the app book
This App book contains a step to step guide of how the new Claire’s app would work. It shows all the elements that consumers can use and how visually the app will be presented.
This will be the first page that will come up when users open the app. It introduces the new identity of Claire’s, letting users know that the brand has been refreshed.
we’ve clicked refresh
The next page that users will see will be this refresh icon. The icon will spin around and around creating suspence to see the new Claire’s app and the visuals.
online shop This is the homepage for the app. It shows the new Claire’s logo and visually represents the new fun, playful personality of the brand. It has buttons to lead users to the online shop, a tutorial section, music section, playtime section (where the gaming takes place) and a link to their own personal profile page. It also has links to the brands facebook, instagram, twitter and youtube site - this encourages users to use not only the app but other brand channels.
tutorials your profile MUSIC
playtime
online shop jewellery accessories
After users have selected to go onto the online shop section of the app, this is the screen that they will see. The online shop will be a functional area where customers can buy products, look up stock and find out product infomation.
hair
makeup
kids
brands
tutorials how to’s
THE TRENDS
THE CHANNEL
After users have selected the tutorial section of the app, this is the screen that they will see. This is the homepage for the tutorial section where they will then have the option to view how to videos, trend videos or go straight to the Claire’s channel featuring videos on different fashion and lifestyle elements. Tutorials have been a massive trend with the fashion segment as consumers feel like they are getting something back from the brand and also learning something. how to make weev bracelets
music new finds
the playlist
live sets
THE VAMPS - wild heart This is the music section of the app where users will lead to after selecting the music button on the homepage. There will be three options on the music section: new finds, the playlist and live sets. The music sections of the app allows users to discover new music, view live music and share music they like. This will work well for Claire’s to achieve their goal of being focused on discovery and innovation.
ONE DIRECTION - midnight memories LITTLE MIX - move BASTILLE - pompei BEYONCE - xo ELLIE GOULDING - explosions
PLAYTIME This the playtime section of the app, where users can play games, take selfies and hunt for clothing and accessories. This element of the app focuses on consumers having fun, being playful and enjoying themselves. The first option within the playtime section is called ‘the hunt’. It is a chance for users to upload pictures of items they have seen on someone or somewhere but have no idea where they can buy it. After they have uploaded it the Claire’s team will find it for them or if they can’t find it they will find something similar from the Claire’s range. This section aims to cure girls of their outfit envy by creating a useful tool that will help them find any item they really want. This is important for Claire’s as it starts to build a trusting relationship between the brand and the consumer.
THE HUNT
THE GAME
SELFIE CENTRAL
THE HUNT
cure your outfit envy
upload a pic of an item you’ve spotted on someone and we’ll find it for you
upload
PLAYTIME THE HUNT
THE GAME
SELFIE CENTRAL
BUbble spinner The next option on the playtime section is for users to play a game. Claire’s will feature different games on the app and their website that users can play. Each month they will change the game to keep things new and exciting.
PLAYTIME THE HUNT
THE GAME
SELFIE CENTRAL
your high score is: After users have played the game they will have the option to submit their best score to be entered into a competition to win Claire’s prizes and tickets to music events. The game section of the app will be constantly changing and really focused on fun and entertainment.
102
DO YOU WANT TO SUBMIT YOUR SCORE?
YES
PLAY AGAIN
SUBMIT YOUR SCORE TO BE ENTERED IN THE PLAYTIME COMPETITION
PLAYTIME THE HUNT
THE GAME
SELFIE CENTRAL
selfie central The last option in the playtime section is called ‘selfie central’. It is a place where the users can upload a selfie or take a selfie using their camera and then distort it in playful and funny ways. The main aim of this section is for users to have fun and take the seriousness out of the selfie.
take a selfie upload a pic
PLAYTIME THE HUNT
THE GAME
SELFIE CENTRAL
selfie central
After users have a selfie they want to use they will be taken to this screen where they can play around with their image. There will be many different funny options and ways to distort their selfie and also the option to add motifs and writing. After they have finished they will have the option to post the image on twitter, facebook, or instagram. This will also be a way for Claire’s to get people taking about the app and also the rejuvenation of the brand. Hopefully users of the social media sites will see the funny images and want to have a go themselves.
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+ fish eye
twist
tunnel
add icon
your profile sarah recent purchases This is the personal profile section of the app, this is where users can create their own space. They can store their recent purchases, their favourites and their funny images. As part of this sections users will be able to share information, recommend items and also chat to other users. This is where users will feel like part of a community and where the app becomes really social for users.
fav videos fav colour: yellow star sign: cancer age: 10 location: worcestor
my playlist
playtime favs
This App book has shown the journey consumers will take when using the new Claire’s app. The app offers users and chance to shop, watch videos, listen and discover music, play games, be social and feel part of the Claire’s community.