STYLUP
BRIEF
StylUp is a startup in its early stages. The app is an on demand fashion service that allows you to request local stylists through applications for iPhone and Android devices. The service utilizes location based software to find an exceptional stylist nearest your location. The service provides a cashless solution that charges your styling session directly to the credit card you have on file.
MY ROLE
I was the lead researcher and wireframe designer. The research was used to mold our design and develop StylUp's business strategy.
CHALLENGE
StylUp must effectively bringing customers and personal stylist together. Scheduling customer and stylist meetings may conflict with the schedules of either parties. Also establishing credibility within the community to trust financial information is a challenge.
PROCESS
Our initial user research through surveys, interviews, and competitor analysis had indicated that people were interested in connecting with stylist both online and in-store. Our first prototype allowed shoppers to find stylists in their area to shop with them in a store of their choice, focused on an on-demand stylist service, similar to Uber and Air BnB. Once we began user testing we found that shopper were confused as to what the app’s end goal was, they also expressed their frustration about navigation, inconvenience of having to find the time to meet with someone and safety of meeting with an unknown person.
Preforming user testing on initial concept.
Conducting interviews in "speed-dating" style.
In the process of discovering that shoppers were not interested in meeting with stylist in person, we uncovered the shoppers MVP was; the convenience of choosing from a variety of outfits, hand picked for them, but without meeting in-person. That’s when we began brainstorming how to narrow the scope to refocus on the clients MVP and incorporating the applications main goal, mission and users needs.
The modifications made for the first version of StylUp app is based on feedback from user testing for the paper prototype. The issues identified during testing was providing the shopper with options to have outfits sent to them and having the in-person meeting with a stylist as a secondary option. In our 1st version we had originally had the app focus on linking shoppers with stylist and determining what location or store to meet at the beginning of the shopping process. In our testing I discovered scheduling issues between the stylist and shopper.
First iterations of app.
Wireframe iterations.
Stakeholder interview notes.
App sitemap.
Concept and infinity mapping, user flows, etc.
Client meetings and focus groups.
A solution to the scheduling issue that we discovered is allowing the stylist to pull items from an agreed store. The shopper then has a 48 hour time frame to try on and purchase the items.
The payment between the stylist and the shopper is made prior to the stylist pulling the items. The stylist is not paid by the shopper. During our user interviews the shoppers voiced a concern about paying stylist for their service when most stores now provide stylist services for free (Nordstrom, Bloomingdales, etc), as seen in our competitive analysis.
In our third round of user research we interviewed stylist and shoppers. In our discovery process for refocusing on the Application's MVP and main features we interviewed a variety of junior and senior stylist and shoppers that have and haven’t used stylist in the past in order to discover what the main features they expect to see. Our findings pointed us to broaden our audience of shoppers to accommodate both experienced and new stylists. Leading us to a creation of a new set personas.
OPPORTUNITY
Our research lead us to the grand opportunity; the convenience of choosing from a variety of outfits, hand picked for shoppers, but without meeting in-person. The stylists would be able to promote their work to a broad audience and establish their credibility in the community by showcasing their past client's outfits. A mutual rating system would stimulate a trustworthy application.
SOLUTION
Shopper's side prototype.
StylUp is a free service for shoppers to select stylist. Stylist pays a $10 monthly subscription fee. The monthly subscription will allow stylist to tracking their invoices and clientele in addition to market their services within the app. The Stylist motivation for optimizing their use of the application is to market their services to the large population of shoppers, store owners and create their brand within StylUp. The more effort that is put in creating a Stylist portfolio, the greater growth in their clientele size and relationship with store vendors. Stylists will be able to request a 5-10% commission for store sales based on agreed percentage between StylUp and affiliated stores. The final version of the StylUp focuses on providing the user with a style app that is convenient, affordable and accessible.
