Your personal style edit, delivered to you.
I was part of the Ventures team at John Lewis, where we developed and tested new customer propositions. I supervised the design of a digital styling service from end to end –from discovery workshops to a working MVP. The project included the creation of a customer facing webapp, an AI driven styling tool and an admin panel to keep track of operations.
Tasks
User Experience
User Interface
User Testing
Prototyping
Client
John Lewis & Partners
Year
2020
Discovery phase
Working close with the CX Researcher, we identified business opportunities and target audience. We did a competitors analysis to understand the industry landscape and executed a lean canvas that would help us define our business model.
In the early stages we run multiple experiments to test the feasibility of the service. Early customers feedback helped us validate the desirability of the service and define the MVP features.
End-to-end customer experience
Returns and retention
Service blueprint
Ideation
The solution
The approach was to create a ‘walking skeleton’ proposition offered to Partners, friends and family, and develop it further as we gained feedback and knowledge. The output included a customer facing website, an AI driven tool to be used by the stylists to select outfits and an admin panel to keep track of orders.
Customer feedback
The key to success to this project was early feedback and quick iteration loops. We set up a digital community and invited 140 potential customers to join us. We used the community to understand our customer’s preferences and test prototypes before coding the MVP.
Once the service was launched, I conducted 22 one-to-one feedback sessions with customers. Key themes on successes and pain points to improve were collated into a spreadsheet, in order to provide actionable tickets for the dev team.
Customer Quote
“I’m excited to see what I got sent out. Felt different to the usual shopping experience, which is very nice. Someone is going to do the job for you and you just enjoy the spoils.”
Making feedback actionable
Building a community
Analytics
Time to style a customer was reduced to:
20 min
Average keep rate:
19%
Boxes delivered during trial: