As the first group project (7 people) we are proposed to make a Design Sprint aimed at a future e-commerce brand Chanel.
The Design Sprint is a method developed by Google Ventures and is a process that can be developed in 5 days, 3 days or even 4 hours. We developed the 5-day one.
It is inspired by agile methodologies such as Design Thinking and Lean Startup, and adopts their best practices. This methodology shortens the process and focuses on developing prototypes of undeveloped ideas in great depth and testing them as soon as possible.
With this method what we intend to do is to answer the critical questions of the idea of a possible e-commerce Chanel through design, prototyping and testing with customers.
Let’s get started!!
We sat down to discuss in a group about the possibilities that the e-commerce of Chanel can have and what approach to give it. After documenting which luxury brands have online sales, we discussed why and how Chanel could be introduced to this platform.
We have seen that as a differentiating part of physical stores, the online store could be aimed at a younger audience with high purchasing power.
We define a user to base the questions that will arise in the future.
Our user’s name is Carry, he’s 35 years old and he’s a manager at a bank branch. Carry has a very important work event for which she wants to stand out for her elegance. Choose Chanel but you want to see what your favorite brand has to offer online.
We also define the journey you will make during this purchase.
Well, we have many questions about possible problems that the user may encounter and possible options that the website may offer. We all make a list of the questions that seem to us to be the most important and finally we debate and choose the most relevant ones.
How Might We (HMW)
Based on these questions, each team member writes down some questions in Post-it in order to find a solution to our concerns in the challenge. The questions are executed this way how do I solve…?
Once all the HMW Post-its are in place, we all vote with stickers on the questions that will help us better solve the challenge.
The member with the decision-making role, in this case the moderator, takes the final vote on the most interesting question to develop as the final challenge.
How can the customer have a tailoring service?
To get to that question we value that the web must have a unique component that is in stores but not developed online. We think that making a custom-made dress for a luxury brand can be as good an experience as doing it in the store, the difference is that users who are directed to the web value other different points, whether it is speed, not moving, availability time to choose the product….
Our challenge will be directed towards this path and we will have to design a prototype to make our user experience as rewarding as possible.
The day begins with a search for references that add value to our design, whether on fashion websites or other markets.
It’s time to individually translate the ideas we have found as a reference and we think it’s important to add to our future prototype. In my case I find interesting the idea of adding a skype option to the tailoring service.
It is time to take the stopwatch to sketch the prototype in 8 steps. For each step we have a minute of time, so it is best if we already have a somewhat defined structure.
Once we have that outline it is time to make a more hi-fi sketch. We have 20 minutes to do it.
Wednesday wakes up with all our proposals glued to the wall. They give us time to analyze each of the proposals and then comes the time for the votes.
Each of us has 20 stickers to vote for the actions we like most about each project. After these votes, we discuss which actions we find most interesting and, finally, we use one last vote to choose the best proposal.
Finally, the Decisor intervenes with his Super Vote, that is to say, that what he decides, will be what is carried out, whether we agree or not.
In this case the decision maker chooses the tailoring proposal, so that is the idea that will be prototyped.
We started by organizing ourselves as a team to make a storyboard of the real situation of the user. As in all groups, there is always someone who draws well!
Each one of us developed our prototype in Hi-fi respecting the proposal that the Decisor chose.
In my case the development with Sketch I give interaction with Marvel app.
It is time to test the prototype with users in a personal way. In this case we test it among ourselves with personal interviews.
First I put them in context of the situation and then I let them navigate through the prototype by pointing out all the things I observe. I notice that they spend too much time on one of the teilors’ information screens and I see that they click several times on a text that is not a button.
Once the testing is finished, we analyze and see our errors. In my case I have two user experience failures:
- One of the screens on the information of the tailors that does not contribute anything and slows down the process.
- Bad affordance with a text that looked like a button.
With this feedback, I restructure my prototype and test again it to see if the user’s process is clearer.
This methodology has made us generate ideas quickly, discuss them and make decisions together and individually. All this with the tension generated by the time we had limited in each exercise.
In only 5 days we have managed to generate a prototype in hi-fi, we have tested it and received feedback of the mistakes.
The Design Sprint is a very valid methodology, always knowing in which project it can be productive. In many cases it accelerates the entire creative process under the philosophy of “design and make a mistake quickly” and well done, saving time, work and money.