Process Book
School // Academy of Art University School of Graphic Design Student // Carly Churchill www.carlychurchill.com (619) 993-0984 carlydc@gmail.com Instructors // Phil Hamlett, Jeremy Stout, & Bob Slote Book Bindery // Blurb Printer // Blurb Photographer // Kelly Anguiano Title of Book // Where//Drobe Cover Stock // Matte Image Wrap Paper Stock // NewPage 100# Matte Fonts // Open Sans & Georgia Software // Adobe Creative Cloud InDesign, Photoshop, and Illustrator Š 2015 All rights reserved. No part of this publication can be reproduced without express permission from Carly Churchill.
For my husband, Tim. Thank you for your help, love, and support throughout this project.
[ Information ]
Table of Contents
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[ Table of Contents ]
Introduction
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1 // Concept
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Ini t ial D e velopment D ef ining t he Problem Infog raphic s St rateg y // D eli verables Concept D e velopment 2 // Research
Logo E x plorat ion Icon E x plorat ion Photog raphy A pp E x plorat ion
A pp F inal Implement at ion Us er Tes t ing F inal C hanges
5 // Guidelines 113 21
Logo Sp eci f ic at ions Ty p og raphy // O p en S ans Ty p og raphy // G eorg ia Photog raphy Iconog raphy Color s
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6 // What’s Next 131
B ook s I Read Inter v iew Audience Prof iles Sur ve y s 3 // Development
4 // Production 81
B rand E x p ansion
Conclusion 145
STYLE IS S EACH OF U HAS, ALL W DO IS FIND [ Information ]
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SOMETHIN US ALREAD WE NEED T D IT. [ Information ]
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—DIANE VON FURSTENBERG
[ Information ]
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[ Introduction ]
Introduction
This graphic design thesis encapsulates what I have learned during my time in my Masters program at the Academy of Art University. It also ties my two previous degrees, a Bachelors in Business Administration and a Professional Designation in Product Development together. I spent countless hours making this project what it is today. This was my process.
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[ Information ]
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[ Information ]
Concept
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ONE
[ Phase 1 // Timeline ]
Concept Timeline
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Summer 2013
Fall 2013
Over Father’s Day weekend, I was home visiting my family. My brother showed up to our Father’s Day dinner in a white t-shirt that had holes all over it. I proceeded to give him a hard time, as sisters do, and his roommate said, “We actually had a conversation about what to wear today.” And yet, my brother still showed up in that t-shirt. This got us all talking about how men decide what they should wear to certain events and occasions. I asked them how they went about deciding and if they would use a service to help them. They got excited about it and started talking about how great it would be to have someone come to their house before dates and interviews and pick out their outfits. They also want someone to cut their hair and maybe give them a manicure
I presented this idea as one of four in GR600, my midpoint class. The students were receptive and I started to get more and more excited about the idea. Throughout the course of the semester, I conducted preliminary research on the topic. I held a discussion with a group of 14 people in order to gain insights about the topic. I watched documentaries and read books. I explored new ideas and approaches to the topic. After some back and forth with the idea, design, and administration, I was ready to take this topic to the next level.
all from the comfort of their couch. This got the wheels spinning and I began to contemplate other scenarios.
[ Phase 1 // Concept Development ]
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[ Phase 1 // Problem ]
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HELPING MEN DRESS AND PACK FOR BUSINESS SETTINGS.
[ Phase 1 // Concept Development ]
Defining the Problem
The main problem is knowing what to wear in business settings across the globe. The truth of the matter is, as much as we try to deny it, what we wear does make a difference. What is appropriate in June in California is completely different than what should be worn in Australia on the same date, especially given the difference in seasons. Knowing that the attire is more dressy there would help keep from an embarrassing situation.
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[ Phase 1 // Deliverables ]
Strategy // Deliverables Chart
Insight
Info is at a higher level than the audience.
What is available is not region/climate specific.
What to wear options are generic for all men.
Men in Hong Kong are very fashionable in a warm climate.
Strategy
Accessible and easy to understand information.
Allow for climate or region variances when considering style.
Create a personal experience for them.
Men in warmer climates in the U.S. could learn from them.
Deliverable
n image and A word dictionary of style.
A service that will match job and region with the client and tell them what to wear. Links with calendar to provide the most accurate options.
Service that comes to the his home and styles him from there.
Study abroad program for fashion.
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I nteractive game using the terms and earning points toward rewards.
Works with the man’s closet and offers new options.
Campaign to popularize accessories.
[ Phase 1 // Concept Development ]
Spring 2014
Summer 2014
This is when the adventure of diving into the thesis process got more in-depth. The real idea for what the end product was going to be happened during this semester. After weeks of research and a number of ideas, I had finally settled on the final product. I wanted something that was personal and that merged a number of ideas together. I wanted it to be a simple one stop app that would help men find the right outfit for their events and occasions. After narrowing down the idea, I decided to focus on business attire. Then came the hard part — naming the thesis. I toyed around with a number of ideas and names, some of which had to do with fashion (Bias and Bespoke) and others not so much (Churchill). I was working with fashion words and trying to create something clever, while still incorporating what the APP would do. It would tell you what to wear and where to wear it. Like a virtual wardrobe, anywhere you travel.
After selecting the final deliverable, it was time to start exploring and experimenting with a visual system. I had created a preliminary logo to fill the space based on the idea of a tie. Over the first part of summer, I redesigned the logo based on inspiration from other fashion companies. Using high contrasting lines and italics to create a two letter word mark. From there, I created icons using complimentary angles found in the logo. I found that using the same angle was too extreme and did not translate well in the icons, partly because they would need to be so small. So I adjusted the lines. I added dashed lines and solid lines for finer details and those similar to details found in sewing. I selected typefaces, photography style, and graphic elements to set standards for the brand. Then I began the creation of the APP itself. After a few failed attempts I settled on a style for it. I mapped it out in a wire-frame and began implementing.
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THE FIRST BEING RES IS TO LOO RESPECTA [ Information ]
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T STEP TO SPECTED OK ABLE. [ Information ]
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—BEIGN CABALLERO
[ Information ]
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[ Information ]
Research
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TWO
[ Information ]
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[ Phase 2 // Research ]
The research phase started right away, once the topic was selected. I gathered all the materials I could find to study then developed insights and strategies from them. I read books, articles, and blogs, watched movies, read and looked through magazines, and talked to my target market for further development.
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[ Phase 2 // Books ]
Books I Read
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[ Phase 2 // Research ]
“ IN THE WINTER A PROPER BLACK OVERCOAT SHOULD BE WORN OVER A TUX.” —G LENN O’BRIEN HOW TO BE A MAN
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[ Information ]
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[ Information ]
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[ Phase 2 // Audience ]
Defining the Audience
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The target customers/users are professional men, ages 18-55 (Though most business travelers are between 25-40, it is available to men of all ages), who travel for business nationally or internationally. The consumer is tech-savvy, shops both Online and in-store, and values professionalism, style, and convenience. Because of the nature of mobile devices and apps, this would not only include the United States but would also be available abroad.
Americans make more than 405 million long-distance business trips per year. More than three-fourths of these trips (77%) are made by men.
23% Female
77% Male
[ Information ]
THE AVERAGE ORDER VALUE FOR MEN SHOPPING ON MOBILE DEVICES IS $120.
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[ Phase 2 // Audience ]
Audience Profiles
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Daniel, 28
Johnathan, 31
Daniel works as a sales consultant for a large company. He travels often for work, in order to make sales across his entire territory. He is representing the company and learning that in order to properly do so, he must dress the part. He is also looking to be promoted in the next six months to a year. He is college educated and lives with his girlfriend in Southern California. With an average salary of around $85,000 per year, he can afford and is willing to spend a bit more on his wardrobe to look the part.
Johnathan has been unable to hold down a steady job since dropping out of community college. He has worked at restaurants and hotels, but would like to have something more permanent. He is single and lives with a roommate in a suburb of Chicago. He has been applying for jobs in the city and wants to move there in the next few months. The problem is, he cannot get a second interview because he is not appropriately dressed for the types of businesses he wants to join.
[ Phase 2 // Research ]
Lauren, 29
Jacob, 22
Lauren is a personal stylist who works mainly with men. She attended fashion school where she earned a degree in fashion merchandising. After working as an apprentice for a professional stylist she decided to go out on her own. She started styling but needs inspiration wherever she can find it and uses the app for that. She is in a long term relationship with a man she met on one of her jobs. She loves not only fashion, but all kinds of art and design.
Jacob is in his senior year of college and currently doing research of available jobs in his field. He is graduating with a bachelors in marketing and a minor in economics. He is looking for a job with a marketing firm; he wants to have the opportunity to travel for work. Growing up in a small town in Arizona, he never felt the pressure to dress in business attire. He is planning to move to San Francisco after graduation. This move will require him to update his wardrobe, both for the weather and the job market.
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[ Phase 2 // Audience ]
Audience Profiles
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Brett, 27
Cameron, 30
Brett has always been “style-challenged”. He is still wearing things his mom bought him in high school because of his lack of style knowledge. He also has limited time and no desire to go shopping. He works as a programmer out of his home and meets with clients when necessary. He is single but on dating websites with hopes to meet the right girl. He feels ready to settle down, now it is a matter of finding someone. He feels self-conscious about his style but does not know how to change or improve it.
Cameron is a young entrepreneur with a tech company. He understands the importance of dressing well to help him achieve success. He would use this app for the shopping aspect rather than using it solely for the outfit suggestions. Because of his busy schedule, having outfits ordered and shipped without wasting any time, is crucial for him. He would also like to use the calendar to track what he previously wore to meetings. He is married and has a child on the way, so convenience is key.
[ Phase 2 // Research ]
Audience Outliers
Katie, 15
Robert, 50
Katie is a high school student who works hard to earn good grades. She is a member of the yearbook staff and the secretary of ASB. Her focus is not on men’s fashion but rather on school, friends, and boys. She is about to get her driving permit. She works part-time after school in order to save money to help buy a car when she turns sixteen. She has a younger sister, with whom she feels she has nothing in common. She is trying to decide where she wants to go to college and will begin submitting applications in the fall.
Robert has been in his career for the last 20 years. He is well-established and wellliked around the office. He dresses appropriately for the office and already understands the importance of it. He loves to travel for vacation but avoids traveling for work. He and his wife have a plan to visit all seven continents. He has three teenage children. He is looking forward to retirement, knowing that it is only a few years away. He is focused while at work and believes that his hard work will pay off in the long run.
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[ Phase 2 // Surveys ]
Surveys
How likely are you to use a style advice app?
Is there a style you identify with?
ure
2% Neve r
7% U ns
60 50 40 30
24% Likely
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20 67%
10 0
Percent
Business
Surfer/ Skater
Business Casual
Athletic
Jeans/ T-Shirt
None
Other
[ Phase 2 // Research ]
You care about how you present yourself to others.
26% False
Survey results were gathered from a random unknown sampling through an Online survey company called Survey Monkey. I sent the link out on Facebook and via email to friends and family. Through that link as well as the Survey Monkey community, I was able to arrive at these results.
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72% True
[ Phase 2 // Events ]
Vanity Fair Summit
October 8 – 9, 2014
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In the fall, I was invited by my Fashion Marketing and Promotion teacher, Jinah Oh, to attend the Vanity Fair Summit. It was a two day summit, which hosted panels of speakers ranging from Jonathan Ive of Apple to Elon Musk of Tesla. Some of the most inspiring speakers focused on how tech influences our daily lives. The ones I related to best were younger entrepreneurs who were focused on their values and mission statements.
“ F OCUS ON THE MISSION.” — BRIAN CHESKY
[ Phase 2 // Research ]
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[ Phase 2 // Events ]
Speakers Included
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Michael Bloomberg Bloomberg L.P.
Kevin Mandia Fireeye
Mike Judge Silicon Valley
Evan Spiegel Snapchat
John Doerr Kleiner Perkins Caufield & Byers
Preet Bharara U.S. Attorney, Southern New York
Jonathan Ive Apple
Senator Rand Paul Republican, Kentucky
Mayor Edwin M. Lee San Francisco
Uri Milner DST Global
Jonah Peretti Buzzfeed
Amanda Burden Former N.Y.C. Planning Commissioner
David Zaslav Discovery Communications
Kara Swisher Re/Code & VF Contributor
Tony Hsieh Zappos
Richard Pepler HBO
Shane Smith Vice
Senator Kirsten Gillibrand Democrat, New York
Elon Musk Tesla Motors, SpaceX
David Carr The New York Times
Attorney General Kamala D. Harris California
Andrew Ross Sorkin The New York Times
Jenji Kohan Orange is the New Black
Katie Couric Yahoo! News
General Keith Alexander Former N.S.A. Director
Matthew Weiner Mad Men
Irving Azoff Azoff MSG Entertainment
John Hering Lookout
Robert & Michelle King The Good Wife
Tom Freston Firefly 3 & VF Contributor
[ Phase 2 // Research ]
Melody Hobson Ariel Investments
Bob Iger The Walt Disney Company
Scott Aukerman Comedian & Producer
George Lucas Filmmaker
Marc Andreessen Andreessen Howowitz
Mike Farah Funny or Die
Tony Fadell Nest
Laura Arrillaga-Andreessen Stanford Center
Nick Kroll Actor & Comedian
Susan Wojcicki YouTube
Reed Hastings Netflix
Whitney Cummings Actor & Comedian
Anne Wojcicki 23andMe
Emily Chang Bloomberg TV
Dick Costolo Twitter
Jack Dorsey Twitter & Square
Brian Chesky AirBNB
Judd Apatow Filmmaker
Eric Schmidt Google
Ben Silbermann Pinterest
Kumail Nanjiani HBO’s Silicon Valley
Bob Woodward The Washington Post
Sophia Amoruso Nasty Gal
Daniel Ek Spotify
Astro Teller Google X
Jane Stoddard Williams Bloomberg EDU
Rem Koolhaas Architect
Max Levchin PayPal
Sal Khan Khan Academy
Jessica Lessin The Information
Walter Isaacson The Aspen Institute
Gwynne Shotwell SpaceX
Graydon Carter Vanity Fair
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[ Phase 2 // Events ]
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[ Phase 2 // Research ]
Behind the Curtain: Polyvore
March 25, 2014 Hosted by FashTech, a company that helps merge the fashion and technology industries, in the BESPOKE center at Westfield, San Francisco. Jess Lee, the CEO and “Co-Founder” of Polyvore, an Online styling company for young women, spoke about advancements in the industr y. She explained how she took initiative by writing to the three men who started Polyvore telling them that she loved it and making some suggestions for improvement. They quickly contacted her and woo-ed her away from Google Maps. She is a driven, wellspoken, and inspiring young woman in a leadership position.
She explained that companies should be focused on the end-user since that is where the business is derived. She also said that, “Personalization is a big part of the user experience” and since her goal is to “Delight the User” she created a personal experience for them. Lee said that there were three important things she has learned as CEO: 1. Do a few things well, you don’t have to be perfect at everything but you should be perfect at a few things. 2. Make an impact. It is important to inspire the team. And 3. Always take the most challenging route, it will yield the best reward. It may be tough, but go for it.
“ DELIGHT THE USER.” — JESS LEE
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[ Phase 2 // Social Media ]
At the beginning, I thought I would pursue two avenues of social media, Facebook and Instagram. I found Instagram was not the best route because of not being exposed to menswear everyday, since I am a woman and decided to focus on other means of social media.
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Huffington Post, Men’s Journal, Refinery 29, JackThreads, Architecture & Design, Travel + Leisure, Bespoke Unit, and I am sure a few others. This helped because I had daily access to all aspects of research, not only related to fashion.
The great thing about Facebook is I was able to post the articles I was reading and track my research while sharing it with my followers. This helped if I wanted to go back and re-read them. It also kept up an interest in the project on the Web.
I realized that I have very few actual friends in my newsfeed anymore. It is all news and articles now. I was reading headlines like it was my job and trolling for interesting developments in both fashion and technology. This was helpful mainly with styling and with the potential for Where//Drobe.
I started following, TechCrunch, GAP, Esquire, MensHealth, CNN, Circa, GQ, Entrepreneur, Fast Company, TED, Young Entrepreneur, J. Crew, Banana Republic,
Overall, Facebook has proven to be a successful avenue of social media as well as a place to track my progress throughout this thesis process.
[ Phase 2 // Research ]
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[ Phase 2 // Social Media ]
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[ Phase 2 // Research ]
Thank goodness for Pinterest. I was able to create three boards centered around my keywords, which were masculine, professional, and detail. This helped to organize the initial visual research regarding my topic. As time went on, I began to create more boards around logo design, photography inspiration, app design, general thesis inspiration, and general design. Before my photo shoot, I sent links to these boards to the photographer, stylist, and model so that we would all be on the same page the day of the shoot. This was extremely helpful for everyone involved.
I started following different men’s fashion boards and found myself, out of habit, clicking on the men’s fashion link to view pins. Since the recent update to Pinterest’s website, almost all my suggested pins are related to menswear. It helps to keep my up to date on style and fashion as well as learn what other people consider fashionable through repins and likes. I was able to hear Ben Silbermann speak at the Vanity Fair Summit about Pinterest and his vision behind it. He said he was looking for a place to organize and keep research, which is exactly how I used it.
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BRING A S RAINCOAT EASILY AN AS A TOPC [ Information ]
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SIMPLE T. IT’LL PAC ND DOUBL COAT. [ Information ]
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—GQ MAGAZINE
[ Information ]
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[ Information ]
Development
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THREE
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[ Phase 3 // Development ]
The development phase started with the design of the logo. Once I had settled on one I progressed to the creation of the other design elements related to the brand. The logo was derived from a study of other fashion logos. I looked at the details involved in their logos and how it could translate to mine. After that was created, I moved on to icons then graphic elements, typography, photography, and eventually laying it all out together.
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[ Phase 3 // Logo ]
Logo Exploration
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[ Phase 3 // Development ]
Final Version
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These were initial computer roughs for the logo. Through research and class critique a general aesthetic was chosen to move forward and the idea of using negative space on the black background was dropped. (After one more attempt.)
For the final logo, I took inspiration from current fashion logos, using a high contrast serif typeface. For the logo type, in order to distinguish the words I pulled the angle from the two lines of the “W” and used them as backslashes. This helped to bring a cohesiveness to the logo.
[ Information ]
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[ Information ]
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[ Phase 3 // Wire-frame ]
Wire-frame
This was the initial wire-frame when I first began development. As I worked on the APP, the wire-frame evolved and changed in order to adapt to usability needs. It functioned as a basic guideline for how I wanted the APP to work and was successful at that, however, it was not exact to how the app turned out. I believe the process of establishing the wireframe early on is very important. 60
As the process continued, I began to notice where there were gaps in this wire-frame. Either I had too many screens for one section or too few and that needed to be adjusted accordingly. I realized as well, that while the weather was an important aspect, there was no need for 5 or 6 screens dedicated strictly to the weather. But instead those screens could be used in a more effective manner.
The APP evolved significantly once the design was started. This wire-frame did not include one of the key features of the final product, the packing list. Through more research and discovery of how the APP should work, the idea for the packing list was born. The idea for the APP is to help men know what to wear based on location and weather; which, would logically mean that they are traveling for business and would therefore need to know what to pack. This added a whole new section for the wire-frame. I wanted it to be a checklist that was categorized by type of items. That way he could click on tops and check off the jackets, button-downs, t-shirts, etc. necessary and would not forget an important item.
Re-order
Day
Add Event
Previous Events & What you wore Login
Sync Calendar?
Client Dinner June 15 New York
Upload Photo from Event
Scale Crop Save
(Click Event)
Month
Calendar Style Photo for optimal outfit
iCal Outlook GMail
Lookbook
CART
More Info.
$24.95
$24.95
$14.95
Add to cart
$10.95 $39.95
CHECKOUT OR ONE-CLICK TO BUY
Confirmation page
Total:
(Swipe for other options) (Tap image for more info)
WISHLIST Home Splash Screen
$24.95
Login Profile Main Page
Login
75°
Allow GPS to determine current location?
Photo
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$14.95
Select new city
$10.95
Track your order
$39.95
Register (I love the Yahoo! Weather app with photos from Flickr...would like to model it after something similar)
Forecast
Register
Sunday
Edit Profile
Upload Photo
Details
75°
Feels Like Humidity
Monday Tuesday
Previous Orders
Photo
Visibility Percipitation
(Scroll for new city)
Credit Card
User Measurements
ARM Bicep Tricep Wrist Arm Length
(One for each body section: Legs, Feet, Chest, Hips, Neck, Head, Waist, etc.)
Allow Push Notifications
Answer style questions
Which do you prefer?
Where do you work?
How casual would you rate your workplace?
What is your favorite store?
How would you classify your style?
Don’t forget your jacket!
[ Phase 3 // Icons ]
Icon Exploration
Version one included a dotted box around somewhat detailed icons.
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Version two icons were more detailed and I got rid of the box surrounding them.
[ Phase 3 // Development ]
Icon Finalization
The final versions were very detailed with dashed lines and the angle is consistent.
Profile
Edit
Shop
Weather
Packing List
Wishlist
Contact Us
Cart
Calendar
Search
More Info
Send
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[ Phase 3 // Photography ]
Photography Exploration
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[ Phase 3 // Development ]
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[ Phase 3 // Photography ]
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[ Phase 3 // Development ]
Photo Shoot
I knew I would need professional photos for this project, since it is largely photography based. I debated taking the photos myself, knowing that while I am capable, I am not a professional. Therefore, I decided to contact a friend from high school, who is a fashion photographer now, and see if she would be willing to help me. Fortunately, she was available on March 9, 2015 and willing to work with me. The next step was finding a model, this proved to be slightly more difficult. I reached out to my friend base on Facebook and luckily, my neighbor saw it and recommended Nathan. He used to be a professional model but now works as a traveling consultant in San Diego. Not only was he perfect for the shoot but he was also part of my target market — and available the day of the shoot. It was all coming together and I was getting excited. Finally, I wanted help deciding on outfits. I had space holders for the pictures that I needed but wanted a professional opinion.
A friend of mine from San Francisco is a professional stylist, so I flew her down for the photo shoot. We had a great time shopping and f iguring out the ten outf its together. I had printed the screens for reference. I held the shoot in Downtown, San Diego in a couple different locations. We only had one hiccup where the hotel (the Hyatt) tried to kick us out but I told him it was for my thesis and he agreed to let us continue. We were able to get through all ten outfits in about 3 hours before the sun set that day. After the shoot, I took a few pictures at home of the single items for the other parts of the app. Then I gladly returned the approximately $2,000 worth of clothing that I had purchased. The suits were provided by Nathan, since getting a well-fitted suit, especially for someone his height, is difficult. About a week later Kelly sent me all the pictures after which, I edited them.
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Photo Shoot Team Carly Churchill Art Director Nathan Reed Model Kelly Anguiano Photographer Sophie Topolsky Stylist
[ Phase 3 // Photography ]
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These are some behind-the-scene photos from the photo shoot.
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[ Information ]
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[ Information ]
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[ Phase 3 // App Development ]
APP Research
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[ Phase 3 // Development ]
APP Exploration
These were some preliminary screens that I created in order to test the typefaces and icons. They were very rough drafts — through critique and further exploration they developed into very different looking screens. The colors developed far beyond this point, as well.
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As I explored further, I began to test different approaches to login screens. I was hopeful that these would help me set the tone for the app. I was off to a somewhat slow start and not feeling like it was working. From here I decided to try a new approach to the design.
[ Phase 3 // App Development ]
APP Exploration
I decided to scrap all that was not working. I tried new colors, styles, and photography in new layouts to create something to build off for further creation. It felt like it was starting to be on the right track. I went from there and started to develop them.
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This design felt like it was going somewhere and I was excited to run with it. I started building out the screens to see where each section fit in to the app. Once I had a flow, I was able to start to refine what was not working. From here the app progressed steadily.
[ Information ]
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[ Phase 3 // App Development ]
APP Refinement
Throughout the process, I would insert the screens into sample phones and test it using an Online program, called InVision. InVision allowed me to create a working prototype to make sure all the screens flowed properly. It also allowed me to send the app to users in my market.
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As I refined the app, I added details and functions to help the user. Throughout the creation process, the app concept also developed. This is where the idea of the “what to pack” section came to life. Since tying the weather and calendar in, this feature was an exciting addition to the app.
[ Phase 3 // Development ]
The app became more dynamic with the addition of a second color. It made the design feel less flat. There were also more options for how to use color to the benefit of the app with adding the mustard yellow (for Fall). The colors vary based on the season. This also included the addition of a cart icon.
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Scrolling screens and the packing section were added during this phase of development. The app is almost complete at this point, with some necessary refinement to help it avoid shifting between screens. There were only a few screens left to add before completion.
[ Phase 3 // App Development ]
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“ OH MAN, I COULD ACTUALLY USE THIS APP. [ LAUGHS ]” —T ODD KIRSCHEN MEDICAL DEVICE SALES
[ Phase 3 // Development ]
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[ Phase 3 // App Development ]
APP Specifications
Top Bar
Photo Box Identifier Box
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Top Bar: 224.6 Pixels Icon Height
Bottom Bar
Bottom Bar: 375.6 px Icon Height: 208.8 px Header Type X-Height: 272.6 px Identifier Type X-Height: 54.5 px Identifier Box Height: 57.7 px Photo Box Height: 333.7 px Photo Box Width: 279.6 px
[ Phase 3 // Development ]
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Photo Box Height: 202.2 px Photo Box Width: 567.2 px
Photo Box Height: 505.3 px Photo Box Width: 640 px
Photo Box Height: 706 px Photo Box Width: 640 px
A WELL-TIE THE FIRST STEP IN LI [ Information ]
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ED TIE IS T SERIOUS IFE. [ Information ]
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—OSCAR WILDE
[ Information ]
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[ Information ]
Production
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FOUR
[ Phase 4 // Production ]
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[ Phase 4 // Production ]
The refinement phase of the app started with user testing, from which I was able to make adjustments based on the needs of the users. Some crucial feedback included the fact that I had forgotten to ask users for their email addresses. This was an easy fix by changing the user name to an email rather than a screen name. Other suggestions were more detailed as the final developments were designed.
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[ Phase 4 // User Testing ]
User Testing
One problem I faced initially was that the users had trouble downloading the app onto their phones. This was solved by reducing the file sizes of each screen in order to allow for quicker and easier download speeds. Two other user testers commented on the amount of screens it takes to get through the registration. My solution for that, is to allow the user to connect through either Pay-pal or Square and have the information imported. The less work it takes for them to sign up, the better.
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Tim Cruickshank, 33 DIRECTOR OF GLOBAL FINANCE, IMPEDIMED Tim was part of the initial usability testing. The app was not even half way done during this phase. His feedback was mainly about the general layout and registration usability. He provided good insights on the display of information and how the user will fill in the fields.
[ Phase 4 // Production ]
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Jia [Patrick] Ying, 26 FASHION MERCHANDISING MAJOR
Victu Kim, 30 ACADEMY OF ART STUDENT
Patrick is a student at the Academy of Art with an interest in fashion. He was part of the second phase of user testing. He offered advice on the profile and how to avoid so many clicks to get to the information. He wanted to see what he should wear that day, right away.
Victu is getting ready to graduate and move into the professional world. He tested the app and pointed out some of the finer details that needed fixing. I was able to go into my file and adjust the moving pixels. He was impressed with how real the app felt.
[ Phase 4 // Production ]
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[ Phase 4 // Production ]
“ I AM NOT A CONSCIENTIOUS SHOPPER. WHEN IT COMES TO MAKING DECISIONS ABOUT WHAT TO BUY, I FREEZE. SO SOMETHING LIKE THIS WOULD BE REALLY COOL.” — NATHAN REED
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[ Phase 4 // User Testing ]
In Flight
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Throughout the development of this project a lot changed in my personal life. While that may seem obvious because it has been years, there were some personal things that were specific to not only myself, but also to this project. One of those is the fact that I moved from San Francisco to San Diego in June of 2014. This meant that during the Fall 2014 and Spring 2015 semesters, I flew from San Diego to San Francisco every week to attend classes. Fortunately, since my project concerned business travelers and many business travelers fly during those same times, it provided a target rich environment for this thesis project. I talked to everyone I could about it, from a software developer whom I see regularly on Thursday evenings to a man who works e-commerce for Under Armor. It is amazing
who you meet in a quick one-hour flight. Unfortunately, due to lack of wifi on older aircrafts, I was unable to have them test the app on my phone. But I was able to explain it and show them some screens on my computer. Through that I got some feedback and ideas on what to do to improve the concept. While sitting in the waiting area for flights, I only spoke to a few people. I have a bad habit of getting to the airport right as the plane is boarding. One man was much older than my target market and was in desperate need of the app. This man mentioned that he was on his way to work, he had a meeting in San Francisco, so I naturally looked at what he was wearing. He had on a t-shirt from the Relay for Life, what looked like women’s
yoga pants, tennis shoes, and had a backpack over his shoulder. Apparently he noticed because the next thing he said was, “I work for a really casual company — well, not this casual — I probably should have worn something else, I guess.” I asked him if he would use an app that would help him with what to wear and he said that he would love something like that, he never knows what is appropriate. My only regret from that day was not getting a photo.
[ Phase 4 // Production ]
“ I NEED THAT APP. I KNOW THAT I OVER PACKED; I JUST HAD NO IDEA WHAT TO BRING WITH ME ON THIS TRIP.” —B ART PASSENGER AS HE LOOKED AT HIS 3 BAGS
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[ Phase 4 // Final Version ]
Login
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Registration
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[ Phase 4 // Final Version ]
Preferences
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Profile
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What to Wear Today
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Connect to the Weather
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[ Information ]
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“ SERIOUSLY, MY BOYFRIEND NEEDS THAT APP...WHEN WILL IT BE DONE?” — JULIE BELL
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Connect to the Calendar
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Ability to Shop
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“ I AM BLOWN AWAY. THIS IS SUCH A GREAT IDEA. I KNOW SO MANY GUYS WHO COULD AND WOULD USE THIS.” — SOPHIE TOPOLSKY
[ Information ]
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What to Pack
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Create a Wishlist
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Features
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MAKE A M CLOTHES H MANY A M [ Information ]
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MAN, BUT HAVE GOT MAN A [ Information ]
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Guidelines
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FIVE
[ Information ]
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[ Phase 5 // Guidelines ]
These guidelines have been set in order to inform and assist with basic style templates to be used for Where//Drobe. Some of the rules cannot be tampered with, while others have been set to ensure adaptability and flexibility in many places with copy, images, photography, and graphics for each.
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[ Phase 5 // Guidelines ]
Final Logo
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[ Phase 5 // Guidelines ]
The logo was designed as a complete signature, however, both the mark and the logo type can be used separately when appropriate. Please refer to the following guidelines for how to use the logo signature. Provided are the size requirements, including the minimum size allowable.
X
5X
X
1.5X
2X
X X
X
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Minimum Size
.01 in
.25 in 1.25 in .5 in
[ Phase 5 // Guidelines ]
The following are ways to use the logo elements: Do use the logo as specified. Do use on a solid background. Do use only the icon on web and printed materials where the brand has already been established.
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Do use only the logo type on smaller areas where the entire signature would not fit.
[ Phase 5 // Guidelines ]
Do not add a drop shadow.
Do not use a gradient.
Do not squish or stretch.
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Do not use colors outside of the color palette.
Do not use on a busy background.
Do not rotate the mark.
[ Phase 5 // Guidelines ]
Typography // Open Sans
Light
A BCDEF GHIJK LMNOPQR S T U V W X Y Z abcdefghijk lmnopqr s tu v w x y z 123 456789 0 ., / \ [ ]{ }|? ”:< >!@ #$% ^&*( ) _+= - — –
Semibold
A BCDEFGHIJK LMNOPQR S T U V W X Y Z abcdef ghijklmnopqr s tu v w x y z
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12 3 4 5 6789 0 ., / \ [ ] { }|? ”:< >!@ # $% ^ &*( ) _+ = - — –
Extra bold
A BCDE FGHIJK LMNOPQR S TU V W X Y Z abcdef ghijk lmnopqrstu v w x y z 12 3 4 5 678 9 0 . , / \ [ ] { }|? ” :< >! @ # $ % ^ &* ( ) _+ = - — –
[ Phase 5 // Guidelines ]
Typography // Georgia
Regular
A BCDEFGHIJK L M NOPQR ST U V W X Y Z abcdefg hijk lmnopqrst uv w x y z 1234567890 .,/\[]{}|?”:<>!@#$%^&*()_+=- —–
Italic
A BCDEFGHIJK L MNOPQR STU V W X Y Z abcdefghijklmnopqrst uvwx yz 1234567890 .,/\[]{}|? ”:<>!@#$%^&*()_+= -—–
Bold
A BCDEFGHIJK L MNOPQR ST U V W X Y Z abcdefg h ijk l m nopqrst uv w x y z 1234567890 .,/\[]{}|?”:<>!@#$%^&*()_+=-—–
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[â&#x20AC;&#x2030;Phase 5 // Guidelinesâ&#x20AC;&#x2030;]
Photography
1.
2.
PHOTO ST YLES: Focus on the clothes. OPTIONS: 1photos of the details in the clothing, while being worn. 2 A stylized view of the clothing laid out on a white background, or a textured background, such as wood. 3Clothes by themselves on the white background, in order to show the product. 4 Proper attire being worn in various settings.
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3.
4.
[ Phase 5 // Guidelines ]
Iconography
Profile
Edit
Shop
Contact Us
Icons are to be drawn using both solid and dashed lines. The dashed lines should have a meter limit of 10 and a dash-gap or 3-1. Solid lines are 1/3 thicker than dashed lines. The angle on all icons is 27°.
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Weather
Packing List
Wishlist
Cart
[ Phase 5 // Guidelines ]
Colors // Autumn & Winter
T YPE
AUTUMN
HEX: 332F21
ICONS
HEX: #796E65
C: 70 M: 65 Y: 60 K: 60
C: 15 M: 30 Y: 35 K: 60
R: 50 G: 50 B: 50
R: 110 G: 100 B: 90
HEX: #DC6B2F
WINTER
HEX: 002554
C: 10 M: 70 Y: 75 K: 0
C: 100 M: 85 Y: 40 K: 40
R: 225 G: 110 B: 75
R: 0 G: 45 B: 75
HEX: FFB81C
HEX: AB2328
C: 10 M: 40 Y: 90 K: 0
C: 25 M: 95 Y: 100 K: 20
R: 225 G: 160 B: 60
R: 165 G: 40 B: 30
HEX: #F1E6B2
HEX: D9D9D6
C: 5 M: 0 Y: 15 K: 0
C: 15 M: 10 Y: 10 K: 0
R: 240 G: 240 B: 225
R: 220 G: 220 B: 220
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[ Phase 5 // Guidelines ]
Colors // Spring & Summer
SPRING
HEX: 74AA50
SUMMER
HEX: #0076A8
C: 60 M: 15 Y: 100 K: 0
C: 75 M: 25 Y: 20 K: 0
R: 120 G: 170 B: 70
R: 65 G: 150 B: 90
HEX: #FFC845
HEX: #00B0B9
C: 0 M: 40 Y: 85 K: 0
C: 70 M: 0 Y: 45 K: 0
R: 245 G: 170 B: 70
R: 25 G: 195 B: 170
HEX: #FFFFFF
HEX: #D7D2CB
C: 5 M: 5 Y: 5 K: 0
C: 10 M: 10 Y: 10 K: 0
R: 245 G: 245 B: 245
R: 230 G: 230 B: 230
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HE WAY W T AFFECTS T WE THINK AND THE [ Information ]
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WE DRESS THE WAY K, FEEL, AC WAY OTH[ Information ]
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What’s Next
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SIX
[ Phase 6 // Expansion ]
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[â&#x20AC;&#x2030;Phase 6 // Expansionâ&#x20AC;&#x2030;]
The idea is to expand the brand Where//Drobe from an app to a brick-and-mortar store. The store will be located in or near major hotels across the world and will work in conjunction with the app. It will allow the customer to use the app to tell the store what his schedule is and what he needs to wear for it; the store will have everything ready for in him in a garment bag when he arrives. That way he can just take it and go change. His correct sizes and styles will all be there ready for him to wear. If the airline loses his luggage or he has a spur of the moment meeting and needs an outfit, Where//Drobe will be able to help with a garment bag or suitcase filled with everything he needs to succeed.
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[ Phase 6 // Expansion ]
Competitive Advantage
Focus on Business Travel Needs Premium Service Options ( C lick & Collect, Press & Ready, Pre-Packed, Hotel Delivery ) Unique Product Offerings ( Private Labels, Local Products by city, W//D Products)
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In-App Customer support ( Make Premium Service Requests in-app, Track Status of Serviced / Purchased Items, Receive Notifications ) Functional / Reusable Product Packaging (W//D suitcase, W//D garment bags) Efficient Payment / Check Out (In-app Payment Profile ) Climate-Based / Calendar-Based / Culture-based Consultation
[â&#x20AC;&#x2030;Phase 6 // Expansionâ&#x20AC;&#x2030;]
Justifications
For the last decade, men have been increasingly spending money on fashion apparel and accessories. Online shopping has provided men with a convenient shopping environment that virtually eliminates some of the top complaints made by men when shopping in retail environments, for instance, inefficient check out processes. With mobile use on the rise for the retail, travel, and concierge industries, we decided to leverage the Where//Drobe app for the extension into retail by adding premium services to our business model. By opening W//D retail stores we will be able to offer our customers creative solutions that give us competitive advantage in the menswear market.
Studies show that Young men are more likely to use a mobile shopping app than female consumers. The Where//Drobe app provides technological solutions for professional men with preferences set for personalization, consultation, and customization for each user. Reports conclude that spending on business travel is increasing, and men account for more than three-fourths (77%) of business trips. We evaluated the top 10 business travel destinations in the United States where we will launch the first W//D retail locations. Mobile trip planning is on the rise and preferences for on-demand services, such as Uber, are gaining market share
against the more traditional ser vice methods. The on-demand in-app services give us the operational structure we need to deliver speedy and convenient fulfillment to men, especially business travelers. The average order value for men shopping on mobile devices is $120. Our styled ensembles reflect an order value higher than this number. Promotions that give customers incentives to spend more for exclusive or urgent service will be implemented into the marketing strategy. These include a variety of strategic promotions with services in the travel industry, including airlines, city attractions, transportation services, and small businesses.
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[ Phase 6 // Expansion ]
Merchandising Strategy
The merchandising mix was designed as a starting basis for the amount of each product to have in stock. Through research, it was determined that for the launch, this is the appropriate merchandising mix. The majority of inventory will be pants and shirts, followed by jackets and accessories. Having these secondary items at 15% will allow for a slightly higher markup and a larger margin for profit.
The merchandising strategy is a multi-tier based design. It begins with the city in which the customer will be traveling and move down from there to level of formality, and then number of items. Pricing is based on item total per the manufacturer. Profit is made through licensing deals and commission from the private label, this is generally around 8 percent. There is also a larger margin markup on the full suitcase.
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15% 24% 6%
Pants — 24% 15% 40%
Shirts — 40% Jackets — 15% Shoes — 6% Accessories — 15%
[ Phase 6 // Expansion ]
CITY
CASUAL
BUSINESS
FULL CASE
FORMAL
INDIVIDUAL ITEMS 141
PANTS Jeans Slacks Khakis Sweats
$55.00
SHIRTS
JACKETS
Tanks T-Shirts Button Polos Sweaters
$19.99
SHOES
Light Windbreaker Leather Heavy
$48.00
Sandals Tennis Oxfords Dress
$55.00
ACCESSORIES Tie Wallet Watch Hat Belt Travel Cases
$13.00
[ Phase 6 // Expansion ]
San Francisco, CA Jacket, Sweater, Button-Down, Sunglasses, Wingtip Shoes, and Gloves.
Hong Kong Trendy, Jeans, Loafers, Blazer, T-Shirt, and Sunglasses.
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London, UK Blazer, Slacks, Boots, Hat, Scarf, and Belt.
Sydney, AUS Formal blue suit, Sweater, Pocket Square, Watch, Dress Shoes, and a Tie.
[ Phase 6 // Expansion ]
Future Markets
There are many possibilities for W//D in the future. Some of these further expansions include:
Expanding into private label, having W//D apparel.
Opening more stores internationally.
Branching into the womens wear market.
Expanding the travel section to include the leisure. Creating a kids line for parents who travel with children or do not have time to shop for their kid’s clothes. Branching into a subscription-based product / service.
Including all events, not only business.
Include more price points.
Expand to the wedding market to include apparel for Bridesmaids, Groomsmen, and guests.
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OU EXPR Y YOU ARE T WHAT YOU WEARING [ Information ]
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RESS WHO THROUGH U’RE . [ Information ]
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—DANIELE DONATO
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Conclusion
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SEVEN
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[â&#x20AC;&#x2030;Conclusionâ&#x20AC;&#x2030;]
The process of creating this thesis was a long one. I spent countless hours researching, designing, testing, prototyping, and photographing in order to achieve what was necessary to finish it. I have accomplished many things during the process including a move to San Diego, a wedding (during week 10 of my final semester), flew to San Francisco every week, while completing this program and this project.
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DRESS LIK SOMETHIN IN THE WO YOU HAVE [ Information ]
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KE YOU’VE NG OF YOU ORLD, EVE EN’T. [ Information ]
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—MEN’S HEALTH MAGAZINE
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