Arvind.

We have the opportunity of building the digital experience of a consolidated firm. What priorities did we set? Creating a digital universe for the brand that fitted and kept consistency with its retail identity. Achieving consistency in user experience through all channels -the experience had to be seamless. What are today’s consumers looking for? Without a doubt, today’s consumers want to decide when, where and what they are buying, and hope for the same experience regardless of the channel they are using. It was clear to us that we had to focus in developing an omnichannel experience. Starting from this premise, we realised it was a priority, in order to create aunique digital experience, to create a mobile app and digital in-store kiosks, in addition to an e-commerce. Later on, as a result of the first interviews with a target group of users, we were able to confirm that this was the right strategy.

The purchase process is the culmination of a good e-commerce experience. How do we help to improve this experience? Starting from the premise that the whole process should be very intuitive in order to facilitate and stimulate conversion, we had to implement browsing logic and visual processing solutions in such a way that the purchase process was improved, making it easier for the user in two key ways: suggesting garments that they might like, from products previously viewed, and specifying as much as possible the sizing and characteristics of each product.

Users are at the centre of our work. Our main focus is their experience, so that the interaction with our digital products is enriching, satisfying and fulfilling their expectations. To try it out, we included users in the development process, reaching to them in two key stages of the project: At the beginning, through interviews, to find out about their habits and expectations. At a more advanced stage of the visual and Ux design, to confirm that the visual language and the functional focus were as expected. By listening to the real thing, we were able to confirm that we were going in the right direction, and were able to correct and modify some issues as a result of their suggestions.