Company: Macys’ Inc
The Brief
Fame & Partners is a tech e-commerce startup known to give Users a custom-fitted dress/gowns with the click of a button from the leisure of their homes. Due to the high volume of Users requesting an in-person experience so the User can feel the dress garment or cuts, Fame & Partners wanted to test having their products in a in-store experience. Having picked the flagship Macy’s store in Manhattan, NYC, they collaborated with the Macy’s Product team to create an unique immersive pop-up experience . Within 8 weeks, our team was to provide a product that entailed a full in-store experience with an IOS "concierge" that would provide a full shopping experience for the customer without a sales associate at selected stores.
The Task
Objective
To create the same “custom-taylored” Fame & Partners dress order in a seamless way, but in-store, without the help of any Sales Associate
Project Type
Feature
Timeline
8 Weeks
Platform
IOS App
User Testing
3 Sessions (w/ 10 Participants Each)
Impact
$400k in Sales within 1 Month
Year
2017
Company Type
Corporation (Fortune 500)
The Space
A pop-up installation was built in the main Women’s dresses floor, where high volume of Users would notice and take a peak. Within the pop-up, there were mannequins, dresses, stands for the immersive experience and purposely no Sales Associates
Competitive Analysis
The Research & Game Plan
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Very innovative tech startup dedicated for customizable (tailored; ie: adjust top, sleevs, hip, waist, etc.) but experience is all online.
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There are ZERO competitors in the Women Dresses’ field; but in suits, it would be Suit Supply or other online full-tailoring & purchase platforms.
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Users want an in-store experience to see fabrics, cuts, etc., but keeping current experience
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Fame & Partners wants to test an online + in-store experience (at Macy‘s Herald Square) keeping it digitally (full experience from browse to checkout) without the help of a sales associate.
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We’ll build an IOS (iPad) platform that welcomes, suggests, and processes the entire shopping experience for the User with ease.
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8 Weeks; Agile (UI/UX, Dev, PDM, Fame & Partners team)
The Persona
After many rounds of research & focus groups, we found 3 main personas: A younger browser (Elle), a working women in her 30’s, and an older women 50-70. Due to the tight deadline (8 weeks) and the upcoming Prom season coming up, we decided to go with Elle, the younger persona
