Artilect Design Sprint
Concept
Making a splash in the global clothing market is difficult for any company. Artilect came to us prior to their Spring 2021 global launch with a hunger to change the game. They wanted to leverage all available technology by placing near field communication (NFC) chips on garment boxes, hangtags, and zipper pulls.
We worked closely with their in house marketing team and based our user understandings on established personas.
Role
User Research, Service Design, Mobile Web UI Design
Duration
3 Weeks
Our team was asked how we might use NFC technology to…
Streamline retail education.
Create further product engagement post purchase.
End product life in a meaningful way.
Journey Mapping and Ideation
Streamlining Retail Education
Our solution: Educational Micro Site + Product Bundle Discounts
Landing Page
After shoppers scan a highly visible NFC tag they would have a plethora of information at their hands. These NFC tags would be placed either on garment boxes or hangtags. Immediate options allow for further education about the product technology, other items at the store, sizing, and more.
Open Tab Retention
When a shopper exits the micro site the tab remains open in their mobile web browser. This adds another possible viewing opportunity outside of the store.
Garment Technology
A sizzle video is placed high to grab attention while further scrolling breaks down garment technology in understandable ways.
Brand Implementation
Utilizing brand aesthetic is essential through-out the micro site. NFC usage involves several conversion pinch-points so immersing shoppers in the brand as much as possible is a must.
Line Purchase
Integration of Artilect CMS and retailer inventory would allow display of specific garments available at each retailer. Multi-purchase discounts would benefit all parties.
The Underground
This page educates consumers about the added benefits of Artilect’s ownership club “The Underground.” This community also aids in solving the second aspect of the design proposal.
2. Creating further product engagement post purchase both during exercise and leisure.
Our solution: Location based recommendations and activity challenges + stranger scan and return capabilities + simplified customer service.
Digital Ownership Hub
After scanning an NFC chip built into a garment and registering it as their own, users would have access to a singular ownership hub. Here they could access their closet, compete and track, and re-learn about garment technology. Users could also seek help from customer service.
Mobile Web and Native App
Although users would be encouraged to download a native app, access to this hub could be done via the web. This lowers the possibility of action fatigue.
The Underground
This serves as an exclusive club for owners of Artilect garments. Members can post and see recommendations based on their location after scanning the NFC chip built into their garment.
Compete
After scanning a garment’s NFC chip location services would enable activity tracking and daily solo challenges.
Get Help
Dealing with customer service can be a pain. The digital ownership system contains both proof of purchase and helpful personal information. This would speed up warranty returns while making the entire experience pain free.
Stranger Scan
If a phone not assigned to the digital ownership scans a garment’s NFC, Stranger Scan is opened. This quick prompt would allow a stranger to help if someone is unconscious by displaying necessary medical information.
Return To
If a garment is left behind and scanned, selecting that it is not an emergency would present helpful information to reconnect owner and garment.
3. Ending product ownership in a meaningful way, greater than a landfill.
Our solution: Digital ownership transfer + discounts.
Transfer Ownership
We wanted to create a way in which the second owner of an Artilect garment could benefit from these incredible features as well. By allowing for digital transfer of ownership, the value of these products remains high.
Get a Discount
Transferring or ending one’s digital ownership of a garment would result in a coupon. This encourages users to keep their clothes out of the landfill.
Reflections
Sky’s the Limit
This sprint was specifically enjoyable because of a lack of restraints. We were encouraged to push the boundaries of what was possible. This allowed us to come up with solutions that not only satisfied the needs of the user, but redefined what was possible in the garment industry.
Further User Testing
With the limited time of this sprint and desires of the client, user testing was left to the wayside. To fully validate most of the proposals in this case study, a deployable web presence would be needed. In time several of these directions will be chosen and built by the client at which point user testing will help further improve the product.