Empowering career-advancing women with the right professional attire.
Designing a native mobile application for stylists and clients.
Client - Keaton Row
Keaton Row provides curated catalogs of outfits at no cost to their clients. Stylists receive payment by commission from Keaton Row partner department stores.
26% of clients did not buy an item because it did not match their style preferences. That's about 1 in 4 professional women spending unnecessary time and effort using a platform that's not serving them well. There's a need to create better visual communication between stylists and clients.
We designed a native mobile app connecting stylists and clients on visual boards to review and discuss fashion looks on-the-go. Based on our user research, we added details to the client profile including body shots, brand likes and dislikes, and social media incorporation (ex. Pinterest) for visual inspiration. Stylists and clients also expressed their desire to collaborate together when making purchases. We mimic the real life experience of shopping with a stylist through chat communication.
One of our stakeholders said, "You got me thinking about my previous assumptions about the user and challenged me creatively."
Empathize with the User
We conducted interviews, contextual inquiries, competitive analysis, user task analysis, and reviewed surveys with 500+ participants. When we interviewed clients and stylists, we focused on their relationship. Stylists informed us they approach their work with psychology, not only do they know what looks good, but they need to convince the client and pamper their emotions. Often times they will have to follow-up with the client. Additionally, we drew inspiration from dating websites, which help people get to know each other and build relationships. Our persona client, Serena, doesn't have time to comb through a long styling survey. Many competitor mobile app and web services just take too long.
Define the Solution
We whiteboarded everything - user flows, wireframes, and pain points. As a team, we had expo markers, talked, and sketched. We realized bridging the digital gap would be our main problem. During in-person styling sessions, stylists could access more views of the client, but on the screen, how could we do this? Our client, Serena is a high-power professional. She's on-the-go, so her mobile app will need to keep up. We decided to have a chat function that could transition easily between style boards and texts. We also included more information in stylist and client profiles to facilitate understanding between individuals.
Build, Test & Iterate
We started with a paper prototype, moved to a digital mock-up, and finally a clickable prototype. Our main concern was the style board learning curve. It's a great way to collaborate only if people know what to do. With each testing, we added explanations to different sections i.e. the heart icon direction. We changed interaction aspects to make them more intuitive.