Smartstylebook by Lina Rodríguez

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SMARTSTYLE APPS

Filling your heart with customized technology { ROUBA ABOU CHABKE } { MARIA CLARA PINZON AARON } { LINA RODRIGUEZ } { MIREN VILLACORTA ALBERDI }

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This book, SmartStyle and its contents have been researched and written by the ELISAVA Barcelona School of Design & Engineering team of four students for the Innovation & Design Thinking Postgraduate, Spring 2014. Copyrights for materials and photography (unless mentioned otherwise) belong soley to the four authors of this book.

SMARTSTYLE APPS

Filling your heart with customized technology

INSIDE

8 9

who are the Fashionistas?

the backbone of the application

Background

some research and information

MANGO

client & corporate applications

Louis Vuitton client application

Business Plan

feasability and viability

85 86

Meet the Team

Intro & Semantic Map

66 82

to all those who helped us

22 38

what is Design Thinking?

Thank Yous

10 12

Preface

Conclusion

some final words

Bibliography and other things

12 85

10 82 8 9 38 22

PREFACE Technology has pushed the boundaries of the norms as we know them. It now has the power to dictate daily activities, influence emotions, and alter lifestyles in general. In todayâ&#x20AC;&#x2122;s world, machines are developed to understand humans instead of the other way around, like it used to be. Applications are created daily, and users are bombarded with an abundance of technologies useful for every aspect of their life. In order to make this connection between the technology and the real needs of the people, experts use design thinking as a link for creating more effective services. This gives them the ability to really understand the users and develop the tools that are directed towards these needs. In the case of SmartStyle, we use fashion as a pretext to show how the design thinking process is done, using the smart technology provided by Telefonica as a backbone to the applications we developed.

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THANK YOUS While working on this project, we had lots of help and guidance from a wonderful team of people. We would like to give many thanks to Oriol Ribera whose advice and dedication played a big role in the making of this project. We would also like to thank Telefonicaâ&#x20AC;&#x2122;s I+D department for the opportunity of collaborating with them on this SmartStyle endeavor. To the individuals who provided us with feedback and answers to our endless questions, Estibaliz Etxaburu, Gustaf Esters, and Joan.Osa Oviawe, your insights were much appreciated. Last but not least, a big thank you to Daniel Zentgraf, Jorge Rodriguez and the rest of the teachers and staff for their unparalleled support.

MEET fashionistas THE TEAM

Miren Lina LINA RODRIGUEZ BOGOTA, COLOMBIA industrial designer specialized in textiles & Coolhunter

MIREN VILLACORTA BASQUE COUNTRY, SPAIN Technical engineer in industrial design & Coolhunter

Maria MARIA CLARA PINZON AARON BOGOTA, COLOMBIA Industrial Designer & Coolhunter

Rouba ROUBA ABOU CHABKE JOUNIEH, LEBANON Graphic Designer & Coolhunter

INTRO Taking fashion as a pretext, and using two different companies in the same field of expertise as examples, the project was to develop a customized platform for each brand based onits particular needs and expectations. Because of this, the project is divided into two different parts, one focused on Mango (our fast fashion example) and the other on Louis Vuitton (the high end brand example). https://www.behance.net/hollysharpe

Our team was paired with the I+D team of Telefonica to develop this project. The guidelines will be explained in the section corresponding to each application we are working on. The goals expected to be reached with the development of this project were focused on the emotional link of technology. Another challenge was also about finding the best ways to approach services and processes targeting specific targets based on big data, and other resources provided by Telefonica, Barcelona.

EXPECTED RESULTS Mango Client Application

Mango Corporate Application

Louis Vuitton Client Application

In the case of the Mango Client App is expected to finish a prototype that allows to show the emotivity factor around the relationship of the brand and the clients through the app. The main purpose is to approach to the user with a prototype designed for testing the effectivity of the app and our research. The development of this application goes according to the goals and needs of the company that can find a solution through big data.

A prototype will be develop in order to have feedback from designers working in the fast fashion industry, as well as purchasers and visual merchandisers. We will test the feasibility of the tools and their importance in order to know if they are consider relevant or unnecessary.

The main subject of the Louis Vuitton App would be to gather reliable tools for the personal assistant and the client to get in touch and communicate. In order to do so, the prototype will be developed with the most important features for the general public to try it. Because of the nature of the project and the length, it will require a longer development, for that reason we will propose it as a work in progress project that eventually will reach the level of development of the fast fashion apps.

BENEFICIARIES The benefits of the projects are based on a give and take relationship that includes the brand and the client. However, it varies according to the brands and the clientsâ&#x20AC;&#x2122; specific needs. In the case of Mango, the beneficiaries of the app would be the brand itself by ensuring the commitment of the regular client and engage a new generation of users that will develop their style based on the brand and their products. At the same time, the data received directly from the client, would allow the performance of the design and purchase departments to work more accurately and close by knowing from first hand the needs of their final users. The final beneficiary of both apps and their interaction would be the brand itself by increasing their sales and assuring a bigger position inside the fast fashion market. https://www.behance.net/hollysharpe

Louis Vuitton would also be able to know deeper the needs and world of their clients and would be able to strengthen the relationship with them by offering reliable tools customized to their particular situations. The exclusivity environment will be the consequence of a reliable service offered by a brand that knows their users well and combines technology with experience under their lifelong and luxurious statements.

TECHNOLOGY

Telecommunication companies have the possibility of collecting data from the way their clients use their services (mobile calls, mobile internet, TV, WiFi). That information can be translated in many ways that allow to detect consuming trends, consumers taste and preferences by age, gender, nationality, time of the year etc. This information in terms of business represent opportunities or decision taking tools.

Semantic processes organize information regarding concepts; for instance, it is possible to gather information according to terms that define a particular relevant subject in each case. On the other hand, ontology - from the information science point of view- refers to an organization of exact terms by hierarchy. Combined both ways conform a semantic map, which could be also defined as the DNA of information.

Nevertheless, the information must be organized and displayed in a way that it can interact effectively and give reliable results when needed. Therefore, the development of a semantic map is necessary.

In the case of the Smart Style project, the amount of information related with fashion is enormous, because of this, the organization proposed will be managed in layers and the filters will depend on the

clientâ&#x20AC;&#x2122;s - or creative team member - information provided at the beginning of the app set up. The client will fill a very detailed survey that will allow the app to filter the possibilities available in each case when trying to choose an outfit (when the client uses the app) or create a piece (in the case of the designer for the corporate app). The layers proposed for both Mango Apps divide the possibilities - or filters - in occasion, season, items, colors, style and fabrics. Body type will also be considered but only at the beginning of the process of set up as a way for defining certain deadlines regarding the information considered. See Figures on following pages for explanation

MANGO CLIENT APP Layers System

OCCASION

SEASON

ITEMS COLORS FABRICS

Principal activities our persona would use the app for.

Everyday Working Party...

DAY OR NIGHT

According to location and date it’s possible to suggest looks regarding the season.

Winter Spring Summer Fall

DEFINING COMMON PLACES

According to location and date it’s possible to suggest looks regarding the season.

Bottoms Tops Accesories

BY SEASON

Color selection regarding the parameters of Mango’s online shopping.

Reds, Blues, etc.

SIMPLE FAMILIES BY SHADES

Fabrics and other materials commonly used by the brand.

By season and weather conditions

VERY USED NOT COMMON ACCESORIES

OCCASION

SEASON

Spring

Winter

Work

Fall

Lunch

Da y

Beach Day

Dates

gh t

Brunch

Coffee Festivals Clubbing

COLORS

ORANGES WHITES

related items

polyester

RED BURGUNDY

CAMELS BEIGE

GOLD SILVER CUPPER BLUES

GREYS

PURPLE VIOLET

BLACKS ROSES

YELLOWS

RAW

FABRICS jacquard

rayn cloth

wool

The semantic map includes five different subjects that work as filters and help the app to decide the suggestions offered to the client. It also considers the profile of each user incuding her body type as well.

cupro

RARE OR JUST ONE SEASON fur

corderoy

MOST COMMON ALL SEASONS acetate

BROWNS

Fall & Spring items used frecuently

MO Summer

flannel

Cocktail

Dinner party

Winter related items

U E R

denim

GREENS Elegant party

ITEMS

Accessories & non season items

Summer

Everyday

down

sequence

rubber

ACCESORIES MATERIALS rope

leather

bamboo

The map works in a layers system that feeds itself by three factors: the user profile and preferences, the creative team curation of the new information available and the daily information provided by the user when using the other services of the app: community, sharing, etc.

APPLICATION LAYERS Fabrics A map of the most common fabrics and materials used for the clothes and accessories of the brand is included as well. Those are divided by proximity also regarding the seasons and weather. For example, some materials as velvet are related with cold weather (winter, fall) while others like cotton can be used indiscriminately.

Body Shape

Some clothing pieces are closely related with defined styles (casual, denim, formal, etc). In order to be able to create a sense of knowledge about fashion, it was considered interesting to also include style when the user defines an outfit that can be included inside one of the styles used by the brand.

Technology will allow the app to have an accurate idea of the body shape of the client. The designer must collaborate in defining which pieces of the collection are more suitable for one shape or the other following simple rules and allowing the client app to deliver accurate results when recommending an outfit.

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Style

Occasion

Season

Items

According to our persona research, we defined the most popular activities and divided them in a spectro of day at night starting at 6 am till 11 pm. This activities include social and daily activities and define very particular styles and dressing codes.

The application will be weather and season conscious. According to the location of the person and in collaboration with the designer, the items proposed to the client will go according to that specific season and weather needs.

Arranged by proximity and divided in seasons, the items (type of clothing pieces) include also accessories (bags, rings, foulards, etc). Some items, like coats for winter, are exclusive of a single season and for that reason are far from the center where we can find all season items or not season related items (like bags, rings, socks).

related with emotivity. Our research about color and the relationship with emotions and mood has allowed the app to determine the mood of the person regarding the client color selection. The idea with this feature is to get to know the client better, without being invasive or abusive. Colors according to the location and society values can give us hints of the mood of the client and allow us to suggest certain changes for boosting her confidence.

In the case of the corporate app, the color tool would be used just as a reference for the team and as a way to know their clients better, and to therefore design accordingly.

Color The color chart available for the client is divided as it is on the websiteâ&#x20AC;&#x2122;s brand. However, an extended version of it will be available for the semantic map for both client and corporate app. This for having the possibility of offering enough options to the designer and creative group to act upon, and also to offer the exact shades when approaching the client. The second fact considered for the client app, especially when working with color, is

The business model used for this project changed during the process. Looking for the possibility of starting a real business after finishing the Master, it was decided to create a startup instead of a proposal based as part of Telefonicaâ&#x20AC;&#x2122;s team. The reason for going through that direction relies on the possibility of being independent and being able to take part on each of the stages of development of the project.

Smart Style The name we have chosen for our company is Smart Style and it reflects the soul of our purpose when developing this project. The use of a system that can deliver reliable results to the users demand a great deal of development that is not available nowadays in fashion apps or similar platforms. Our company aims to mix technology with emotivity and big data results in order to provide reliable and customized solutions to all kind of business needs under a well developed platform. Our value proposition is based in emo-

tivity as an innovative way of creating a bond between the personas related to each case. This factor will allow us to get trustworthy information from the people itself and by this deliver more accurate results.

Slogan â&#x20AC;&#x153;Filling your heart with customised technologyâ&#x20AC;? summarizes the final purpose of our research and innovation process. Nowadays

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START-UP

all kind of technology is available for finding solutions to many different needs. In the case of the mobile apps and online platforms, the services they offer are very useful but the results usually are not reliable or customized. The idea of developing this kind of apps and services is based on the need of improving the user experience by creating a true connection between the lifestyle, desires, needs and thoughts of the client and the service provided. In the case of our first project: Mango and Louis Vuitton app,

we focused on discovering the real needs of the final users by exploring their lives and thinking about the expectations they might have regarding our product.

company or customizing the model according to each business needs.

Company goal

Each client is unique, and so is the experience we provide. The results have to be able to fill the expectations of each person not as a target group but as individuals. It has to be a service full of emotivity that feeds itself with the emotions and interaction of the client continuously.

To provide innovative solutions based in big data technology and semantic processes for improving the relationship between company members and their clients, supporting processes inside the

Why us?

BACK . GROUND

PROCESS

There is a huge amount of textiles now days, specially with the incorporation of technology process are faster and easier than they used to be. However not all the produced textiles in the world are used in the fashion industry and the ones that are get classified in different groups by typology, by use or by industry, depending in the final client those can be for fast fashion or high end brands and designers. All textiles are made from fibres, all which have different qualities and come from different sources. Each fibre is woven or knitted with the other ones, the way the weaved is done, depending in the space between

each fibre determines the quality of the fabric it self: the freshness, the thickness, the weather condition, the feel of it, and the texture. Final qualities such as colour, finishes, embellishments or prints are added after the textile is done. [More in Figure 1] In the fashion industry textiles are very important to create a collection. In order to create a concept that is fully coherent, designer do a series of mood boards, in which they analyse the characteristics of each collection: silhouette, shapes, colours, aesthetics and of course textiles. The mood boards help define which kind of textiles are being used in each pice of the col-

lection in order to create a perfect garment with the correct qualities. In the fashion industry textiles are classified according to itâ&#x20AC;&#x2122;s qualities and in the functionality they provide. For example for fast fashion brands fabrics such as cotton, rib or planed knitted fabrics are more used while high end designers look for a more exclusive look using textiles such as cashmere, silk or satin. [More in Figure 2]

The future of textiles is uncertain, as the world of technology goes forward and the concern for the environment is a huge subject in today’s world the textile industry it’s been forced to evolve. Being one of the most polluting industries people have been forced or inspired to create new ways of developing textiles and it’s processes. People like the Yeh Group in Thailand is innovating in new ways of dyeing fabrics, reducing the waste of water and chemicals in orden to reduce the environmental impact the textile dyeing is causing. Tech-fashion studios like Studio XO or Adidas are also working to make more out of the tech + fashion fu-

sion, 3d printing and personal data analysis are taking an important part in the evolution of fabrics, adding a more impressive functional or even technical aspect to textiles. Suzann Lee from Biocouture on the other hand uses biology as a friend, using growing bacteria and a process similar to brewing beer to create new kinds of natural textiles, which can be as well finished with natural dyeing and incorporating technology such as laser cutting. The future of textiles is indeed uncertain, however it is backed up by the fashion industry, willing to accept the changes and ready to used them as a new way of innovation.

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FIGURE 1

SF GLAS IBRE ARE CLO RDW T A H ETAL FIBR H E M

POLYESTER NYLON SPANDEX ACRYLIC

SYN THE TIC WOOL SILK HM CAS ERE

FIBRE TYPES ANI MAL

MINE RALS COTTON ACETATE JUTE LYOCELL BANBOO

PLANTS

E • LACOSTE • U Q FLE PI • EC UE

S RIC AB EF

WOVEN FABRICS

EY • RIB • INT S R E J ER LO Q

• YARN DYED D E •P Y D RIN D I L

ICS ABR DF TE

N • TWILL • SATI I A N• PL SO

FIGURE 2

KNIT FABRICS

COLORS

As you stare at the clothes in your closet, morning mug in hand, you may want to think beyond the weather and consider other elements of your upcoming day. What will you do? Who will you meet? Perhaps most important, what’s your mood? “Different clothing colors project different feelings and meanings, and colors can affect — and reflect — your mood” (Lapp, Ellen). That means the clothing colors you select are important not only to communicate your color personality but also in terms of your emotional health and the moods of those around you. Below is a breakdown of what some of the main colors mean and what they say about your mood.

If you want to get noticed, go for “Red has connotations of sexuality, vivaciousness, and someone in charge,” explains David Zyla, Emmy-Award-winning stylist and author of The Color of Style. Multiple studies on the color red have shown it has powerful effects on behavior. The color red can affect our attention span and can make other people seem more attractive. Women may even subconsciously use red clothing colors to convey sexual signals.

Got a brainstorming session? “Blue induces tranquility and relaxation,” says Lapp. It’s no surprise, then, that people feel the most comfortable in blue clothing colors. This feeling of tranquility triggers a more creative mood. Research done at the University of British Columbia found that because people associate blue with openness and peace, they feel safer exploring their ideas when they’re surrounded by the calming color.

And the most popular color is... Black tends to be most popular color, which is understandable — it’s easy to wear and goes with almost anything. “Black as a clothing color can be elegant, formal, and slimming,” Zyla notes. Black can also have negative connotations, however. A study done at University of Florida found that hockey players wearing black jerseys were more likely to be penalized for aggressive fouls than those wearing white jerseys, possibly because black is associated with an aggressive mood

Want to project trustworthiness? If you want to project trustworthiness and positive emotional health, make your clothing color green. “Green is subtle and fresh, and it stands for nature and ecology,” Lapp says. “Green is also the color of money and wealth.” A recent study published in the Personality and Social Psychology Bulletin found that green can also stimulate a creative mood. When researchers exposed participants to the color green briefly before they engaged in a creative task, their creative performance was enhanced.

Feeling feisty? Then this is your color If you’re feeling feisty and want to make a statement, Zyla suggests you choose orange as your clothing color. “Orange is conducive to a mood of warmth and vibration, and the person who wears it gets noticed,” he says. Trendy orange also has qualities of caring and positive emotional health. Keep in mind, though, that despite its positive connotations, bold orange can put some people off. In fact, research shows that orange is many people’s least favorite color, especially among women.

Want to exude leadership? Zyla says that choosing purple as your clothing color will allow you to exude an air of regality and leadership. “Purple is a combination of red and blue — two powerful colors,” he explains, “so it is a good choice if you want to make a statement.” Lapp adds that purple can also induce a mood of discomfort, so it might not be the best clothing color choice if you want to put someone at ease, such as during a business interview or important meeting.

“Pretty” instead of “Stunning” “When you see a pink dress, you call it a ‘pretty’ dress rather than a ‘stunning’ dress,” Zyla says. Despite its demure appearance, pink may have some powerful effects on mood and emotional health. In the late 1970s, psychologist Alexander Schauss found that prison detainees who stared at ceilings and walls painted pink experienced a decrease in aggression. So if a happier, less angry mood is your goal, opt for a clothing color with a rosy hue.

A soft but sophisticated color “Gray is a neutral color that doesn’t have a particularly strong effect on mood, except subconsciously,” Lapp says. Gray is a good choice of clothing color if you want to exude a soft, sophisticated air. Just beware of gray’s “suppressive” qualities, Lapp warns. “If you wear gray all the time, you may not be the happiest person after a while,” she says.

TECHNOLOGY & MORE

Recent years have witnessed a dramatic transformation in the mobile industry. The mobile has become the dominant form of telecommunications technology; smartphones and tablets have driven a trend towards convergence; mobile has become critical in business strategies; and changing communications and media has been one of the dominant influences on society. The structure of the mobile industry is changing from a simple supply chain from hardware to manufactures to final consumers to an emerging ecosystem of mobile businesses that encompasses mobile web, apps, mcommerce and more.

While mobile phones have been an important business tool for at least 15 years, they have previously stood separate from other digital technologies. Now, everything digital is also going mobile: computers, software, the internet, cloud and social media. More than 1.75 billion people own smartphones, and for those individuals, mobile devices are not just for communication. They offer rich digital experiences on the go. Photos, music, games, location-based services, maps, the internet and the millions of features offered by apps can all fit in your pocket. There is almost an app for everything. And that’s why app usage is also

growing. Users are now spending 2 hours and 42 minutes per day on using their mobile devices. From that obile app usage accounts for 2 hours and 19 minutes of that time spent, while mobile web usage has dropped from 20% consumer’s time in 2013 to just 14% – or 22 minutes per day – as of last month. The changes indicate that the mobile browser has become just “a single application swimming in a sea of apps.” [See next page for an visual explanation]

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This is why mobile marketing is something that canâ&#x20AC;&#x2122;t be ignored anymore. Lifestyle brands, retailers and products are actively and artfully trying to master the medium in order to catch their customersâ&#x20AC;&#x2122; attention and loyalty. As the marketing industry is going mobile, the fashion industry is going mobile with it. Today, there are 50 apps in the fashion section of the App Store on iTunes, with more being created and released every day. Marketers want to reach mobile consumers because this numbers are growing so fast that if smartphone owners continue to grow as fast, more than 2 billion

people will be smartphone users by 2015 and 83% of internet usage will be through mobiles, according to eMarketer. Even better? About 50 percent have made purchases with their smartphones, according to data from Prosper Mobile Insights. When referring to fashion and smartphones, there are three kind of apps that are now the most downloaded. The first category is about shopping. As more and more fashion brands have their own application for smartphones, the relationship between customers and brands is narrowing. They are used to purchase the items that the brands sell, but also for creating a bigger

engagement. These are apps that sell new clothes and accessories. They provide all the collections that are avaliable in the stores directly to their clients. There are also some fashion brands that only sell by their website, creating a new business model that was unthinkable before, for example; ShopStyle Mobile, Style. com, Asos. The second type of apps that are on the AppStore or GooglePlay are directed to find inspiration. Seeing outfits from different people from around the world give all kinds of inspiration as to how to dress, or to find new ways to put together items that may already be in

their wardrobes. They also track trends to be updated with the last fashion news. Some of the best apps are Trendstop Trendtracker, The Sartorialist, Elle Shopping Guide, Asap54, Target, Gleam. The third category is about keeping track of the outfits that the user has. Managing wardrobes and making lists of the items that they need for holidays are some features that they offer, but they can also scan barcodes or take pictures to items to know the brand and where are available to buy. TouchCloset, Cloth, Stylebook, Wardrobe Assistant are some of those new type of fashion apps. Some of them also suggest outfits regarding body shape and taste. They are digital personal stylist that create different outfits from different brands of clothes, such as, 365looks.com, MyShapeStylist.com, Clamotty.

But why are those app becoming successful? Here are 10 points that explain the benefit of joining mobiles and fashion: 1. Time is money. 2. High consumer demand. 3. Shopping without geographic limitations. 4. Shopping without pressures. 5. Price comparison gets easy. 6. Rewards & exclusive offers. 7. More than just shopping apps. 8. Brand identity and customer engagement. 9. Interaction is the key. 10. Future technologies lead to new market trends. https://www.behance.net/hollysharpe

Mobile app use grows 115% in 2013

$402 Billions in 2014

Mobile apps could hit $70 billion in revenues by 2017

232.000 people Sold fashion industry world wide

$2,560 trillion in 2010

$621 Billions in 2014

$5 Billion organic cotton used in textiles

attend to the New York Fashion week each year

china

China textile industri processes 41.3 million tons of fibre

American house hold spent more than on apperel & footwear

$20 million

is funneld in to NYC economy during fashion week

$1.700 In the UK there are ÂŁ30 billion worth of unworned clothes

MANGO CLIENT APPLICATION

1. 2. 3. 4. 5. 6. 7. 8.

VALUE PROPOSITION MISSION PERSONA SEMANTIC MAP LOGISTICS USER JOURNEY USER CASE & FLOWCHARTS PROTOTYPING FINAL PROPOSAL

VALUE PROPOSITION

“ THE REAL YOU

WE HELP YOU FEATURE

“

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Client Application

MISSION

Mango is a womenâ&#x20AC;&#x2122;s clothing company founded in 1995 in Barcelona, Spain. The brand later looked to diversify the business by opening two new branches: H.E (Mango menâ&#x20AC;&#x2122;s clothing line) and Mango Kids. However, Mango still hasnâ&#x20AC;&#x2122;t reached the development level of other big competitors like Zara. Because of this, it is in a vulnerable position that can be challenged by the use of technology. The growing competition of the fast fashion brands have pushed companies of that sector to look for innovative ways of connecting with the clients and by this, increase engagement between the clients and the brand, and clients recognition. In the case of Mango, this is not enough,

it is also necessary to improve the processes inside the creative department in order to develop successful collections and reduce the timing. For this reason, getting a deeper understanding of the client is fundamental.

Mango Client App

Targeting the young woman who is starting to develop more formal clothing style, and a more defined dressing code according to the needs of her recently starting professional life.

Objective

To provide a tool that can work as a personal

shopper and a community spot for fashion and interaction, based on big data provided by Telefonica, the company and the client.

Specific Goals

1. To engage the client by offering different services revolved around information and gaming options. 2. To provide an updated tool for creating style and sharing the creations in different ways. 3. To generate confidence and attachment to the app from the client by using an emotional approach. 4. To make the client feel comfortable to share her personal information, thus allowing the company to know its public on a deeper level.

PERSONA

Estibaliz        

Young Woman Starting her professional life Not so in to fashion Willing to take a step forward in terms of her style Does not shop so often Does not spend too much on clothes Does not like to show off too much Willing to try new things

SEMANTIC MAP

As explained in the previous section, the semantic map is the tool used for organising the information collected from different sources, such as databases, blogs, journals, etc... In the case of the the Mango Client application, the semantic map is a tool that will gather information form trendbooks, fashion blogs, lookbooks, and other trendy spots that could be useful and helpful for our user. In order to find the most “in” outfits and joining events around the user’s location, the application will also gather location and weather data.

The application will collect information from these sectors: Fashion Culture Social Networking Shopping Inspiration Websites

The application will provide information based on the current whereabouts of the user by default. This way the client can choose between the options and make a the perfect outfit for any occasion she chooses.

USER JOURNEY

With the interest of know better our user, we developped the user journey. This tool explain the everyday activities of our person of interest. The user journey helps us analyse information according to the activities, the touchpoints and the opportunities created in each one. We got a series of insights for the use and functionality of the app. Some of these include:      

Personalization Emotional approach Suggestion tool Sharing with her friends Regular use Be more than an app

MORNING

MANGO COSTUMER

IDENTITY Julia 28 años 1 Brother + 1 Sister From Vigo Lives in Barcelona Bussiness administrator Looking for a job PERSONALITY Shy and quiet Not center of attention Hard - working SOCIAL NETWORKS Facebook and Twitter FASHION Not fashionista Basic clothes White+black for interviews Need a defines style Lacks confidence NEEDS-DESIRES A job in Barna Not much money to expend A boyfriend

EMOTIONAL STATUS

MID-DAY

Tired & A little bit Thought- Feel nice Feeling a little relaxing full of working good depressed out “looking forward to the day”

Room Kitchen

Room

House City Gym

Gym “exercise a ”lot””

Gym City Home

Inspired to have a heathy meal

AFTERNOON Feels Feel good relaxed but & inspiraa little tional guilty of doing nothing

Home Kitchen Preparing Livingroom lunch “Rest”

Bathroom Room “get dressed”

CONTEXT

CUSTOMER’S JOB TIMELINE OF JOURNEY STAGES

TOUCHPOINTS

COMPANY ACTIONS

TELEFONICA INSIGHTS OPPORTUNITIES

9-10 Wake up Breakfast

10-10:30 Dress

10:30-11 Walk to the gym

Advertis- Applicaing online tion for outfit picking

Ipod for music

Be online Online facebook, updates news, mail, adv.

City advertising, billboards etc.

11-12:30 Gym + shower

Give info about the sports wear

Happy

Happy, anctious, lost

Happy, laughter

Happy anctious, looking forward

Happy, nervous

A little drunk, super secure

Bad, sick, a little hate, laughter, tired and sleepy

Home City Company’ s interview

Company City Restaurants

Stores City (Zara, Mango, Hym) Puerta del angel

City restaurants (La Sureña)

City Home (getting ready)

Home City Friend’s House

Friend’s house City Club

Club City Home

Phone app, online advertising, while she share with friends

In store app & iphone choose outfits, look for products, saved

Updates her digital wardrobe with the new clothes she bought

#mango #ibought today Social Networks Bragging

22-24 Home + change for party

24-03 Party in a friend’s house

App, shopping experience sales men

Ipad App to choose outfit

Iphone, upload pictures

City ads + Inpirastores tional + visuals online + social networks

Ads, tv, pc, tune in, spotify

12:30-13 Walk Home

13-14 Cook + eat

14-15 Relax (sofa) Online

15-16:30 Clean + Get dressed

16:3018:30 Metro + Interview

Ipod for music

Ipad for recipe

Tv, laptop, look for jobs, ads online, app...

Ipad App helping choose the outfit

Iphone Iphone, use in the share metro wishlist with her friend

City advertising, billboards etc.

Online and tv ads + social networks

NIGHT + DAWN

Nervous, anctious, looking forward

Find online advertising, updates, about her day, alarms...

Check up the iphone from time to time (mail, app, social)

App use for the outfit and daily feed (weather, trends, personal info)

EVENING

18:30 - 19 19-21 Meet her Shopping friend

21-22 Drinks + tapas

03-06 Club

06-07 Go home + Sleep Iphone on the way home

Social networks

Link news and daily information with the app, add a social component, work in the interface, include a sharing aspect. BIG DATA. Personal- Be more ize every- than an day info app

Encourages Julia after the gym

Suggest things about her likes

Sugest posible looks and accesories

Share her Shopping likes with Buddy the friend

Sugest make up and hair styles 4 the look

Close-up

MORNING

MANGO COSTUMER

EMOTIONAL STATUS

MID-DAY

AFTERNOON

Tired & A little bit Thought- Feel nice Feeling a little relaxing full of working good depressed out “looking forward to the day”

Inspired to have a heathy meal

Room Kitchen

Home Kitchen Preparing Livingroom lunch “Rest”

Room

House City Gym

Gym “exercise a ”lot””

Gym City Home

Feels Feel good relaxed but & inspiraa little tional guilty of doing nothing

Bathroom Room “get dressed”

CONTEXT

CUSTOMER’S JOB TIMELINE OF JOURNEY STAGES

TOUCHPOINTS

COMPANY ACTIONS

App use for the outfit and daily feed (weather, trends, personal info) 9-10 Wake up Breakfast

10-10:30 Dress

10:30-11 Walk to the gym

Advertis- Applicaing online tion for outfit picking

Ipod for music

Be online Online facebook, updates news, mail, adv.

City advertising, billboards etc.

11-12:30 Gym + shower

Give info about the sports wear

Happy

Happ anct lost

Home City Company’ s interview

Company City Restaurants

Store City (Zara Mang Hym) Puert ange

Phone app, online advertising, while she share with friends

In sto app ipho choo outfi look prod saved

12:30-13 Walk Home

13-14 Cook + eat

14-15 Relax (sofa) Online

15-16:30 Clean + Get dressed

16:3018:30 Metro + Interview

Ipod for music

Ipad for recipe

Tv, laptop, look for jobs, ads online, app...

Ipad App helping choose the outfit

Iphone Iphone, use in the share metro wishlist with her friend

City advertising, billboards etc.

Online and tv ads + social networks

Nervous, anctious, looking forward

Find online advertising, updates, about her day, alarms...

Check up the iphone from time to time (mail, app, social)

18:30 - 19 19Meet her Shop friend

App, shop expe ence sales

City a store visua

USER CASE & FLOWCHARTS

The use of this tools allow us to have a clear visualization of the use of the app versus the needs and wants of our user. That way we can curate the content and tools from an early stage in the process and make more effective decisions for the design phase.

https://www.behance.net/hollysharpe

The mind map explains where can be find the attributes of the proposal, according to what we are offering to the user.

Privacy

Settings

Preferences Help

Gossip Spot

Log out

Sharing

Community

My Closet

M Hey Estibaliz!

Surprise Factor

It’s so sunny today, it won’t rain and there is a food festival close to your house, wouldn’t be amazing to go? Miren is going too!

Big Data

Blog

My Plans

Celebrity Match

Next events

Inspiration Spot

Gaming Plans

Daily

suggestions

Big Data

Friends going Trends

Color Factor

What color do you feel like today?

Color Trends Activities Emotional Semantic map

Barcelona, Saturday, sunny and no rain around!

Big Data

Weather & Location

PROTOTYPING

In order to be effective with the development phase we started to work at a very early stage on wireframes prototypes in order to get some feedback from testers and experiment with the functionality ourselves. In the second stage of prototyping thanks to the wireframing tool and the previous feedback we were able to re-design the visual part of the app, making it more flattering for the sight and easier to navigate in.

Personal shopper

Dressing up Events Work looks Time off 2

ESTIBALIZ

Colour use

Event appropiate

Body type

Personal shopper

ESTIBALIZ

COMMUNITY

Inspiration

Gaming

Virtual closet

FINAL PROPOSAL

For testing prototypes the final proposal was based on the emotional approach, creating a image that express closeness, friendship, understanding and comfortability. We open the first screen with a very open but exact question, ¿What color do you feel like today? We are using color theory and psychology to develop the perfect match according to each user’s daily emotivity, that way we make sure the client feels pleased using it. We still have a long way to go for the complete development, but we go in the right track. “It’s a very ambitious work!” Remco, Telefonica I+D

MANGO CORPORATE APPLICATION

1. 2. 3. 4. 5. 6. 7. 8.

VALUE PROPOSITION MISSION PERSONA SEMANTIC MAP LOGISTICS INTERVIEW INSIGHTS USER CASE & FLOWCHARTS PROTOTYPING FINAL PROPOSAL

VALUE PROPOSITION

“

WE PROVIDE A NEW TOOL FOR THE CREATIVE TEAM WITH INSPIRATION AND REAL-TIME DATA, AND IT ALSO IMPROVES THE COLLABORATION BETWEEN DEPARTMENTS

“

http://theclothingmenu.com/wp-content/uploads/2012/09/Tatiana-Cueva-4.jpg

Corporate Application

MISSION

Mango Corporate App

The growing competition of the fast fashion brands have pushed companies of that sector to look for innovative ways of connecting with the clients and by this, increase engagement between the clients and the brand, and clients recognition. In the case of Mango, this is not enough, it is also necessary to improve the processes inside the creative department in order to develop successful collections and reduce the timing. For this reason, getting a deeper understanding of the client is fundamental.

Conscious of the lack of communication between the creative department and the purchasing crew, we considered it necessary as a part of the engagement process to provide a tool of communication and inspiration between both departments. This tool would also allow them to understand the process required for each of them to do their job properly.

Objective

To design an app that provides valuable tools to improve the process of communication and performance between the designer, the purchaser and the visual merchandiser of Mango.

Specific goals

1. To provide real time data related to the client, buyers, trends, etc...; and make it available to all the members of the team. 2. To provide specific tools for each of the members in order to help them perform in a timely manner, and in a smooth way. 3. To create a link between all the activities regarding the collection design, items selection, and in-store design.

PERSONAS Visual Merchandiser

Purchaser × Care about financial reports and money expenses × Looking for past buys, sales and good deals × Not care about the creativity at all × Works next to the designer for taking final decisions × Report expenses to the department × Lack of communication between design & purchase departments

Designer

× Responsible for developing new items in each season’s collections × Looking for inspiration and trends around the world × Works hand to hand with the purchaser × Restricted with the purchaser's opinion and decisions × Desire to put more creativity into the design processes × Lack of communication between design & purchase departments

× Works directly with the store × Designs the store strategies according to a marketing plan × Does not work too close with purchase & design departments × Has to keep the rotation for every product in the store in order to avoid a long tale × Could use a tool to keep information updated

SEMANTIC MAP

As explained in the previous section, the semantic map is the tool used for organising the information collected from different sources, such as databases, blogs, journals, etc... In the case of the the Mango Corporate application, the semantic map is a tool that will gather information form trendbooks, fashion blogs, lookbooks, and other trendy spots that could be useful and helpful for our user. This tool will not only help inspire the designers, but it will also keep the designer, purchaser, and visual merchandiser always in the look of what is going on. It will save time and money, and will help create a much more intimate relationship with the client but relating directly to her needs and desires.

The application will collect information from these sectors: Fashion Culture Social Networking Shopping Inspiration Websites

The semantic map will be updated on a weekly basis with new database results, sales numbers and results, in order to help the three deparments make better and smarter choices about their next steps in the process of designing, purchasing, or merchandising.

INTERVIEW INSIGHTS

As the corporate proposal involves more than one person, we decided that in this case it would be better for the project to get insights out of a deep interview with the personas. In this case we contact a fast fashion designer who works in a very known fast fashion company around the world. This gave us a list of very important insight to take into account in our development. × The collection’s structure is based on historic numbers controlled by a purchaser × The purchaser establishes the “skeleton” of the collection × The designer proposes new ideas under the established structure

× The relationship between departments is important to balance a collection between items that sell and new and “trendy” items × The communication is a problem within designer and purchaser, which needs to be solved in order to save time and be more effective × Not a very big amount of the items in each collection are design, in fact sometimes the buyed items are more than the design ones × It is important to know the purchaser information in order to “preview” the decision making × The design processes for the development of a collection can be from 3 week to 3 months

To get a clear vision of the functioning tools the user case provide us with a clear organization info that can be develop in each phase of the app design. It also highlights the app attributes and describe each tools performance into subtools.

https://www.behance.net/hollysharpe

USER CASE & FLOWCHARTS

APP MAP

Designer

Workplace Profiles

Purchaser Visual Merchandiser Profile

Online SEARCH

Real-time Data

MANGO

PROFILES

corporate

Designer

In Store Client App Big Data

Purchaser

PROJECTS

Visual Merchandiser Shared Folders CHAT DATA

EVENTS

PROJECTS

DATA

SEMANTIC MAP INSPIRATION RESEARCH REPORTS

SEMANTIC MAP

EVENTS

REPORTS

Design Tool

Projects Designs Inspiration Spot

RESEARCH INSPIRATION

Calendar

Tools

CALENDAR GALLERY

Gallery Contact

CONTACT SETTINGS

Privacy

Settings

Preferences Help Log out

Semantic map

PROTOTYPING

Prototyping has been done almost since the beginning of the ideation part of the project. In this case, the most interesting thing has been to create small mockups to check the development of the ideas together with features that the app could have. A key tool has been the user case because it helped not forgetting any need of the user in different moments of its use. It is also easier to change and develop rapid prototypes because it saves a lot of time if at first they are just titles and little images. Later on the design has taken into account to fit all the esthetical aspects and to make it easier to understand and use.

Inspire

MANGO DESIGNER

SELECTION OF ITEMS

MANGO PURCHASER

PROTOTYPES

Reasearch Design Reports Budget

COLLECTIONS

Production Marketing

Collections

Distribution Sales

Big Data

Shop

MANGO CLIENT

FINAL PROPOSAL The final proposal includes a web platform and a mobile application for ipads. During the prototyping tests some of the feedbacks have been specific about how the users of the app that are the designers, the purchasers and the visual merchandisers can use the tool and how they will use it. As a result of defining their needs more specifically, they will have two apps that offer the same kind of content but for using it in different situations. The web application is a corporate tool that will be used in the office. It is easy to use from a desktop computer to be able to manage all the data reports, to check the latest trends and to work on the development of each project. For creating the semantic map it provides all the necessary features and it is designed according to those specifications.

In the ipad application the main tool is the inspiration spot. It is perfect for checking it on the move because of its appropriate size and because it lets to take pictures and record videos from any place. As it is possible to check all the work done in the office, the internal chat, the mail or the comments feature are also really suitable. The most important aspect of both applications is that they provide the real time communication to the users, being able to check the progress of every project and saving time and money.

When Client meets Corporate Both Mango apps are connected and work together in a symbiotic way. The information flow must go both ways and provide insights valuable for each of the personas. The creative and purchase team of Mango have some needs that can be compatible with the client expectations. Because of this, both apps can collect and provide useful information for feeding the processes and help to reach the goals in each case. Big Data recollection and its statistical interpretation allows Telefonica to predict some behaviors that can be translated into business opportunities (best shopping days, shopper age, number of people per family, etc). Opening the data recollection to a more direct way where the client is the

one providing detailed information directly can make a huge difference. The community tools work as the main factor in such data collection. For example, if the user of the clientâ&#x20AC;&#x2122;s app connects her profile with her Facebook account, it will allow her to share her outfits once she is ready. This sharing option will provide information about the most desirable products or best sellers, it will also allow us to know and classify the comments of her friends and with this improve the products or take decisions regarding next collections. The Mango apps are designed in order to solve needs, provide sharing tools and receive feedback in different ways according to each case.

CORP. APP

Client App

WHAT THEY NEED

Communication Knowledge of the market Inspiration Real time info Design, shop, and decision making tools

WHAT THEY OFFER

Collaboration Interaction Data analisis Information curation

Personal information Daily interaction Networking Decision making Sharing

Deeply knowledge of the client Accurate information Direct inspiration Performance improvement Engaged clients Direct communication

Customized suggestions Personal space Confidence Style building New ways of interaction

WHAT THEY GET IN RETURN

Confidence Inspiration Customized experience Real time info Community and membership

LOUIS VUITTON 1. 2. 3. 4. 5. 6. 7. 8.

VALUE PROPOSITION MISSION PERSONA SEMANTIC MAP LOGISTICS USER JOURNEY USER CASE & FLOWCHARTS PROTOTYPING FINAL PROPOSAL

“

WE ENHANCE YOUR LUXURY LIFESTYLE EXPERIENCE THROUGH OUR exclusive PLANNING TOOL

“

http://iammeg.ph/5-tips-to-stop-your-compulsive-shopping/

VALUE PROPOSITION

MISSION

Louis Vuitton is a recognized designer brand that specializes in hand-made bags, travel accessories, and clothes. Its recognition has crossed boundaries and set them at the top of the fashion brands worldwide. The luxurious lifestyle they promote is supported by the “remain in time” spirit of a brand that has focused on traveling adventures under high standards. The purpose of a brand such as Louis Vuitton is to reinforce the feeling of exclusivity. Because of this, and based on the brand connection with traveling, the app we developed is a collection of services geared towards VIP consumers and their personal assistants.

Objective

To strengthen the sense of exclusivity by offering an app for a luxurious travel experience, with an abundance of useful tools available for the client and their personal assistant.

Specific Goals

◊ To include communication tools between personal assistant and client in order to facilitate the decision-making. ◊ To offer tailored services for the client according to the circumstances, all in a single platform. ◊ To create a community of traveling experiences based on Louis Vuitton and its recognition. ◊ To offer different levels of services according to the user engagement with the brand.

PERSONA Client ◊ ◊ ◊ ◊ ◊ ◊

Loves chasing the new releases all over the world Owns her own private collection Enjoys the exclusive buying experience Knows about luxury Wealthy house wife or Business woman Does not have enough time

Assistant ◊ Is willing to have all the help she could get to stay on top of her game at her job

SEMANTIC MAP

As explained before, the semantic map is the tool used for organising the information coming from different sources, such as big data or databases. In the case of the Louis Vuitton proposal the semantic map is much more simple than Mango Corporate, looking to find the most exclusive hot spots, events and services around different cities world wide in order to provide to the users with recommendations to improve their exclusive lifestyles. The semantic map will gather the following areas: Gastronomy Culture Travel Shopping Services (driver, security staff, medical assistance)

The client will always be using the location tool in order to give specific suggestions according to it. Using technology the system will search for the most popular but exclusive spots in each of the industries named above, ranking them by price, clientele and luxury magazines/books reviews. This way the client can choose between the options and make a selection with a favourite link that goes directly to his personal assistant account, who can book a reservation or buy tickets through the site.

USER JOURNEY

In order to develop the correct solution for our client and get the correct insights we did a user journey, which allow us to analyse very closely the daily activities of our user: What are her activities, how does she spend time off, how long is her day, what does she enjoys. The table below shows us those details, as well as identify the touch points, the opportunities in each interaction and our insights for every phase:     

Create an exclusive community Customise personal info Be able to share with the community Suggest possible destinations Be more than an app

LOUIS VUITTON COSTUMER

Active Happy Anctious

Married 3 daughters 2 Sisters From Bogota Lives in Bogota Bussiness administrator Works in Pilates PERSONALITY Outgoing Center of attention Hard - working SOCIAL NETWORKS Facebook and Twitter FASHION Super fashionista likes quality brands Shops a lot in the States NEEDS-DESIRES Help out in a foundation Go to family vacations Enjoy social events Family events Dinner partyes Give the best education for her children

Concentrated

MID-DAY

AFTERNOON

Anctious Happy

Thoughtfull Concentrated

Focused

Relaxed Calm Happy

Hurry

Room Kitchen Bathroom House House

House City Car School

School City Car Pilates studio

Pilates studio

Pilates City studio Restaubathroom rant City

Check smartphone calendar and email

Read the news (tablet or smartphone)

Listening to radio and driving, phone calls checking, etc

Laptop routine, websurfin g, social networks

TIMELINE OF JOURNEY STAGES

6:00-7:00 Wake up the kids + shower

7:00-7:30 Have breakfast

7:30-8 Take kids to school

8-9:30 Go to work at pilates

9:30-10 Do networking, mail, etc

TOUCHPOINTS

Advertising online + suggetions through the app. Alarms with new possibilities

Radio advertising. Connections between the car and the app?

City advertising, specialized media.

City advertising, billboards etc.

IDENTITY Beatriz Eugenia 36 aĂąos

MORNING

EMOTIONAL STATUS

Happy Talkie Lively

EVENING

NIGHT + DAWN

Nervous, anctious, focused Professional

Happy Calm

Hurry Focused Lovely Interested

Calm Happy

Happy Sharing

Focused but relaxed

Focused

Relaxed Sleepy

City Restaurant

School City Car

House

Private social club

House Kitchen Dinning room

House Room

House Kids rooms

Bedroom

CONTEXT

CUSTOMERâ&#x20AC;&#x2122;S JOB

COMPANY ACTIONS

TELEFONICA INSIGHTS OPPORTUNITIES

Be online Online facebook, updates news, mail, adv.

Smartphone checking. Sharing info through devices

Possible presentations or project management through laptop or tablet

Listening to radio and driving, phone calls checking, etc

10-12:30 12:30-13 Pilates Get ready lessons to lunch with a friend

13-14:30 Lunch with friend

14:3016:30 Foundation meeting

16:30-17 Pick kids at school

Advertising online + suggetions through the app. Alarms with new possibilities

App showing possible destination s with LV

App sharing possibilities between friends

Be online facebook, news, mail, adv.

Give info Give info about about hotels, hotels, spas, trendy spas, trendy destinadestinations social tions networks

Check online for restaurants and activities. Fashion trends, etc.

Laptop entrentai ment, websurfin g, social networks

17 - 18:30 Help kids with the homework

17 - 19:30 Take kids to swim lessons

19:3020:30 Family time & dinner

20:30 -22 Go online, mail, etc.

Radio advertising. Connections between the car and the app?

App showing possible destinations with LV, sharing and community services.

City advertising, specialized media.

Give info about hotels, spas, trendy destinations social networks

22-23:30 Prepare things for the next day

23:30 Go to sleep

Link news and daily information with the app, add a social component, work in the interface, include a sharing aspect, partnership with high end services such as spas, hotels, restaurants, etc. BIG DATA. Personalize everyday info

Be more Be more than an than an app, app

Be more than an app, exclusive exclusive community community

Exclusive community feeling

Exclusive and sharing options

Suggest posible looks and accesories, destinations restaurant s and alike

Be more than an app, exclusive community

Suggest posible looks and accesories, destinations restaurant

Close-up

LOUIS VUITTON COSTUMER

Active Happy Anctious

Concentrated

MID-DAY

AFTERNOON

Anctious Happy

Thoughtfull Concentrated

Focused

Relaxed Calm Happy

Hurry

Room Kitchen Bathroom House House

House City Car School

School City Car Pilates studio

Pilates studio

Pilates City studio Restaubathroom rant City

Check smartphone calendar and email

Read the news (tablet or smartphone)

Listening to radio and driving, phone calls checking, etc

Laptop routine, websurfin g, social networks

TIMELINE OF JOURNEY STAGES

6:00-7:00 Wake up the kids + shower

7:00-7:30 Have breakfast

7:30-8 Take kids to school

8-9:30 Go to work at pilates

9:30-10 Do networking, mail, etc

TOUCHPOINTS

Advertising online + suggetions through the app. Alarms with new possibilities

Radio advertising. Connections between the car and the app?

City advertising, specialized media.

City advertising, billboards etc.

IDENTITY Beatriz Eugenia 36 aĂąos

MORNING

EMOTIONAL STATUS

Happy Talkie Lively

EVEN

Nervous, anctious, focused Professional

Happy Calm

Hurry Focused Lovely Interested

City Restaurant

School City Car

House

CONTEXT

CUSTOMERâ&#x20AC;&#x2122;S JOB

COMPANY ACTIONS

Be online Online facebook, updates news, mail, adv.

Smartphone checking. Sharing info through devices

Possible presentations or project management through laptop or tablet

Listening to radio and driving, phone calls checking, etc

10-12:30 12:30-13 Pilates Get ready lessons to lunch with a friend

13-14:30 Lunch with friend

14:3016:30 Foundation meeting

16:30-17 Pick kids at school

Advertising online + suggetions through the app. Alarms with new possibilities

App showing possible destination s with LV

App sharing possibilities between friends

Be online facebook, news, mail, adv.

Give info Give info about about hotels, hotels, spas, trendy spas, trendy destinadestinations social tions networks

Check online for restaurants and activities. Fashion trends, etc.

17 - 18:30 Help kids with the homework

Radio advertising. Connections between the car and the app?

City advertising, specialized media.

Link news and daily information with the app, add a social component, work i

USER CASE & FLOWCHARTS

To clarify the correct use of the app for each user we develop a user case linked to the flowchart of each screen. The function of this mind map is to show in which part of the app are the users needs satisfied, and how are we giving them a solution through the appâ&#x20AC;&#x2122;s attributes. Merging the user case and the flowcharts helped us state which of the tool we were using worked and which ones could be edited or removed, in case theyâ&#x20AC;&#x2122;re not delivering any kind of function.

https://www.behance.net/hollysharpe

Profile

Privacy

Settings

Preferences Help

Big Data

Log out

Travel Guide

City Guides

News

Gaming

Games City Bags

GUEST

Services

VIP

suggestions

Big Data

Events Restaurant Hotels

Community

Sharing SN Chat My Plans

Profile

Privacy

Settings

Preferences Help

Sharing

Travel Assistant

Log out

Big Data

Bookings Flights Hotels Services Log out Bookings

ASSIST

Concierge

Services Favourites

Planner

Appointments Calendar Notes

Security

PROTOTYPING

Since the beginning of the project prototypes have been develop in form of wire frames, this early prototypes have been giving constant feedback and functionality insights. The prototypes show the development and constant changes between the same app, in order to shape it according to the clients needs, the brand values and the competitors out in the market. Wire frame prototypes show the first approach as a travel app. The feedback we had from it came later on when entering to the Louis Vuitton community and no-

tice an exclusive travel app just for customers. Also the design was too plain in comparison with what intended to reflect. As we develop the second proposal, taking in to account the look LV wants to show to their customers intheire existing app, we design a first approach to show and test the functionality. Although both design and content were attractive to the testers, the fact that the app was not completely develop did not contribute with the experience we wanted to show.

Intro screen 1

Exploration 2

Event Gallery

Travel Assistant Profile 5

Passbook

News & Events 7

Big Data

Personalization

Life style â&#x20AC;&#x153;magazineâ&#x20AC;?

VIP Recomendations

Travel Assistant

FINAL PROPOSAL

In the interest of going deeper into a development, specially contacting the LV client we are approaching, we propose this part of the project as a work in progress. We are willing to continue investigating to get feedback and more insights to take this proposal to the next level in order to be more competitive.

In order to develop a complete business and financial plan, we decided to create our own start up. The main idea is developing projects using big data, technology such as UX and incorporating an emotional approach, which is our principal insight from the investigation and give us a differential factor from the existing market. Our slogan reflects exactly what we are offering.

https://www.behance.net/hollysharpe

VIABILITY

Filling your heart with customized technology

Our principal strength is design and creativity, which is why we have to develop a business plan that incorporates our resources, the activities or implementation of those resources, our key partners, clarify the users, the relationship with those users, the channels to get to them, the costs and how are we going to have a revenue from that. The graphic below illustrates the whole business model, and the relationships between phases.

https://www.behance.net/hollysharpe

KEY ACTIVITIES

KEY PARTNERS •Bloggers •Fashion press/ magazines •Personal shoppers/stylist •Telefonica •Contacts in Fashion Industry •Investors •Outsourcing: programmers lawyers

Big Data •Data generation •Content curation •Events, workshops

KEY RESOURCES •Contents Curation •App Interface •Technology •Software •Marketing

VALUE PROPOSITIONS •Real Time Data to forecast •Direct Collaboration between Designer, Purchaser & Visual Merchandiser •Semantic Map as a tool •Feature the real you (personalizatio n)

COST STRUCTURE •Software/Technology •Maintenance •Management of contents •Training

CUSTOMER RELATIONS •Co-creation tool •Trainning/feedba ck meetings •PR •Personal empowerment (emotional approach)

CHANNELS

CUSTOMER SEGMENTS •Fashion Companies •Decision Makers (vp sales, designers) •Fashion Proffessionals •Fashion outsiders

•Mobile Web-App •Word of Mouth •App Store

REVENUE STREAMS •Marketing •Bloggers •PR •App Store

•App Sales •Sponsorship •Monthly fee •Customization service per license •Service feature dependent

In Conclusion The project with Telefonica gave us the opportunity to explore and think outside of the box, because of the availability of technologies and resources to develop any sort of ideas. With that in mind, it was a challenge to understand what to really come up with, considering the world is filled with new applications coming out on a daily basis. The Mango applications were very interesting to us, especially the Client application. Maybe it is because we ourselves are part of the target group, and maybe it is because we know people who would love to use this application. The Mango Corporate application seems to have a lot of potential, yet our main challenge would be to convince the corporations that we have something they are missing. And

that in itself is a challenge. The other big challenge is to actually come up with something that is not already out there. However, we think that we got to a good point in between, linking the user application with the corporate application, and integrating what is a big trend in today's world; big data. Although the Louis Vuitton application seems to be at a disconnect from the other applications, it was very interesting trying to tackle the high fashion, if anything just to contrast how we could benefit from the semantic technology in all the existing market niches. It could get somewhere one day, but being that it is still in its initial stages, the direction is unknown to us. We hope that you enjoyed this book, and thanks for reading!

Lina, Maria, Miren, and Rouba

Elisava, Spring 2014

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