Dekkoh by AarushiSaxena

GRADUATION PROJECT Dekkoh - The Personal Sylist App

A Graduation Project submitted to Department of Fashion Communication NIFT Bangalore In partial fulfillment of the degree of B.Des in Fashion Communication Guided By Ms. DIlnaz Banu Assistant Professor

Submitted by

Aarushi Saxena 061275500001

Department of Fashion Communication National Institute of Fashion Technology Bengaluru - 560102

THE STYLIST IN YOUR POCKET

GRADUATION PROJECT JANUARY 2016 - MAY 2016

DONE BY AARUSHI SAXENA

DEKKOH : A FASHION APP Koramangala, Bangalore | Jan 2016 - May 2016

INDUSTRY MENTORS Mr. Varun Mathew Mr. Aditya Chalasani

AUTHOR Aarushi Saxena Bachelor of Design Fashion Communication Batch of 2012-2016 MAIN ADVISOR Ms. Dilnaz Banu Assistant Professor Department of Fashion Communication Nation al Institute of Fashion Technology Bangalore COURSE CO-ORDINATOR Mr. B. Raja Assistant Professor Department of Fashion Communication Nation al Institute of Fashion Technology Bengaluru

CERTIFICATE This is to certify that the Graduation Project at â&#x20AC;&#x2DC;Dekkoh Innovationsâ&#x20AC;&#x2122; is a record of work done by the student, Aarushi Saxena (Registration No. 061275500001) as a regular student for the degree of B.Des Fashion Communication during the period of Jan 2016 to May 2016, which represents as independent work and does not form the base for any previous work.

P L AC E : Bangalore DATE: 18th May 2016

-- -- -- -- -- -- -- -- -- -- -- -- --

(External Jury Member)

-- -- -- -- -- -- -- -- -- -- -- -- --

(External Jury Member)

Under the Guidance Ms. Dilnaz Banu Assistant Professor Fashion Communication National Institute of Fashion Technology Bengaluru

CONFIRMATION LETTER

RELEIVING LETTER Dekkoh Innovation Technologies Private Limited

Indiaâ&#x20AC;&#x2122;s Friendly Neighbourhood Search Engine | www.dekkoh.com

Date: May 4, 2016 Subject: Relieving Letter for Ms. Aarushi Saxena This is to certify that Ms. Aarushi Saxena worked with our company as an intern, from January 4, 2016 until May 6, 2016. During this period, she completed her graduation project under the supervision of Mr. Varun Thomas Mathew, a founder of the Company. We found her to be hard working, diligent and creative, fulfilling all requirements of the proposed internship. We wish her all success in the future.

For Dekkoh Innovation Technologies Pvt Ltd

Varun Thomas Mathew

CIN: U72900KA2014PTC076958 Ph: +918095699213 | +919717122933 Registered Office: 2031, Sobha Iris, Devarabisanahalli, Bangalore 560 103, India

A show of gratitude....

ACKNOWLEDGEMENT Being given the opportunity to work within the industry, yet under the safe haven of the college administration has proved to be a vital experience, that is sure to play a role in the decisions and choices I make to further my career. I consider it a great experience that woud not have been possible without the constant driving force, that is Mr. B. Raja, course coordinator of the Deptartment of Fashion Communication, Bangalore. I am also sincerely grateful to my professors at NIF T, whose teachings over the past three years enabled me to thrive in the work environment. I would like to mention a special Thank You to Ms. Dilnaz Banu, my college mentor for the duration of the graduation project. Her constant guidance and valuable inputs helped me streamline the vast amount of data I wanted to showcase and gave direction to my project. Furthermore, I would like to express my gratitude to Mr. Varun Mathew and Mr. Aditya Chalasani, industry mentores, whose guidance has only resulted in the positive growth of my abilities during the project at Dekkoh. Adding a few more names to the list: Rimjhim Sharma, Anirudh Dasu and Vivek Gidmare, my constant companions without whom, this experience wouldnâ&#x20AC;&#x2122;t have been the same. Also, I would like to thank my family who encouraged me, to not only take forward my opinions but to convert them into positive results.

PREFACE Dekkoh is a fashion and e-commerce app, that has been in public existence for 6 months to date, launced November 2015. For a start up organisation, the first few years are expected to be rocky, but I have had the good fortune to work with them in their initial months. It has been a glowing experience to watch the company reach new heights and truly feels amazing to see how I have directly impacted, in some way, the slow but sure success. This document is a collective of the many aspects of my time with Dekkoh, during the term of my graduation project. Right from getting to know what the company is all about, to meeting new people and the various work responsibilities and projects undertaken.. is all spread out over the next 80 pages. An elaborate and accurate description of all projects completed along with pictoral process representations and visual examples are explained further in. Details about the organisation, itâ&#x20AC;&#x2122;s growth and the changes and additions that have happened over time, have been portrayed in a graphic mannerism. A complete history of the company is enclosed within these pages as well. For me, an experiental learning, a lot of debates and a new set of friends, is what I have gained from my four months at this office. The report is a reflection of my time with Dekkoh - a fashion start up, that I believe has what it takes, to become the next bigthing in the industry.

. . What to Expect

TABLE OF CONTENTS

INTRODUCTION

MY JOURNEY

A basic introduction to the company, itâ&#x20AC;&#x2122;s journey since conception and the current scenario and team

The growth and changes within the organistaion since I became a part of it and my experiences there

The Company Profile ...3

Timeline ...19

About Dekkoh ... 4

Key Responsibilities ... 21

Brand Identity ... 5 App Features ... 7 Organisation Statistics ... 11 The Team ... 13 Hierarchy of Responsibility ... 15

Detailed descriptiion and the process flow in all of the projects assigned to me

A closing note talking about the company in general, my experiences and what I learned during my term

my PROJECTS

P1: Personal Styling ...27 P2: Colour Blind Fashion ... 37 P3: Content Management ... 45 P4: Ad Campaigns ... 53 P5: UI Re-design ... 75 P6: Stylist Recruitment ... 87 P7: Web Design ... 99 P8: Social Media Management ... 117

CONCLUSION

Conclusion ... 128 My Learning ... 128 References ... 130

Introduction | PAGE 1

THE STYLIST IN YOUR POCKET

Dekkoh is a conversation on fashion, a discovery of what’s best around you , for you and most importantly it’s fun and fits right into your pocket !

It is a mobile shopping platform that connects customers with freelance personal stylists. It’s aimed at making online shopping easier and more personal for consumers, by combining human skill and technology.

INTRODUCTION

Dekkoh is a pocket stylist app! It tells you what to wear based on Who you are (personality), Where you’re going (event) and What you like (taste). Fashion was never so simple!

PAGE 2 | Introduction

THE COMPANY PROFILE

DEKKOH innovations pvt ltd Fashion and E-Commerce Mobile App FOUNDERS Mr. Varun Mathew Mr. Aditya Chalasani LAUNCHED ON 16 December 2015 CONTACT Email: info@dekkoh.com Address: #201, Koramangala Comforts, Koramangala 4th Block, St. Bed, Bangalore - 560034 PARTNERS Shiro, O2 Spa, Social, Imperfecto Smoke House Deli, Hard Rock Cafe, JW Marriot Over 200 offline and online fashion retailers COMPETITORS StyleCracker, StylePanache, Voonik Keaton Row EMPLOYEES There are a total of 7 employees

Introduction | PAGE 3

Dekkoh is a personal stylist in your pocket and your most comprehensive ‘local’ fashion shopping app rolled into one. Founded in November 2015, it is a personal styling service that seeks to help shoppers make easier and better decisions. It does this by giving users of the Dekkoh mobile app access to a community of incredible professional stylists, who make personalised recommendations and customised outfit suggestions based on that users requirements and profile. The primary goal is to connect a customer to the ideal product for his/her immediate requirement; something that needs a mix of technology and human capacity to be achieved. Dekkoh is not just a fashion shopping platform, it also engages users by providing relevant fashion knowledge of latest trends, style essentials and necessary tips. HOW IT WORKS : When a customer logs onto the mobile app, a virtual profile of theirs is created based on their specified tastes, preferences, occupation, in-app activity, demographic etc. This is called fashion genoming. Customers can post a “Styling Request” on Dekkoh, and they’re then matched with a Personal Stylist who has access to this virtual profile. On the basis of their request and their profile, the Personal Stylist gives the customer a recommendation. Through interaction over chat, the recommendation is perfected and the

customer can make a purchase. The Stylist then receives a commission on the basis of the sales they facilitate. A number of synergies arise from this. Most importantly, customers no longer have to browse through hundreds of options and spend valuable time and effort to find a suitable product. The brand has a community driven sales model, which encourages purchases through social approval. Products are listed on Dekkoh through an affiliate channel, and there are currently over a lakh products on the platform sourced from big-ecommerce players like Jabong, Koovs, Trendin, ABOF, Fabindia, Stalk Buy Love, Faballey etc. Moreover, there are also a number of offline retailers that have listed their products on Dekkoh, thereby expanding the seller base . After a user has decided on a product, they can either buy the product through the app or if the store is located in their vicinity, they can call up and visit the store themselves. The app allows users to check if the particular product they are interested in is in stock. To help with organic growth and ensure stickiness, the app also encourages users to review a store or share a look and invite their friends onto the app which rewards users with ‘Karma points’. Dekkoh earns a commission from the stores for every successful transaction on their platform. It your go-to for any fashion crisis, wardrobe worries or style tips!

AN INTRODUCTION TO DEKKOH PAGE 4 | Introduction

The Story... Dekkoh began as a firm comprising local artists, writers and techies from across India. The objective was to increase interaction between travellers and locals, and create an on-ground infrastructure so that visitors get an authentic taste of life in Indian cities. It started off with the "Wanderer's Map', a project collaborated with the tourism ministry, where in booklets were being distributed for free to tourists at visa-on-arrival and immigration counters of international airports across the metros of the country. This venture kicked off in December 2014 with an engineer, Aditya Chalasani who returned from the US, to join Narendra Modi's election campaign unit. Soon after polls, he decided to help domestic and foreign travellers in India and thus began Dekkoh. Aditya, along with corporate lawyer Varun Mathew, decided to stop helping foreign companies wanting to invest in India, instead help travellers interested in discovering the country. The success of the maps led them to create a mobile app also named Dekkoh, that helped travellers get in touch with locals directly for recommendations on things to do and places to visit. A local "crowd sourced' search engine, which allowed a traveller to search through people rather than having to scour static data on websites and blogs. The app was vast and began to get diluted in terms of content. So a specific target market was chosen, women and fashion shopping! The new Dekkoh allowed people (traveller's included) to post their shopping queries on Dekkoh and get responses from people located within the vicinity, and from nearby local stores (who didn't have online presence) as well. But soon the need for personalised shopping was realised by the founders, and the newest latest version of Dekkoh was born in late November 2015 A fashion app that gives users access to a community of peronal stylists who can recommend great looks and products to them for any occasion, based on the customer's needs, and for free!

Introduction | PAGE 5

B MISSION

The objective goal is to build a roster of Stylists and Stores that work in tandem on the Dekkoh platform to create a community of fashion enthusiasts and collectively ensure the best possible service to a customer, whether with fashion tips or by curating outfits for them.

VISION Dekkoh aims to bring every brick&-mortar store, local clothing shop, boutique - online. By giving them a means of reaching out to customers on their mobile, and making sales at any time, they aim to encourage any locally sourced fashion and promote sustainability. Fashion couldnâ&#x20AC;&#x2122;t be any more omnipresent.

RANDIDENTITY F

FASHION

STYLING

SHOPPING

FUN

The ultimate fashion mobile app for men and women, with a daily update on trends and style essentials to shop for. It also has a collection of curated fashion content from news to style tips, to weird clothing facts, celebrity fashion and the best bloggers to follow, available to all users. A platform to share some personal wardrobe tales and it’s just all about fashion.

Dekkoh is essentially a fashion conversation. It provides users a means to be able to communicate with a bounty of personal stylists, and just get styled for free. Imagine being able to interact with these st ylists and store owners to get amazing personalised recommendations, tips and suggestions on what to wear & where to buy from for any occasion.

Dekkoh is a discovery. It offers a very wide range of some of the best products in the local stores in the users vicinity that have been personally curated to ensure that they see only the very best. Dekkoh brings offline stores online, just by giving them a virtual storefront that lets them connect with customers, show off new products and make sales.

The ‘e’ in e-commerce is about equality

Dekkoh makes offline shopping experiences rich, worthwhile & fun. Users can chat with personal stylits, store owners and their local community and for ever helpful style tip provided, they receive redeemable karma points as well!

APPFEATURES

Introduction | PAGE 1

PAGE 2 | Introduction

PERSONAL STYLISTS AT YOUR SERVICE

Introduction | PAGE 1

PAGE 2 | Introduction

NUMBER OF ACTIVE USERS

11,200 16 DEC 2015

DATE OF LAUNCH AVG. AGE SEGMENT OF CLIENTS

21 - 29 yrs MALE CLIENTS

FEMALE CLIENTS

MOST POPULAR LOOKS REQUESTED

CASUAL OUTING

180

FORMAL

OFFICE

POPULAR MARKETS

CHIC

DATE

ETHNIC

WEDDING

82 65

? STYLE REQUESTS

1,700

BANGALORE

DELHI

CHENNAI

HYDERABAD

PUNE

JAIPUR

MUMBAI AHMEDABAD

THE TEAM

NUMBER OF

STYLISTS

MEN

WOMEN

THEMES

80 MEN

WOMEN

FASHION PACKS

315

PERSONAL

DOWNLOADS 11,200

COMPETITORS NATIONAL

GLOBAL

STORES

PRODUCTS

80K

ONLINE STORES

MEN PRODUCTS

30K

MEN

WOMEN

OFFLINE STORES

WOMEN PRODUCTS

103

212

50K

THE TEAM

No Man.

Dude.. What to do now ?

Do you know what happened ??

Introduction | PAGE 13

Are you serious ??

Am Done!!

I was just wondering..?

VARUN MATHEW:

ADITYA CHALASANI:

An NLSIU graduate, Varun(27) was working in the private equity sector until 2014. He then joined a micro-financing company for a short while, before the start of his entrepreneurship life. Business-minded and extremely determined, Dekkoh is Varunâ&#x20AC;&#x2122;s brainchild. He handles business collaborations, partnerships and growth parametering of the company. He is forever wracking his brains for new ideas and is never truly at rest.

A graduate from University of South California, he worked as an engineer at Oracle before coming back to India in 2013. Aditya(27) cofounded Citizens of Accountable Governance (CAG) which worked on Narendra Modiâ&#x20AC;&#x2122;s 2014 election campaign. Post the elections, he met Varun and they explored several business avenues before the co-founding of Dekkoh. At Dekkoh, Aditya is responsible for all logistics and product management.

VIVEK GIDMARE:

ANIRUDH DASU:

Head app developer for android, Vivek(26) is a hard-working employee and a fun person to be around. His jovial manner is enough to make anyone feel comfortable and welcome. Dedicated and focused in all projects he undertakes, Vivek joined the company after three years of industry experience. He is a graduate from Nagpur University and has been living in Bangalore since.

A graduate from BITS Pilani, with a mechanical engineering degree, Anirudh(24) is now a fullstack developer. Prior to joining Dekkoh (as Chief Technical Officer) he worked as Junior Manager at Aditya Birla Nuvo in Gujarat. His witty and sarcastic nature make him an interesting coworker. Anirudh is always ready to help and a great person to befriend.

RIMJHIM SHARMA:

AARUSHI SAXENA:

Currently pursuing her education at National Institute of Fashion Technology, Bangalore, she is a student of Fashion and Lifestyle Accessory Design. She is passionate about her work and is full of enthusiasm and ideas. At Dekkoh, Rimjhim(23) is a personal stylist and is also in charge of all fashion content development and UI redesigns.

A fashion enthusiast, who loves to write, research and plan! She is a final year student at National Institute of Fashion Technology, Bangalore, pursuing her education in the field of Fashion Communication. At Dekkoh, Aarushi(22) is a personal stylist and content manager. She also handles social marketing and recruitment.

DETAILS ABOUT TEAM MEMBERS PAGE 14 | Introduction

ORGANISATION SRUCTURE HIERARCHY OF RESPONSIBILITY

Dekkoh Innovations is founded and headed by Mr. Varun and Mr. Aditya. Being at the top-most rung of the ladder, all business growth related decisions are entirely in the hands of these two inspired gentlemen. However, since it is a small company with no partcular and stringent hierarchy, an open environment is provided. Employees are free to voice opinions and hold heartfelt debates over any aspects of the brandâ&#x20AC;&#x2122;s MVP. There are two core departments that the organistion is divided into, i.e Technical and Fashion. Each of the departmentâ&#x20AC;&#x2122;s team members work in mutual agreement and all developments are discussed by taking into consideration, the inputs from both parties. The Fashion Department is head by two people who work with numerous freelancers and interns from the fashion background. They are spread all over the country and come from different backgrounds with various skill sets. Responsibilities under taken by this department include - content development, marketing outreach, social development and recruitment. The Technical Development Team is in charge of creating and building the application. There are two main mobile platform developers who handle IOS and Android operating systems individually. There is another employee incharge of web development and all back-end support for app data. In total, Dekkoh has 6-7 core employees working from within the organisation. The rest of the force is spread over the fashion community with bloggers, stylists, fashion enthusiasts, photographers and students at fashion institutes being the main constituents of it.

Introduction | PAGE 15

FOUNDERS Mr. Varun Mathew | Mr. Aditya Chalasani

TECHNICAL DEVELOPMENT TEAM

FASHION DEPARTMENT

CHIEF TECHNICAL OFFICER

DEPARTMENT HEADS

Mr. Anirudh Dasu

Ms. Rimjhim Sharma | Ms. Aarushi Saxena

PERSONAL STYLISTS

APP DEVELOPER Mr. Vivek Gidmare

WEB DEVELOPER Mr. Sebin Thomas

STREET FASHION PHOTOGRAPHERS

PAGE 2 | Introduction

Introduction | PAGE 1

MY JOURNEY AND EXPERIENCE

Right from day one, I have aspired to make a meanigful contribution to the development of the brand. Every tiny record of the smallest victory during my time at the Dekkoh, has been portrayed in in this section.

I believe that every project handled, and every responsibilty that was undertaken by me, has had a direct impact in the slow but sure success of Dekkoh.

MY JOURNEY

Having joined the organisation in January 2016, I have worked with Dekkoh for 18 weeks and have grown alongside with the company.

PAGE 2 | Introduction

JAN 4th First Day at Work #feelingnervous in formalwear

JANUARY

work profile

1895 DOWNLOADS 345 INSTAGRAM FOLLOWERS 160 STYLING REQUESTS FOUR STYLISTS VERSION 3.2.0

Personal Styling Making App Content (themes) Social Media Posts

JAN 11 th Created Blog: ColourBlindFashion

TIME

VERSION 3.2.1 Released

JAN 25 th First Group Photograph #awkwardmoments

JAN 29 th Proud Moment for Dekkoh YourStory article published

JAN 31 st 2300 Downloads

FEBRUARY

FEB 3rd

FEB 11 th

First freelance stylist hired

Succesful Ad Campaign lead to 200 users/day

2500 DOWNLOADS 454 INSTAGRAM FOLLOWERS 380 STYLING REQUESTS FOUR STYLISTS VERSION 3.2.2

FEB 7th

VERSION 3.2.4

Collaboration with fashion blogger Deeksha Khurana (500 downloads)

Released with ‘feed’

MAY apr 30th New employee hired - full time

11,270 DOWNLOADS 1820 INSTAGRAM FOLLOWERS 1705 STYLING REQUESTS 30 STYLISTS VERSION 3.4.2

apr 15th

apr 24th First issue of Dekkoh Daily

Hired 30 stylists

aPr 9th Farewell Party

10,000 DOWNLOADS 1500 INSTAGRAM FOLLOWERS 1400 STYLING REQUESTS 23 STYLISTS VERSION 3.3.3

LINE

APRIL

mar 30th Succesful Ad Campaign 9500 downloads

mar 23 rd #Birthdayattheoffice

mar 22 nd 7500 downloads

mar 19th mar FEB 20th 4300 downloads

FEB

27th

MARCH

Event at NIFT Stylists hired

9 th

Article published Womenâ&#x20AC;&#x2122;s Era #beingfamousisfun

VERSION 3.3.1

Collaboration with fashion blogger Saloni Seh

Released with fashion packs

5000 DOWNLOADS 880 INSTAGRAM FOLLOWERS 780 STYLING REQUESTS EIGHT STYLISTS VERSION 3.3.0

PAGE 20 | My Journey

KEY RESPONSIBILITIES CONTENT MANAGEMENT CREATION OF FASHION THEMES FASHION JOURNALISM : BLOG DAILY NOTIFICATION CREATION OF FASHION PACKS

PERSONAL STYLING

GRAPHICS & UI DESIGN UI REDESIGN PROJECTS CREATION OF AD CAMPAIGNS POSTERS WEB DESIGN TEMPLATES FASHION POSTS FOR SOCIAL MEDIA

My Journey | PAGE 21

MARKETING AND SOCIAL MEDIA PLANNING & EXECUTION OF AD CAMPAIGNS ORGANISING EVENTS SOCIAL MEDIA MANAGEMENT STYLIST ON-BOARDING POSTERS INSTAGRAM CONTESTS COLLEGE OUTREACH FOR MASS AWARENESS MAIL CAMPAIGNS store and PR outreach

TEAM EXPANSION RECRUITIMENT STREET PHOTOGRAPHERS PERSONAL STYLISTS RELATIONSHIP MANAGER FOR FASHION INTERNS

PAGE 22 | My Journey

Introduction | PAGE 1

PROJECTS AND WORK PROFILE

The following section provides a detailed description of each project handled along with a process flow and visual examples. There are six key areas thatrequired multiple projects to be carried out. Here are the best few.

Being a relatively young company, Dekkoh requires a large amount of intuitive exploration in different areas. Various tasks such as personal styling of clients, content management on the app and mass marketing had been assigned to me.

PROJECTS

I have been fortunate enough to explore and learn the workings of different departments within an organisation.

PAGE 2 | Introduction

PAGE 45

Developing app content like daily themes and fashion packs

Content Management

PAGE 37

Creationa nd conceptualization of a fashion blog for men and women, with articles on personal wardrobe stories

Fashion Blog

PAGE 27

Creating outfits for clients of Dekkoh and utilising the mobile platform to share the style suggestions

Personal Styling

PROJ E CTS

PAGE 117

Handling of all social media platforms to create and grow brand presence amongst existing clients and potential users

Social Media Mgmt

PAGE 99

To create and design a multi-platform service of the brand by developing a website that provides all app features

Website Design

PAGE 87

Development of creative design solutions to entice and bring â&#x20AC;&#x2DC;stylistsâ&#x20AC;&#x2122; on board and then ensure contined activity on app

Stylist Programme

PAGE 75

Improving and re-designing certain features on the app and also creating new designs, using existing brand value

User Interface Re-design

PAGE 53

Planning of ad campaigns based on certain comcepts, taking into consideration the target audience and budget factors

Ad Campaigns

Projects | PAGE 27

PERSONAL

STYLING... Dekkoh is built upon the concept of Personal Styling to make fashion fun and shopping quick-easy. It is the brandâ&#x20AC;&#x2122;s USP. BRIEF: To style clients/users of the app based on their specified requests. Understanding the clientâ&#x20AC;&#x2122;s requirement (budget, occasion, type of style) is imperitive. DESCRIPTION: The styling of clients is carried out as a chat on the app, by recommending personally created ensembles, using products that can be bought off the app. GUIDELINES PROVIDED: It is necessary to be polite and welcome clients onto the platform. Ensure that ensemble created is appealing to user and also visually aesthetic on the app interface. RESEARCH DONE: Basic fashion vocabulary, understanding body types - skintones- colour phsycology, brief client study

CLIENT-STYLIST INTERACTION

User posts a query/style request on the app

a personal stylist carries out client analysis

eg: I want a chic outfit for a date within a budget of INR 3,000

Upon finding a query, the stylist first checks the profile of the user to find the following data:

1 Personal Style Preferences based on the quiz conducted at the time of logging in to the app

2 Details like skin tone, height, profession, hobbies, colour etc

3 Liked fashion products on the app and previously asked questions/queries

Projects | PAGE 31

stylist creates an outfit based on user specifications

client receives response of custom outfit created

After the user analysis, the stylist creates a virtual profile of the client, based on which a response to the style query is posted.

Client is notified when a custom ensemble has been created. There are two possibilities now:

Two formats of responses are given:

1 1

An entire ensemble with primary clothing items is curated (topwear, bottomwear, outerwear, footwear)

Carefully selected options of a specific item of clothing (an option of four printed shirts)

SATISFIED Happy client & Happy stylist

2 DISSATISFIED Stylist is notified and then client is approached again

PAGE 32 | Projects

CLIENT APP VERSION

Projects | PAGE 33

STYLIST APP VERSION

ANSWERED 960 QUESTIONS LIKE THIS

MY LEARNING Interacting with scores of clients on the app from all over India (and a select few from other countries) has enabled Dekkoh to create a general pool of data regarding the psychographic characteristics of an average user on the app. This has led to certain categorisation of the types of users and their style personalities, which is largely relevant for one in the fashion industry. Based on the nature of the style questions posted, most users need a personal stylist when it comes to ‘occasion wear’. Styling for western fashion is more in request and most clients with such queries hail from tier II cities. Ethnic wear outfits are only requested for when it comes to weddings and similar occasions. There has been an equal amount of styling queries from both genders in this category. Average budget of clients from all over India is usually ‘less than INR 3000’. However, an occasional 3 to 6 range comes up from people in metrocities, mainly Bangalore and Delhi

Introduction | PAGE 1

INFERENCE ‘Fashion consciousness’ is a state observed everywhere. Be it in colleges or offices, metros or small towns- people want to look their best. However, hte exposure gained in fashion forward cities like Bangalore, Delhi and Mumbai is most often enough for the common man to build and create their own style personality and eventually develop a seasoned taste in fashion. The need for a personal stylist is more observed where fashion and lifestyle has taken a backseat. Right from casual outfits and ensembles for everyday office to date looks and party wear, users from tier II cities avail the services, hence making the most part of Dekkoh’s clientele.

SUGGESTIONS

The process developed to style a client is quite thorough, but can be streamlined more to get an accurate understanding of the user’s needs. Since the chat between a personal stylist and client is public, many private questions and discussions regarding bodytypes and structure are not easily facilitated. An option to ‘hide’ the chat from public will encourage users to share details and ultimately find the perfect outfit with suggestions from their personal stylist.

PAGE 2 | Introduction

Projects | PAGE 37

COLOUR BLIND

FASHION Colourblind fashion is a â&#x20AC;&#x2DC;fashion adviceâ&#x20AC;&#x2122; platform/blog where a group of five people who love fashion, speak style, or dont know much about either share their personal stories,tips and suggestions. BRIEF: Construct a blog using existing online softwares (wordpress), create author profiles and manage fashion content. DESCRIPTION: The blog is created on wordpress with five writers (members of team Dekkoh) and new stories are posted twice a week. Product recommendations are made from Dekkoh affiliate brands.

COLOUR BLIND

Flirty Chic : First Date Look

Mid-week Crisis: Wednesday work wear

Maximize your style quotient with maxis’

Kolor Kode: Yellow

20/20: College wardrobe Essentials

Your Valentine week’s Wardrobe

Projects | PAGE 39

FASHION: BLOG

Work Hard. Party Harder!

Sequins can be simple!

Building your summer wardrobe: Week 1

How to make fashion statement on Holi

‘Off-duty’ at office

Can we men wear Pink? PAGE 40 | Projects

Wild Night: The Perfect Outfit for Pub-Hopping! Posted on March 31, 2016 by Aarushi Saxena

When you meet up with your closest buddies after eons and eons.. you don’t want the night to come to an end. But with all that excitement and ruckus ya’ll make (because you have met after ages) you eventually get kicked out of one place and then the other and another…and… What you wear on such nights is of extreme importance. More often than not people find themselves in a dilemma when it comes to such situations! #Special Tip : You’re outfit should be an amalgamation of comfort, glamour, class and a whole lot of sexy! Here’s a guide to three fool-proof pub-hopping outfits:

SEQUINS AND PEARLS: This is a classic outfit for the mature drinkers – those who can handle their drinks and have had a ton of fun and a whole lot of experience. “Be a sequined dress in a sea of LBDs.”

HATS AND BOOTS: The true definition of wild and crazy – they are the ones who love to experiment and a normal night out ends in nothing less than 10 shots straight down. “Hats and boots will give you killer looks.”

DRESSES AND HEELS: Giggle much when you’re drunk? The light drinkers who can’t hold their fort down past two mugs! “Life is too short to wear boring clothes.” If you’ve got on the right outfit, the right attitude, the right company – then nothing can go WRONG! For more awesome outfit tips & inspiration, AND TO GET YOUR OWN PERSONAL STYLIST (for free!), do check out our awesome mobile shopping app: Dekkoh, available for both iOS and Android. There are dozens of Personal Stylists just waiting to help you discover your own style. Aarushi

Projects | PAGE 41

PAGE 2 | Introduction

DRESSES AND HEELS

HATS AND BOOTS

SEQUINS AND PEARLS

PROMOTIONAL ACTIVITY AD CAMPAIGN TO PROMOTE THE BLOG A series of 4 advertisements that focus on the concept of the blog were created. Two ads for each gender were launched in succession over the duration of two weeks. Each advert highlighted the core essence of the blog, which is ‘personal wardrobe stories’ for men and women.

BLOG POSTS showcased as a feature on the dekkoh mobile app Blog posts from the website are featured on the mobile application under the ‘fashion feed’ feature, where in all fashion news is displayed for users to browse through.

PROMOTIONAL POSTS ON SOCIAL MEDIA PLATFORMS Various advertisements, promotional posts and articles from the blog are shared on social media platforms, inviting followers to check out the blog and download the applocation for easy access to the blog.SM platforms utilized: Facebook, Twitter and Instagram

Projects | PAGE 43

GROWTH & POPULARITY STATISTICS date of creation: 11th Jan 2016 first blog post: 16th Jan 2016 total posts: 59 posts written by me: 35

total views: 2,520 total following: 2,352 best views ever: 215 on March 30th most popular day: Wednesday

POPULARITY/GROWTH PER MONTH

JANUARY

FEBRUARY

VISITORS 76

VISITORS 220

POSTS PUBLISHED 14

POSTS PUBLISHED 21

MARCH

APRIL

VISITORS 279

VISITORS 145

POSTS PUBLISHED 18

POSTS PUBLISHED 16

PAGE 44 | Projects

Projects | PAGE 45

CONTENT MANAGEMENT Dekkoh is a fashion platform with daily updates on trendy styles and curated looks for clients/users to browse and buy. BRIEF: To create gnder-based themes on a daily basis pertaining to current events, latest trends, or of abstract nature. In addition to themes, ‘5-product ensembles’ called ‘Fashion Packs’ for users to buy as wholesome looks are to be created. DESCRIPTION: Themes are created on the Dekkoh back-end/ development website. They are a collection of products related to a selected concept. Packs are looks created by stylists complete with title, description, and the occasion to wear the outfit. GUIDELINES PROVIDED: Aesthetic importance to be kept in mind. Relevant fashion content to be selected along with appropriate copy.

THE ELITISTS

CUT IT OUT!

PASTEL DELIGHT

COLLEGE WARDROBE ESSENTIALS

URBAN PUNK

POP GRUNGE

ODE TO SUMMER

MONOCHROME MOODS

KHAKI LOOKS

OFFICIAL OUTFITS

UPTOWN FUNK

SUMMER JACKETS

MADE OF STYLE

SPORTY CHIC

NAUTICAL MEN

WILD SOUL

URBANE OUTFITTERS

PORCELAIN DOLL

COOL BLUES

SIMPLICITY IN SEQUINS

A JACKET LIKE NO OTHER

MINTY HUES

WEDDING SHEDDING!

SUMMER FLINGS

RUNNERS DIGEST

REBEL DAYS

BEACH HOLIDAY

BLEISURE

BOLD IS BEAUTIFUL

BRINGING SEXY BACK

CHECK MATE

WORKWEAR IN VOGUE

FRILL-A-THON

GENERATION XL

THE GRAY WAY

PLEATS PLEASE

CREATED 56 FASHION THEMES LIKE THIS

CREATION OF FASHION THEMES FASHION THEMES are basically collections of various products on the platform categorized under a relevant title that has been developed. They are created for user engagement purposes on the mobile app. New tiles are created everyday, to showcase the various fashionable products avaiable for users to purchase. The theme tiles are creative with enticing images and copy, luring in users for the buy! The process involved in

1 Research trends, current events, fashion journals etc.

2 Identify a theme and pick out a catchy title

Classify relevant items & categorize them under ‘theme’ on the developer website

Find an appropriate feature image for the theme, before posting it on the app

TYPES: The themes made can be widely categorized into the following types, based on research done to identify and develop title:

LIFESTYLE TRENDS:

CURRENT EVENTS:

Such themes are based on popular lifestyle choices that the masses are making and how fashion can be involved in these activities. Some examples of such themes are: Yoga Chic, Bleisure and Traveller’s Weekend Guide.

These are developed when an upcoming important date is near or a well-known event is being celebrated. Themes were created based on Holi or holidays during summer vacations. Example: Play with colours and Beach Holiday.

POPULAR CULTURE:

FASHION TRENDS:

This has to do with the certain thigs that are popular amongst the youth or most happening section of society. Nowadays running marathons has become quite the trend. Theme example: Runner’s Digest.

These themes are created solely based on popularfashion trends followed by the masses. These are seen on blogs, web magazines and social media. Examples: Pleats Please, Bare your shoulders

OCCASION BASED:

ABSTRACT THEMES:

Specific events that require certain typesof style statements or have a dress code inspire such themes. Example: Workwear in Vogue, College Wardrobe Essentials and Cocktail parties!

These are inspired by random thoughts or just to creat ean enticing visual for shoppers to get hooked on to. Theme examples: Check Mate, The Gray Way, Minty Hues.

PAGE 2 | Introduction

Introduction | PAGE 1

CREATED 115 STYLE PACKS LIKE THIS

CREATION OF STYLE PACKS STYLE PACKS are basically collections of various products on the platform categorized under a relevant title that has been developed. They are created for user engagement purposes on the mobile app. New tiles are created everyday, to showcase the various The process involved in creating a theme is as follows:

2 Tag the type of outfit and the occasion itâ&#x20AC;&#x2122;s created for before posting on app

3 Find and place relevant products onto the grid and provide a description to the style created

1 Have a mental image ready of the outfit you want to create

There are certain tags provided which help classify the outfits/style packs created into different categories. Here are the tags provided:

Projects | PAGE 53

AD CAMPAIGN

A series of 4-5 advertisements under a brainstormed concept created to initiate downloads for the app. BRIEF: To create visually engaging ads targeted at a specific audience, exploring concepts like ‘Save Time’, ‘Great Ensemble,Many Brands’, ‘Celebrity Looks’, ‘Fitness and Fashion’, ‘Become a Stylist’ etc. DESCRIPTION: All ads are created keeping in mind Instagram guidelines. Budget and target audience parameters are defined using Facebook’s ad manager platform. GUIDELINES PROVIDED: Aspect ratio 1:1, Pixel ratio 1080 x 1080 Text allotment: 20% Place logo and play store icons on all advertisements

CAMPAIGNS CORE CAMPAIGNS Created by targetting a specific audience with the main aim of getting app installs; They run for long durayions and have a high budget, with desirable results.

SAVE TIME WITH A ps eNSEMBLE - BRANDS ENSEMBLE - OCCASION

CREATIVE CAMPAIGNS The main aim of these campaigns is to generate interst and curiosity in the application, which would lead to downloads and brand presence. These run for short durations and have a low budget.

BECOME A STYLIST FASHION & FITNESS VALENTINEâ&#x20AC;&#x2122;S DAY INSTAGRAM STYLE CONTEST YOUR OUTFIT IS THE INTERVIEW FASHION IS FUN CELEBRITY STYLE ADS FASHION FOR MEN

Projects | PAGE 55

CREATIVE PROCESS

Create a library of images as inspiration & to use in ad (edit)

Brainstorm and Ideate on a concept

3 Develop layout sketches & template

Choose typeface & colour story options

Develop ad creatives with atleast 3 options

Send in for approval & improvement

7 Make changes if any; Ready for launch

LAUNCH PROCESS

1 Log on to Facebook’s Ad Manager

2 Create ‘Capmaign’ with aim of ‘getting app installs’

Select Target Audience: (age, gender, language, location, interests etc)

Set daily budget and duration for run-time

Add the creative and write a description for users to see

6 LAUNCHED!

Send for approval from Ads Manager on FB

“ DON’T WASTE TIME CHOOSING WHAT TO BUY. GET YOURSELF A PERSONAL STYLIST ” CAMPAIGN CONCEPT: SAVE TIME Shopping is a time-consuming activity. Even with solutions like e-commerce, it still takes a while to choose what you want to buy. This ad shows how you can save time while shopping by getting a stylist to curate the garments for you. Each piece of the clothing on the model has a marker indicating how much time you would ideally spend on choosing that particular item/save if you had a personal stylist.

DAILY BUDGET: INR 900/ad DURATION: 22 days APP INSTALLS: 2728 APPRECIATION: 3,400 likes/ad AD SPEND: ~ INR 8,000

DESIGN DEVELOPMENT Verdana Regular | Size: 8.5 pt | Colour: #73655e

SF New Republic SC Size: 14 pt Line space: 20 pt Colour: #574928

“A GREAT OUTFIT COMES FROM MANY STORES. GET A PERSONAL STYLIST TO PICK IT OUT FOR YOU ” CAMPAIGN CONCEPT: ENSEMBLE-BRAND The campaign highlights the benefit of having a personal stylist to chat with. The focus is on creating a perfect outfit, which can’t be done without visiting different brands, and who better to do this for you than someone with in depth fashion expertise. The ad shows how a stylist can curate an outfit for you, with each item from a different brand yet forming a spectacular ensemble.

DAILY BUDGET: INR 500/ad DURATION: 35 days APP INSTALLS: 1982 APPRECIATION: 4,200-6,400 likes AD SPEND: ~ INR 22,000

DESIGN DEVELOPMENT Microsoft Tai Le | Size: 10.5 pt | Line Space: 15.5 | Colour: #18402c

Verdana Regular Size: 5.5 pt Colour: #231f20

SIZE 1000 x 1000 px TEXT CONTENT 11.38% ORIGINAL IMAGE 1000 x 705 px (edit req.) COMPOSITION Balance in elements Tahoma | Size: 7 pt | Colour: # 231f20 Logo | Size: 2.85 x 0.95 cm | Colour: # 231f20

Projects | PAGE 59

IMAGE LIBRARY

ENSEMBLE AD FOR OCCASIONS This is a branched campaign focusing on the same concept, but highlighting the curated ensembles as being selected for specific occasions, such as a party, an office outfit and a wedding respectively. Shown further...

PAGE 60 | Projecs

TARGET AUDIENCE FOR CORE CAMPAIGNS

MEN

WOMEN

AGE

18 - 35 Years for both men and women

LOCATION

RELEVANT INTERESTS

Fashion bloggers, Style events, Fashion, Shopping, clothes Online Shopping, Personal Styling, Brands, Louis Phillipe, Van Husen Westside, E-commerce, Myntra, Jabong, Yepme, Yebhi

Clothing, Fashion, Shopping, Online Shopping, Personal Styling, Fashion Brands, Forever 21, Westside, E-commerce, Myntra, Jabong, Yepme, Yebhi, Roposo, StalkBuyLove, Celebrity PAGE 62 | Projects

“ ARE YOU A LOVER OF ALL THINGS FASHION ? JOIN THE TEAM & BE A FASHION ENTREPRENEUR! ” CAMPAIGN CONCEPT: STYLIST RECRUITMENT With the aim to hire freelance personal stylists on Dekkoh, this campaign targetted young fashionistas on social media between the ages 18 - 25. The ad creatives were meant to portray how a young fashion enthusiast can turn their love and passion into a business with Dekkoh. Also the images sourced highlighted a high-onlife-and-style vibe that would entice viewers.

DAILY BUDGET: INR 400/ad DURATION: 5 days APP INSTALLS: 50 APPRECIATION: 200 - 400 likes AD SPEND: ~ INR 2,000

DESIGN DEVELOPMENT

SIZE 1000 x 1000 px TEXT CONTENT 10.42% ORIGINAL IMAGE 800 x 800 px COMPOSITION Central Viewpoint Proxima Nova | Size: 11 pt | Colour: # ffffff Logo | Size: 1.80 x 0.6 cm | Colour: # ffffff

Projects | PAGE 63

IMAGE LIBRARY

PAGE 64 | Projects

“ DOES CARRYING SHOPPING BAGS ON A SALE DAY COUNT AS HEAVY WEIGHT LIFTING ? ” CONCEPT: fashion & fitness humour Light - hearted humour on fashion enthusiasts who are obsessive about fitness goals. This campaign aims to intrigue the targetted audience enough to want to find out about the brand and acertain if it’s of use to them. It reflects a fun aspect of shopping with a personal stylist, who can be like a bestfriend, highlighting a memorable and eventful time shopping.

DAILY BUDGET: INR 300/ad DURATION: 8 days APP INSTALLS: 35 APPRECIATION: 150 - 300 likes AD SPEND: ~ INR 2,400

DESIGN DEVELOPMENT SIZE 1000 x 1000 px TEXT CONTENT 19 % ORIGINAL IMAGE 950 x 800 px COMPOSITION Central - balanced

WeblySleek UI semilight Size: 14 pt Line space: 20 pt Colour: # cc4a6a

“ FASHION IS FUN WHEN YOU’VE GOT A PERSONAL STYLIST TO SHOP FOR YOU AND STYLE YOU ” CAMPAIGN CONCEPT: FASHION IS FUN These ad creatives represent different styles and people with different personalities, who have been styled by fashion experts on the app. The campaign aims to showcase that having apersonal stylist can make shopping or getting ready for any occasion or even everyday ‘Fun’. Each image has a different style personality showing versatility in the stylists abilities.

DAILY BUDGET: INR 300/ad DURATION: 7 days APP INSTALLS: 68 APPRECIATION: 200 - 470 likes AD SPEND: ~ INR 2,000

SIZE 1000 x 1000 px TEXT CONTENT 12.68% ORIGINAL IMAGE 900 x 710 px COMPOSITION Rule of Third Geosans Light | Size: 8 pt | Colour: # 7093b1 Technic Bold | Size: 8 pt | Colour: # 7093b1

“ FIND THE PERFECT GIFT FOR YOUR VALENTINE, JUST BY ASKING YOUR PERSONAL STYLIST ” CAMPAIGN CONCEPT: VALENTINE’S WEEK A series of six advertisemnts to be played on each day of valentine’s week, enticing the viewer to download the app and buy the perfect fashion gift for their loved one. Each ad has a differently worded tagline asking the user to get a personal stylist to help him/her shop for the perfect valentine’s gift. All images portray either a couple or a gift or someone in a dilemma.

DAILY BUDGET: INR 300/ad DURATION: 8 days APP INSTALLS: 28 APPRECIATION: 150 - 270 likes AD SPEND: ~ INR 2,000

SIZE 1000 x 1000 px TEXT CONTENT 10.35% ORIGINAL IMAGE 800 x 850 px COMPOSITION Central Weblysleek UI | Size: 5.5 pt | Colour: # ffffff Logo | Size: 1.8 x 0.67 pt | Colour: # c00021

“ THE GREAT STYLING CONTEST. WIN GREAT PRIZES JUST BY STYLING YOUR BOYFRIEND ! ” CONCEPT: STYLING CONTEST A month long campaign, focused on user-engagement and client building off the mobile platform. It is a competition wherein viewers can style their loved ones, share a picture with a ‘dekkoh’ tag and win the chance to get great prizes. HOW IT WORKS? A series of three ads, each launched after a weekly interval. The campaign depicts the rules of the contest, the deadline and the possible awards to be won! AD 1: The first ad aims to visually instruct the user what the contest is about and textually guide them through a step-by-step process.It also highlights the criterion for winning and the deadline. This ad was run for a week. AD 2: The second ad creative serves as a reminder of the contest in case viewrs get complacent about the time left before thedeadline. It showcases a couple and thefun time they have together, finding a perfect outfit. This will encourage viewers to give the contest a shot! This ad was run for the duration of the second week. AD 3: The last ad creative shows a collage of all the prizes that can be won by the top three chosen winners! It provides incentive to the viewers to take part in the competition. This will lead to downloads and increase in app users.

“ DO YOU WANTTO GET STYLED LIKE A CELEBRITY.. JOIN DEKKOH & GET YOUR PERSONAL STYLIST ” CAMPAIGN CONCEPT: CELEBRITY FASHION This ad campaign targets bollwood lovers and fashion enthusiasts who would love to look like their celebrity idols. The ad imagery is obvious with photographs of bollywood’s young & happening stars like Ranbir Kapoor & Alia Bhatt - will definitely intrigue the targetted viewer.

PAGE 72 | Projects

“ YOUR OUTFIT IS THE ONLY INTERVIEW NEEDED. PERSONAL STYLING FOR ANY OCCASION.. ” CONCEPT: INTERVIEW STYLING A series of three advertisemnts that showcase smart young men dressed for interviews that they have to attend. The campaign highlights the fact that personal stylists can aid you in finding the perfect outfit or creating the most fitting ensemble for any occasion, including a formal interview. In addition, each picture shows a different outfit that could be worn for interviews in different industry workplaces. This reflects that the stylists can work around the client’s needs.

CAPTION VOCAB • Look the Part. Get the Job. Personal styling for any occasion! • Dress Smart. Dress Sharp. Dress to Impress. Get a personal stylist! • First Impressions do matter. Personal Stylists for any occasion..

TARGET AUDIENCE The campaign’s target audience is primarily young smart men between the age groups of 18 - 30, who would be seeking out jobs that pay well and looking for big companies to join. They have the minimum required disposable income to purchase a stylish outfit that will be reflective of their personality at an interview.

Projects | PAGE 73

“ THE ULTIMATE FASHION APP FOR MEN WITH PERSONAL STYLISTS, STYLE UPDATES & MORE... ” CAMPAIGN CONCEPT: A FASHION APP, NOW FOR MEN Most popular fashion mobile apps, focus on women consumers. Dekkoh is probably one of the few that include features for male clienst and give them just as much importance. This campaign appeals to men who are interested in fashion and need help getting styled !

PAGE 74 | Projects

Projects | PAGE 75

UI - RE- DESIGN Dekkoh, as a fashion app has been live for five months now. It is expected to have many changes in UI and design matters. However, the re-designs are either minute or general improvements. BRIEF: To understand ease of usage and comfort while re-designing UI in the following areas: profile (users,stylists), creation and display of fashion packs, ‘Satisfactory’ poll from clients and ‘Stylist sign-up’ flow on app. DESCRIPTION: UI designs are changed based on ease of usage and visual aesthetics. This is done by changing elements in the existing modules. GUIDELINES PROVIDED: Colour and font specifications provided by developer. Red - #e52d27 Grey (Ash) - #999999 Grey (Cloud) - #ffeeeeee Grey (Slate) - #444444 Green - #159E90 Amber - #FFC107 Typeface- Proxima Nova (Regular, Bold, Italics) Sizes - 18,16,14,12, 10 , 8, 6 (range)

USER PROFILE DEVELOPMENT On a platform where ‘personal styling’ is the main feature, app user profiles ar eof utmost importance. They must feature data that can be useful for this task. This project involved re-creating a profile for both clients and stylists on the app and making necessary design decisions based on access criteria. Thi sproject was worked upon for an entire month before finalizing designs.

TYPES OF PROFILES USER PROFILES

STYLIST

CLIENT VIEWS

OWN PROFILE

EDIT PROFILE

CLIENT PROFILE

STYLIST PROFILE NORMAL USER PROFILE

Projects | PAGE 77

TIMELINE OF DESIGN DEVELOPMENT For PROFILE existing design Common profile for both types if users, i.e stylists and clients as there was no restriction on who can answer style requests

client profile development A new design created that includes relevant client data such as skin tone, height, body type, colour preferences etc, that a stylist must use/needs to style a client. No longer a crowd sourced search engine, but rather personal stylists are hand picked by fashion executive. The two new designs included a client profile display screen and an edit screen where in they can fill in the data needed.

stylist profile design The need to create an engaging profile for stylists arose, when userâ&#x20AC;&#x2122;s began to demand for a particular stylist. This way clients could peruse through the profiles of various stylists on the app and understand their speciality and tastes. Two screens were developed, one display for all to see and an edit screen for the stylists to be able to fill in all the data fields.

FINAL DESIGNS Improvised versions of both the new profiles were created and various view-access criteria developed, hence creating different kinds of profiles.

CLIENT view/edit own profile

CLIENT views normal user profile

STYLIST view/edit own profile

STYLIST views client profile

PAGE 78 | Projects

Version 1 : old user profiles

Dekkoh Red Colour: #e52d27

Floating Button Amber | Colour: #FFC107

The design strategy followed for re-creating the user profile screens on the application was simple and focused. The first stage involved identifying the gaps in design that caused problems for the users. The second step was a comparitive study between current developments on the application with the competitor apps. Lastly. a rough sketch was developed and shared with both departments. A discussion over the new features/ design decisions was held before creating a mock template that the developers could use to create the final UI. The profiles were created for two types of users: clients and personal stylists. The following pages show the first and last versions of these screens and the designs that are currently in use on the application.

Version 2 : CLIENT profile

12 pt

8 pt

Client profile that can be viewed by all users. The two tabs are un-clickable for other normal users

10 pt

8 pt

The two tabs ‘About’ and ‘Style Quiz’ are only visible to stylists on the app

Proxima Nova Bold Size: 12 pt | Ash Grey Colour: #999999

A client profile requires basic data that is relevant for the users themselves, profile data that can be used by the stylist to understand te client and accordingly provide recommendations. Also, the profile must act as a storage unit for the user. Taking these notions into consideration, the design was created as such. A basic screen with public data and two central tabs, visible only to a stylist and the user himself. The two tabs display details like height, skin tone, colour preference etc, that can be viewed by a stylist for client analysis. The second tab focuses on the answers given by a client during the style quiz at the time of login. Apart from this, a user requires an easy input facility to enter all the details in the â&#x20AC;&#x2DC;aboutâ&#x20AC;&#x2122; section. This is shown in the adjacent figure.

Proxima Nova Regular Size: 10 pt | Slate Grey Colour: #444444

Version 2 : STYLIST PROFILE

12 pt 8 pt

Stylist profile had been developed with three tabs: about, style responses given by the stylist and their favourites/liked products. The default selected tab was to be about with basic details that had to be filled in by the stylist from the edit screen.

The edit profile screen has four data fields to be filled in by the stylist and an array of images that could be uploaded from their personal galleries and be on carousel mode on the profile display screen.

Version 3 : FINAL DESIGNS FOR client PROFILES : view

The improvised versions of client and stylist profile with icons for each tab. This is how a user views his own profile.

Thi sis a scrolled down view of the previous page. This data is available to the stylists too.

This is how a normal user, i.e Pankaj will view another normal user, i.e Akashâ&#x20AC;&#x2122;s profile. The about section is hidden.

Version 3 : FINAL DESIGNS FOR stylist PROFILES

Slate

Ash Cloud

This is the improvised profile screen of all stylists, with similar details as seen in version 2. This is how a stylis views his/her own profile.

The edit profile option remains the same, with few detail changes in colour, size and placement of fields.

A screenshot of what a normal user/stylist sees when they view another stylistâ&#x20AC;&#x2122;s profile. The rewards tab is hidden from view.

STYLE PACKS UI DEVELOPMENT The style packs feature was introduced in March 2016. The UI design for the same is inspired by the golden spiral composition and uses onof the basic design elements utilized in the app, i.e the ‘add image’ box and plus icon. Two designs were developed - create and display.

create pack ui design

The images show the first and second version of the ‘create packs’ screens. Here is a list of changes made to improve the design. Spot the differences: 1. The add picture boxes have been laterally inverted. 2. The data fields have increased to three bars. 3. The plus icons have been edited and re-sized. 4. The hint text has changed to accomodate new data fields. 5. The title of the page changed from ‘Post a Style’ to ‘Create a Look’.

pack display ui design Style Packs

The images show the first and second version of the Style Packs screens. Here is a list of changes made to improve the design. Spot the differences: 1. The spaces between the product tiles has reduced in version II. 2. A title has been introduced before the description 3. The stylist name has changed from green to red and is no longer italics. Text size has increased too. 4. Tag buttons are no longer filled in solid grey. 5. A share button has been introduced. 6. The packs were supposed to be integrated in the home feed,but later a new page was created for them.

STYLIST SIGN-UP DESIGNS App users are allowed to sign up to become stylists for Dekkoh through the app. This is a 3 set sliding screen design that shows a user what the perks of being a stylist are. Upon clicking on the â&#x20AC;&#x2DC;got itâ&#x20AC;&#x2122; button on the last screen, they ar ere-directed to a google form which they can fill in to apply.

SET A

Image choices based on more realistic references for stylists to relate to. Icon size smaller as comapred to set B. The text captions are of size 10 pt with a central page placement. The swipe hints are small and all of same size. Darkness : 60 %

SET B

Image choices are more aspirational than realistic. Icon size larger as comapred to set A. The text captions are of size 12 pt with a central page placement that spreas across the width. The swipe hints are differently sized . Darkness : 40 %

Projects | PAGE 83

LOG IN LANDING PAGES The very first screen that theuser sees upon downloading the application, is the login screen. The existing design was purely functional and required great modifications. Two set sof designs were created, the first was a single screen design with wardrobe imagery and the second was a carousel of three screens featured what Dekkoh is all about.

original design

options provided

The Log-in screen plays an important role in a userâ&#x20AC;&#x2122;s decision making process of whether he wants to use the application. An engaging design, highlighting the app features softens the irritation of having to log in.

FINALIZED AND APPROVED DESIGN

PAGE 84 | Projects

CLIENT FEEDBACK ‘POP-UP’ DESIGNS Engaging users outside of the app environment is an imperitve task that ensures client satisfaction and interaction on all platforms. It is also a useful tool in attracting new users and gaining downloads. Dekkoh has pages/accounts on three of the major sm platforms:

CLIENT FEEDBACK LOOP

POSITIVE

CLIENT ASKED TO RATE APP ON PLAYSTORE

ENCOURAGING NOTIFICATION SENT TO STYLIST

Proxima Nova | Size: 16 pt | Slate Grey Colour: #444444

Projects | PAGE 85

NEGATIVE

PLACATORY MESSAGE SENT TO CLIENT

nOTIFICATION SENT TO STYLIST ASKING TO ASSIST FURTHER

Proxima Nova | Size: 10 pt | Ash Grey Colour: #999999

SHOPPING CART DESIGN Engaging users outside of the app environment is an imperitve task that ensures client satisfaction and interaction on all platforms. It is also a useful tool in attracting new users and gaining downloads. Dekkoh has pages/accounts on three of the major sm

Proxima Nova | Size: 16 pt

Navigation drawer introduced to optimize product search for shoppers

Text size: 6 pt Circle colour: 30% opacity on Dekkoh Red

Cart Icon sourced from Google Materials Library

Proxima Nova Size: 10 pt | Ash Grey Colour: #999999 Proxima Nova Size: 8 pt | Ash Grey Colour: #999999

Proxima Nova Bold Size: 8 pt | Slate Grey Colour: #444444

Cloud Ash

Product Tile Size: 295 x 385 px

Card Size: 1015 x 455 px / 590 px

PAGE 86 | Projects

Projects | PAGE 87

STYLIST RECRUITMENT Being a Personal Stylist platform, Dekkoh aims to create a community of fashion enthusiasts, stylists, and happy clients. Apart from organising events to bring stylists on board, and being a relationship manager, it is important to create visual aids to handle this task. BRIEF: To develop design solutions (visual guides, advertisements, posters) in order to: 1. Recruit as many fashion stylists to be a part of Dekkoh 2. To help guide them on how to perform their stylist duties on app 3. Encourage performance and ensure continued activity on Dekkoh. DESCRIPTION: This project is focused on creating graphics to obtain results in the above mentioned areas. Posters, ad campaigns, flyers, have been developed for recruitment purposed. In addition, an instruction guide and Instagram posts were made.

STYLISTPROGRAM THE VARIOUS STAGES INVOLVED IN THE PERSONAL STYLIST ON-BOARDING PROCESS

gain ATTRACTION and attention

create easy application process

Develop creatives such as instagram ads, posters for popular hangouts/ social media and flyers to distribute at youth hubs and colleges

The application process for potential stylists on the app must be easy and encourage applicants to go forward with their decision. A creative UI design would pique interest

Introduction | PAGE 1

provide guidelines to perform duties

reward and appreciate efforts

A guide to explain in detail the various duties of a stylist and the processes involved in performing these tasks, is essential to maintain uniformity, visual harmony and symmetry on app

To ensure continued activity and a happy/healthy team of stylists, a few rewards and a safe competitive edge to the task is imperitive.

PAGE 2 | Introduction

PHASE 1 : ATTRACTION This is the attract and interest stage where in a targetted audience is enticed through engaging visuals. It is carried out in three ways - Firstly, advertisements inviting fashion enthusiasts to exploit their passion and turn int into abusiness are launched on social media platforms like instagram and facebook. Secondly, posters highlighting the benefits of becoming a stylist on the platform are put up at youth hubs and colleges. Lastly, on a more personal level, flyers are distributed to possible applicants.

Introduction | PAGE 1

PAGE 2 | Introduction

This flyer is distributed amongst college students at various institutes, when the team organises a meet and greet session. It is a tw-sided design highlighing the benefits and the rules that a personal stylist on Dekkoh may have!

Introduction | PAGE 1

The result of these attempts has been great with an approximate of 75-80 applications, out of which 30 real-time personal styists have joined the fashion community built by the Dekkoh Team.

PAGE 2 | Introduction

PHASE 2 : EASE OF APPLICATION This stage is essential as it helps to gauage the level of commitment, that a potential st ylist has. Once the target user has decided to apply, there must be an easy and quick process that ensures them that they are making the right decision. The following UI design has been developed for that pur pose.

Introduction | PAGE 1

PHASE 3 : GUIDELINES Once an applicant has been selected to join the communit y of personal st ylists, they must be informed of the var ious tasks and processes that need to be handled. This is a difficult task to handle long distance. A set of gender based visually engaging guides have been created for this pur pose.

PAGE 2 | Introduction

PHASE 4 : REWARDS & APPRECIATION To ensure a happy team of personal stylists, appreciation for their efforts is necessary. This is carried out by sharing their creative content on Dekkoh’s social media platforms and promoting their name as a label. Secondly, to maintain a healthy competitive attitude and ensure that clients needs are met with, a weekly award is given to the ‘stylist of the week’ based on amount of time spent on the app, ie. app activity. For example:

PROMOTING STYLIST’S ON DEKKOH’S SOCIAL MEDIA PLATFORMS

THE ‘STYLIST OF THE WEEK’ INITIATIVE FOR HEALTHY COMPETITION

This is a screenshot of one of the personal stylist’s ensembles shared on our instagram page. The stylist has been tagged in the post. Followers of the page will recognise her as a talented fashion expert for future style requests on the app.

Every week a personal stylist is handpicked to receive this title based on the number of happy clients she/he has styled, the number of style packs/ensembles created and if any reviews have been posted by them.

Projects | PAGE 97

Projects | PAGE 99

WEBSITE

DESIGN Multi-platform expansion is key to creating a wider customer base and growth of a brand. Dekkoh started off as a mobile only application, and after reaching a ten thousand user base, decided to expand to an online web service as well. BRIEF: To create design templates of the website and develop a structured hierarchy of flow. DESCRIPTION: A website that portrays all app features and also allows foronline shopping GUIDELINES PROVIDED: Inspiration taken from Keaton Row website RESEARCH DONE: Competitor brandâ&#x20AC;&#x2122;s websites studied for features showcased and structural flow.

FEATURES & REQUIREMENTS The website is to be developed to create a multi-platform basis for the brand, to enable a larger client base. It is to feature all aspects of the app from themes, style packs and blog. The USP of Dekkoh, i.e personal styling is to be explained on the website, but for interaction, one needs to download the application. Inspiration for design elements and structural flow has been mainly drawn from ‘Keaton Row’ , a sister app based in the US. A total of 12 screens have been designed, with landing pages for each button taken into due consideration. A uniformity is followed throughout the site in font choices, colour and layout. Design development and specifications have been elaborated upon in the following pages with details of hexcode, divisions and sizes given. The hierarchy of pages is as shown in the adjacent chart.

HOME PAGE

INSPIRATION

THEME TILES MEN & WOMEN

SHOP THE LOOK

MEET THE STYLISTS

SEARCH BY

APPLY TO BECOME A STYLIST

BLOG

FEATURE ARTICLES

SEARCH BY SEARCH BY SEARCH BY SEARCH BY

Common buttons: ABOUT | DOWNLOAD APP | PRIVACY POLICY GET STYLED | BECOME A STYLIST | BUSINESS WITH DEKKOH

DESIGN DEVELOPMENT AND SPECIFICATIONS 290 px

290 px 40 px

40 px 230 px

608 px 112 px

Source Sans Pro Light

48 px

Source Sans Pro Regular

680 px

460 px

Source Sans Pro Light Italic 530 px

190 px

Sitka Display 340 px

1400 x 2200 px

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IMAGE LIBRARY Collection of all static/sourced images that are used in the webpage templates. Slider/carousel images for headers and feature displays, guides to download and screenshots from the app on display.

COLOUR STORY Four main colours are used in uniformity throughout the site: Dekkoh Red, Cloud, Ash Grey, Black.

#c02126

#ebebeb

#d7d7d7

#000000

FONT COLLECTION A sleek and minimally designed typeface has been utilized throughout the website in itâ&#x20AC;&#x2122;s variations. Another accent font has been used to break the monotony on each page.

SOURCE SANS PRO LIGHT SOURCE SANS PRO REGULAR SOURCE SANS PRO LIGHT ITALIC SITKA DISPLAY

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz PAGE 104 | Projects

Introduction | PAGE 1

Slider images for header followed by slider images for the fourth segment with features of the brand

Fashion packs called â&#x20AC;&#x2DC;Shop the Lookâ&#x20AC;&#x2122; can be categorized and searched for based on the stylist who created the pack, by price or by the tags of occasion/style type that are attached to esch pack.

Landing page for the ‘Download App’ button and the ‘Get Styled’ button on header image of home page

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This page features all personal stylists on the platform, along with a link to apply to become a stylist on board. The following page showcases the slider images for the header.

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SOCIAL MEDIA

MANAGEMENT This is important to create brand awareness, reinforce brand presence and engage with clients. BRIEF: To create appealing and fashion relevant posts for social media platforms like Instagram, Facebook,Twitter- on a daily basis. DESCRIPTION: Graphic/Photographic posts (thrice a day) Example: An Instagram contest, a series of #WhatToWear during valentineâ&#x20AC;&#x2122;s week, fashion quotes etc.

CONTENT DEVELOPMENT Engaging users outside of the app environment is an imperitve task that ensures client satisfaction and interaction on all platforms. It is also a useful tool in attracting new users and gaining downloads. Dekkoh has pages/accounts on three of the major sm platforms: facebook, twiiter and instagram. However, instagram is the main social outreach tool that we use to engage masses and regular clients, alike.

DEKKOH - THE FASHION APP

TEAM DEKKOH

FOLLOWERS 2017

FOLLOWERS 349

DEKKOH_THE _STYLING_APP FOLLOWERS 1800

TYPE OF CONTENT

INSTAGRAM IS THE CORE HANDLE Projects | PAGE 119

The instagram platform is dekkohâ&#x20AC;&#x2122;s core promoting tool. Most advertisements are targetted at insta crowd. The type of daily posts put out are fashion products, graphic posts, style packs created on the app, fashion quotes and user-engaging contests and sometimes campaigns regarding current events.

GRAPHIC POSTS Fashion related ad creatives with a message enticing users to download the app and availits service if personal stylists who can create outfits for people!

FASHION PRODUCTS AVAILABLE ON THE APP A photograph of products that can be bought off Dekkoh with a quirky tagline as such: Monochrome madness is in the air! Buy this #sexy dress and look #superstylish! #ootd #fashionlovers #dekkohpersonalstyling #etc

FASHION PACKS Screenshots of the fashion packs created on Dekkoh by various stylists are shared. Check out this amazing ensemble created by one of our stylists. #getstyled like this on #dekkoh by our #personalstylists PAGE 120 | Projects

INSTAGRAM CAMPAIGNS During popular events/festivals, campaigns with certain agenda’s are launched. These are essentially a series of graphics with a fashion purpose, though no budget is alloted to the campaign. The following is an example of a campaign held around valentines. ‘Valentine’s Week Wardrobe’ was a series of #whattowear posts for users to refer to on each day of the week. Every day’s outfit was different depending on the occasion and the mood it required. The days are as follows: Feb Feb Feb Feb

7 - Rose Day 8 - Propose Day 9 - Chocolate Day 10 - Teddy Day

Feb Feb Feb Feb

11 12 13 14

Promise Day Kiss Day Hug Day Valentine’s Day

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CREATED 30 FASHION QUOTE POSTS LIKE THIS

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CONCLUSION AND REFERENCES

Dekkoh has enabled me to finally, define two words whose meaning I knew and understood well, but never was able to describe - fashion & design.

The ups and downs of working in a start-up has not only readied me for the industry out there but also broadened my mind when it comes to approaching problems and finding solutions.

CONCLUSION

After successful completion of various projects initiated and run in different departments of the organisation, I have gained a lot of experience and become seasoned in many aspects of the work profile built.

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My Learning.. .

CONCLUSION Dekkoh has grown phenomenally since its launch as a fashion app in mid December 2015. Having joined the organisation in the following month of Januray, I would like to say that I have witnessed its exciting journey from a mere 1000+ downloads to a current total of 11000. It is no easy feat to accomplish, but the company has established a strong foothold over the last four months and will only grow more steadily from here onwards. The projects that I handled easily ranged from well within my comfort zone to nerve-wrecking yet rewarding. Handling recruitment of personal stylists and PR with fashion bloggers was probably the task that I was most aprehensive of. It turned out to be my most successful project that I grew to love. We started off â&#x20AC;&#x2DC;a personal stylist platformâ&#x20AC;&#x2122; with just 2 stylists and expanded to 30 through this project. Understanding the audience to develop, modify, and push forward the most result-oriented advertisements was a fruitful project that yielded close to 6000 downloads. Handling fashion content on the Dekkoh blog (that I created) and on the app itself was a task that I undertook with much enthusiasm. Chatting with clients and styling them was a gratifying experience that I hope to continue with, even though my days at Dekkoh are over. MY LEARNING: My journey with Dekkoh has been most fulfilling in more ways than one. It has turned me in to a seasoned individual, ready for the industry! But mostly, this experience has enabled me to define two entities whose meaning I understood full and well, but was never quite able to describe in words- Fashion & Design. Now I can.

Fashion is a wordless conversation that you have with people around you and with yourself. It is a language in itself. A language that I understand. Design is born of creativity. This creativity is but an idea, a crazy thought maybe, that requires careful consideration, planning and nurturing to become a design. This design is self expression.

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References..

BIBLIOGRAPHY Dekkoh is an ‘Assisted Buying’ Platform, F6S Website, Retrieved – 6 Mar, 2016, from https://www.f6s.com/dekkoh Dekkoh, AngelList, Retreived – 6 Mar, 2016, from https://angel.co/dekkoh-2 Mallya, H (2016), [App Fridays] Dekkoh brings professional stylists, online and offline stores and ‘Haute couture’ to your pocket, Yourstory, Retreived – 6 Mar, 2016, from http://yourstory.com/2016/01/app-fridays-dekkoh/ Mathew, V (2015), The story of a hungry Indian Start-Up , Medium, Retreived – 6 Mar, 2016, from https://medium.com/the-dekkoh-blog Dekkoh-Your Personal Stylist , AndroidPit, Retreived – 6 Mar, 2016, from https://www. androidpit.com/app/com.dekkoh KC, D (2015), A free map for the wanderer, The Hindu, Retreived – 6 Mar, 2016, from http://www.thehindu.com/news/cities/bangalore/dekkoh-a-free-map-for-thewanderer/article6918430.ece Mukherjee, S (2015), Dekkoh canhelp you discover India, TOI, Retreived – 6 Mar, 2016, from http://timesofindia.indiatimes.com/city/bengaluru/Dekkoh-can-help-youdiscover-India/articleshow/46376575.cms About Dekkoh, Facebook, Retreived – 6 Mar, 2016, from https://www.facebook.com/ dekkohapp/info/?tab=page_info Kavita, R (2016), Personal fashion Stylist, Women’s Era, Retreived – 14 Mar, 2016, from womansera.com/new.../personal-fashion-stylist-on-your-smartphones/ About Dekkoh, Google Playstore, Retreived – 14 Mar, 2016, from https://play.google. com/store/apps/details?id=com.dekkoh&hl=en

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