barsha saikia
Creating a new personal wardrobe curation platform
Tayyaar
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A one stop platform for all things related to maximising people's wardrobe needs- providing people with consulting stylists who expertise in curating capsule wardrobe solutions for a more sustainable and efficient use of people’s wardrobes.
View the initial research and idea inception process
Keywords
User Experience
Visual Design
User Interface
Website design
New Business Ideation
Understanding the need in a post-covid world
Source : coveteur.com
In this age and time where everyone is preparing to come out of the pandemic with the onset of the mass vaccination drive initiated by different governments around the world, there is a hopefulness and optimism around the world that things will get better.
In terms of fashion, there has been similar trends from history that gives the industry hope to brace the future. Like what happened to the world after the great Spanish flu of the 1900s and the arrival of the decadent roaring 20s or more recently, the great recession of 2008 and how the fashion world behaved post that in the 2010s.
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In the era that followed the roaring 20s – fashion reflected a society driven by hedonism and a desire to look youthful.
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Experts have suggested a few trends which might come into effect in the post-covid world :
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More acceptance - New and more comfortable work wear
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Exploration - More vacations and exploration of new places and new styles
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Quality over quantity - Fast fashion on decline, people opting for fewer and more quality pieces.
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More online traffic - Brick and mortar stores on decline, shopping behaviour mostly shifting to online.
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Conscious buying - More awareness and acceptance about environmental effects of new clothing, reusing clothing, thrifting instead of buying 'trendy' clothes.
Mapping the opportunity
Emergence of online shopping/ consumer behavior
General awareness about environmental effects of certain type of consumption.
Careful and conscious purchases
Onset of alternate clothing and shopping channels - Instagram stores, online thrift stores, wardrobe clearances.
Taking in these areas of opportunity, I formed a list of hypothesis around designing a service revolving around these, the core concept being how to help people maximise their current lot of clothing from their wardrobes through assisting people in making smarter purchases, styling choices and alternate environmental
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Hypothesis :
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People are willing to put in money but they don’t know how to invest in the right clothes.
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People think styling is made for ‘classes and not masses’
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People want to own unique brands and styles but they don’t know where to look for them/ are risk averse/ not aware/ don’t have time
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People do not know how to utilise their existing wardrobe pieces to the maximum possible ways
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People have difficulty in packing for event dressing
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People have misconceptions about second hand clothing -
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Second hand clothing is unhygenic
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Second hand clothing is cheap looking
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The pre-conceived notion of the item being ‘second hand’
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Second hand clothing quality is bad
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Research design
One-on-one in-depth interviews with a loosely structured questionnaire was chosen to understand the intended user better.
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The sample consisted of 25-35 year old working professionals with design and non-design backgrounds.
The questions were structured to understand their perspective on the concept of 'styling', assistant purchases , their purchase decisions, connection with style and what clothing mean to them.
Findings
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Clothing and styling is a very personal way to express without having to say much.
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Styling as a concept is seen to be very premium.
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Opportunities in which 'styling' can be made for a more 'massy' way :
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To help find and define personal styles for people​
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To assist in occasions which require more investment and smarter purchase choices.
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People are not aware that systemic and calculated purchases can help save them money and effort.​
Understanding the User
User Archetype
Bindas Bindu
She is in her mid 30s. She lives in a metro, has a good paying job, likes to dress up, has an interest in fashion but doesn't know how to dress according to her body and occasion.
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She follows 'influencers' on Instagram, is active on social media, likes to go out and have fun with her friends. She is a traveller and loves to try out new things and experience cultures.
Shy Sheila
She is in her mid 20s to 30s. She lives in a metro, comes from a tier 2 city. She has recently graduated from college and has started her job in an MNC. She has to meet clients, is very focused but busy in her life.
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She understands the value of a well groomed self and tries to follow whatever is in trend. She ​wants to present herself better, is interested in the latest fashion but doesn't know what are the best styles for her.
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The big idea
Creating an online style consultancy platform which provides sessions with Style experts which can help people in developing a personal style, make use of their wardrobes better, provide assistant shopping experience and help people learn more about what works for their body type, preferences and basics like colour, silhouette and styles.
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The service aims to care for people's confidence.
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Intended User Journey (touchpoints)
Targeted Ads on social media
Website Visit
Take quiz
Match with stylist
Book appointment
Nudge
App Download
Final Designs
Website
Play to view the homepage
A widget or pop up to take the user directly to the desired page - nudging them to take the quiz and get them to sign up.
A Fashion quiz to initiate the journey of the user.
This would give an insight into their mind.
The quiz is to be designed based on behavioural analytics, metaphor elicitation and other techniques to give a holistic understanding of them
To better explain the value proposition and convince the user of the quality of professionals on the platform with credentials.
Explaining the process and nudge them to start their journey
A mini overview of the stylist, with ratings, a glimpse of their previous work to help the user decide on the appointment and nudge them on downloading the app in the process.
The App
Tayyaar app
Play to view the homepage
The next touchpoint and the main point of contact with the user is the app. Along with providing the user with direct connect with the stylist, this provides a platform where he or she can shop styles directly, explore a new form of connectivity with like minded people and access services like laundry, alterations and personal shopping.
Explore Page-
This is the community building page of Tayyaar. Here in people can see and follow inspiring ideas posted by the Tayyaar tribe. Buy items directly, make friends and ask for suggestions, post their progress.
Recommendations-
After the one on one with the style expert, the expert suggests the top picks for the user based on their discussion.
Depending on the pack that the user chooses, the expert acts accordingly. The pack includes directing them on each and every outfit for the week- fully prepared and 'Tayyaar'.
The Tayyaar shop
The shop page shows the user styles which are suited for their body and likes. It is a personalised page with items recommended based on the activities of the user on the app and the stylist's inputs.
There will be tie-ups with the brands to display their clothes on Tayyaar.
The curated selections will help the user cross the barrier of choice paralysis.
View the initial research and idea inception process
