Case Studies

Product Discovery dla Fashion Tech

case-study-getdressed-product-discovery-eng
Client:
getdressed
Objective:
design of a web application and a plug-in
Period of cooperation:
February 2021 - ongoing
Number of sprints:
14
Number of people in the project:
3

Project context:

getdressed was created to help people match clothes. The application uses artificial intelligence and acts as your personal stylist who knows the exact content of your closet. It’s an initiative of a group of young people who decided to use their knowledge and experience before even starting their studies to create a product that would revolutionize the fashion market.

We have known the getdressed team for a long time. They have been residing in Project:People coworking space for almost two years now. We are keeping our fingers crossed and we are more than happy we can co-create this fantastic initiative! 🙂 =

Project: People’s contribution to this innovative Product Discovery project is not over yet. The work has been divided into 3 phases: UX strategy, design, and research with users. The project is to be completed by September this year.


The needs of getdressed:

  • identification of a target group for a digital product;
  • development of UVP (Unique Value Proposition) of the application;
  • development of key functionalities to be included in the first version of the product and other functionalities to be included in subsequent iterations;
  • graphic design incorporating good UX practices;
  • application and web plug-in testing with users.

 

Lean approach

Lean is our greatest differentiator, it’s how we work. In short, Lean can be described as being open to new solutions, being focused on delivering value in the shortest possible time, and validating hypotheses based on experimentation. 

While not every project is suited for Lean, it’s the ideal method when creating a new product that brings innovation to the market. To our delight, the client agreed with us on this!

The agile methodology gives researchers a lot of freedom. In the exploratory phase, the choice of tools and the decision about the process was up to us. 


“Such a client is a treasure”

This is a quote from our internal post-project retrospective that captures the feelings we had during those 5 sprints. 

We always emphasize that when collaborating with a client, we create one unique team. This is one of the principles underlying Lean UX. Cooperation with getdressed is the best proof that such an approach brings value and ultimately leads to better results.

Thanks to the client’s commitment and openness to all sorts of experiments we were able to test several different hypotheses on what the final product should look like.

Sprint 1: Kick-off workshop and desk research

 

The first workshop with a client is the starting point in any project. Although we know most of the getdressed team, such a meeting was necessary to base the project on facts rather than our assumptions or anecdotal evidence. 

 

Workshop plan

Basic assumptions of the workshop:

 

  1. Getting to know the entire team and defining the roles of those involved in the first phase of the project. 
  2. Getting to know the client’s vision for the product. Mapping how each team member defines the proto-persona of the application.workshop-kickoff-product-discovery-for-Fashion-Tech 
  3. Using Rogers’ Curve to map out the target group for the application. 

    audience-product-discovery-for-Fashion-Tech-1

Desk research 

After the workshop, we moved to desk research. The first step was to analyze the reports and materials from the research conducted by other companies, as well as the client’s records and conclusions.

Based on the collected information, we developed the first research hypotheses and chose two validation methods: exploratory survey and in-depth interviews (IDI).

Sprints 2-4: UX Research 

Exploratory survey
The first step in validating the research hypotheses was to develop a quantitative survey. We collected 190 responses during a one-week distribution.

research-product-discovery-for-Fashion-Tech

Survey results – We asked where the respondents get information about fashion and trends.


In-depth interviews

Having analyzed the survey responses, we developed conclusions and subsequent research hypotheses that were presented to the client during a joint workshop.

We validated the new hypotheses using in-depth interviews. We conducted hour-long in-depth interviews with 13 potential users.

 

Completive analysis

Based on the research, we selected 5 applications of potential getdressed competitors. 

We analyzed:

  • number of users,
  • user engagement,
  • application functionalities,
  • UX of the application,
  • target market,
  • branding,
  • partners.

 

Market and trend analysis

Based on the reports we have developed conclusions related to Poles’ behavior while shopping for clothes, the size of the e-commerce market, and mobile application users.

The analysis of trends related to the Fashion industry, the use of AI technology and fashion apps were an important research activity.

 

Application functionalities

After the analysis of all the information, we conducted a workshop with the getdressed team. Using the Kano model, we defined the most important functionalities and their role for users.

 

Paper Prototyping workshop

The workshop with potential users was a very important element of the whole project. It was conducted when we already had enough information about the target group.

The situation required remote workshops, so instead of paper, we used the Miro application.

This allowed us to explore the draft of the application flow design. This is a typical activity in the Product Discovery process. Additionally, we conducted the same workshop with the getdressed team so they could feel what it’s like to be a user of their product.

The practical form of the workshop allowed us to design the application in a short time. If we had wanted to run tests on a prototype of the app, we would have needlessly spent resources on design. 

The experimental Lean UX approach allowed us to redesign the entire flow of the first screens in a single sprint with minimal investment, in line with the Product Discovery methodology. We are talking about savings of tens of thousands of zloty.

product-discovery-for-Fashion-Tech-1

Sprint 5: UX strategy

In the last sprint of the first phase of the project, we summarized all the conclusions as a preliminary strategy. We defined the UVP (Unique Value Proposition) based on the Golden Circle  by Simon Sinek. We supplemented the information using the UVP in Details tool to determine the unique value proposition. 

We defined the user group without developing specific personas (as is standard practice) based on the Jobs To Be Done theory, which helps understand the needs users seek to satisfy, what motivates them, and what tasks the application should perform for them.


product-discovery-for-Fashion-Tech


The strategy was complemented by the SWOT analysis and the most important recommendations were prioritized according to the MoScoW model.

It is worth remembering that the entire process was carried out remotely, and the workshops were conducted using a collaborative work tool – Miro.

Sprints 6-14: UI/UX design and user research 


The project is ongoing and we will describe the next stages in the future. We will inform you about the publication of the second part of this case study to make sure you don’t miss anything.

Summary

Lessons learned

 

  1. First, we see tremendous value in designing Lean UX experiments. Thanks to the Paper Prototyping workshop, we were able to quickly validate our assumptions about the flow of the first screens in the application without involving a single person from the design department.
  2. Frequent presentation of the results and recommendations to the client allows for immediate feedback. We can check if our design assumptions are feasible and at which stage of development it is possible to implement them.
  3. The workshop formula engages the client’s team and makes it easier for them to get acquainted with the applied methodology.
  4. Thanks to the client’s openness to frequent changes and consent to work without a clearly defined vision of the end (lean work) we came up with innovative solutions that meet the real needs of potential users. Agile methodologies also help to “catch trends”, i.e. to target solutions at a group of early adopters.

We started cooperation with Project: People team in conditions of extreme uncertainty. The starting point was some basic technological assumption of a new product. We jointly developed and validated key hypotheses to determine the shape of the new mobile application. The entire process was conducted in dynamic loops that also involved people from the getdressed team. 

We greatly appreciated the efficiency and innovative approach. We also experienced incredible openness. The getdressed team learned a lot not only about our market, product, and target group but most of all about the research process. 

We recommend collaboration with Project: People, especially in terms of developing new innovative solutions.

Daniel Mika, CTO GetDressed

Figures:

190

exploratory survey responses

13

in-depth interviews

1

Paper Prototyping workshop

Tools and methods:

 

  • kick-off workshop
  • Values Poker
  • Rogers’ curve
  • exploratory survey
  • in-depth interviews
  • Kano model
  • Paper Prototyping workshop
  • Customer Journey Map
  • UVP in Details

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Project team, i.e. who was responsible for what

Author of the Case Study

Grzegorz Górzyński Senior Strategist w Project: People
Creates and helps clients develop marketing and business strategies.

He gained experience in NGOs, corporations, startups, SMEs and agencies which gives him a holistic view of the business.. He also worked with Facebook Inc. on the Global Developer Circles project.

He has led or participated in dozens of strategic projects.

He provides training in marketing, social media and business idea validation. He was a speaker at Social Media Week Warsaw, BOSS Festival, PR Camp, or Crash Mondays.

Enthusiast of Lean Startup approach, traveling and good food.

Other members of the team

Paulina Drygała Lean Marketing Consultant & Strategist
Paulina is in love with the workshop formula and collaborative approach to working with clients. She specializes in personal branding and strategic activities.

She is great at Lean Startup projects conducted in conditions of extreme uncertainty and without a clearly defined vision of the end.

Paulina is also a content marketing specialist, she supports clients in the process of content creation based on marketing strategy.

She conducted workshops on personal branding during the PRCamp event.

In her private life, Paulina is a fan of Golden Age cinema, high-quality TV shows, and water sports.