DIGITAL TRANSFORMATION
CLIENT
PVH is a global company with some of the most innovative fashion brands of today, such as Tommy Hilfiger and Calvin Klein. Continuously exploring, experimenting with and looking for new cutting edge solutions, they are at the forefront of fashion innovation.
BRIEF
Understand how voice technology can revolutionise or optimise Gen Z's shopping experience within fashion.
AGENCY
Hyper Island
Student Project
MY ROLE
Brand Strategist
DELIVERABLE
Research Report
Visionary Concept
KEY SKILLS
Design Thinking
Strategic Thinking
UX Design
SOFTWARE
Figma
Voiceflow
TEAM
Ana Mrdjanov
— Brand Strategist
Tor Neely
— UX Designer
Hanna Larsson
— UX Designer/PM
Axel Ahlgren
— Content Creator
Lennart Croese
— Service Designer
↓
PROCESS
We used the Double Diamond Design Process to understand contexts, ensure we design the right thing and design it right, with a user-centric approach.
1. DISCOVER
RESEARCH OVERVIEW
Is voice tech the future of shopping for Gen Z? This question gave us a focused direction during our research.
Apart from desktop research, we used quantitative and qualitative methods to ensure we empathised with the user and got a good grasp of voice tech.
We chose to dedicate this project to Tommy Hilfiger as they have more stores in Stockholm.
THE USER
In-depth interviews gave us lots of knowledge on where customers experience most friction in their shopping journey.
Main pain points in the online journey:
Filtering products, check-outs and tracking orders takes too long.
Main pain points in the in store experience:
Time consuming check-outs due to long queues, feelings of not wanting to bother staff if they are busy, and insecurities in the fitting rooms.
THE CLIENT
As a Brand Strategist, I was responsible for researching Tommy Hilfiger, their adoption of voice tech and other innovative solutions.
My conclusion was that they continuously seek new and experimental solutions, looking to transform the way of retail shopping.
I also created a Vision Statement for PVH which would inspire and guide us in our process, keeping in mind that inspiration is one of PVH’s core values.
THE MARKET
I did a competitor mapping including brands mentioned as competitors by PVH, as well as other brands out there. Those that had adopted voice tech, including Tommy Hilfiger, were placed on a matrix showcasing their level of innovation.
PVH got a chance to place Tommy Hilfiger on the matrix, which contributed to everyone being aligned.
Additionally, new brands were added by me as competitors while the likes of Ralph Lauren, Levi’s and Supreme were not seen as competitors in this context.
2. DEFINE
GEN Z- AND MARKET INSIGHTS
USER JOURNEY INSIGHTS
We clustered recurring patterns into three main themes. This gave us a good understanding of the user and served as a solid foundation for ideation. We referred to our themes when creating the concept, making sure user experiences would be improved.
RESEARCH CONCLUSION
Voice technology is progressing rapidly, being adopted by big tech companies and piercing through other industries, contributing to exponential growth and the accuracy of voice assistants, ultimately creating a potential new norm.
So, is voice tech the future of shopping for Gen Z?
3. DEVELOP
CREATING OPPORTUNITIES
With all our insights in mind we created an overarching How Might We Statement, turning customer pains into opportunities for improvement. We referred back to this statement during our whole ideation phase to make sure we were solving real problems.
IDEATION
So, what is the future of voice tech innovation?
We brainstormed ideas that sparked an inspiration in us and that we would feel passionate about developing further.
After filtering down, we placed our favourite ideas on a high- and low risk/ value scale to find out which ones would have the strongest impact, while still being fairly reasonable to implement.
CONCEPT DEVELOPMENT
Our concept is a vision of what the future of shopping will look like. We decided to merge three ideas into one seamless omni-channel experience, elevating shopping to something more than just buying, and making it accessible on multiple touchpoints.
4. DELIVER
LO-FI PROTOTYPES
We created lo-fi prototypes of the concept including wireframes in Figma and a flow for voice in Voiceflow. This was a team effort and it helped us make the real deal in our next steps.
HI-FI PROTOTYPES
As our concept was a future vision, we developed hi-fi prototypes and then asked our interview subjects for feedback.
The prototypes are in video format to best capture our innovative solution. The voice-over was recorded in collaboration with a teammate.