VERO MODA is fast fashion women clothing brand, a part of BESTSELLER. Yearly VERO MODA launches around eight collections. VERO MODA’s aim is to sell affordable and inspiring clothing for independent women. (Nielsen, 2015)
PROBLEM
It’s the year 2018, consumers are searching for products online, looking for better deals and shopping in online stores. There are also consumers who are still going to the real stores to buy clothes because they need to try them on first. There is something that connects both of these consumers, they still seek advice, confirmations, and reviews online. Vero Moda has the challenge to make an omnichannel that makes meaningful shopping experience among different channels used to buy clothes. (Nielsen, 2015)
THE CHALLENGE
From the information above, the following propelling question has been made, combining different situations:
How can Vero Moda make more unique and personalised shopping experience and help customers during their decision-making process, but not being intrusive into consumer’s personal lives?
METHODS USED
USER RESEARCH
To understand target group we interviewed 9 girls that fit in Vero Modas target audience. Later on, we decided to do an Observations in the shops and see how people actually behave in the Vero Moda store. And to approve qualitative data from interviews and observations we did a survey to get quantitative data that will approve our assumptions and we could move forward with the solution. (Elizabeth Goodman, Mike Kuniavsky, Andrea Moed, 2012)
USER TESTING
We paid a lot of attention on testing our app since there are different options that you can do in it. We did a “speak out loud test” to get instant feedback about features that they do not understand immediately and we had time to improve them, that are visible right now in the solution. We considered both bad and good feedback. (Elizabeth Goodman, Mike Kuniavsky, Andrea Moed, 2012)
SOLUTION
“Real-time advisor” is a solution that contains different parts, but at the same time provides coherent user experience and gives the answer of some of the pain points that average Vero Moda customer feels during the shopping experience.
“Real-time advisor” covers three pain points, that are linked in-between and can be used separately as well:
Video Directed, Filmed and edited by Zane Hartmane
All App designs are not my creation but I had a big part of creating the structure of it and how it should work
RESULTS
Thanks to our focus on the target group and the user we have accomplished to make a strong concept that was rewarded at the end of the presentations. VERO MODA rewarded our team as one of the strongest and unique concepts. I am proud that I was a part of this team and I had a chance to make this solution.
References and literature used in this project:
Nielsen, K. K. (Performer). (2018, August 28). VERO MODA presentation. BESTSELLER HQ, Aarhus.
Elizabeth Goodman, Mike Kuniavsky, Andrea Moed. (2012). Observing the User Experience. United States of America: British Library Cataloguing-in-Publication Data.