SSENSE [es-uhns] is an online retailer that specializes in high end designer brands and streetwear. Since its inception in 2003, SSENSE is seeing a global growth and expansion in the next couple of years. The current eCommerce climate in a post pandemic society skyrocketed with new opportunities and business venture. How can a fashion retailer align itself to the current conditions of the market?
UX Researcher
UX Designer
UI Designer
VIC Program invitation
Personal Stylist messenger
VIC dashboard
VIC Program requirement modal
target a different kind of demographics compared to its competitors
have a specific brand image and identity that could exclude certain audience from the market.
exploring and offering different business and services.
more retailers are now creating a stronger eCommerce and online presence since the pandemic
After interviewing 5 participants, I've defined the client.
Introducing High Spender Harlow.
Harlow is a second generation immigrant from China. She sees Fashion as a form of Art. She appreciates the exclusivity that some stores and brands offer her. She has an eye for unique and one-of-a-kind pieces which explains her love for vintage. She's relevant, updated and bold with an appreciation of the finest thing in life.
She sees time as money and speed and convenience are her top priorities when shopping.
"I hate having what everyone has. I like quiet items. If you know, you know."
"I spend money at places that I love because they treat me like I am important."
"Whoever has the item that I want, that's where I will buy it!"
Through my interview with the stakeholder, I found that identifying and retaining high potential clientele is the business opportunity that SSENSE is pursuing at the moment.
With the brand's focus on growth globally, their loyalty program is still at its infantry. SSENSE want to expand and tap bigger demographics in various international market.
Online Personal Styling Manager
SSENSE Global
"We focus on the culture instead of the business. We value our clientele and are invested on establishing our high potential clients. SSENSE is expanding and we want our clientele to grow with us."
Luxury clientele prioritizes time the most when it comes to shopping. They want it fast and they want it now.
VIC status holders desire exclusivity. However, as a business, how do we balance the acquisition of high potential clientele and new customers?
How can SSENSE provide a personalized experience for their clients through technology?
Loyalty is crucial when it comes to building client relationship. How can a company elevate itself from the competition to solidify client loyalty to the brand?
How might we strengthen the client-brand relationship to establish loyalty?
How might we deliver the same customer service of brick and mortar stores to eCommerce?
How might we develop a unique and personalized product for SSENSE high potential clientele?
How might we create a user friendly and efficient shopping experience for SSENSE customers?
Once a high potential client has been established, how can SSENSE engage with these clients?
Now that we have their attention, how can SSENSE make the onboarding process desirable?
Most importantly, how can SSENSE retain these clients to exclusively shop at their website and participate in the VIC program?
Understanding the customer user flow, I started with few sketches to generate some design ideas that align with the SSENSE brand and image.
Using Figma, I created high fidelity prototype for both web and mobile. Strictly following SSENSE's brand identity through their UI and integrating my design within its parameters.
The initial screen where VICs will be directed to explore the program in details.
Personalized VIC dashboard with annual spent and program status.
Messenger with personal styling and notifications.
I tested my mobile prototype using Useberry with 10 participants. I've sent also sent the test to the 5 participants that were part of my interview earlier.
The participants were asked to find a way to contact their designated personal stylist.
Success rate
Average time
found the task easy to complete
For the second task, participants were asked to find out the requirements for SSENSE's VIC program.
Completion rate
Average time
Find this task very complicated to complete
When contacting the VIC's designated personal stylist, the client can click on the stylist's name and a messenger modal will pop up to communicate easily. There is also a CTA button on the stylist's pick section on the client dashboard and a notification on the top of the screen whenever there is a new message.
Participant 1
Participant 2
During the design of the client dashboard, I have consulted back to my interviewees regarding the information they would find helpful to be on their profile - specifically the annual spent and the ways I could visually integrate those numbers that is not intimidating.
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