Strategy and concept work for a fashion brand’s customer experience, with a focus on in-store tools.

Project: The brief was to help Michael Kors establish a 12-18 month vision for the future of its integrated customer experience with a focus on the in-store experience.

Process: During this 9-week engagement, we followed a multi-phase progression to draft a 12-month roadmap supported by project mini briefs client can use to build concepts from. Inputs from the business, best-in-class examples and existing technologies helped us define the strategic vision. We then identified key experience areas to develop and insert innovation.

My role and responsibilities: I worked with a small multidisciplinary team: one experience design lead, one creative director, two strategists and two technologists. I advocated for a service design approach, which let us gain a holistic view of the customer ecosystem. This enabled discovery of essential user needs and pain points that would be missed with a narrower view.

I helped create customer and store associate journey maps, with key moments, pain points and ideate within the context of their journeys. I also created design concepts, help facilitate client workshops and package up final documentation.

MARKET RESEARCH

USER RESEARCH

EXPERIENCE STRATEGY

CONCEPT DEVELOPMENT

WIREFRAMING

SKETCHING

Sketching spatially

We used simple yet effective spatial renderings to design in and present our concepts. This helped the internal and client team always keep user context in mind.