In the ever-expanding and overwhelming landscape of digital commerce, the DLD team worked with the team to design an experience that will cut through the noise in the retail space to deliver a highly curated and engaging shopping experience. The application aims benefit its users by introducing them to quality brands, while creating valuable exposure for smaller, independent companies.
Luckily, the retail sector is enormous – within the United States in 2013 it included one million stores and accounted for four trillion dollars of revenue. With this type of revenue at stake, a lot of high-quality research is available on the market.
By using a combination of reputable sources and some quick user research, we identified a few common traits of the target user.
Millennials – ages 22 to 34 — who love looking great and getting amazing deals.
Love coupons, sales and bargains. Purchases are often motivated by price.
Comfortable shopping, researching and browsing online.
Less likely to be brand loyal except when they are able to forge a connection with a brand. They care what the brand stands for and what they support.
Popular applications like Pinterest, Keep, Spring, Shop Style and Polyvore make finding clothing items easy but none of these applications focused on discovering new brands and designers with retail stores.
Also, none of the applications employed traditional gamification techniques. Together, we hypothesized that by focusing on making the experience both sophisticated and fun (think Claire Underwood at the Aria in Las Vegas), we could attract and engage a different type of user.
The app features a curated feed filled with brands of interest, blog posts, featured sales, instagram posts and contents/ game highlights. The feed is designed to be a simplified and more focused Pinterest board which allows the user to scan beautiful items but not be overwhelmed by endless possibilities.
The major difference between the appand many fashion apps is the Style Wheel. The slot machine-like game allows the user to spin three times a day. The user may win a variety of “prizes” such as promo codes, free shipping, and points to be used for items such as lip gloss or a key chain.
We talked through the possibilies featuring photos of clothing or logos. We decided to feature photos of clothing items because users would initially connect more directly to visuals of cute outfits rather than logos of brands they may or may not know yet.
The application is comprised of a responsive web-based site and mobile application. The goal of the mobile app was to stylistically interesting yet usable. In the end, we decided a traditional approach to navigation was best for the users.
Designer, Melissa Yeager, set to create a logo that is distinctive and relevant, while complementing the wide variety of stylistically diverse brands to be featured.
The primary logo is made up of the logotype held within a shield. It is highly tailored to appeal to its fashion-forward audience. The contrast in size between the capitals and the rest of the letterforms emphasizes the distinct halves of the name and how it should be written in plain text. The reflected o’s signify the cyclical process of searching and finding fostered by the brand.
All line work within the logo, logotype and marks sustain a consistent weight, which ensures that all brand elements maintain legibility, especially at small sizes.
The colors were selected to stand apart from the competition, add warmth and playfulness to the application while not competing with the brands featured on the app.