates Trained Associates
IN-HOUSE DESIGN
Communications Design: • Communicate through free
press• Community Managers
Website: Content developmentStore: Design unique lookand feel stores
Service DesignPackaging Design for try-on shippingInteraction Design
Packaging Store Design Truck Design
IT DEPT. VR Development for PopUp Smooth UX (First Moment of truth
(Show Progress bar to avoid early churn)
Save searches• Monitor Secure
Payment Procedures
• Monitoring service to ‘follow truck location”
VR Development for PopUp UX design for the moving”fitting room”
History management for future purchases
Develop body recognition technologyWebsite UX Design
OPERATIONS
• Marketing Department, Strong Brand Development to create the same experience/emotions through all channels
• Advocates and Influencers Development.
e-mail marketing Development with data
Maintenance anddevelopment of themultiplatform
Manufacturing: Order acetate directly from supplier in Italy& manufactured in China
Data collection & Management
• Usage of privacy standards
• Legal protection
• Warehouse Logistics and management
• Truck Logistics
Appointment Service Platform
E-mail Marketing Strategy
THIRD PARTY Insurance Partnership
Partnership with flycleaners
Partnership with services like Alfred….
Designers Sustainable Brands
US
ER
SC
HA
NN
EL
S B
OR
RO
WB
AC
KL
OG
PR
OC
ES
SE
S
L ine o f V i s ib i l i t y
1
181about
A W A R E J O I N U S E O N L I N E S E R V I C E U S E T H E S H A R E D O U T F I T S D E V E L O P
STEP ATTRACT USER SING UP CREATE PROFILE BOOST PROFILE BROWSE SELECT ORDERBECOME MEMBER DELIVER TRYON WEAR STORY CLEAN RETURN DONATE REPURPOSE
EXPERIENCERaise awareness and attract customer segment through unique look & feel customer
experience
Welcoming Experience: user friendly, attractive, simple design.
Shared Closet Personal Assistance - Stylist is reflected across all channels and touch points. It provides an outstanding experience and
customer centric service design.
The usage of the borrowed pieces is enhanced by other values created to the experience, such as style, social media and clothes tracking .
Their next level of the service is to offering personal styling and
clothes repurposing.
IN PERSON Word of Mouth• Advice from
friends that they want to borrow or see their .
• Advice How to boost the profile
• Advice How to boost the profile
SOCIAL MEDIA
Viral through Social Media • Advocates & Influencers
Social Media suggestions (friends selection)
Share pictures with hashtag to help Borrowers interested in the piece of garment
ONLINE STOREFRONT
• Video of the Service
• Open Website• ‘Walk Through’
Sign Up• Create personal
account.
• Create Closet Profile
• Facebook Link• Social Media
(Instagram, Snapchat)
• Account Type Options: Stylist, Expert, Borrower, Lender, (Cleaner
Complete full profile
• Body Type• Style / Tribe • Size & Height• Preferences
• Sharing Experience
• Events
• Browse by: • Style• Stylist• Recommend• Body Type• Occasion
• Select Mix & Match
• How does that look in someone you follow?
• Add to Movable Closet
• Live Chat Available w/ Stylist
Select type of Membership• Everyday• Trendy
Choose Delivery option • Express
Pickup?try-on in the truck.
• Home Delivery •
Donate clothes to the CC get discounts
APPApp StoreApps BlogsEndorsersInstagram/Facebook Adds
• Video of the Service
• Immediate Sign Up.
• Step Bar
Same Features As Website
Same Features As Website
Same Features As Website
Same Features As Website + Track
Track the Story of Your Clothes
TRUCK• Walk By• AR of the app and the
Experience• Photo Booth
Personal assistance and advice in pop-up closet
Style AdviceBrowse matching Styles
Some Features that can have the ‘in person experience’
Walk-ins: Appointments: Check In
CUSTOMER SERVICE
Customer First Approach design Chats Bots Available
Trained Associates
Try-On Call Center ServiceStylist Available (email or social media)
Trained Associates Trained Associates Trained Associates
IN-HOUSE DESIGN
Communications Design: • Communicate through free
press• Community Managers
Website: Content developmentStore: Design unique lookand feel stores
Service DesignPackaging Design for try-on shippingInteraction Design
Packaging Store Design Truck Design
IT DEPT. VR Development for PopUp Smooth UX (First Moment of truth
(Show Progress bar to avoid early churn)
Save searches• Monitor Secure
Payment Procedures
• Monitoring service to ‘follow truck location”
VR Development for PopUp UX design for the moving”fitting room”
History management for future purchases
Develop body recognition technologyWebsite UX Design
OPERATIONS
• Marketing Department, Strong Brand Development to create the same experience/emotions through all channels
• Advocates and Influencers Development.
e-mail marketing Development with data
Maintenance anddevelopment of themultiplatform
Manufacturing: Order acetate directly from supplier in Italy& manufactured in China
Data collection & Management
• Usage of privacy standards
• Legal protection
• Warehouse Logistics and management
• Truck Logistics
Appointment Service Platform
E-mail Marketing Strategy
THIRD PARTY Insurance Partnership
Partnership with flycleaners
Partnership with services like Alfred….
Designers Sustainable Brands
US
ER
SC
HA
NN
EL
S B
OR
RO
WB
AC
KL
OG
PR
OC
ES
SE
S
L ine o f V i s ib i l i t y
1
182about
about th i s repor t
SERVICE DESIGN BLUEPRINT
A W A R E J O I N U S E O N L I N E S E R V I C E U S E T H E S H A R E D O U T F I T S D E V E L O P
STEP ATTRACT USER SING UP CREATE PROFILE BOOST PROFILE BROWSE SELECT ORDERBECOME MEMBER DELIVER TRYON WEAR STORY CLEAN RETURN DONATE REPURPOSE
EXPERIENCERaise awareness and attract customer segment through unique look & feel customer
experience
Welcoming Experience: user friendly, attractive, simple design.
Shared Closet Personal Assistance - Stylist is reflected across all channels and touch points. It provides an outstanding experience and
customer centric service design.
The usage of the borrowed pieces is enhanced by other values created to the experience, such as style, social media and clothes tracking .
Their next level of the service is to offering personal styling and
clothes repurposing.
IN PERSON Word of Mouth• Advice from
friends that they want to borrow or see their .
• Advice How to boost the profile
• Advice How to boost the profile
SOCIAL MEDIA
Viral through Social Media • Advocates & Influencers
Social Media suggestions (friends selection)
Share pictures with hashtag to help Borrowers interested in the piece of garment
ONLINE STOREFRONT
• Video of the Service
• Open Website• ‘Walk Through’
Sign Up• Create personal
account.
• Create Closet Profile
• Facebook Link• Social Media
(Instagram, Snapchat)
• Account Type Options: Stylist, Expert, Borrower, Lender, (Cleaner
Complete full profile
• Body Type• Style / Tribe • Size & Height• Preferences
• Sharing Experience
• Events
• Browse by: • Style• Stylist• Recommend• Body Type• Occasion
• Select Mix & Match
• How does that look in someone you follow?
• Add to Movable Closet
• Live Chat Available w/ Stylist
Select type of Membership• Everyday• Trendy
Choose Delivery option • Express
Pickup?try-on in the truck.
• Home Delivery •
Donate clothes to the CC get discounts
APPApp StoreApps BlogsEndorsersInstagram/Facebook Adds
• Video of the Service
• Immediate Sign Up.
• Step Bar
Same Features As Website
Same Features As Website
Same Features As Website
Same Features As Website + Track
Track the Story of Your Clothes
TRUCK• Walk By• AR of the app and the
Experience• Photo Booth
Personal assistance and advice in pop-up closet
Style AdviceBrowse matching Styles
Some Features that can have the ‘in person experience’
Walk-ins: Appointments: Check In
CUSTOMER SERVICE
Customer First Approach design Chats Bots Available
Trained Associates
Try-On Call Center ServiceStylist Available (email or social media)
Trained Associates Trained Associates Trained Associates
IN-HOUSE DESIGN
Communications Design: • Communicate through free
press• Community Managers
Website: Content developmentStore: Design unique lookand feel stores
Service DesignPackaging Design for try-on shippingInteraction Design
Packaging Store Design Truck Design
IT DEPT. VR Development for PopUp Smooth UX (First Moment of truth
(Show Progress bar to avoid early churn)
Save searches• Monitor Secure
Payment Procedures
• Monitoring service to ‘follow truck location”
VR Development for PopUp UX design for the moving”fitting room”
History management for future purchases
Develop body recognition technologyWebsite UX Design
OPERATIONS
• Marketing Department, Strong Brand Development to create the same experience/emotions through all channels
• Advocates and Influencers Development.
e-mail marketing Development with data
Maintenance anddevelopment of themultiplatform
Manufacturing: Order acetate directly from supplier in Italy& manufactured in China
Data collection & Management
• Usage of privacy standards
• Legal protection
• Warehouse Logistics and management
• Truck Logistics
Appointment Service Platform
E-mail Marketing Strategy
THIRD PARTY Insurance Partnership
Partnership with flycleaners
Partnership with services like Alfred….
Designers Sustainable Brands
US
ER
SC
HA
NN
EL
S B
OR
RO
WB
AC
KL
OG
PR
OC
ES
SE
S
L ine o f V i s ib i l i t y
1
A W A R E J O I N U S E O N L I N E S E R V I C E U S E T H E S H A R E D O U T F I T S D E V E L O P
STEP ATTRACT USER SING UP CREATE PROFILE BOOST PROFILE BROWSE SELECT ORDERBECOME MEMBER DELIVER TRYON WEAR STORY CLEAN RETURN DONATE REPURPOSE
EXPERIENCERaise awareness and attract customer segment through unique look & feel customer
experience
Welcoming Experience: user friendly, attractive, simple design.
Shared Closet Personal Assistance - Stylist is reflected across all channels and touch points. It provides an outstanding experience and
customer centric service design.
The usage of the borrowed pieces is enhanced by other values created to the experience, such as style, social media and clothes tracking .
Their next level of the service is to offering personal styling and
clothes repurposing.
IN PERSON Word of Mouth• Advice from
friends that they want to borrow or see their .
• Advice How to boost the profile
• Advice How to boost the profile
SOCIAL MEDIA
Viral through Social Media • Advocates & Influencers
Social Media suggestions (friends selection)
Share pictures with hashtag to help Borrowers interested in the piece of garment
ONLINE STOREFRONT
• Video of the Service
• Open Website• ‘Walk Through’
Sign Up• Create personal
account.
• Create Closet Profile
• Facebook Link• Social Media
(Instagram, Snapchat)
• Account Type Options: Stylist, Expert, Borrower, Lender, (Cleaner
Complete full profile
• Body Type• Style / Tribe • Size & Height• Preferences
• Sharing Experience
• Events
• Browse by: • Style• Stylist• Recommend• Body Type• Occasion
• Select Mix & Match
• How does that look in someone you follow?
• Add to Movable Closet
• Live Chat Available w/ Stylist
Select type of Membership• Everyday• Trendy
Choose Delivery option • Express
Pickup?try-on in the truck.
• Home Delivery •
Donate clothes to the CC get discounts
APPApp StoreApps BlogsEndorsersInstagram/Facebook Adds
• Video of the Service
• Immediate Sign Up.
• Step Bar
Same Features As Website
Same Features As Website
Same Features As Website
Same Features As Website + Track
Track the Story of Your Clothes
TRUCK• Walk By• AR of the app and the
Experience• Photo Booth
Personal assistance and advice in pop-up closet
Style AdviceBrowse matching Styles
Some Features that can have the ‘in person experience’
Walk-ins: Appointments: Check In
CUSTOMER SERVICE
Customer First Approach design Chats Bots Available
Trained Associates
Try-On Call Center ServiceStylist Available (email or social media)
Trained Associates Trained Associates Trained Associates
IN-HOUSE DESIGN
Communications Design: • Communicate through free
press• Community Managers
Website: Content developmentStore: Design unique lookand feel stores
Service DesignPackaging Design for try-on shippingInteraction Design
Packaging Store Design Truck Design
IT DEPT. VR Development for PopUp Smooth UX (First Moment of truth
(Show Progress bar to avoid early churn)
Save searches• Monitor Secure
Payment Procedures
• Monitoring service to ‘follow truck location”
VR Development for PopUp UX design for the moving”fitting room”
History management for future purchases
Develop body recognition technologyWebsite UX Design
OPERATIONS
• Marketing Department, Strong Brand Development to create the same experience/emotions through all channels
• Advocates and Influencers Development.
e-mail marketing Development with data
Maintenance anddevelopment of themultiplatform
Manufacturing: Order acetate directly from supplier in Italy& manufactured in China
Data collection & Management
• Usage of privacy standards
• Legal protection
• Warehouse Logistics and management
• Truck Logistics
Appointment Service Platform
E-mail Marketing Strategy
THIRD PARTY Insurance Partnership
Partnership with flycleaners
Partnership with services like Alfred….
Designers Sustainable Brands
US
ER
SC
HA
NN
EL
S B
OR
RO
WB
AC
KL
OG
PR
OC
ES
SE
S
L ine o f V i s ib i l i t y
1
183about
A W A R E J O I N U S E O N L I N E S E R V I C E U S E T H E S H A R E D O U T F I T S D E V E L O P
STEP ATTRACT USER SING UP CREATE PROFILE BOOST PROFILE BROWSE SELECT ORDERBECOME MEMBER DELIVER TRYON WEAR STORY CLEAN RETURN DONATE REPURPOSE
EXPERIENCERaise awareness and attract customer segment through unique look & feel customer
experience
Welcoming Experience: user friendly, attractive, simple design.
Shared Closet Personal Assistance - Stylist is reflected across all channels and touch points. It provides an outstanding experience and
customer centric service design.
The usage of the borrowed pieces is enhanced by other values created to the experience, such as style, social media and clothes tracking .
Their next level of the service is to offering personal styling and
clothes repurposing.
IN PERSON Word of Mouth• Advice from
friends that they want to borrow or see their .
• Advice How to boost the profile
• Advice How to boost the profile
SOCIAL MEDIA
Viral through Social Media • Advocates & Influencers
Social Media suggestions (friends selection)
Share pictures with hashtag to help Borrowers interested in the piece of garment
ONLINE STOREFRONT
• Video of the Service
• Open Website• ‘Walk Through’
Sign Up• Create personal
account.
• Create Closet Profile
• Facebook Link• Social Media
(Instagram, Snapchat)
• Account Type Options: Stylist, Expert, Borrower, Lender, (Cleaner
Complete full profile
• Body Type• Style / Tribe • Size & Height• Preferences
• Sharing Experience
• Events
• Browse by: • Style• Stylist• Recommend• Body Type• Occasion
• Select Mix & Match
• How does that look in someone you follow?
• Add to Movable Closet
• Live Chat Available w/ Stylist
Select type of Membership• Everyday• Trendy
Choose Delivery option • Express
Pickup?try-on in the truck.
• Home Delivery •
Donate clothes to the CC get discounts
APPApp StoreApps BlogsEndorsersInstagram/Facebook Adds
• Video of the Service
• Immediate Sign Up.
• Step Bar
Same Features As Website
Same Features As Website
Same Features As Website
Same Features As Website + Track
Track the Story of Your Clothes
TRUCK• Walk By• AR of the app and the
Experience• Photo Booth
Personal assistance and advice in pop-up closet
Style AdviceBrowse matching Styles
Some Features that can have the ‘in person experience’
Walk-ins: Appointments: Check In
CUSTOMER SERVICE
Customer First Approach design Chats Bots Available
Trained Associates
Try-On Call Center ServiceStylist Available (email or social media)
Trained Associates Trained Associates Trained Associates
IN-HOUSE DESIGN
Communications Design: • Communicate through free
press• Community Managers
Website: Content developmentStore: Design unique lookand feel stores
Service DesignPackaging Design for try-on shippingInteraction Design
Packaging Store Design Truck Design
IT DEPT. VR Development for PopUp Smooth UX (First Moment of truth
(Show Progress bar to avoid early churn)
Save searches• Monitor Secure
Payment Procedures
• Monitoring service to ‘follow truck location”
VR Development for PopUp UX design for the moving”fitting room”
History management for future purchases
Develop body recognition technologyWebsite UX Design
OPERATIONS
• Marketing Department, Strong Brand Development to create the same experience/emotions through all channels
• Advocates and Influencers Development.
e-mail marketing Development with data
Maintenance anddevelopment of themultiplatform
Manufacturing: Order acetate directly from supplier in Italy& manufactured in China
Data collection & Management
• Usage of privacy standards
• Legal protection
• Warehouse Logistics and management
• Truck Logistics
Appointment Service Platform
E-mail Marketing Strategy
THIRD PARTY Insurance Partnership
Partnership with flycleaners
Partnership with services like Alfred….
Designers Sustainable Brands
US
ER
SC
HA
NN
EL
S B
OR
RO
WB
AC
KL
OG
PR
OC
ES
SE
S
L ine o f V i s ib i l i t y
1
A W A R E J O I N U S E O N L I N E S E R V I C E U S E T H E S H A R E D O U T F I T S D E V E L O P
STEP ATTRACT USER SING UP CREATE PROFILE BOOST PROFILE BROWSE SELECT ORDERBECOME MEMBER DELIVER TRYON WEAR STORY CLEAN RETURN DONATE REPURPOSE
EXPERIENCERaise awareness and attract customer segment through unique look & feel customer
experience
Welcoming Experience: user friendly, attractive, simple design.
Shared Closet Personal Assistance - Stylist is reflected across all channels and touch points. It provides an outstanding experience and
customer centric service design.
The usage of the borrowed pieces is enhanced by other values created to the experience, such as style, social media and clothes tracking .
Their next level of the service is to offering personal styling and
clothes repurposing.
IN PERSON Word of Mouth• Advice from
friends that they want to borrow or see their .
• Advice How to boost the profile
• Advice How to boost the profile
SOCIAL MEDIA
Viral through Social Media • Advocates & Influencers
Social Media suggestions (friends selection)
Share pictures with hashtag to help Borrowers interested in the piece of garment
ONLINE STOREFRONT
• Video of the Service
• Open Website• ‘Walk Through’
Sign Up• Create personal
account.
• Create Closet Profile
• Facebook Link• Social Media
(Instagram, Snapchat)
• Account Type Options: Stylist, Expert, Borrower, Lender, (Cleaner
Complete full profile
• Body Type• Style / Tribe • Size & Height• Preferences
• Sharing Experience
• Events
• Browse by: • Style• Stylist• Recommend• Body Type• Occasion
• Select Mix & Match
• How does that look in someone you follow?
• Add to Movable Closet
• Live Chat Available w/ Stylist
Select type of Membership• Everyday• Trendy
Choose Delivery option • Express
Pickup?try-on in the truck.
• Home Delivery •
Donate clothes to the CC get discounts
APPApp StoreApps BlogsEndorsersInstagram/Facebook Adds
• Video of the Service
• Immediate Sign Up.
• Step Bar
Same Features As Website
Same Features As Website
Same Features As Website
Same Features As Website + Track
Track the Story of Your Clothes
TRUCK• Walk By• AR of the app and the
Experience• Photo Booth
Personal assistance and advice in pop-up closet
Style AdviceBrowse matching Styles
Some Features that can have the ‘in person experience’
Walk-ins: Appointments: Check In
CUSTOMER SERVICE
Customer First Approach design Chats Bots Available
Trained Associates
Try-On Call Center ServiceStylist Available (email or social media)
Trained Associates Trained Associates Trained Associates
IN-HOUSE DESIGN
Communications Design: • Communicate through free
press• Community Managers
Website: Content developmentStore: Design unique lookand feel stores
Service DesignPackaging Design for try-on shippingInteraction Design
Packaging Store Design Truck Design
IT DEPT. VR Development for PopUp Smooth UX (First Moment of truth
(Show Progress bar to avoid early churn)
Save searches• Monitor Secure
Payment Procedures
• Monitoring service to ‘follow truck location”
VR Development for PopUp UX design for the moving”fitting room”
History management for future purchases
Develop body recognition technologyWebsite UX Design
OPERATIONS
• Marketing Department, Strong Brand Development to create the same experience/emotions through all channels
• Advocates and Influencers Development.
e-mail marketing Development with data
Maintenance anddevelopment of themultiplatform
Manufacturing: Order acetate directly from supplier in Italy& manufactured in China
Data collection & Management
• Usage of privacy standards
• Legal protection
• Warehouse Logistics and management
• Truck Logistics
Appointment Service Platform
E-mail Marketing Strategy
THIRD PARTY Insurance Partnership
Partnership with flycleaners
Partnership with services like Alfred….
Designers Sustainable Brands
US
ER
SC
HA
NN
EL
S B
OR
RO
WB
AC
KL
OG
PR
OC
ES
SE
S
L ine o f V i s ib i l i t y
1
184about
about th i s repor t
SERVICE DESIGN BLUEPRINT
A W A R E J O I N U S E O N L I N E S E R V I C E U S E T H E S H A R E D O U T F I T S D E V E L O P
STEP ATTRACT USER SING UP CREATE PROFILE BOOST PROFILE BROWSE SELECT ORDERBECOME MEMBER DELIVER TRYON WEAR STORY CLEAN RETURN DONATE REPURPOSE
EXPERIENCERaise awareness and attract customer segment through unique look & feel customer
experience
Welcoming Experience: user friendly, attractive, simple design.
Shared Closet Personal Assistance - Stylist is reflected across all channels and touch points. It provides an outstanding experience and
customer centric service design.
The usage of the borrowed pieces is enhanced by other values created to the experience, such as style, social media and clothes tracking .
Their next level of the service is to offering personal styling and
clothes repurposing.
IN PERSON Word of Mouth• Advice from
friends that they want to borrow or see their .
• Advice How to boost the profile
• Advice How to boost the profile
SOCIAL MEDIA
Viral through Social Media • Advocates & Influencers
Social Media suggestions (friends selection)
Share pictures with hashtag to help Borrowers interested in the piece of garment
ONLINE STOREFRONT
• Video of the Service
• Open Website• ‘Walk Through’
Sign Up• Create personal
account.
• Create Closet Profile
• Facebook Link• Social Media
(Instagram, Snapchat)
• Account Type Options: Stylist, Expert, Borrower, Lender, (Cleaner
Complete full profile
• Body Type• Style / Tribe • Size & Height• Preferences
• Sharing Experience
• Events
• Browse by: • Style• Stylist• Recommend• Body Type• Occasion
• Select Mix & Match
• How does that look in someone you follow?
• Add to Movable Closet
• Live Chat Available w/ Stylist
Select type of Membership• Everyday• Trendy
Choose Delivery option • Express
Pickup?try-on in the truck.
• Home Delivery •
Donate clothes to the CC get discounts
APPApp StoreApps BlogsEndorsersInstagram/Facebook Adds
• Video of the Service
• Immediate Sign Up.
• Step Bar
Same Features As Website
Same Features As Website
Same Features As Website
Same Features As Website + Track
Track the Story of Your Clothes
TRUCK• Walk By• AR of the app and the
Experience• Photo Booth
Personal assistance and advice in pop-up closet
Style AdviceBrowse matching Styles
Some Features that can have the ‘in person experience’
Walk-ins: Appointments: Check In
CUSTOMER SERVICE
Customer First Approach design Chats Bots Available
Trained Associates
Try-On Call Center ServiceStylist Available (email or social media)
Trained Associates Trained Associates Trained Associates
IN-HOUSE DESIGN
Communications Design: • Communicate through free
press• Community Managers
Website: Content developmentStore: Design unique lookand feel stores
Service DesignPackaging Design for try-on shippingInteraction Design
Packaging Store Design Truck Design
IT DEPT. VR Development for PopUp Smooth UX (First Moment of truth
(Show Progress bar to avoid early churn)
Save searches• Monitor Secure
Payment Procedures
• Monitoring service to ‘follow truck location”
VR Development for PopUp UX design for the moving”fitting room”
History management for future purchases
Develop body recognition technologyWebsite UX Design
OPERATIONS
• Marketing Department, Strong Brand Development to create the same experience/emotions through all channels
• Advocates and Influencers Development.
e-mail marketing Development with data
Maintenance anddevelopment of themultiplatform
Manufacturing: Order acetate directly from supplier in Italy& manufactured in China
Data collection & Management
• Usage of privacy standards
• Legal protection
• Warehouse Logistics and management
• Truck Logistics
Appointment Service Platform
E-mail Marketing Strategy
THIRD PARTY Insurance Partnership
Partnership with flycleaners
Partnership with services like Alfred….
Designers Sustainable Brands
US
ER
SC
HA
NN
EL
S B
OR
RO
WB
AC
KL
OG
PR
OC
ES
SE
S
L ine o f V i s ib i l i t y
1
A W A R E J O I N U S E O N L I N E S E R V I C E U S E T H E S H A R E D O U T F I T S D E V E L O P
STEP ATTRACT USER SING UP CREATE PROFILE BOOST PROFILE BROWSE SELECT ORDERBECOME MEMBER DELIVER TRYON WEAR STORY CLEAN RETURN DONATE REPURPOSE
EXPERIENCERaise awareness and attract customer segment through unique look & feel customer
experience
Welcoming Experience: user friendly, attractive, simple design.
Shared Closet Personal Assistance - Stylist is reflected across all channels and touch points. It provides an outstanding experience and
customer centric service design.
The usage of the borrowed pieces is enhanced by other values created to the experience, such as style, social media and clothes tracking .
Their next level of the service is to offering personal styling and
clothes repurposing.
IN PERSON Word of Mouth• Advice from
friends that they want to borrow or see their .
• Advice How to boost the profile
• Advice How to boost the profile
SOCIAL MEDIA
Viral through Social Media • Advocates & Influencers
Social Media suggestions (friends selection)
Share pictures with hashtag to help Borrowers interested in the piece of garment
ONLINE STOREFRONT
• Video of the Service
• Open Website• ‘Walk Through’
Sign Up• Create personal
account.
• Create Closet Profile
• Facebook Link• Social Media
(Instagram, Snapchat)
• Account Type Options: Stylist, Expert, Borrower, Lender, (Cleaner
Complete full profile
• Body Type• Style / Tribe • Size & Height• Preferences
• Sharing Experience
• Events
• Browse by: • Style• Stylist• Recommend• Body Type• Occasion
• Select Mix & Match
• How does that look in someone you follow?
• Add to Movable Closet
• Live Chat Available w/ Stylist
Select type of Membership• Everyday• Trendy
Choose Delivery option • Express
Pickup?try-on in the truck.
• Home Delivery •
Donate clothes to the CC get discounts
APPApp StoreApps BlogsEndorsersInstagram/Facebook Adds
• Video of the Service
• Immediate Sign Up.
• Step Bar
Same Features As Website
Same Features As Website
Same Features As Website
Same Features As Website + Track
Track the Story of Your Clothes
TRUCK• Walk By• AR of the app and the
Experience• Photo Booth
Personal assistance and advice in pop-up closet
Style AdviceBrowse matching Styles
Some Features that can have the ‘in person experience’
Walk-ins: Appointments: Check In
CUSTOMER SERVICE
Customer First Approach design Chats Bots Available
Trained Associates
Try-On Call Center ServiceStylist Available (email or social media)
Trained Associates Trained Associates Trained Associates
IN-HOUSE DESIGN
Communications Design: • Communicate through free
press• Community Managers
Website: Content developmentStore: Design unique lookand feel stores
Service DesignPackaging Design for try-on shippingInteraction Design
Packaging Store Design Truck Design
IT DEPT. VR Development for PopUp Smooth UX (First Moment of truth
(Show Progress bar to avoid early churn)
Save searches• Monitor Secure
Payment Procedures
• Monitoring service to ‘follow truck location”
VR Development for PopUp UX design for the moving”fitting room”
History management for future purchases
Develop body recognition technologyWebsite UX Design
OPERATIONS
• Marketing Department, Strong Brand Development to create the same experience/emotions through all channels
• Advocates and Influencers Development.
e-mail marketing Development with data
Maintenance anddevelopment of themultiplatform
Manufacturing: Order acetate directly from supplier in Italy& manufactured in China
Data collection & Management
• Usage of privacy standards
• Legal protection
• Warehouse Logistics and management
• Truck Logistics
Appointment Service Platform
E-mail Marketing Strategy
THIRD PARTY Insurance Partnership
Partnership with flycleaners
Partnership with services like Alfred….
Designers Sustainable Brands
US
ER
SC
HA
NN
EL
S B
OR
RO
WB
AC
KL
OG
PR
OC
ES
SE
S
L ine o f V i s ib i l i t y
1
185about
A W A R E J O I N U S E O N L I N E S E R V I C E U S E T H E S H A R E D O U T F I T S D E V E L O P
STEP ATTRACT USER SING UP CREATE PROFILE BOOST PROFILE BROWSE SELECT ORDERBECOME MEMBER DELIVER TRYON WEAR STORY CLEAN RETURN DONATE REPURPOSE
EXPERIENCERaise awareness and attract customer segment through unique look & feel customer
experience
Welcoming Experience: user friendly, attractive, simple design.
Shared Closet Personal Assistance - Stylist is reflected across all channels and touch points. It provides an outstanding experience and
customer centric service design.
The usage of the borrowed pieces is enhanced by other values created to the experience, such as style, social media and clothes tracking .
Their next level of the service is to offering personal styling and
clothes repurposing.
IN PERSON Word of Mouth• Advice from
friends that they want to borrow or see their .
• Advice How to boost the profile
• Advice How to boost the profile
SOCIAL MEDIA
Viral through Social Media • Advocates & Influencers
Social Media suggestions (friends selection)
Share pictures with hashtag to help Borrowers interested in the piece of garment
ONLINE STOREFRONT
• Video of the Service
• Open Website• ‘Walk Through’
Sign Up• Create personal
account.
• Create Closet Profile
• Facebook Link• Social Media
(Instagram, Snapchat)
• Account Type Options: Stylist, Expert, Borrower, Lender, (Cleaner
Complete full profile
• Body Type• Style / Tribe • Size & Height• Preferences
• Sharing Experience
• Events
• Browse by: • Style• Stylist• Recommend• Body Type• Occasion
• Select Mix & Match
• How does that look in someone you follow?
• Add to Movable Closet
• Live Chat Available w/ Stylist
Select type of Membership• Everyday• Trendy
Choose Delivery option • Express
Pickup?try-on in the truck.
• Home Delivery •
Donate clothes to the CC get discounts
APPApp StoreApps BlogsEndorsersInstagram/Facebook Adds
• Video of the Service
• Immediate Sign Up.
• Step Bar
Same Features As Website
Same Features As Website
Same Features As Website
Same Features As Website + Track
Track the Story of Your Clothes
TRUCK• Walk By• AR of the app and the
Experience• Photo Booth
Personal assistance and advice in pop-up closet
Style AdviceBrowse matching Styles
Some Features that can have the ‘in person experience’
Walk-ins: Appointments: Check In
CUSTOMER SERVICE
Customer First Approach design Chats Bots Available
Trained Associates
Try-On Call Center ServiceStylist Available (email or social media)
Trained Associates Trained Associates Trained Associates
IN-HOUSE DESIGN
Communications Design: • Communicate through free
press• Community Managers
Website: Content developmentStore: Design unique lookand feel stores
Service DesignPackaging Design for try-on shippingInteraction Design
Packaging Store Design Truck Design
IT DEPT. VR Development for PopUp Smooth UX (First Moment of truth
(Show Progress bar to avoid early churn)
Save searches• Monitor Secure
Payment Procedures
• Monitoring service to ‘follow truck location”
VR Development for PopUp UX design for the moving”fitting room”
History management for future purchases
Develop body recognition technologyWebsite UX Design
OPERATIONS
• Marketing Department, Strong Brand Development to create the same experience/emotions through all channels
• Advocates and Influencers Development.
e-mail marketing Development with data
Maintenance anddevelopment of themultiplatform
Manufacturing: Order acetate directly from supplier in Italy& manufactured in China
Data collection & Management
• Usage of privacy standards
• Legal protection
• Warehouse Logistics and management
• Truck Logistics
Appointment Service Platform
E-mail Marketing Strategy
THIRD PARTY Insurance Partnership
Partnership with flycleaners
Partnership with services like Alfred….
Designers Sustainable Brands
US
ER
SC
HA
NN
EL
S B
OR
RO
WB
AC
KL
OG
PR
OC
ES
SE
S
L ine o f V i s ib i l i t y
1
186about
about th i s repor t
SERVICE DESIGN BLUEPRINT
A W A R E J O I N U S E O N L I N E S E R V I C E U S E T H E S H A R E D O U T F I T S D E V E L O P
STEP ATTRACT USER SING UP CREATE PROFILE BOOST PROFILE BROWSE SELECT ORDERBECOME MEMBER DELIVER TRYON WEAR STORY CLEAN RETURN DONATE REPURPOSE
EXPERIENCERaise awareness and attract customer segment through unique look & feel customer
experience
Welcoming Experience: user friendly, attractive, simple design.
Shared Closet Personal Assistance - Stylist is reflected across all channels and touch points. It provides an outstanding experience and
customer centric service design.
The usage of the borrowed pieces is enhanced by other values created to the experience, such as style, social media and clothes tracking .
Their next level of the service is to offering personal styling and
clothes repurposing.
IN PERSON Word of Mouth• Advice from
friends that they want to borrow or see their .
• Advice How to boost the profile
• Advice How to boost the profile
SOCIAL MEDIA
Viral through Social Media • Advocates & Influencers
Social Media suggestions (friends selection)
Share pictures with hashtag to help Borrowers interested in the piece of garment
ONLINE STOREFRONT
• Video of the Service
• Open Website• ‘Walk Through’
Sign Up• Create personal
account.
• Create Closet Profile
• Facebook Link• Social Media
(Instagram, Snapchat)
• Account Type Options: Stylist, Expert, Borrower, Lender, (Cleaner
Complete full profile
• Body Type• Style / Tribe • Size & Height• Preferences
• Sharing Experience
• Events
• Browse by: • Style• Stylist• Recommend• Body Type• Occasion
• Select Mix & Match
• How does that look in someone you follow?
• Add to Movable Closet
• Live Chat Available w/ Stylist
Select type of Membership• Everyday• Trendy
Choose Delivery option • Express
Pickup?try-on in the truck.
• Home Delivery •
Donate clothes to the CC get discounts
APPApp StoreApps BlogsEndorsersInstagram/Facebook Adds
• Video of the Service
• Immediate Sign Up.
• Step Bar
Same Features As Website
Same Features As Website
Same Features As Website
Same Features As Website + Track
Track the Story of Your Clothes
TRUCK• Walk By• AR of the app and the
Experience• Photo Booth
Personal assistance and advice in pop-up closet
Style AdviceBrowse matching Styles
Some Features that can have the ‘in person experience’
Walk-ins: Appointments: Check In
CUSTOMER SERVICE
Customer First Approach design Chats Bots Available
Trained Associates
Try-On Call Center ServiceStylist Available (email or social media)
Trained Associates Trained Associates Trained Associates
IN-HOUSE DESIGN
Communications Design: • Communicate through free
press• Community Managers
Website: Content developmentStore: Design unique lookand feel stores
Service DesignPackaging Design for try-on shippingInteraction Design
Packaging Store Design Truck Design
IT DEPT. VR Development for PopUp Smooth UX (First Moment of truth
(Show Progress bar to avoid early churn)
Save searches• Monitor Secure
Payment Procedures
• Monitoring service to ‘follow truck location”
VR Development for PopUp UX design for the moving”fitting room”
History management for future purchases
Develop body recognition technologyWebsite UX Design
OPERATIONS
• Marketing Department, Strong Brand Development to create the same experience/emotions through all channels
• Advocates and Influencers Development.
e-mail marketing Development with data
Maintenance anddevelopment of themultiplatform
Manufacturing: Order acetate directly from supplier in Italy& manufactured in China
Data collection & Management
• Usage of privacy standards
• Legal protection
• Warehouse Logistics and management
• Truck Logistics
Appointment Service Platform
E-mail Marketing Strategy
THIRD PARTY Insurance Partnership
Partnership with flycleaners
Partnership with services like Alfred….
Designers Sustainable Brands
US
ER
SC
HA
NN
EL
S B
OR
RO
WB
AC
KL
OG
PR
OC
ES
SE
S
L ine o f V i s ib i l i t y
1
A W A R E J O I N U S E O N L I N E S E R V I C E U S E T H E S H A R E D O U T F I T S D E V E L O P
STEP ATTRACT USER SING UP CREATE PROFILE BOOST PROFILE BROWSE SELECT ORDERBECOME MEMBER DELIVER TRYON WEAR STORY CLEAN RETURN DONATE REPURPOSE
EXPERIENCERaise awareness and attract customer segment through unique look & feel customer
experience
Welcoming Experience: user friendly, attractive, simple design.
Shared Closet Personal Assistance - Stylist is reflected across all channels and touch points. It provides an outstanding experience and
customer centric service design.
The usage of the borrowed pieces is enhanced by other values created to the experience, such as style, social media and clothes tracking .
Their next level of the service is to offering personal styling and
clothes repurposing.
IN PERSON Word of Mouth• Advice from
friends that they want to borrow or see their .
• Advice How to boost the profile
• Advice How to boost the profile
SOCIAL MEDIA
Viral through Social Media • Advocates & Influencers
Social Media suggestions (friends selection)
Share pictures with hashtag to help Borrowers interested in the piece of garment
ONLINE STOREFRONT
• Video of the Service
• Open Website• ‘Walk Through’
Sign Up• Create personal
account.
• Create Closet Profile
• Facebook Link• Social Media
(Instagram, Snapchat)
• Account Type Options: Stylist, Expert, Borrower, Lender, (Cleaner
Complete full profile
• Body Type• Style / Tribe • Size & Height• Preferences
• Sharing Experience
• Events
• Browse by: • Style• Stylist• Recommend• Body Type• Occasion
• Select Mix & Match
• How does that look in someone you follow?
• Add to Movable Closet
• Live Chat Available w/ Stylist
Select type of Membership• Everyday• Trendy
Choose Delivery option • Express
Pickup?try-on in the truck.
• Home Delivery •
Donate clothes to the CC get discounts
APPApp StoreApps BlogsEndorsersInstagram/Facebook Adds
• Video of the Service
• Immediate Sign Up.
• Step Bar
Same Features As Website
Same Features As Website
Same Features As Website
Same Features As Website + Track
Track the Story of Your Clothes
TRUCK• Walk By• AR of the app and the
Experience• Photo Booth
Personal assistance and advice in pop-up closet
Style AdviceBrowse matching Styles
Some Features that can have the ‘in person experience’
Walk-ins: Appointments: Check In
CUSTOMER SERVICE
Customer First Approach design Chats Bots Available
Trained Associates
Try-On Call Center ServiceStylist Available (email or social media)
Trained Associates Trained Associates Trained Associates
IN-HOUSE DESIGN
Communications Design: • Communicate through free
press• Community Managers
Website: Content developmentStore: Design unique lookand feel stores
Service DesignPackaging Design for try-on shippingInteraction Design
Packaging Store Design Truck Design
IT DEPT. VR Development for PopUp Smooth UX (First Moment of truth
(Show Progress bar to avoid early churn)
Save searches• Monitor Secure
Payment Procedures
• Monitoring service to ‘follow truck location”
VR Development for PopUp UX design for the moving”fitting room”
History management for future purchases
Develop body recognition technologyWebsite UX Design
OPERATIONS
• Marketing Department, Strong Brand Development to create the same experience/emotions through all channels
• Advocates and Influencers Development.
e-mail marketing Development with data
Maintenance anddevelopment of themultiplatform
Manufacturing: Order acetate directly from supplier in Italy& manufactured in China
Data collection & Management
• Usage of privacy standards
• Legal protection
• Warehouse Logistics and management
• Truck Logistics
Appointment Service Platform
E-mail Marketing Strategy
THIRD PARTY Insurance Partnership
Partnership with flycleaners
Partnership with services like Alfred….
Designers Sustainable Brands
US
ER
SC
HA
NN
EL
S B
OR
RO
WB
AC
KL
OG
PR
OC
ES
SE
S
L ine o f V i s ib i l i t y
1
A W A R E J O I N U S E O N L I N E S E R V I C E U S E T H E S H A R E D O U T F I T S D E V E L O P
STEP ATTRACT USER SING UP CREATE PROFILE BOOST PROFILE BROWSE SELECT ORDERBECOME MEMBER DELIVER TRYON WEAR STORY CLEAN RETURN DONATE REPURPOSE
EXPERIENCERaise awareness and attract customer segment through unique look & feel customer
experience
Welcoming Experience: user friendly, attractive, simple design.
Shared Closet Personal Assistance - Stylist is reflected across all channels and touch points. It provides an outstanding experience and
customer centric service design.
The usage of the borrowed pieces is enhanced by other values created to the experience, such as style, social media and clothes tracking .
Their next level of the service is to offering personal styling and
clothes repurposing.
IN PERSON Word of Mouth• Advice from
friends that they want to borrow or see their .
• Advice How to boost the profile
• Advice How to boost the profile
SOCIAL MEDIA
Viral through Social Media • Advocates & Influencers
Social Media suggestions (friends selection)
Share pictures with hashtag to help Borrowers interested in the piece of garment
ONLINE STOREFRONT
• Video of the Service
• Open Website• ‘Walk Through’
Sign Up• Create personal
account.
• Create Closet Profile
• Facebook Link• Social Media
(Instagram, Snapchat)
• Account Type Options: Stylist, Expert, Borrower, Lender, (Cleaner
Complete full profile
• Body Type• Style / Tribe • Size & Height• Preferences
• Sharing Experience
• Events
• Browse by: • Style• Stylist• Recommend• Body Type• Occasion
• Select Mix & Match
• How does that look in someone you follow?
• Add to Movable Closet
• Live Chat Available w/ Stylist
Select type of Membership• Everyday• Trendy
Choose Delivery option • Express
Pickup?try-on in the truck.
• Home Delivery •
Donate clothes to the CC get discounts
APPApp StoreApps BlogsEndorsersInstagram/Facebook Adds
• Video of the Service
• Immediate Sign Up.
• Step Bar
Same Features As Website
Same Features As Website
Same Features As Website
Same Features As Website + Track
Track the Story of Your Clothes
TRUCK• Walk By• AR of the app and the
Experience• Photo Booth
Personal assistance and advice in pop-up closet
Style AdviceBrowse matching Styles
Some Features that can have the ‘in person experience’
Walk-ins: Appointments: Check In
CUSTOMER SERVICE
Customer First Approach design Chats Bots Available
Trained Associates
Try-On Call Center ServiceStylist Available (email or social media)
Trained Associates Trained Associates Trained Associates
IN-HOUSE DESIGN
Communications Design: • Communicate through free
press• Community Managers
Website: Content developmentStore: Design unique lookand feel stores
Service DesignPackaging Design for try-on shippingInteraction Design
Packaging Store Design Truck Design
IT DEPT. VR Development for PopUp Smooth UX (First Moment of truth
(Show Progress bar to avoid early churn)
Save searches• Monitor Secure
Payment Procedures
• Monitoring service to ‘follow truck location”
VR Development for PopUp UX design for the moving”fitting room”
History management for future purchases
Develop body recognition technologyWebsite UX Design
OPERATIONS
• Marketing Department, Strong Brand Development to create the same experience/emotions through all channels
• Advocates and Influencers Development.
e-mail marketing Development with data
Maintenance anddevelopment of themultiplatform
Manufacturing: Order acetate directly from supplier in Italy& manufactured in China
Data collection & Management
• Usage of privacy standards
• Legal protection
• Warehouse Logistics and management
• Truck Logistics
Appointment Service Platform
E-mail Marketing Strategy
THIRD PARTY Insurance Partnership
Partnership with flycleaners
Partnership with services like Alfred….
Designers Sustainable Brands
US
ER
SC
HA
NN
EL
S B
OR
RO
WB
AC
KL
OG
PR
OC
ES
SE
S
L ine o f V i s ib i l i t y
1
187about
A W A R E J O I N U S E O N L I N E S E R V I C E U S E T H E S H A R E D O U T F I T S D E V E L O P
STEP ATTRACT USER SING UP CREATE PROFILE BOOST PROFILE BROWSE SELECT ORDERBECOME MEMBER DELIVER TRYON WEAR STORY CLEAN RETURN DONATE REPURPOSE
EXPERIENCERaise awareness and attract customer segment through unique look & feel customer
experience
Welcoming Experience: user friendly, attractive, simple design.
Shared Closet Personal Assistance - Stylist is reflected across all channels and touch points. It provides an outstanding experience and
customer centric service design.
The usage of the borrowed pieces is enhanced by other values created to the experience, such as style, social media and clothes tracking .
Their next level of the service is to offering personal styling and
clothes repurposing.
IN PERSON Word of Mouth• Advice from
friends that they want to borrow or see their .
• Advice How to boost the profile
• Advice How to boost the profile
SOCIAL MEDIA
Viral through Social Media • Advocates & Influencers
Social Media suggestions (friends selection)
Share pictures with hashtag to help Borrowers interested in the piece of garment
ONLINE STOREFRONT
• Video of the Service
• Open Website• ‘Walk Through’
Sign Up• Create personal
account.
• Create Closet Profile
• Facebook Link• Social Media
(Instagram, Snapchat)
• Account Type Options: Stylist, Expert, Borrower, Lender, (Cleaner
Complete full profile
• Body Type• Style / Tribe • Size & Height• Preferences
• Sharing Experience
• Events
• Browse by: • Style• Stylist• Recommend• Body Type• Occasion
• Select Mix & Match
• How does that look in someone you follow?
• Add to Movable Closet
• Live Chat Available w/ Stylist
Select type of Membership• Everyday• Trendy
Choose Delivery option • Express
Pickup?try-on in the truck.
• Home Delivery •
Donate clothes to the CC get discounts
APPApp StoreApps BlogsEndorsersInstagram/Facebook Adds
• Video of the Service
• Immediate Sign Up.
• Step Bar
Same Features As Website
Same Features As Website
Same Features As Website
Same Features As Website + Track
Track the Story of Your Clothes
TRUCK• Walk By• AR of the app and the
Experience• Photo Booth
Personal assistance and advice in pop-up closet
Style AdviceBrowse matching Styles
Some Features that can have the ‘in person experience’
Walk-ins: Appointments: Check In
CUSTOMER SERVICE
Customer First Approach design Chats Bots Available
Trained Associates
Try-On Call Center ServiceStylist Available (email or social media)
Trained Associates Trained Associates Trained Associates
IN-HOUSE DESIGN
Communications Design: • Communicate through free
press• Community Managers
Website: Content developmentStore: Design unique lookand feel stores
Service DesignPackaging Design for try-on shippingInteraction Design
Packaging Store Design Truck Design
IT DEPT. VR Development for PopUp Smooth UX (First Moment of truth
(Show Progress bar to avoid early churn)
Save searches• Monitor Secure
Payment Procedures
• Monitoring service to ‘follow truck location”
VR Development for PopUp UX design for the moving”fitting room”
History management for future purchases
Develop body recognition technologyWebsite UX Design
OPERATIONS
• Marketing Department, Strong Brand Development to create the same experience/emotions through all channels
• Advocates and Influencers Development.
e-mail marketing Development with data
Maintenance anddevelopment of themultiplatform
Manufacturing: Order acetate directly from supplier in Italy& manufactured in China
Data collection & Management
• Usage of privacy standards
• Legal protection
• Warehouse Logistics and management
• Truck Logistics
Appointment Service Platform
E-mail Marketing Strategy
THIRD PARTY Insurance Partnership
Partnership with flycleaners
Partnership with services like Alfred….
Designers Sustainable Brands
US
ER
SC
HA
NN
EL
S B
OR
RO
WB
AC
KL
OG
PR
OC
ES
SE
S
L ine o f V i s ib i l i t y
1
A W A R E J O I N U S E O N L I N E S E R V I C E U S E T H E S H A R E D O U T F I T S D E V E L O P
STEP ATTRACT USER SING UP CREATE PROFILE BOOST PROFILE BROWSE SELECT ORDERBECOME MEMBER DELIVER TRYON WEAR STORY CLEAN RETURN DONATE REPURPOSE
EXPERIENCERaise awareness and attract customer segment through unique look & feel customer
experience
Welcoming Experience: user friendly, attractive, simple design.
Shared Closet Personal Assistance - Stylist is reflected across all channels and touch points. It provides an outstanding experience and
customer centric service design.
The usage of the borrowed pieces is enhanced by other values created to the experience, such as style, social media and clothes tracking .
Their next level of the service is to offering personal styling and
clothes repurposing.
IN PERSON Word of Mouth• Advice from
friends that they want to borrow or see their .
• Advice How to boost the profile
• Advice How to boost the profile
SOCIAL MEDIA
Viral through Social Media • Advocates & Influencers
Social Media suggestions (friends selection)
Share pictures with hashtag to help Borrowers interested in the piece of garment
ONLINE STOREFRONT
• Video of the Service
• Open Website• ‘Walk Through’
Sign Up• Create personal
account.
• Create Closet Profile
• Facebook Link• Social Media
(Instagram, Snapchat)
• Account Type Options: Stylist, Expert, Borrower, Lender, (Cleaner
Complete full profile
• Body Type• Style / Tribe • Size & Height• Preferences
• Sharing Experience
• Events
• Browse by: • Style• Stylist• Recommend• Body Type• Occasion
• Select Mix & Match
• How does that look in someone you follow?
• Add to Movable Closet
• Live Chat Available w/ Stylist
Select type of Membership• Everyday• Trendy
Choose Delivery option • Express
Pickup?try-on in the truck.
• Home Delivery •
Donate clothes to the CC get discounts
APPApp StoreApps BlogsEndorsersInstagram/Facebook Adds
• Video of the Service
• Immediate Sign Up.
• Step Bar
Same Features As Website
Same Features As Website
Same Features As Website
Same Features As Website + Track
Track the Story of Your Clothes
TRUCK• Walk By• AR of the app and the
Experience• Photo Booth
Personal assistance and advice in pop-up closet
Style AdviceBrowse matching Styles
Some Features that can have the ‘in person experience’
Walk-ins: Appointments: Check In
CUSTOMER SERVICE
Customer First Approach design Chats Bots Available
Trained Associates
Try-On Call Center ServiceStylist Available (email or social media)
Trained Associates Trained Associates Trained Associates
IN-HOUSE DESIGN
Communications Design: • Communicate through free
press• Community Managers
Website: Content developmentStore: Design unique lookand feel stores
Service DesignPackaging Design for try-on shippingInteraction Design
Packaging Store Design Truck Design
IT DEPT. VR Development for PopUp Smooth UX (First Moment of truth
(Show Progress bar to avoid early churn)
Save searches• Monitor Secure
Payment Procedures
• Monitoring service to ‘follow truck location”
VR Development for PopUp UX design for the moving”fitting room”
History management for future purchases
Develop body recognition technologyWebsite UX Design
OPERATIONS
• Marketing Department, Strong Brand Development to create the same experience/emotions through all channels
• Advocates and Influencers Development.
e-mail marketing Development with data
Maintenance anddevelopment of themultiplatform
Manufacturing: Order acetate directly from supplier in Italy& manufactured in China
Data collection & Management
• Usage of privacy standards
• Legal protection
• Warehouse Logistics and management
• Truck Logistics
Appointment Service Platform
E-mail Marketing Strategy
THIRD PARTY Insurance Partnership
Partnership with flycleaners
Partnership with services like Alfred….
Designers Sustainable Brands
US
ER
SC
HA
NN
EL
S B
OR
RO
WB
AC
KL
OG
PR
OC
ES
SE
S
L ine o f V i s ib i l i t y
1
188understand
189about