About the product
Farfetch, a leading luxury fashion e-commerce platform. The company connects customers with over 1,300 luxury fashion brands and boutiques from around the world.
Main project goal
The primary objective was to effortlessly introduce a user-friendly Stylist advice feature for Farfetch.
Background
Farfetch being a leading luxury e-commerce platform targets customers in the high or upper-middle income classes that pursue unique experiences and are highly interested in fashion. They value personalised touch and VIP service. At the same time, they sometimes struggle to find time and keep up with new collections. Farfetch aims to further differentiate itself from other e-commerce platforms by offering a personalised and curated experience to its customers. A Personal Consultant will provide customers with a human touch and expert advice in their online shopping experience.
Challenge
- The existing mobile app was deficient in an expert stylist advice feature. In order to address this, we had a limited timeframe of just two weeks to tackle this realistic design problem.
- Seamlessly integrating the new feature into the Farfetch platform while ensuring that the addition of this feature did not compromise the main functionalities of the app and adhered to Farfetch's established UI guidelines.
Project goals
- Attract new users to the platform.
- Introduce users to the new feature seamlessly.
- Differentiate the platform from competitors and attract new users who are looking for stylist advice as they shop.
- Explore new ways to encourage user retention on the platform
Discover and Research
I conducted a thorough competitor analysis focusing on prominent players in the fashion retail industry, namely Nordstrom, M.M.Lafleur, and Macy's. This analysis aimed to gain a comprehensive understanding of their respective offerings. The insights gleaned from this competitor analysis served as a foundation for enhancing the platform. It allowed me to envision and implement upgrades that addressed the identified gaps and elevated the overall user experience.
Competitor analysis insights
It was observed that all competitors provided users with the opportunity to access one-time free stylist advice. However, certain competitors implemented a different approach, restricting the availability of the stylist advice feature to users who had achieved a specific purchase level.
Scoping
For the stylist feature on their platforms, all competitors make use of different devices, but due to time constraints, it was not technically possible to design for multiple devices at the given time. I have decided to go forward with designing the mobile app in its first version.
Concept Wireframes
I explored four potential directions to incorporate the stylist advice feature. A primary objective was to find a solution that seamlessly integrated the feature while maintaining simplicity and user-friendliness. Through a comprehensive analysis of the advantages and disadvantages of each direction, I made a deliberate decision to proceed with a particular version. This version offered users the ability to schedule stylist appointments and engage in chat-based communication.
The chosen direction appeared to be the most logical choice, as it not only facilitated customer acquisition for the company but also provided tangible benefits to the users.
Decisions
Though most competitors put the stylist feature in their menu or footer, for our product, that doesn’t align with our design system, so I decided to go forward with having the stylist feature in the home page. This way users will always come across it as they scroll on the platform.
Though all the competitors offer the one time 30 minute free consultation, that doesn’t look like enough time to most users, as it takes time to settle on a purchase, so I decided to go forward with an option to for them to pay for added time.
Interactive Prototypes
Usability Tests
Usability test insights
All users said that they were confused by how the stylist feature was presented.
Some users didn't notice how the stylist's advice feature appeared. Users also mentioned that they liked having a chat option as well.
Iterations
Delivery
Final designs
Here are some of the final designs.
Results
To better test the prototype in the future, testing would be focused on the customer engagement rate to measure the percentage of users who interact with the chat and stylist features, which indicates the level of interest and adoption among users.
Future testing will also be focused on the conversion rate to track the percentage of users who interact with the stylist and make a purchase afterward.
Future testing will also be focused on the conversion rate to track the percentage of users who interact with the stylist and make a purchase afterward.
