Design Sprint + Store Stylist app
Solutions to empower Store Stylists and delight customers.
TEAM
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2 UX Designers (incl. Me, + small multidisciplinary team for the Design Sprint)
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1 Visual Designer
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1 Product Manager
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VP, Customer Experience & Product Management
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Internal iOS Developers
DESIGN SPRINT
In November 2017, David's Bridal asked Swim Interaction Design Studio to run a weeklong Google Ventures-style Design Sprint at its headquarters in Pennsylvania. The goal: to improve the in-store experience for both Brides and Stylists. On the last day of the sprint, we constructed a simulacrum of a store — including racks of dresses and a dressing room — and tested an iPad prototype with five local David's Bridal stylists. (To everyone's amusement, I played the role of the bride-to-be.)
The prototype and test feedback subsequently became the basis for a new app.
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APP DESIGN
Tasked with turning the prototype concepts into reality, we conducted research to understand the factors that affect stylists' experiences with each bride-to-be and her unique needs. This included in-store observations of bridal appointments, user interviews with store stylists and managers, and further rounds of prototype testing.
Based on this research and feedback from the Design Sprint, we designed the MyCustomers app to centralize critical parts of the bridal appointment experience. This includes a stylist's appointment schedule, pre-filled bride profiles and online favorites, the product catalog, in-store inventory, and shareable appointment summaries.
Swim then worked with the David's Bridal team to develop the designs into a feature-rich MVP that was piloted with an alpha test group and then rolled out nationally to all David's Bridal store locations. The app demonstratively provided value and increased retention of bridal customers.
Post-launch, we continued designing and testing app improvements. These included ways to extend the tool to serve the needs of Bridesmaids and walk-ins, to support future appointment scheduling, and to add Clienteling features.
