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Scabal Digitalisation
Design for Luxury Tailoring brand's customer experience.
Role: Team Lead & UX Designer

Meet the Team

Why us?

Team Awards

All team members were awarded personal certificates :)

Meet the Team

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Abstract

Scabal is a global luxury tailoring brand with B2B and B2C businesses.
The brand aimed to find an online solution for consumers to present the brand to a much wider audience than the current community.
It was held by Scabal and Kingston University London to provide students with a real project experience to create innovative digital solutions collaboratively.
A total of 17 competitor teams, the Uni assigned us randomly.
Each team has 10-15 minutes to present the concept idea based on the brief and another 10 minutes for Q&A.

My Role (Team Leader)

Managed project timeline.
Tracked the whole process.
Coordinated team weekly meetings.
Communicated with stakeholders.
Participated in the entire UX/UI process discussion.
Worked with teammates to create from initial research, analysis, user flow, Mid-Fi and Hi-Fi prototype.
Created pitch presentation.
Presenter

Brief Highlight

Online Solution
Wider Audience
Be Simple, but Personal

Made-to-Measure
Personalised Garment
Sustainability
Responsible Service

Trust and Discretion Info
Wardrobe Helper/Builder
Ready to Wear
New Collection
Outfit works for Occasions

Target Customer

A Confident Successful Male.
He wants to project an understated but smart appearance to those around him
He understands the value of quality and workmanship.
He researches purchases beforehand and makes considered choices.
He is interested in the importance of the brands he buys from and is concerned about ethics and sustainability.
A loyal customer who makes repeat purchases following good service.

How we started

1. Understand the Brief

We read all the briefs, highlighted the critical information separately at the kick-off group meeting, and then discussed and brainstormed confusion and initial ideas.
Consolidated the questions and ask our clients properly to ensure we were at the same brand expectation as the client.

2. Teamwork

Uni randomly assigned group members, which made the teamwork very interesting.
We did an ice-break introduction to know each other better, background stories and strength, and how we could make collaboration better.
Luckily I have a Design and Fashion Multichannel Marketing background, and we also have a developer and a motion designer!
We combined the pitch deadline and the client's needs/goals to follow LeanUX and Agile working methods as a small design agency to provide a focused and practical digital solution in such a tight time.

Wider Research

We gathered the initial idea and brand mission to start a more comprehensive research range, including jumping out of the box as a UX designer to discover the industry insights and analysis into three categories:

Industry

User

Technology

Male Fashion Industry
Luxury Brand Localization
In-store Service Experience
Competitors
Personalise Experience
Fabric styles

Recruitment
Causal Interview
Contact In-store Employees
Secondary Research

Embrace to Fashion Industry

Key Insights

Different Tailoring brands had slightly different processes, but they all proceeded with a longer duration (over 3 weeks) from initial consultation to garment delivery.
The Majority of make-to-order garment brands needs a customer to meet in person to ensure fitting ideally.
Luxury Brands have 1-1 personalised stylist service for customers.
Customer behavior insights and cultural differences can transfer brand Localisation.
AI technologies are the trends in the fashion industry from design to production and enhanced customer experience.
Augmented Reality has been impliemented to make-to-order industry to get garments personalisation.
59% of online shoppers believe that it is easier to find more interesting products on a personalized online retail store. (Resource)

Meet the Customer

We interviewed two males who had luxury shopping experience and two luxury fashion buyers
Contacted the physical store to experience scabal service
Focused on the brief of a wider audience to attract potential customers.
We identified two key personas based on interviews and research assumptions:

We identified two critical personas based on interviews and research assumptions: Existing and potential customers.
Presented the pain point after customer journey map analysis and story boards.

Our Strategy

User Flow

A digital experience from App to Website
Provide multiple choices to measure the size in person and online.
Created smart appearance with AR and AI technology applications.

to

We created an onboard user flow for existing and new customers before browsing personalised content. It's crucial for loyal customers to easily update their previous body shape size after signing in.

Information Architecture

Paper Prototype

We started to create initial wireframe screens telling the story of how the existing customer can find their previous make-to-order history and how new customer select their preference.

Due to the tight project schedule, we did the test within our group and quick iterated the concept wireframe based on the feedback.

Why us?

Our solution was highly focused on the client's needs and targets customer goals to gain a commercial balance.
Created four main sale points that existing and potential customers can benefit from the new digital experience.

Mid-Fi Prototype

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What I learned

From client:

Take every opportunity to know your clients and have effective communication.
Focusing on clients' briefs and understanding customer needs/goals to start a pragmatic approach.
Stakerholders may not UX/UI designers. The logic and how you present can be the key to letting them buy-in.
Always be well prepared when presenting to clients, starting from rehearsal.
Extra value if you keep clients business strategy in mind, it works.

From Teamwork:

Being a team leader can be emotionally challenging, especially when people have to drop off due to timetable conflicts. A big thank you to all the team members who worked together from beginning to end. We made it!
Staying motivated throughout the project was difficult, but I had the responsibility to ensure our team vision stayed positive and motivated other members to move forward together.
Be open-minded and ready to accept different opinions. I enjoyed working with other people with diverse backgrounds and stories. We had a discussion, debate, and argument to define our perspective. In the end, we agreed and worked together to achieve the same goal, which makes me feel a sense of achievement.
Know your team members. We shared personal strengths and tried our best to contribute to the project to add extra value. A good team spirit presents mutual trust and sharing responsibility when anyone need an extra hand.
Hanging out and having a drink after the project end is also valuable for me, from team members to friends.