As a product designer, this was my first project that allowed me to lead the full-stack of UX activities - from discovery to delivery.

I supervised the discovery, execution, and analysis of features around personalization and growth, facilitating user testing, and measuring qual + quan impact to further iterate and improve the customer experience.

My mission was to uncover information touch points and design an experience that optimizes big data in to business intelligence insights for WGSN's B2B customer. This product concept was later turned into a native iOS app. 

I also conducted design explorations along with the creative director to create a visual design language that was aimed to simplify the complexity of the data insights and matched the aesthetic sensibilities of the customer. 

Product Concept

Based on the insights from my persona and customer journey research, I created a product concept that relied on big data optimization targeting buyers, merchandizers, marketeers and designers in the fashion industry. It provides a full range of product areas including lingerie, sleepwear, jewelry which I found to be underrepresented in comp shopper offerings in the competitor products. Some of the key highlighted in this prototype:

Count Including products information across retailers and brands so that user can source insights from a wider market.

Flexible browsing Ability to save searcher, filter by product type, retailer, price, sharing search results and reports across the organizational teams and hierarchies.

Product timeline Display of an end-to end timeline featuring product peaks and drops, price changes, drop dates, out of stock dates, price distribution, color, product type.

Design Language Creating a design language that can cater to light browsing behavior, responsive device screens and an on brand aesthetic. 

Customer Journey Mapping

I think this was an empathy building tool that gave me insights of what was the most important thing to our potential users. I found through a series of enthonograephic research session that all job roles indicated a desire to know more about 'what's happening now' along with an interest in data eg. retail trends for buyers and merchandizers.

Key opportunities uncovered:

Competitor tracking The ability to track competitor's range of products. Respond to competitor's price range in real time would be the most important piece of information in the decision making process leading to the Sign Off (in the above CX map). 

Fast Selling Products Ability to monitor time between price drops and out of stocks would work as summative data points for discovery on new ranges. This data point would be relevant around the 'End of Range' phase in the above diagram.

Personalization Ability to personalize data using pre-defined filter. Different data points at each phase was important to different roles (see diagram on the left). Ability to display variants of information that is role specific would contribute to creating efficiency for the roles.  

Personas

Empathy building exercise, worked hand-in-hand with the customer experience map. I conducted persona exercise in order to segregate customers into user groups and streamline different needs. These personas helped us plan and prioritize design decisions and contributed to requirements for personalization features. 

VISUAL DESIGN SAMPLES GALLERY

As this was a work in the fashion domain, there was a need to visualize research data into motifs and design language of the fashion industry. I did a lot of work on understanding designers and other important roles in the fashion industry and stylistically catered my design and research deliverables.