WOO an advanced service for a new shopping experience Nicol - - PowerPoint PPT Presentation

WOO an advanced service for a new shopping experience

Nicolò Calegari | Netcomm Suisse 2016

Project goal

Design a solution that allows a fashion brand to convey its values during the shopping experience and provides customers with new opportunities related to their needs

Customers and consumption

1982 1992 2002 2013

David Atkins, “Reshaping Retail”, 2013

Customers and consumption

1982 1992 2002 2013

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Strong growth in retail, funded mostly by global increases in income and wealth

David Atkins, “Reshaping Retail”, 2013

CAREFREE CONSUMPTION

Customers and consumption

1982 1992 2002 2013

} }

Strong growth in retail, funded mostly by global increases in income and wealth Continued growth in retail, funded mostly by taking on extra debt encouraged by low interest rates

David Atkins, “Reshaping Retail”, 2013

CAREFREE CONSUMPTION CARELESS CONSUMPTION

Customers and consumption

1982 1992 2002 2013

} } }

Strong growth in retail, funded mostly by global increases in income and wealth Continued growth in retail, funded mostly by taking on extra debt encouraged by low interest rates A recessionary mindset characterised by cuts in the amount of product purchased

David Atkins, “Reshaping Retail”, 2013

CAREFREE CONSUMPTION CARELESS CONSUMPTION CAREFUL CONSUMPTION

Customers and consumption

1982 1992 2002 2013

} } } }

CAREFREE CONSUMPTION CARELESS CONSUMPTION CAREFUL CONSUMPTION CONSIDERED CONSUMPTION

Strong growth in retail, funded mostly by global increases in income and wealth Continued growth in retail, funded mostly by taking on extra debt encouraged by low interest rates A recessionary mindset characterised by cuts in the amount of product purchased

David Atkins, “Reshaping Retail”, 2013

Considered consumption

Considered consumption is an emerging global consumer mindset. Its consumer is less concerned about the pure acquisition of products and more about the nature of those products and their real value

DEVELOPMENT CONTEXT

WOODEN STORE

Opened in Verona in 2011, now 12 stores in North Italy Handmade production in Valpolicella with raw materials only coming from Italy Interesting social network dimension (25k on Fb, 20,5k on Instagram)

RESEARCH

User research: methods

CASE STUDIES

• Desktop research/

state of the art

• Interactive stores

analysis

CONTEXT

• Brand actors

interviews

• Shadow observation

in store

USERS

• 9 one by one

interviews

• 8 online surveys
• Activities

Online surveys: insights

• 25% concerned in paying more for clothes

+35% more interested in quality, materials and durability of clothes 3 out of 4 interested in knowing the “story” of a garment, vs 1 out of 2 of non customers

WOODEN CUSTOMERS vs NON WOODEN CUSTOMERS:

shopping behaviors

Online surveys: insights

spend 30% time more inside the shop are 20% more interested in being followed by a shopping assistant

WOODEN CUSTOMERS vs NON WOODEN CUSTOMERS:

physical space

Online surveys: insights

83% considers social networks important or very important in their relation to the brand (non customers: 20%) 85% interested in create or customize garments with personal choices, vs 50% of non customers

WOODEN CUSTOMERS vs NON WOODEN CUSTOMERS:

brand involvement

PERSONAS

MARCO, 27

Hip hop producer

SARA, 22

Visual designer

IAN, 24

Economics student

ARI, 28

Photographer

CARLO, 30

Waiter

• likes to play the

“infmuencer”, matching colors and garments, tweaking them a bit

• bokmarks and

fashion garments

• n Instagram,

HighSnobiety

• he takes great

care of his clothes, expecially shoes

• strong personality,

doesn’t neet to be noticed

• very precise and

pays attention to details

• in order to make a

choice, she needs all possible elements

• not into fashion, but

likes to look good at work and with friends

• very good economics

student: every good investment means saving money

• process is important

to ensure quality: he wants to see that

• loves fashion and

considers it a form

• f expression and

communication

• loves vintage

markets, old clothes are re-living because

• f quality
• creates garments for

herself and friends

• not a great touch,

but likes to look a bit crazy and express his personality

• wants to look

difgerent, adding a personal touch to his

• utfjt
• needs to collect

what he likes, because at the moment not able to spend money

OPPORTUNITIES

BEFORE DURING AFTER

See every detail of garment Web content is not enough

CONTENT ENRICHMENT ON FACEBOOK, INSTAGRAM AND ON BRAND WEBSITE

Test some comparison/match No tool to compare/match

DIGITAL TOOL TO COMPARE BRAND GARMENTS MAYBE ALLOWING MATCHING

See every detail of garment Web content is not enough

DIGITAL TOOL TO BETTER EXPLODE DETAILS OF THE GARMENT PDODUCTION AND QUALITY

Bookmark and match content No tool to collect/match

DIGITAL TOOL TO MATCH BRAND GARMENTS AND BOOKMARK THE TOTAL LOOK

Info on techniques Just final clothes can’t show info

TOOL TO VISUALIZE FEATURES, INFO, DETAILS AND PROCESS OF THE GARMENT

Customize or change details No tool allows this

TOOL TO CUSTOMIZE A GARMENT STARTING BY A TEMPLATE, OFFERING SOME CHOICES

Info on taking care of clothes Limited infos about it

USE THE GARMENT TO STORE USEFUL INFORMATIONS ABOUT THE BEST WAY TO KEEP IT DURING TIME

MARCO

See every detail of garment Web content is not enough

CONTENT ENRICHMENT ON FACEBOOK, INSTAGRAM AND ON BRAND WEBSITE

Preview custom details No way to preview custom clothes

TOOL TO INVISE/PREVIEW SOME MODIFICATIONS OR CUSTOMIZATION ON THE GARMENT

Customize or change details No tool allow this

TOOL TO CUSTOMIZE A GARMENT STARTING BY A TEMPLATE, OFFERING SOME CHOICES

Compare different clothes No digital tool allow this

TOOL TO COMPARE/BENCHMARK DIFFERENT GARMENTS OFFERING SUGGESTIONS

Mantain quality

• f the clothes

Limited infos about it

USE THE GARMENT TO STORE USEFUL INFORMATIONS ABOUT THE BEST WAY TO KEEP IT DURING TIME

SARA

Infos about quality when shop is closed Shop is closed

USE SHOP WINDOWS TO ACCESS CONTENT EVEN IF SHOP IS CLOSED

Info on durability and quality Just final clothes can’t show info

TOOL TO VISUALIZE FEATURES, INFO, DETAILS AND DURABILITY OF THE GARMENT

Info on materials/process Just final clothes can’t show info

TOOL TO VISUALIZE DETAILS ABOUT THE PRODUCTION PROCESS, TO SHOW HIGH QUALITY

Mantain quality

• f the clothes

Limited infos about it

USE THE GARMENT TO STORE USEFUL INFORMATIONS ABOUT THE BEST WAY TO KEEP IT DURING TIME

IAN

Bookmark garments and info Take a picture is not enough

TOOL TO BOOKMARK IN STORE CLOTHES AND RELATED INFOS ABOUT DETAILS AND QUALITY

Customize or change details No tool allow this

TOOL TO CUSTOMIZE A GARMENT STARTING BY A TEMPLATE, OFFERING SOME CHOICES

Re-access store content No way to relive content

TOOL TO BOOKMARK IN STORE CLOTHES AND RELATED INFOS ABOUT DETAILS AND QUALITY

ARI

Test some comparison/match No tool to compare/match

DIGITAL TOOL TO COMPARE BRAND GARMENTS MAYBE ALLOWING MATCHING

Bookmark garments and info No tool to collect/match

TOOL TO BOOKMARK IN STORE CLOTHES AND RELATED INFOS ABOUT DETAILS AND QUALITY

Improve his dressing style Just shop assistant can help him

TOOL TO SUGGEST MATCH OF GARMENTS, BASED ON OTHER USERS SUGGESTION OR AI

CARLO

BEFORE DURING AFTER

See every detail of garment Web content is not enough

CONTENT ENRICHMENT ON FACEBOOK, INSTAGRAM AND ON BRAND WEBSITE

Test some comparison/match No tool to compare/match

DIGITAL TOOL TO COMPARE BRAND GARMENTS MAYBE ALLOWING MATCHING

See every detail of garment Web content is not enough

DIGITAL TOOL TO BETTER EXPLODE DETAILS OF THE GARMENT PDODUCTION AND QUALITY

Bookmark and match content No tool to collect/match

DIGITAL TOOL TO MATCH BRAND GARMENTS AND BOOKMARK THE TOTAL LOOK

Info on techniques Just final clothes can’t show info

TOOL TO VISUALIZE FEATURES, INFO, DETAILS AND PROCESS OF THE GARMENT

Customize or change details No tool allows this

TOOL TO CUSTOMIZE A GARMENT STARTING BY A TEMPLATE, OFFERING SOME CHOICES

Info on taking care of clothes Limited infos about it

USE THE GARMENT TO STORE USEFUL INFORMATIONS ABOUT THE BEST WAY TO KEEP IT DURING TIME

MARCO

See every detail of garment Web content is not enough

CONTENT ENRICHMENT ON FACEBOOK, INSTAGRAM AND ON BRAND WEBSITE

Preview custom details No way to preview custom clothes

TOOL TO INVISE/PREVIEW SOME MODIFICATIONS OR CUSTOMIZATION ON THE GARMENT

Customize or change details No tool allow this

TOOL TO CUSTOMIZE A GARMENT STARTING BY A TEMPLATE, OFFERING SOME CHOICES

Compare different clothes No digital tool allow this

TOOL TO COMPARE/BENCHMARK DIFFERENT GARMENTS OFFERING SUGGESTIONS

Mantain quality

• f the clothes

Limited infos about it

USE THE GARMENT TO STORE USEFUL INFORMATIONS ABOUT THE BEST WAY TO KEEP IT DURING TIME

SARA

Infos about quality when shop is closed Shop is closed

USE SHOP WINDOWS TO ACCESS CONTENT EVEN IF SHOP IS CLOSED

Info on durability and quality Just final clothes can’t show info

TOOL TO VISUALIZE FEATURES, INFO, DETAILS AND DURABILITY OF THE GARMENT

Info on materials/process Just final clothes can’t show info

TOOL TO VISUALIZE DETAILS ABOUT THE PRODUCTION PROCESS, TO SHOW HIGH QUALITY

Mantain quality

• f the clothes

Limited infos about it

USE THE GARMENT TO STORE USEFUL INFORMATIONS ABOUT THE BEST WAY TO KEEP IT DURING TIME

IAN

Bookmark garments and info Take a picture is not enough

TOOL TO BOOKMARK IN STORE CLOTHES AND RELATED INFOS ABOUT DETAILS AND QUALITY

Customize or change details No tool allow this

TOOL TO CUSTOMIZE A GARMENT STARTING BY A TEMPLATE, OFFERING SOME CHOICES

Re-access store content No way to relive content

TOOL TO BOOKMARK IN STORE CLOTHES AND RELATED INFOS ABOUT DETAILS AND QUALITY

ARI

Test some comparison/match No tool to compare/match

DIGITAL TOOL TO COMPARE BRAND GARMENTS MAYBE ALLOWING MATCHING

Bookmark garments and info No tool to collect/match

TOOL TO BOOKMARK IN STORE CLOTHES AND RELATED INFOS ABOUT DETAILS AND QUALITY

Improve his dressing style Just shop assistant can help him

TOOL TO SUGGEST MATCH OF GARMENTS, BASED ON OTHER USERS SUGGESTION OR AI

CARLO

• 1. INTERACTIVE CONTENT

ENRICHMENT

BEFORE DURING AFTER

See every detail of garment Web content is not enough

CONTENT ENRICHMENT ON FACEBOOK, INSTAGRAM AND ON BRAND WEBSITE

Test some comparison/match No tool to compare/match

DIGITAL TOOL TO COMPARE BRAND GARMENTS MAYBE ALLOWING MATCHING

See every detail of garment Web content is not enough

DIGITAL TOOL TO BETTER EXPLODE DETAILS OF THE GARMENT PDODUCTION AND QUALITY

Bookmark and match content No tool to collect/match

DIGITAL TOOL TO MATCH BRAND GARMENTS AND BOOKMARK THE TOTAL LOOK

Info on techniques Just final clothes can’t show info

TOOL TO VISUALIZE FEATURES, INFO, DETAILS AND PROCESS OF THE GARMENT

Customize or change details No tool allows this

TOOL TO CUSTOMIZE A GARMENT STARTING BY A TEMPLATE, OFFERING SOME CHOICES

Info on taking care of clothes Limited infos about it

USE THE GARMENT TO STORE USEFUL INFORMATIONS ABOUT THE BEST WAY TO KEEP IT DURING TIME

MARCO

See every detail of garment Web content is not enough

CONTENT ENRICHMENT ON FACEBOOK, INSTAGRAM AND ON BRAND WEBSITE

Preview custom details No way to preview custom clothes

TOOL TO INVISE/PREVIEW SOME MODIFICATIONS OR CUSTOMIZATION ON THE GARMENT

Customize or change details No tool allow this

TOOL TO CUSTOMIZE A GARMENT STARTING BY A TEMPLATE, OFFERING SOME CHOICES

Compare different clothes No digital tool allow this

TOOL TO COMPARE/BENCHMARK DIFFERENT GARMENTS OFFERING SUGGESTIONS

Mantain quality

• f the clothes

Limited infos about it

USE THE GARMENT TO STORE USEFUL INFORMATIONS ABOUT THE BEST WAY TO KEEP IT DURING TIME

SARA

Infos about quality when shop is closed Shop is closed

USE SHOP WINDOWS TO ACCESS CONTENT EVEN IF SHOP IS CLOSED

Info on durability and quality Just final clothes can’t show info

TOOL TO VISUALIZE FEATURES, INFO, DETAILS AND DURABILITY OF THE GARMENT

Info on materials/process Just final clothes can’t show info

TOOL TO VISUALIZE DETAILS ABOUT THE PRODUCTION PROCESS, TO SHOW HIGH QUALITY

Mantain quality

• f the clothes

Limited infos about it

USE THE GARMENT TO STORE USEFUL INFORMATIONS ABOUT THE BEST WAY TO KEEP IT DURING TIME

IAN

Bookmark garments and info Take a picture is not enough

TOOL TO BOOKMARK IN STORE CLOTHES AND RELATED INFOS ABOUT DETAILS AND QUALITY

Customize or change details No tool allow this

TOOL TO CUSTOMIZE A GARMENT STARTING BY A TEMPLATE, OFFERING SOME CHOICES

Re-access store content No way to relive content

TOOL TO BOOKMARK IN STORE CLOTHES AND RELATED INFOS ABOUT DETAILS AND QUALITY

ARI

Test some comparison/match No tool to compare/match

DIGITAL TOOL TO COMPARE BRAND GARMENTS MAYBE ALLOWING MATCHING

Bookmark garments and info No tool to collect/match

TOOL TO BOOKMARK IN STORE CLOTHES AND RELATED INFOS ABOUT DETAILS AND QUALITY

Improve his dressing style Just shop assistant can help him

TOOL TO SUGGEST MATCH OF GARMENTS, BASED ON OTHER USERS SUGGESTION OR AI

CARLO

• 2. BOOKMARK AND RE-

ACCESS CONTENT

BEFORE DURING AFTER

See every detail of garment Web content is not enough

CONTENT ENRICHMENT ON FACEBOOK, INSTAGRAM AND ON BRAND WEBSITE

Test some comparison/match No tool to compare/match

DIGITAL TOOL TO COMPARE BRAND GARMENTS MAYBE ALLOWING MATCHING

See every detail of garment Web content is not enough

DIGITAL TOOL TO BETTER EXPLODE DETAILS OF THE GARMENT PDODUCTION AND QUALITY

Bookmark and match content No tool to collect/match

DIGITAL TOOL TO MATCH BRAND GARMENTS AND BOOKMARK THE TOTAL LOOK

Info on techniques Just final clothes can’t show info

TOOL TO VISUALIZE FEATURES, INFO, DETAILS AND PROCESS OF THE GARMENT

Customize or change details No tool allows this

TOOL TO CUSTOMIZE A GARMENT STARTING BY A TEMPLATE, OFFERING SOME CHOICES

Info on taking care of clothes Limited infos about it

USE THE GARMENT TO STORE USEFUL INFORMATIONS ABOUT THE BEST WAY TO KEEP IT DURING TIME

MARCO

See every detail of garment Web content is not enough

CONTENT ENRICHMENT ON FACEBOOK, INSTAGRAM AND ON BRAND WEBSITE

Preview custom details No way to preview custom clothes

TOOL TO INVISE/PREVIEW SOME MODIFICATIONS OR CUSTOMIZATION ON THE GARMENT

Customize or change details No tool allow this

TOOL TO CUSTOMIZE A GARMENT STARTING BY A TEMPLATE, OFFERING SOME CHOICES

Compare different clothes No digital tool allow this

TOOL TO COMPARE/BENCHMARK DIFFERENT GARMENTS OFFERING SUGGESTIONS

Mantain quality

• f the clothes

Limited infos about it

USE THE GARMENT TO STORE USEFUL INFORMATIONS ABOUT THE BEST WAY TO KEEP IT DURING TIME

SARA

Infos about quality when shop is closed Shop is closed

USE SHOP WINDOWS TO ACCESS CONTENT EVEN IF SHOP IS CLOSED

Info on durability and quality Just final clothes can’t show info

TOOL TO VISUALIZE FEATURES, INFO, DETAILS AND DURABILITY OF THE GARMENT

Info on materials/process Just final clothes can’t show info

TOOL TO VISUALIZE DETAILS ABOUT THE PRODUCTION PROCESS, TO SHOW HIGH QUALITY

Mantain quality

• f the clothes

Limited infos about it

USE THE GARMENT TO STORE USEFUL INFORMATIONS ABOUT THE BEST WAY TO KEEP IT DURING TIME

IAN

Bookmark garments and info Take a picture is not enough

TOOL TO BOOKMARK IN STORE CLOTHES AND RELATED INFOS ABOUT DETAILS AND QUALITY

Customize or change details No tool allow this

TOOL TO CUSTOMIZE A GARMENT STARTING BY A TEMPLATE, OFFERING SOME CHOICES

Re-access store content No way to relive content

TOOL TO BOOKMARK IN STORE CLOTHES AND RELATED INFOS ABOUT DETAILS AND QUALITY

ARI

Test some comparison/match No tool to compare/match

DIGITAL TOOL TO COMPARE BRAND GARMENTS MAYBE ALLOWING MATCHING

Bookmark garments and info No tool to collect/match

TOOL TO BOOKMARK IN STORE CLOTHES AND RELATED INFOS ABOUT DETAILS AND QUALITY

Improve his dressing style Just shop assistant can help him

TOOL TO SUGGEST MATCH OF GARMENTS, BASED ON OTHER USERS SUGGESTION OR AI

CARLO

• 3. COMPARE CLOTHES’

PROPERTIES TO BE HELPED IN CHOICES

BEFORE DURING AFTER

See every detail of garment Web content is not enough

CONTENT ENRICHMENT ON FACEBOOK, INSTAGRAM AND ON BRAND WEBSITE

Test some comparison/match No tool to compare/match

DIGITAL TOOL TO COMPARE BRAND GARMENTS MAYBE ALLOWING MATCHING

See every detail of garment Web content is not enough

DIGITAL TOOL TO BETTER EXPLODE DETAILS OF THE GARMENT PDODUCTION AND QUALITY

Bookmark and match content No tool to collect/match

DIGITAL TOOL TO MATCH BRAND GARMENTS AND BOOKMARK THE TOTAL LOOK

Info on techniques Just final clothes can’t show info

TOOL TO VISUALIZE FEATURES, INFO, DETAILS AND PROCESS OF THE GARMENT

Customize or change details No tool allows this

TOOL TO CUSTOMIZE A GARMENT STARTING BY A TEMPLATE, OFFERING SOME CHOICES

Info on taking care of clothes Limited infos about it

USE THE GARMENT TO STORE USEFUL INFORMATIONS ABOUT THE BEST WAY TO KEEP IT DURING TIME

MARCO

See every detail of garment Web content is not enough

CONTENT ENRICHMENT ON FACEBOOK, INSTAGRAM AND ON BRAND WEBSITE

Preview custom details No way to preview custom clothes

TOOL TO INVISE/PREVIEW SOME MODIFICATIONS OR CUSTOMIZATION ON THE GARMENT

Customize or change details No tool allow this

TOOL TO CUSTOMIZE A GARMENT STARTING BY A TEMPLATE, OFFERING SOME CHOICES

Compare different clothes No digital tool allow this

TOOL TO COMPARE/BENCHMARK DIFFERENT GARMENTS OFFERING SUGGESTIONS

Mantain quality

• f the clothes

Limited infos about it

USE THE GARMENT TO STORE USEFUL INFORMATIONS ABOUT THE BEST WAY TO KEEP IT DURING TIME

SARA

Infos about quality when shop is closed Shop is closed

USE SHOP WINDOWS TO ACCESS CONTENT EVEN IF SHOP IS CLOSED

Info on durability and quality Just final clothes can’t show info

TOOL TO VISUALIZE FEATURES, INFO, DETAILS AND DURABILITY OF THE GARMENT

Info on materials/process Just final clothes can’t show info

TOOL TO VISUALIZE DETAILS ABOUT THE PRODUCTION PROCESS, TO SHOW HIGH QUALITY

Mantain quality

• f the clothes

Limited infos about it

USE THE GARMENT TO STORE USEFUL INFORMATIONS ABOUT THE BEST WAY TO KEEP IT DURING TIME

IAN

Bookmark garments and info Take a picture is not enough

TOOL TO BOOKMARK IN STORE CLOTHES AND RELATED INFOS ABOUT DETAILS AND QUALITY

Customize or change details No tool allow this

TOOL TO CUSTOMIZE A GARMENT STARTING BY A TEMPLATE, OFFERING SOME CHOICES

Re-access store content No way to relive content

TOOL TO BOOKMARK IN STORE CLOTHES AND RELATED INFOS ABOUT DETAILS AND QUALITY

ARI

Test some comparison/match No tool to compare/match

DIGITAL TOOL TO COMPARE BRAND GARMENTS MAYBE ALLOWING MATCHING

Bookmark garments and info No tool to collect/match

TOOL TO BOOKMARK IN STORE CLOTHES AND RELATED INFOS ABOUT DETAILS AND QUALITY

Improve his dressing style Just shop assistant can help him

TOOL TO SUGGEST MATCH OF GARMENTS, BASED ON OTHER USERS SUGGESTION OR AI

CARLO

• 4. CUSTOMIZE GARMENTS

WITH PERSONAL DETAILS OR CHOICES

ADVANCED SERVICE: ECOSYSTEM

Interactive content enrichment

Advanced service: ecosystem

Interactive content enrichment Bookmark and relive Compare and choose

Advanced service: ecosystem

Interactive content enrichment Customize garment Bookmark and relive Compare and choose

Advanced service: ecosystem

Interactive content enrichment Customize garment Bookmark and relive Compare and choose

Advanced service: ecosystem

Interactive content enrichment Customize garment Bookmark and relive Compare and choose

Advanced service: ecosystem

Interactive content enrichment Customize garment Bookmark and relive Compare and choose

SWIPE TO CUSTOMIZE

Advanced service: ecosystem

ADVANCED SERVICE: ENVIRONMENT AND TOUCHPOINTS

Environment

Interactive environment: a layer

• f technology inside the physical

store able to detect users’ proximity (Beacon technology) and make clothes interactive (NFC protocol)

Mobile app

Mobile app: works as an e-commerce platform outside the store and becomes a touchpoint of the interactive environment inside the store

LG Nexus 5 1920 x 1080 screen

Kiosk

The kiosk: in store co-design tool that allows users or groups of users to

Touch screen pc 24” 1080 x 1920 resolution

NFC AREA

create customized garment explore clothes’ enhanced content make a comparison between clothes

Web builder

The web builder: a new feature inside Wooden website that allows users to customize garments at home, starting from scratch or continuing editing a customization started on the in-store Kiosk

Desktop computer 1920 x 1080 resolution

THANK YOU!