Context:

At Parsons School of Design and in collaboration with Columbia Business School, conducted market research for one of the most successful fashion houses in the world. Focusing on the millennial behaviour and analysing their current status on service at the retail spaces in New York.

Some of the key aspects distilled from our field research, were the opportunities for the brand to re-imagine new ways to interact with the young clientele by adding a technological aspect to the experience of online shopping and in situ.

The overall project focuses in service design, adding new touch points to the user journey and the value of the creation mementos or memorable luxurious experiences along the way. Without dehumanizing the brand and the fashion advisors services.

Project Specs:

Market Research, Service Design Research, Social Media Strategy, Film Production, and Futures Forecast.

My Role: Ideation, Data Analysis, Art Direction, Film Production, Video Direction, and Executive Presentations.

Brief

As new relationships are being re-negotiated (product + consumer) and technology as catalyst, the retail business is being challenged. Now, stores are becoming urban cultural hubs, and places for new service experiences, departing from being simple space for transaction.

The millennials are typically consider, by the ‘general public’ as careless people, and used to free things: free internet but also this has make them into a smart consumer. Because the use technology on every aspect of their lives they have also become a resilient generation, conscious and exposed to global issues. They are part of the ‘experience economy’, they search purpose instead, and appreciate originality and momentum that the brands offer.

To test our insights, we created three different personas that responded differently to the interaction with the new technology. On each one, we were looking to understand and measure their level of intimacy and comfort by interacting with A.I. assistants and minding the brand legacy and design heritage at all times of the interaction.

On Speculative Design Video

For showcasing purposes of our vision, I produced a short video that dealt with the people’s interactions at the stores. On this short video we introduced an speculative future of the store, picturing how might be a possible integration of assistance devices with A.I. a cross the store and every touch-point of the brand interaction with the consumer. With the prototype we expected that the client reflected on a new set of consumer values enhanced by technology; intimacy or privacy, and a personalized shopping experience.

To introduce possibility in any organization is a difficult task. Because it requires to accept a new reality, one that may not align to the brand ‘values’ or heritage. I carefully designed a new reality that means ‘utopia’, using speculative design as a methodology by focusing only in the collected data and forecasting the use of artificial intelligence growth market for the years. however it could be a ‘dystopia’ for some, it all depends on perspective.

The integration of new technology expanded the initial service concept of the store. The new omnichannel aims to improve the non-camelia clients experience as a service that integrates artificial intelligence as a concierge and a touchless key to access a different experiences of in store service and online interaction.

The key has digital and physical features, from special content and live runway transmission on your mobile device, to the creation of curated wish lists with positive and motivational messages, to obtain life goals and in fashion. The new key would not only open (literally) the doors to the store but also unlocks a concierge service that goes wherever you go. And you can speak to an assistant voice at the store, who will greet you at the entrance, announce your arrival to other fashion advisors to the store and call you by your name.

Voice Activated Assistant

User Experience

A new experience starts even before the consumer realizes it. From the first product search on the Instagram accounts to the online store, the user will be asked if he/she wishes to talk to ‘Coco’ (the fashion digital assistant) or schedule a visit to the physical store. And the journey begins…

1. First time registration: Only when after the purchase of the product. The user can opt to use Code Coco to commemorate the event and welcome to the ‘club.’

2. The card: A card will be sent by mail. Just like a credit card, it contains an electronic chip, with your name, and can access through a portal to activate it.

3. Discovery: The card access exclusive content on the brands website and will show you special collections and events.

4. Conversation: Since we added the user phone, you will get every now and then a text message from Coco. She might wish you a happy birthday or just a hello. Artificial intelligence allows a natural conversation and use of common language.

5. Concierge: When visiting the store there will be a device on the wall ready to scan your card and greeting you, you may receive a flower for a special occasion or a glass of champagne.