New Look
Service Design | UX/UI Design
Service Design | UX/UI Design
I created a conceptual service for New Look aimed at improving the overall customer experience through new solutions, requiring me to develop a service that was consistent with New Look's brand identity while also meeting user needs.
I created a conceptual service for New Look aimed at improving the overall customer experience through new solutions, requiring me to develop a service that was consistent with New Look's brand identity while also meeting user needs.
Role
Role
UX/UI Designer
Service Designer
UX/UI Designer
Service Designer
Tools
Tools
Figma, Photoshop, Google Forms
Figma, Photoshop, Google Forms
Team
Team
Bushra Habibah
Bushra Habibah
Duration
Duration
Jan 2024 - April 2024
Jan 2024 - April 2024
Context
Context
Online platforms like Amazon and Alibaba have greatly impacted the retail business, especially during the pandemic, causing a shift towards digital shopping. In response, hybrid business models that combine digital and physical interactions have helped many organisations to adapt and evolve. The given brief focusses on rejuvenating a chosen fashion brand's service to accommodate a hybrid retail future.
Online platforms like Amazon and Alibaba have greatly impacted the retail business, especially during the pandemic, causing a shift towards digital shopping. In response, hybrid business models that combine digital and physical interactions have helped many organisations to adapt and evolve. The given brief focusses on rejuvenating a chosen fashion brand's service to accommodate a hybrid retail future.
The Problem
The Problem
Research shows that New Look's target audience values accessible stores and affordable, quality clothing. However, they struggle to find and create outfits with multiple items. There's a clear opportunity here for a new service with relevant touchpoints that aids customers in finding items and creating unique outfits.
Research shows that New Look's target audience values accessible stores and affordable, quality clothing. However, they struggle to find and create outfits with multiple items. There's a clear opportunity here for a new service with relevant touchpoints that aids customers in finding items and creating unique outfits.
The Goal
The Goal
Create a hybrid shopping experience for New Look by designing 3 interactive touchpoints that have both a digital interface and a physical aspect. These touchpoints will together improve the customer experience across both online and in-store platforms, making purchasing more intuitive, engaging, and accessible.
Create a hybrid shopping experience for New Look by designing 3 interactive touchpoints that have both a digital interface and a physical aspect. These touchpoints will together improve the customer experience across both online and in-store platforms, making purchasing more intuitive, engaging, and accessible.
Current service experience research
Current service experience research
60%
60%
Find difficulty to find items that go well with each other
Find difficulty to find items that go well with each other
20%
20%
Found it easy to find something in their size
Found it easy to find something in their size
100%
100%
Often buy items not on their shopping list
Often buy items not on their shopping list
40%
40%
Are able to make outfits with the items they find in store
Are able to make outfits with the items they find in store
60%
60%
Says the website makes it easy for them to find what they’re looking for
Says the website makes it easy for them to find what they’re looking for
100%
100%
Don’t always find what they’re looking for
Don’t always find what they’re looking for
User Empathy Map
User Empathy Map
Solution
Solution
New Look customers often find difficulty in finding items and outfits in-store.
My solution is to create an innovative outfit making service to their digital and physical experience. This will not only empower users to design their own outfits but also features an in-store leader board showcasing these creations. This visual touchpoint will invite customers to the in-store “Outfit Oasis” device, where customers can discover in-store items, experiment with different outfit combinations, and request to try on their chosen pieces.
By creating these 3 touchpoints, this solution will fulfil customer needs and therefore improve the shopping experience overall.
New Look customers often find difficulty in finding items and outfits in-store.
My solution is to create an innovative outfit making service to their digital and physical experience. This will not only empower users to design their own outfits but also features an in-store leader board showcasing these creations. This visual touchpoint will invite customers to the in-store “Outfit Oasis” device, where customers can discover in-store items, experiment with different outfit combinations, and request to try on their chosen pieces.
By creating these 3 touchpoints, this solution will fulfil customer needs and therefore improve the shopping experience overall.
Stakeholder Map
Stakeholder Map
I made a stakeholder map establishing relationships between the user and those that had an influence in the service. By looking at the customer experience from the stakeholder's POV, I wrote down what each stakeholder provided to the other. Doing this helped me better understand who and what is involved when I go about improving the current service.
I made a stakeholder map establishing relationships between the user and those that had an influence in the service. By looking at the customer experience from the stakeholder's POV, I wrote down what each stakeholder provided to the other. Doing this helped me better understand who and what is involved when I go about improving the current service.
Scenario of use (sketch)
Scenario of use (sketch)
Device
Device
Leader board
Leader board
Wireframe Iterations
Wireframe Iterations
Outfit Making Page
Outfit Making Page
Initially the filter was placed in rows, but I realised because it took up too much unnecessary space, only a few items were able to be shown at the same time.
That’s why I created a drop down menu for each filter, this allowed the page to look more organised, clean and have more space for the items, thus improving the user experience.
Initially the filter was placed in rows, but I realised because it took up too much unnecessary space, only a few items were able to be shown at the same time.
That’s why I created a drop down menu for each filter, this allowed the page to look more organised, clean and have more space for the items, thus improving the user experience.
Before
Before
After
After
Outfit Info Screen
Outfit Info Screen
Initially the outfits were shown on the left, with the outfit items below it. On the right were buttons to view items or request items. I felt the info screen didn’t give enough relevant info and felt the items below the outfit weren't necessary.
That’s why I added relevant info showing; the outfit's total cost, it’s rating, the number of likes it has and it's leader board position. I also removed the items below the outfit, so the outfit becomes the focal point of the screen.
Initially the outfits were shown on the left, with the outfit items below it. On the right were buttons to view items or request items. I felt the info screen didn’t give enough relevant info and felt the items below the outfit weren't necessary.
That’s why I added relevant info showing; the outfit's total cost, it’s rating, the number of likes it has and it's leader board position. I also removed the items below the outfit, so the outfit becomes the focal point of the screen.
Before
After
Service Blueprint
Service Blueprint
To ensure the service I created flows seamlessly, I looked into how the service would work behind the scenes so the user can easily grasp this new service. By researching what happens online and in store I was able to have a better understanding at what points the user will interact with the service.
To ensure the service I created flows seamlessly, I looked into how the service would work behind the scenes so the user can easily grasp this new service. By researching what happens online and in store I was able to have a better understanding at what points the user will interact with the service.
Brand Identity & Design Decisions
Brand Identity & Design Decisions
Logo, Service Name & Slogan
Logo, Service Name & Slogan
'Outfit Oasis' was chosen due to its association with discovery and inspiration. 'Outfits made by you, voted by you' invites users to take part in outfit creation and voting, while also being memorable enough to be promoted through word-of-mouth. The colours represent an oasis; dusty rose (earth tones) and blue (water).
'Outfit Oasis' was chosen due to its association with discovery and inspiration. 'Outfits made by you, voted by you' invites users to take part in outfit creation and voting, while also being memorable enough to be promoted through word-of-mouth. The colours represent an oasis; dusty rose (earth tones) and blue (water).
Fonts
Fonts
Device
Device
Device
Heading - Lato
Heading - Lato
Heading - Lato
Sub Heading - Lato
Sub Heading - Lato
Sub Heading - Lato
Body Text - Public Sans
Body Text - Public Sans
Body Text - Public Sans
Website
Website
Website
Heading - Unna
Heading - Unna
Heading - Unna
Body Text - Lato
Body Text - Lato
Body Text - Lato
Secondary Text - Unna
Secondary Text - Unna
Secondary Text - Unna
The fonts for the device, are minimalistic and sharp, allowing for easy readability, making the service accessible.
The website features two fonts, which together, establishes a distinct hierarchy and creates a visually appealing contrast, perfectly showcasing the brand’s tone of voice.
The fonts for the device, are minimalistic and sharp, allowing for easy readability, making the service accessible.
The website features two fonts, which together, establishes a distinct hierarchy and creates a visually appealing contrast, perfectly showcasing the brand’s tone of voice.
Colours
Colours
#FFFFFF
#FFFFFF
#DDDDDD
#DDDDDD
#36B0F5
#36B0F5
#00D0A6
#00D0A6
#282828
#282828
#D68A7A
#D68A7A
#FFE1D1
#FFE1D1
All the colours had a high contrast against each other, making the service accessible. The colours create a seamless transition from the online experience to the physical device. Both the device and website colours reinforces a sense of warmth, harmony and trust, which is exactly what New Look stands for.
All the colours had a high contrast against each other, making the service accessible. The colours create a seamless transition from the online experience to the physical device. Both the device and website colours reinforces a sense of warmth, harmony and trust, which is exactly what New Look stands for.
Screen Showcase
Screen Showcase
New webpage screens
New webpage screens
In-store device screens
In-store device screens
Key Takeaways
Key Takeaways
Defined user needs through brand research and empathy mapping, identifying pain points that helped build a smooth online to in store experience.
Learnt service design tools like stakeholder maps and service blueprints to visualise and improve the end-to-end service experience.
Defined user needs through brand research and empathy mapping, identifying pain points that helped build a smooth online to in store experience.
Learnt service design tools like stakeholder maps and service blueprints to visualise and improve the end-to-end service experience.
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Thanks for stopping by!
Let's connect 👋
Thanks for stopping by!
Let's connect 👋