THE PROBLEM
Starting off
Initially, our team was focused on reducing waste while also providing a space for independent fashion designers to showcase their clothing. We thought empowering independent designers would help counter the idea of mass production in the fashion industry.
USER INTERVIEWS
We were wrong, kind of...
During user interviews we heard three recurring themes. First, users were frustrated with online orders not fitting correctly, this came as no surprise. Second, they were returning items because they didn’t look how they imagined once they tried them on. Thirdly, users were tired of having to track down coupon codes and not understanding if online discounts were applied to the prices they were seeing.
THE INDUSTRY
Let’s back up a bit
- Sara, online clothing shopper
IDEATION
How might we...
Now that we knew the real problem, it was back to the drawing board. We asked ourselves what our new north star should be. The goal was to address the frustrations users were experiencing while also reducing waste. How might we address user needs, reduce waste and in turn, increase business revenue?
We explored ideas of how to solve the sizing issue with spandex bodysuits that would record measurements (yes, these exist) and offering in-store, private body scans done inside beautiful changing rooms.
OUR SOLUTIOIN
Voting, AI, and body scans
Ultimately we determined the sizing issue was out of scope for our project. However, we came up with a clever way to reduce waste. Instead of filling stores and warehouses with clothes that might never ship, we gave users a voice. Every week we would post new items for users to vote on. Any items that broke a certain threshold would make it to production. Users who voted on items would have a discount automatically applied for their participation. We also played around with AI and sending images of the users wearing the items.
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