INNOVATE FASHION E-COMMERCE •
AMAZON LAB126

Blue Sky Concepts & Research Informs 5 Year Road Map

OPPORTUNITY

Working with the talented team at Amazon Labs126, we sought to innovate the online fashion shopping experience. Based on preliminary data expressing customer pain points and values, Amazon Fashion needed to offer the conveniences of online shopping with the advantages of an in-person fitting room and a sales associate. Big Fashion had yet to break ground on any of the advantages made possible by introducing technology to the equation. Thus, the space was blue sky and forward-looking at a 5 year agile roadmap.

APPROACH & STRATEGY

We began by surveying the market, our competitors and related initiatives being developed by other teams. We then began monthly design sprints with the goal of testing bi-weekly iterations with customers. Over the course of 4 months, we co-designed our V1 fashion features and one primary program.

PROCESS & METHODS

Research & Strategy
Survey, Competitive analysis, Design sprint, Contextual inquiry, Structured interviews, Semi-structured interviews, Product strategy

Design
Storyboards, UX design, Prototypes, Design strategy

We first surveyed 10,000 customers who spent over $1000 on clothing from Amazon.com in the past year. Our analysis revealed: poor search & discovery tools for fashion shopping, difficulty assessing fit, feel, and style, a lack of personalized support, and an Interest in clothing subscriptions and AR fit tools.

To innovate solutions for these issues, we conducted design sprints generating testable ideas such as: an AR app for virtual try-ons, style matching, and fit; personal style profiles to generate recommendations; curated fashion box subscriptions, enhanced search tools based on various criteria

We iterated through additional sprints with customers using contextual inquiry and co-design along with semi-structired interviews to solidify our product and design strategies as well as the team’s design roadmap.

Landing on a good V1, we took our strategy and design to the executive team for a green light and additional investment.