Clientelling App for Intermix, Gap Inc.

Gap Inc.'s luxury brand Intermix wanted to digitize their clientelling practices which was being maintained on paper binders and diaries locked in the store safe till now. Clientelling is a centuries old retail practice where sales associates note down quirks, eccentricities, life events, social events and other details about their most valuable patrons in order to serve them and understand their desires or taste in fashion. We conducted ethnographic research, store observations, focused group studies to understand clientelling at Intermix. Stakeholders in business, marketing and sales had their own ideas about the design and requirement for this clientelling digital app and singular vision was missing. I led research and design sprints to align stakeholders and prioritize essential needs from this clientelling app from a user and business perspective. 

Research and Sprint Planning

 

Design Sprint Day 1: Understand

  • Goals and Vision

  • Lightning Talks

  • User Journey

  • HMW grouping

  • SME conversations

 

Design Sprint Day 2: Sketch

  • Warmup – online research

  • Review Goals + HMW

  • Doodle

  • Crazy 8

  • Detail Best Idea

 

Design Sprint Day 3: Decide

  • Art Gallery

  • Voting – Heat Map

  • Explanation

  • Decide a Solution

  • Why?

  • Screen Flows

 

Design Sprint Day 4: Prototype

I and another designer leverage brand guidelines, design patterns and official photography to create an interactive prototype using Invision. We had to design 3 key concepts to test - Associate dashboard, client profile and style editor. Both of us being highly proficient were able to make high fidelity prototype with more than 30 screens in a day. 

 

Design Sprint Day 5: Validate

  • In-Store User Testing

  • Stakeholder Review

  • Sprint Conclusion

Conclusion:

1. Intermix want to change the way their stylist currently communicate styling/outfitting to our clients even though current methods using photos and links are working okay. This is important to them.

2. They need to consider how to enable stylists mobile devices rather than provide 2-ipads in the store which will limit stylists’ communication capabilities. They need to bring all the communication on their platform for clients’ and business’s sake.

3. They have a broad user base with various degrees of tech savvy stylists. It should be simple (reduce all the information we put in our prototype to a minimum), user friendly and will need to provide training for adoption.

“Nipun was a master facilitator who helped us agree on most important things for this program and what was important for our stylists. Thank you.
President - Jyothi Rao”
“Nipun I am just going to hug you. HUG
VP of Marketing - Dianne Presler”