Is Fast Fashion killing all of us ? Design Thinking to build a real StartUp — Part II
Is fast fashion killing all of us ? This is the part II of the article about Design Thinking to build a real Start Up were you get to know FashionFinder, the unique second-hand market place, come, have a look.
If you missed the first part of this article, do not hesitate to give it a go: PartI
Let´s talk business
After diving deep into the results of my UX research, using the Design Thinking methodology it was set I would create a prototype. The main services provided would be selling and buying second hand clothes online, not forgetting the main points investigated in my research: The clothes needed to be clean. The customers needed to be sure of the cleanness of this service. You needed to open the box and feel the freshness and an exclusive fragrance. In order for this to be achieved, a partnership with a dry-cleaning laundry, apart from an exclusive curation and care service was thought for the business.
To make sure of good reviews of the state of the clothes, a system of chat was also introduced, as well as window of friends, so, apart from having friends selling and buying clothes from you, the customer would have the opportunity of Word of Mouth to reassure quality of the service provided. The Social part of the service was made very important. Not only for marketing but because I observed it is a pain point. People need to feel close to the service provided. Through friends, through a very nice customer service. This has to be very much explored. Customer first is the only option. Always.
“There is only one boss. The customer. And he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else.” Sam Walton
It is possible to observe a trend of a poor customer care with investigation accomplished through netnography in social media of FashionFinder’s main direct competitors. Below, you can see the example of one of them:
Also, diving deep in the competition, it was possible to observe only one market place with a second hand value proposition sold kids clothes and accessories. Kids grow. Parents do not know what to do with their stuff. This market is a market that needs to be explored.
The main pain point identified was laziness. Yes. Laziness. You didn’t read it wrong. It is the main urge of this generation. We want things. And we want it now. At home. At our feet. Therefore, implementing a service of pick up and delivery is not only only fitable but has been waited for some time.
Below, you can see FashionFinder business model canvas and understand better the operations of this start up.
Phase 4: Phototyping
Information Arquitecture and User Flow
In order to help the walking through the app, below it is possible to see the user flow, in other words, how the user would fulfil his/her need while using the app.
Likewise, it is possible to see the Information Arquitecture of the app and how it would be to navigate within the tabs.
Look & Feel
To help deciding the colors, typography and how the app would call the attention of the user, inspirations were seeked in the area of e-commerce, fast fashion and also the competitors were analysed in order to decide what helps the user to feel like buying and feel safe and a Style Guide was built.
Overflow
Seeking a deeper understanding of the app, a path of overflow was done in a low-fi wireframes. Thus, the process of building the screens of the hi-fi prototype and navigating in the app while animating the prototype would be facilitated.
Phase 5: User Testing and Conclusions
User Testing and Conclusions
The prototype was tested with 5 user whom gave nice ideas for the final version of FashionFinder.
In general, the feedback was very positive specially regarding the gap in the market for a solution such as this one.
The main changes were to send a reminder email in the selling part of the app that an email will be sent soon with all the clothes that would be sold or donated and specify this information in the screen of the selling confirmation.
Another change implemented was for the user to be able to access the window of friends through location and see everything in a map like you can see below.
Two other ideas to be considered were in the settings tab, for the user to be able to sell his/her window only for friends and the as his/ her wish make it public afterwards. As a way for the friends to be able to see the goods first. Also considering the social part of the app, the idea of friends being suggested by location and likewise connecting with other social medias such as instagram and facebook.
Opportunities
Logistically speaking, FashionFinder is an ambitious project. In order to reduce the necessity of storage of the pieces, becoming Amazon Seller looks like an interesting option. It also would solve the delivery and pick up partnership and the only third partner would be the dry cleaning services.
IxD
Finally, I present to you FashionFinder, interactions by Flinto App.
