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Challenge of E - Commerce

Ease of use and advancements in technology have given consumers more power and increased global competition in the E-Commerce sector. E-Commerce is growing at a rapid rate, but so too are the inevitable returns that accompany them.   

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Research - What retailers do to overcome challenge of E - Commerce

We now browse in the same way we snack, grazing in short bursts, with online time becoming filler activity in between getting dinner ready, before bed or heading into work. For retailers, the parallel challenge is how to sustain consumer attention on their products and close a sale, when hopping between sites, or defaulting to the big online amazons, is becoming the norm, since consumer’ attention spans are getting shorter and shorter. Tailoring the online experience to each user, and understanding customers' preferences will be the key to success.

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At first, I wanted to designate an app can show one's shopping history from all different shopping website. However, to do so, Fashion companies need to be very supportive with giving their customers' information to app. More importantly, it is impossible to send the customer what they bought from different brands at the same time. 

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NEW APPROACH

There are some brands under one big corporation. For example, Madewell and J.Crew are owned by same company. Also, Urban Outfitters, Free People, and Anthropologie are family brands. In that case, it would be easier for them to offer a consolidated shipping service, and integrated online wardrobe from different brands.

After, I faced the possible problem, I have decided to focus on few brands sharing one mother company, andI have decided to use those four brands which are GAP, Old Navy, Banana Republic, Athleta as a business model for this app "My Look"

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Persona

The step-by-step interface sequence catered two personas: shopping lover and a working mom. I designed a service that provides the shopping tracker, and 3D Mannequin to overcome E- Commerce challenges. Also, a service will offer one-click check out service, so that busy consumers can shop easily. 

How this app works

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When customers check out, they should agree that their data be allowed to be collected by the app, and then will be able to download the app.

 After they sign up, they first need to create their size profile. To make their own online mannequin, they need to choose what their body type is.   

After they sign up, they first need to create their size profile. To make their own online mannequin, they need to choose what their body type is.

 

 Once they create the profile, they need to add their own account to each brand, so that their shopping history and the cart can be synced together to the app.

Once they create the profile, they need to add their own account to each brand, so that their shopping history and the cart can be synced together to the app.

 App also will show customers what they have been purchased from different brands, and by providing the shopping history, customers can plan out what they need to shop. 

App also will show customers what they have been purchased from different brands, and by providing the shopping history, customers can plan out what they need to shop. 

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Once they click the link, it leads to the app.

 

 Based on the customer’s size information, the app will create a 3D-mannequin just for them, and they can select and drag items, so that they can see they will look on their body.   

Based on the customer’s size information, the app will create a 3D-mannequin just for them, and they can select and drag items, so that they can see they will look on their body.

 

 The app will show what items they put in the shopping cart from each brand, and allow them to check out with one click

The app will show what items they put in the shopping cart from each brand, and allow them to check out with one click

 Based on their shopping history, the app can offer personalized shopping suggestions.

Based on their shopping history, the app can offer personalized shopping suggestions.

Future direction

Whether companies being supportive with sharing their customers' information or not will be the key to this app. They should agree that their data be collected by the app. To benefit them fully, the app also should share its consolidated data with Fashion brands and let them make a prediction of what their customers will buy later. As a lot of E-Commerce is replacing retail stores, I believe this app can be compelling to a lot of shopping lovers. 

Learning

I have learned that having a great idea always needs to be followed by a tremendous research about market, industry, and users. Also, having feasibility is the most important consideration besides having a great idea to improve an user experience.