Our client, Next Retail Concepts captured luxury fashion house, Oscar de la Renta’s Madison Avenue flagship store, providing a new and exciting launchpad for the Resort 2019 collection. The experience allows users to walk through the boutique, interact with 3D products, engage with exclusive runway footage on monitors Next Retail created to showcase marketing assets. The immersive experience was shoppable and frictionless, providing a one of kind experience for the Oscar de la Renta consumer.
Next Retail Concepts +
Oscar De La Renta
On this project, I was brought onto the design team as multi-disciplinary designer. I worked on most of the visual elements of the experience including the user interface, onboarding, and navigation. I was also involved in the research and ideation phase, eventually helping to develop the information architecture. I prototyped screens by building quick layouts with HTML + CSS to display to the product team. Closing in on launch date I began to develop and edit runway images and videos to be displayed around the store as well as create promotional material such as video ads and banners to promote the store.
After conducting user interviews and gathering contextual data, we identified key insights to help understand user expectations and behaviors
Using our gathered research and insights, i began working on the information architecture and low-fi concepts for our primary use case. After reviewing early concepts with the Product Managers, Developers, and Stakeholders - we began the transition from low-fidelity mockups to finalized high fidelity visual designs.
Designing the onboarding process was arguably one of our most important challenges. Accurately describing how to navigate the store was imperative, so users didn't grow frustrated and exit the experience. When I was developing the onboarding instructions, we had several rounds of debate regarding the language and design of our icon animations. My original onboarding animations:
The further we got along in the project, the more we noticed the original language and icons didn't quite explain the process of shopping through the store accurately enough. It also didn't account for the differences between mobile and desktop. So we went back to the drawing board.
After the UX phase began the process of finalizing lo-fi wireframes and building UI components.
Our immersive store featured 3D Products that were identified by its own unique 3D product icon. Users were able to rotate, zoom and view up-close details on designer items. This feature was especially important with products that featured delicate details like Oscar de la Renta's Tulip Pave Necklace made with clear pave Swarovski crystals.
We gathered product analytics regularly, utilizing Google Analytics and Amplitude to prepare dashboards. The data helped us gather data about our users to influence future product iterations and improvements. We identified user paint points for post-launch optimizations.
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!