How might we help people
grow their confidence

Fashion isn’t only about aspiration, it’s about the confidence you have in your choices.

We carry a dialouge by listening and reacting to
address different confidence levels.

 

Research

 

We went to 3 countries, 10 cities. interviewing in depth interviews with over 25 participants talking about what fashion means to them. 

 
 
 
 

Findings

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Right now the shop dictates the
customer journey

 

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What if we let the user decide their journey and we guided them along the way?

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Help them grow

Fashion isn't only about aspiration, it's about feeling good in what you're wearing it's about the confidence you have in your choices.

 

We each have different levels of confidence

being confident in one style situation, doesn't mean you're confident in other situations. 

Grow with them

Zalando needs to evolve with each customer as their preferences change and their style develops. 

Design Principles

 

Conversational

Design Principle 1

Design Principle 1Build a relationship by creating a dialogue. Create a meaningful give-and-take so that interactions will come across with more personality. People will be able to see themselves in tone of the site and will grow to trust a service when it proves it can offer credible advice, offered authentically.

To better understand interests, the interface asks people not just if they like an item, but what they like about it.

To better understand interests, the interface asks people not just if they like an item, but what they like about it.

The header image updates based not only on the contents of the page, but also based on information about the person visiting, like if he is a father, making the experience feel highly personalized and unique to the visitor.

The header image updates based not only on the contents of the page, but also based on information about the person visiting, like if he is a father, making the experience feel highly personalized and unique to the visitor.

Design Principle 2

Tailored

Design Principle 2

Craft an experience that can suit the specifics of each individual. By remembering past behaviors and current choices, the experience will cultivate a meaningful relationship with people over time.

 

Purposeful

Design Principle 3

Guide people by making design choices that create clarity and understanding. While people seek control over their journey, they still want to be directed. From browsing items to getting style recommendations, keeping people oriented throughout their journey is key.

In-line and modal viewing is prioritized over new pages or context-switching. This helps people retain context by mentally staying in one place. For instance, product details expand in the context of browsing and the checkout process is a modal overlay.

In-line and modal viewing is prioritized over new pages or context-switching. This helps people retain context by mentally staying in one place. For instance, product details expand in the context of browsing and the checkout process is a modal overlay.

By occasionally breaking the grid or slightly overlaying type over imagery, people are drawn into a more avant-garde aesthetic experience.

By occasionally breaking the grid or slightly overlaying type over imagery, people are drawn into a more avant-garde aesthetic experience.

Design Principle 4

Emotional

Use the interface to evoke excitement, anticipation and delight for people. Shopping is an aesthetic experience. Strike an emotional chord by elevating the beauty in shopping online.

 

Vision

Confidence level low

How can we help Anna to build up her confidence again.

 

Confidence level medium

How can we help Florian to
find his style.

 

Confidence level high

How can we help Maria to expand her knowledge of fashion.