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.
We went to 3 countries, 10 cities. interviewing in depth interviews with over 25 participants talking about what fashion means to them.
Right now the shop dictates the
What if we let the user decide their journey and we guided them along the way?
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 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.
Design Principle 2
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.
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.
Design Principle 4
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.
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.