Style Map - Final Master Project

FINAL MASTER PROJECT "STYLE MAP"M I D 2 0 1 3 / 1 4 , J u n e / J u l y 2 0 1 4

Project by

Project Leader

Project Assistant

Göksu Karagüler

Claudio Moderini

Nima Gazestani

INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL

MOTIVATION

“Consumers value the convenience, time savings and ease from a more

relevant interaction.”Lauren Freedman, President of The E-Tailing Group


PROBLEM SETTING

3 out of 4 CONSUMERSare willing to provide personal information in exchange for a more personalized relevant shopping experience.


PROBLEM SETTING

77% say they have made additional purchases when they have encountered personalized product recommendations online.



PROBLEM SETTING

77% say they have made additional purchases when they have encountered personalized product recommendations online.


79% of MERCHANTSwho attempt to personalize the online experience still rely on manual, hard-coded methods for providing additional product recommendations to online shoppers.


Tons of unused membership or loyalty cards carried in the wallet...

PROBLEM SETTING



Lack of smart systems and applications to automize the process of personalization in the retail industry...

PROBLEM SETTING



Long queues and long waiting times in stores...

Lack of smart systems and applications to automize the process of personalization in the retail industry...

PROBLEM SETTING


FRAMEWORK

MUL

TICH

ANNEL C

USTOMER SERVICE

ADAPTIVE PERSONALIZATION

CONTEXTUAL SUPPORT

ON-DEMAND DELIVERY

Group Clouts

Synchronized Data Access through multiple platforms

Immediate Purchase

Use of customer data to meet personalized needs

Delivery of specific information based on user interactions

Direct selling

Self-Service on the spot

Optimized Delivery

Use of location-based services

Staples Kiosk

TESCO Club Card

Foursquare

ZAKKA Mobile Store Kate Spade Saturday

Amazon Pickup Lockers

Estimote Beacon

Walk [Your City]


MUL

TICH

ANNEL C

USTOMER SERVICE ON-DEMAND DELIVERY

Group Clouts

Synchronized Data Access through multiple platforms

Immediate Purchase

Direct selling

Self-Service on the spot

Optimized Delivery

Staples Kiosk

ZAKKA Mobile Store Kate Spade Saturday

Amazon Pickup Lockers

Estimate Beacon

FRAMEWORK

ADAPTIVE PERSONALIZATIO CONTEXTUAL SUPPO

RT

Use of customer data to meet personalized needs

Delivery of specific information based on user interactions

Use of location-based services

N

Foursquare

S T Y L E M A PStyle Map is an interactive lookbook curated by celebrities or designers that provides customers with a personalized shopping experience by...


S T Y L E M A P

...offering the best look customized for the mobile customer,

...allowing to book desired products together with the fitting rooms in advance,

...and guiding to the store along with the required time information.


CHO

OSE FOLLOW

TRY

STYLE MAPdiscover your

style route

On-Demand Marketing

Real-Time Guidance

Automatic

Personalization &

Customization

CONCEPT MAP


Luisa Cardini, 32, Editor

MULTI-TASKER HARD-WORKER INNOVATIVE

SHOPPING MOTIVATION WHAT YOU SEE IS WHAT YOU GET

TIME SCHEDULE VERY INTENSE

TECH CAPABILITY ADVANCED

CORE DIMENSIONS OF LUISA'S PERSONALITY

THINGS LUISA LIKES

FASHIONSOCIAL NETWORKING FAMILY TIME

Luisa likes to

experiment with

new fashion

trends, especially

when she sees

something on

the go.

Even if she is at work she always keeps herself updated through social media platforms, blogs and websites.

Going shopping

with two active

children, a buggy

and bags of

shopping do not

make for an easy

comfortable bus

journey for her.

PERSONALuisa is a 32 years old single mother to Marco and Giuliano. She usually

does not have extra time for shopping when her kids are around.

I wish I had enough time after work to go shopping or just take a look to new fashion trends...

Luisa has;

Mobile Subscriber of "Style Map"

a smartphone,

subscribed to the cloud service before and entered all personal information required for the service,

downloaded the "Style Map" App.


SCENARIO

Luisa walks to the bus station after work to go home but before she wants to buy herself a new dress and shoes for an event in the evening...

Connects automatically over WiFi

The public display detects proximity of the mobile user by sending signals regularly and chooses the closest subscriber.


1

2


Style Map welcomes Luisa...The screen sends a notification to Luisa's app and displays a personal welcome message.

3


She opens her app to find out whether anything interesting is nearby...

As soon as the notification is opened, the app is activated and gets automatically synchronized with the public display.

4


She waits for the suggested look...

Pairing between iPhone and public display.5


Luisa thinks that this simple elegant look is perfect for the evening cocktail. So she takes a look at it...


She looks at the products one by one...

Press and hold to see quick information about each item.

6 PRESS & HOLD




6 PRESS & HOLD




6 PRESS & HOLD


Decides to pick the black dress...

The screen flips to show a general overview about all the items of the look when the info button is tapped.

7 ONE TAP


Chooses it for more detailed information...

Detailed info

for each item8


...and adds it into her bag for booking...

Customization

(optional)9

Add to Bag10


Now she can book an appointment for a fitting room ...

Booking panel11


She chooses a date and time and confirms the appointment...

Confirmation12


So she checks her booked items in her bag one last time and calculates the route to reach all stores...

Calculating the route13


The total time to reach all the stores for the chosen products makes 1 hour and 15 minutes.

Display of total time for the shopping route14


Luisa lets herself guide by Style Map and leaves the bus station to try the products that she has booked.

Booking details15

Real-time Guidance16

HOTSPOTHOTSPOT

HOTSPOT

Information Exchange

CUSTOMER

SERVER

1 DIGITAL SCREEN

detects proximity of the mobile subscriber

authenticates him

2 SMARTPHONE

receives personalized notification from the hotspot

gets paired with the digital screen for remote control in order to support a more immersive experience

3 CLOUD

public access wifi-provider with a lot of hotspots and registered users

saves personal information such as wishlists, past user activities and synchronizes them between all touchpoints

SYSTEM ACTORS


INTERACTION FLOW

15

5

30 Follow the suggested route along with the time information required to visit all stores

"Cancel" option for each store to recalculate the total visit time

FOLLOW2TRY3

Try the products you've chosen in a pre-prepared fitting room on arrival!

TRIAL EXPERIENCE IN THE STORE


Open your app to get synchronized with the public display.

Choose the suggested style from Style Map or browse through others

Select products you want to try

Book appointments to try them

Calculate the route

CHOOSE1

CLOUD

saved to

detects proximity

asks to authorizes & sends notification

receives customer information

Subscribe to the service by connecting to the Wi-Fi portal on spot

Download the app

Styles curated by designers/

celebrities

INTERACTION FLOW


CLOUD

saved to

detects proximity

asks to authorizes & sends notification

receives customer information

Subscribe to the service by connecting to the Wi-Fi portal on spot

Download the app

Styles curated by designers/

celebrities

INTERACTION FLOW


Open your app to get synchronized with the public display.

Choose the suggested style from Style Map or browse through others

Select products you want to try

Book appointments to try them

Calculate the route

CHOOSE1

INTERACTION FLOW


15

5

30 Follow the suggested route along with the time information required to visit all stores

"Cancel" option for each store to recalculate the total visit time

FOLLOW2

INTERACTION FLOW


TRY3

Try the products you've chosen in a pre-prepared fitting room on arrival!

TRIAL EXPERIENCE IN THE STORE


Interfaces & Main Functionalities


PROFILEEnter your personal information such as measurements, favorite colors and size.

MY BAGCollect all the products you like to book in your bag.

MY CALENDERSee all your booking details in a general overview.

MY WISHLISTPut tags that into your wishlist by entering a brand name, material, color etc.

LOGOUTSign out from the application.

Main Menu


BrowsingOther styles can be browsed

and selected as well if the customer doesn't prefer the

suggested style.

The styles are shown in the order of the best fitting looks for

the customer.


SuggestionsStyle Map enables the user to get suggestions which are build based on the combination of profile setting, wishlist and user's previous activity.

+ + = SMART SERVICE

Profile settings, personal information

such as size, measurements, etc.

Tags for desired color, material, brand, style etc.

Booking, browsing, likes & shares

SUBSRIPTION TAGGING USER HISTORY


Social MediaStyles and products can be

shared on the social media while customers' activities are shown in

the twitter feed dynamically. All the likes, shares and comments

are saved in the user history which supports the smart service.


BOOKING COLLECTING FOLLOWING


VALUE & POTENTIAL

Can be extended to other products beyond fashion as well.

Great marketing opportunity for young and independent designers for their brand promotion.

Advanced social media function by letting users share & comment their personal outfits.

Purchase option to buy directly on the go.

THANK YOU!to all Domus Academy staff, friends, family...

...and especially to Claudio Moderini and Nima Gazestani for letting me ask them thousands of questions. : )

Style Map - Final Master Project

Design

personal information

online experience

loyalty cards

consumersare willing

process of personalization

relevant interaction

online shoppers

additional purchases