User Research:
Performed an initial Contextual Interview with six users
User Insights:
Reasons to re-visit a brand:
1) Versatility, Fit and Comfort are vital in choosing a personal brand (Zara)
2) Levis provides right Jeans for the curves of women. ( Two users said )
3) Easy maintenance (quick ironing) and durability (life of the product) is good
with Peter England shirts.
4) The in-store Assistant personally understands my requirement and
provides perfect apparel suggestions for the occasion (Louis philippe).
5) Lee has perfect jeans for my body type.
6) I wait for offers from the brand as my size would not sell quickly.
Reasons to re-visit a brand:
1) Versatility, Fit and Comfort are vital in choosing a personal brand (Zara)
2) Levis provides right Jeans for the curves of women. ( Two users said )
3) Easy maintenance (quick ironing) and durability (life of the product) is good
with Peter England shirts.
4) The in-store Assistant personally understands my requirement and
provides perfect apparel suggestions for the occasion (Louis philippe).
5) Lee has perfect jeans for my body type.
6) I wait for offers from the brand as my size would not sell quickly.
Unhappy Cases:
1) Post buying alteration requirement.
2) Fit being affected by clothes shrinking after washing.
3) Competitors provided better quality and fit in comparison to my previous
purchase.
4) The store is too far from my location. (prefers to try and buy)
1) Post buying alteration requirement.
2) Fit being affected by clothes shrinking after washing.
3) Competitors provided better quality and fit in comparison to my previous
purchase.
4) The store is too far from my location. (prefers to try and buy)
From those insights, I created a questionnaire to quantify which variables
effects in buying apparels from a brand.
effects in buying apparels from a brand.
Below are the questions I asked 11 users:
1. Which clothing brand do you love?
Levis, Fab India,H&M,Lee,Max,Louis Phillipe, Xpose, Roadster,Indian terrain.
Levis, Fab India,H&M,Lee,Max,Louis Phillipe, Xpose, Roadster,Indian terrain.
2. What are your reasons for liking this brand?
Rough & tough, Jeans, Comfort, Perfect fit (Levis - 2 Users)
Ethnic, Traditional (Fab India)
Trendy, Personality (H&M)
Comfort, Light material, FIT (Lee)
Variety, Soft cloth (Max)
Elegance, Comfort and FIT (Louis Phillipe - 2 users)
Fit, Stitching, Style (Xpose)
Young, economical, Good design, value for money, trendy (roadster)
Unique Design, Material Quality Fitting (Indian terrain).
Rough & tough, Jeans, Comfort, Perfect fit (Levis - 2 Users)
Ethnic, Traditional (Fab India)
Trendy, Personality (H&M)
Comfort, Light material, FIT (Lee)
Variety, Soft cloth (Max)
Elegance, Comfort and FIT (Louis Phillipe - 2 users)
Fit, Stitching, Style (Xpose)
Young, economical, Good design, value for money, trendy (roadster)
Unique Design, Material Quality Fitting (Indian terrain).
3. How did you come across this brand?
Friends(3), Actress, Sister & brother, Shopping Mall(3), Word of mouth, Online
shopping
4. Roughly how many times did you buy from this brand?
4 out of 11 bought from the same brand more than once.
5. If more than once, what made you repeat?
Design, Reasonable price, Affordable, Fitting, Elegance, Durability, Best
value, Satisfaction, New apparel designs show up often, Better Quality.
6. In future what do you expect from this brand?
Membership offers for frequent customers instead of points, Authentic quality,
Affordable Price, Different cloth material with more designs, colours, varieties
and outlets.
7. Write in the sequence of your preference for buying clothes?
To assist the user, a separate page was provided with keywords from my user
research and literature study, and they are arranged randomly for different
users to avoid bias.
To assist the user, a separate page was provided with keywords from my user
research and literature study, and they are arranged randomly for different
users to avoid bias.
Below is the order of preference from eleven users, it has been aggregated
using the ranking method.
1) Comfort
2) Perfect Fit
3) Size
4) Design
5) Durability
6) Appearance
7) Variety
8) Fabric
9) Price
10) Style
11) Uniqueness
12) Maintainability
13) Brand
14) Construction
15) Assistant personal
using the ranking method.
1) Comfort
2) Perfect Fit
3) Size
4) Design
5) Durability
6) Appearance
7) Variety
8) Fabric
9) Price
10) Style
11) Uniqueness
12) Maintainability
13) Brand
14) Construction
15) Assistant personal
Conclusion :
Factors like the product (Comfort, Perfect fit, Size, Design, Durability,
Appearance and so on ), Situation, Context, Previous experience affect
retention of a customer.
Factors like the product (Comfort, Perfect fit, Size, Design, Durability,
Appearance and so on ), Situation, Context, Previous experience affect
retention of a customer.
A good customer is someone who comes back and buys products. Now the
challenge is how to create an experience for the excellent customer base.
challenge is how to create an experience for the excellent customer base.
Ideas:
A good starting point is to extend the customer experience to post buying
phases, where we can inquire about shopping experience and after use
product experience. Discount coupons can be provided as an incentive and
will also act as “hooks” to the customer, enhancing chances of retention.
phases, where we can inquire about shopping experience and after use
product experience. Discount coupons can be provided as an incentive and
will also act as “hooks” to the customer, enhancing chances of retention.
As we know the present purchases of the customer, we can recommend
personalised combinations that he/she can wear. The recommendations can
also depend on occasions.
personalised combinations that he/she can wear. The recommendations can
also depend on occasions.
We can also provide the customer with information about customised fashion
shows that match his/her style.
shows that match his/her style.
The customer can create his collection or request the brand for the same
based on his requirement. The customer can try out his/her collection with the
support of fashion stylist in a unique environment.
The above ideas have been explained to the eleven users & maximum of
them liked the idea of creating a unique environment for purchase called "MY
RAMP WALK".
based on his requirement. The customer can try out his/her collection with the
support of fashion stylist in a unique environment.
The above ideas have been explained to the eleven users & maximum of
them liked the idea of creating a unique environment for purchase called "MY
RAMP WALK".
My Ramp Walk is a unique concept to engage a customer for the second time
purchase. The customer can add collections of his choice, or the brand can
recommend the same based on purchase history. Fashion stylist can also
assist in creating the unique collection based on a special occasion that might
be approaching. The customer gets an option to book a slot to try out the
collection.
purchase. The customer can add collections of his choice, or the brand can
recommend the same based on purchase history. Fashion stylist can also
assist in creating the unique collection based on a special occasion that might
be approaching. The customer gets an option to book a slot to try out the
collection.
My Ramp Walk room is an extension to the trial room; it consists of ramp walk
space & also a digital display. It has a place for family/ friends to seat when
the customer is trying out. Trail room will have a closet to keep the apparel
collection and try out.
space & also a digital display. It has a place for family/ friends to seat when
the customer is trying out. Trail room will have a closet to keep the apparel
collection and try out.
The closet will be ready with the collection before the customer arrives.
AI System/ Fashion Stylist/ Customer will curate the collection.
AI System/ Fashion Stylist/ Customer will curate the collection.
The digital display will assist in deciding to purchase.
1) Instant sharing of their looks with family and friends. An option to record the
same for future reference.
2) It helps in showing the better apparel combinations on a digital interface;
the user can request for the same to try on the spot.
3) The customer can also change the background environment to get a feel
for a real-world scenario.
1) Instant sharing of their looks with family and friends. An option to record the
same for future reference.
2) It helps in showing the better apparel combinations on a digital interface;
the user can request for the same to try on the spot.
3) The customer can also change the background environment to get a feel
for a real-world scenario.
Benefits
1) Additional seating space is provided to influence family and friends.
2) Giving facility to book slot saves time for the customer instead of waiting
near the changing rooms.
1) Additional seating space is provided to influence family and friends.
2) Giving facility to book slot saves time for the customer instead of waiting
near the changing rooms.
This room will assist the brand in capturing more data points about the
customer like comfortness, Fit, Size, Design, Appearance.
customer like comfortness, Fit, Size, Design, Appearance.
These data points can assist the brand in creating an AI-based suggestion
system, which helps in making the customers long-term loyalists.
system, which helps in making the customers long-term loyalists.
