Our client, Next Retail Concepts developed an immersive e-commerce experience for the retail brand Fred Segal. A 360 shopping experience that brought the Los Angeles Fred Segal flagship store to the digital screen. Users could enter the store, breeze by the clothing racks, and click on products that appeal to them. Also partnering with Refinery29 to feature a curated gift guide section in the store. Next Retail and Fred Segal launched the experience at Refinery29's 29Rooms event. Sponsored by Mastercard.
Next Retail Concepts +
Fred Segal +
As with most startups, the roles tend to have blurred lines. I mainly worked on developing the onboarding process, user interface for the checkout experience, icons, animations, and more. I also assisted the product team with the UX process, including research, lo-fi wireframes, sitemap, solidifying customer journey maps, and identifying pain points of the experience that lead to higher engagement rates. During phase three, I was also tasked with designing a series of promotional materials for our clients to use on their social medias and website homepages. The experience was mainly designed using sketch, photoshop, after effects, and uploaded to zeplin for the development team.
Producing different aspects of information architecture like low-fi wireframes, sitemap, and customer journey maps helped the team visualize how the experience and it's non-traditional structure could work together with more traditional e-commerce components. More importantly, it showed us what wouldn't work. After multiple iterations of wireframes, i moved onto making lo-fi prototypes, finalizing designs and developing a comprehensive style guide filled with colors, typography, and reusable UI components.
Our dev team created scalable microservices to pull down product information. The team worked directly with the client to create custom plugins for their system, to allow for integration and retrieval of product data.
Low-fidelity prototypes of our screens were tested with the stakeholders to get feedback on the functionality, content, and interactivity of the product.
Fred Segal debuted its collab with Refinery29 at the 29Rooms event, a once a year event hosted by Refinery29. It's filled with rooms of stimulating art installations and immersive visual and auditory experiences. Our team collaborated with Refinery29 to build a brief with production parameters, materials, & floorplan.
Users navigated and shopped the Fred Segal + Refinery29 experience through a large kiosk
We developed a QR Code to allow users to open up the store on their phones to access it on the go
Users aim their camera at QR code and a notification with a link to the store is sent to their phone
In addition to developing the user interface of the experience i was tasked with creating a series of promotional materials such as banners and social media posts using adobe after effects!
The live experience garnered over 11 million media impressions, new customer acquisition and 4x the industry average CTR for promoted material. While developing this store we kept in mind that our customer journey and overall store metrics would be used as a blueprint for all future products for Next Retail. Even the feature ideas that didn't make it in this initial store were implemented to newer stores that the company has developed. From a design aspect, I learned a lot about how functional designs derive from solid user research. If I were doing this store now with the knowledge that I’ve learned since, I would've done more in terms of web optimization and using updated web practices.This was an exciting project and I hope to get the chance to do more in the world of immersive technologies.