PRIMARK
Cross-channel experience for a fashion e-commerce retailer.
CONTEXT
Primark is a big player in the fashion retailer ecosystem, but they didn’t have a dedicated app and his website didn’t allow to buy. They need to flip the situation and create a competitive e-commerce platform.
What we found in our research, allow us to create much more than a simple e-commerce.
RESEARCH AND UNDERSTANDING
We started the research by doing an industry analysis to detect the trends of the market. No surprises here. Online shopping is growing year after year and 95% of the competitors sell online. SWOT analysis and a benchmark completed our context research and, in this point, some hypothesis raised:
• Foster social experience by creating a shared shopping cart
• Evolve the “YouPay” feature other e-commerce have
• Dressing room for groups
STRATEGY
To validate our hypothesis, we did more than 20 interviews, and once we have clustered the answers, we get multiple valuable insights that helped us to develop the user persona profiles, empathy maps, and user journey.
All this process validated two out of three of our hypothesis:
• Foster social experience by creating a shared shopping cart - VALIDATED
- We created a functionality called “WeShop”, that simulates the social experience of go shopping with friends. Perfect for a teenager's target.
• Evolve the “YouPay” feature other e-commerce have - NOT VALIDATED
- Even it is a very valuable functionality for users, Inditex has his own and works very well. It doesn’t worth the investment try to make it better. Is better just to hire it to save time and money.
• Dressing room for groups - VALIDATED
- To make the shopping experience even more social, Primak’s app will allow to book group dressing rooms in the stores. Friends will be able to try on the clothes they have previously selected in the app. Once they have arrived at the store, their clothes will be waiting for them in the group dress room ready to try on.
“Designing a product is not only thinking in the app or website itself but involving all the aspect of the business to make the experience complete”
WEB ARCHITECTURE
MOBILE APP ARCHITECTURE
FLOWS
Once we had the structure of bot the website and the ap ready, we focused on defining the most innovative functionality: WeShop
MOBILE PROTOTYPE
LEARNINGS
Investing more time and effort in good research, prototyping, and testing before designing a whole product, saves lots of money, time, and effort.
Good product design doesn’t end in creating an app or a website. If you are able to expand the influence into other products or into the real world, that will make a complete UX experience that eventually will allow the initial product to grow more consistently.
Selected Works
BingeProduct Design
Softonic Corp SiteProduct Design
LETRSProduct Design
PrimarkProduct Design
SPOTLIGHTProduct Design
New Softonic BrandProduct Design
LogosProject type