Reworking the shopping loop

The Problem

I think most webstores are really bad. It’s just big lists with items. Most times just there are duplicates in different colors and it’s never organised. I think this could be done way better if we look at normal stores. Physical stores let people wander around to just look around and ‘find’ items they like. Instead of webstores where people can exactly search what they need and only purchase that.

The goal of this project was to enhance the experience for shoppers to look for and buy new clothing, while not making it too unfamiliar for web shoppers.

Photographs from theskinnybeep.com and H&M. Images are only used as example, I am not affiliated in any way with these brands.

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Regular webstores

These two loops below look very different. I think we can learn a lot from how people navigate physical stores and use that in webstores.

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Reworking the shopping loop

Most fashion brands already have content which can be super helpful for what I’m trying to achieve: Lookbooks. These lookbooks can be images on their Instagram or videos. I am going to work with video lookbooks.

What if in a webstore, users can look through these lookbooks (in video form) and when an item pops up which they would like to ‘try’ they can save it for later in their Fitting Room.

Photographs from theskinnybeep.com and H&M.

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Fitting room

When the video ends or the user is done watching, the user can go to their Fitting Room, review the items (or try the items) and buy the ones they want to keep.

Photographs from theskinnybeep.com and H&M.

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Result

If you compare the loop below to a normal store it comes very close. While not alienating shoppers by a completely unfamiliar system. In my case I chose for a story-like format but it could easily be incorperated on a website with landscape videos.

Added bonus is that users can see how items fit on people while they’re moving instead of just frontal pictures of items with the additional model shot.

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Skills

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