A Stylist For Everyone: The New Way To Shop (but beware of who you chose)
Subscription based fashion styling is the new “it” business model and there are many contenders in the space to choose from. Last week I analyzed the UX web design of M.M.LaFleur. This time I chose to analyze the app experience of another player in the same industry, Chicago-based: Trunk Club by Nordstrom. The app itself is a complimentary service to their box subscription and their brick-and-mortar locations called Clubhouses, of which they operate 6 in major cities like NY, LA, Chicago, Boston and Washington D.C.
Nordstrom itself is known for their superior customer service and wide range of quality garments and brands. But amidst a highly competitive landscape for retail, this styling service is a good opportunity for them to reach consumers through a different channel in an effort to drive business. In addition, the service is now available for both men and women.
The app is pretty basic, not a lot of information as it is clear it is used as a secondary touch point for a knowledgeable consumer. It rather takes the opportunity to further get to know you, your needs and your desired style. For this it starts asking you some basic style questions and then proceeds to show you various garment options from which you can say “Yes, I’d wear that” or “No, that’s not me”. I finished this first section and was then taken to the main interface where there are 3 tabs: Discover, Message and Profile.
Unlike other apps, Trunk Club lets you preview and approve your pieces before they’re shipped, so you only receive what you have previously approved. It also sends more pieces than usual — 12 total, compared to the average five.
Taking a cue from Tinder, they’ve included a “swipe” feature, where you “swipe right” or “swipe left” if you like the proposed look or if you don’t, respectively. This seemed redundant as I had already answered various questions and chosen single items according to my likes. Tho the swiping on whole looks did make it more interactive, but after some 15 swipes I am done swiping. Primarily, because I do NOT see this algorithm changing its style suggestions, even after I feel it has had 3 different activities devoted to doing so! So, it feels like a major waste of time if I continue to receive looks I do not like.
Nonetheless, I continue looking for a highlight in my experience so I give the messaging a chance. Camille is introduced as my personal stylist and I texted her at 14:28pm and I get her reply at 17:41pm. I feel this is a very long time to wait for a reply, but it is a Sunday (during a long weekend) so I’ll let it go.
What I cannot let go is being asked the EXACT same question AGAIN. This was LITERALLY the first question in the questionnaire. WTF. Now, I am sure, this whole thing is a major waste of my time. Why bother asking me all those questions in the first place? Why make me choose individual garments? Then make me choose whole looks? Why have a chat with a stylist? If none of the above seem to be integrated. What. A. Major. Waste. Of. Time.
I must decidedly conclude: I hated the experience. It is boring, useless and there is no innovation at all. The only highlight would be its simple UX, but I feel that is mostly because of its useless features, rather than a design merit. It is a legitimate touch point which could be majorly useful for the business, but not with this app iteration. Clearly, Nordstrom’s focus must be on their physical Clubhouses, since that is their expertise — brick & mortar. But this app was sa total waste of my time and hence, a total waste of space in my phone. So as fast as I excitedly downloaded it, I am now deleting it.
CANCELED.
