Summer Style was a platform to promote the new Summer fashion range coming to the retailers at MidCity Shopping Centre situated in the heart of the Sydney CBD. Customers would let their own personality help determine their style, using a 'virtual stylist' to help them style advice for their new Summer wardrobe, as well as direct customers to fashion retailers at the centre.
This project involved:
• Designing the visual aesthetic for the promotion and subsequent advertising material
• UI design for a microsite which was integrated into the MidCity's existing website as well their Facebook page, using Adobe Creative Suite
• UI design for a microsite which was integrated into the MidCity's existing website as well their Facebook page, using Adobe Creative Suite
Project goals and design thinking
The journey we wanted to take customers on involved forming both personas and archetypes for the customer base, and then intertwining them together:
Personas: who the customers really are, based on real data and statistics from the centre
Archetypes: the 'desired state' of the customer's Summer Style, where the customers envision themselves to be in a perfect world fashion-wise
We formed 12 'archetypes' based on the personas of a typical MidCity customer. This was the desired state that a customer's persona was assigned to depending on their personality.
Customer journey
The journey we wanted to take the customer on throughout this promotion was:
1. The customer would enter their personality traits
2. These traits would then be assigned to a pre-determined Summer Style 'archetype'
3. Then bringing it back to the customer themselves, suggesting fashion advice and stores for the customer to aid them more closely achieve the look offered by their 'archetype'.
2. These traits would then be assigned to a pre-determined Summer Style 'archetype'
3. Then bringing it back to the customer themselves, suggesting fashion advice and stores for the customer to aid them more closely achieve the look offered by their 'archetype'.
Persona > Summer Style Archetype > Persona+
This process aimed to create a fun way to aid customers with fashion advice and style tips for Summer, whilst also addressing business goals of increasing foot traffic and sales for the centre's retailers.
Final thoughts
Overall the project was successful at achieving the business goals of increasing awareness amongst the MidCity customer base of what offering the centre has for Summer fashion, which in turn increased sales and foot traffic within the centre.
The key challenge we found was creating suitable Summer Style 'archetypes' which did in fact match the user's personality. The last thing we wanted to do was offend anyone by assigning them one that they felt didn't resonate with them at all!
The promotion itself was aimed to be a bit of fun for customers; with minimal commitment and effort involved, whilst also providing some style suggestions for them for Summer in a non-invasive manner.
