Who is Own-Kind?
Who is Own-Kind?
Who is Own-Kind?
When I did this project in 2020, Own-Kind were merging wardrobe organisation with online styling via an app and a website. They built a system for users to digitise and catalogue their wardrobe whilst delivering personal shopping at scale; allowing brands and retailers to see, style and sell directly into customer wardrobes.
When I did this project in 2020, Own-Kind were merging wardrobe organisation with online styling via an app and a website. They built a system for users to digitise and catalogue their wardrobe whilst delivering personal shopping at scale; allowing brands and retailers to see, style and sell directly into customer wardrobes.
When I did this project in 2020, Own-Kind were merging wardrobe organisation with online styling via an app and a website. They built a system for users to digitise and catalogue their wardrobe whilst delivering personal shopping at scale; allowing brands and retailers to see, style and sell directly into customer wardrobes.
The brief
The brief
The brief
Own-Kind wanted to increase in-app user engagement by increasing the number of uploaded items and outfits in the hope this would increase styling session requests at a minimal cost. We, therefore, had to resolve the blockers to users booking styling sessions with Own-Kind and creating outfits. We had just 3 short weeks as part of our client project with GA to complete this.
Own-Kind wanted to increase in-app user engagement by increasing the number of uploaded items and outfits in the hope this would increase styling session requests at a minimal cost. We, therefore, had to resolve the blockers to users booking styling sessions with Own-Kind and creating outfits. We had just 3 short weeks as part of our client project with GA to complete this.
Own-Kind wanted to increase in-app user engagement by increasing the number of uploaded items and outfits in the hope this would increase styling session requests at a minimal cost. We, therefore, had to resolve the blockers to users booking styling sessions with Own-Kind and creating outfits. We had just 3 short weeks as part of our client project with GA to complete this.
Discovery
Discovery
Discovery
Understanding the market
Understanding the market
Understanding the market
We looked at various apps that offer either a stand-alone wardrobe organisation tool or a styling app. We found that none of them had merged these together to allow users to grow their wardrobe so they had a clearly defined opportunity.
From the competitor analysis, what OwnKind was missing was ways to educate the user on how own-Kind helps them manage their wardrobes, plan outfits and elevate their styling with the stylidts but also the key element missing was personalisation throughout.
We looked at various apps that offer either a stand-alone wardrobe organisation tool or a styling app. We found that none of them had merged these together to allow users to grow their wardrobe so they had a clearly defined opportunity.
From the competitor analysis, what OwnKind was missing was ways to educate the user on how own-Kind helps them manage their wardrobes, plan outfits and elevate their styling with the stylidts but also the key element missing was personalisation throughout.
We looked at various apps that offer either a stand-alone wardrobe organisation tool or a styling app. We found that none of them had merged these together to allow users to grow their wardrobe so they had a clearly defined opportunity.
From the competitor analysis, what OwnKind was missing was ways to educate the user on how own-Kind helps them manage their wardrobes, plan outfits and elevate their styling with the stylidts but also the key element missing was personalisation throughout.
Understanding the users
Understanding the users
Understanding the users
Methods: Usability Tests, Surveys, Interviews, Affinity Maps.
Methods: Usability Tests, Surveys, Interviews, Affinity Maps.
Methods: Usability Tests, Surveys, Interviews, Affinity Maps.
Through surveys, usability tests and interviews we found that the majority of people had never used stylist. We broke down the results into an affinity map to identify the trends within the key areas that Own-Kind wanted to improve engagement in which helped us visualise our learnings.
Through surveys, usability tests and interviews we found that the majority of people had never used stylist. We broke down the results into an affinity map to identify the trends within the key areas that Own-Kind wanted to improve engagement in which helped us visualise our learnings.
Through surveys, usability tests and interviews we found that the majority of people had never used stylist. We broke down the results into an affinity map to identify the trends within the key areas that Own-Kind wanted to improve engagement in which helped us visualise our learnings.
Our affinity map based on the user interviews we conducted
We realised, fashion and clothing is emotional to people, the concern is that stylists ‘wont understand them’ and so we needed a way to encourage them and get them to engage. We broke these down into to problems and a how might we.
We realised, fashion and clothing is emotional to people, the concern is that stylists ‘wont understand them’ and so we needed a way to encourage them and get them to engage. We broke these down into to problems and a how might we.
We realised, fashion and clothing is emotional to people, the concern is that stylists ‘wont understand them’ and so we needed a way to encourage them and get them to engage. We broke these down into to problems and a how might we.
Therefore....
Therefore....
Therefore....
How might we educate, encourage and connect with the user?
How might we educate, encourage and connect with the user?
On top of this the app needed a remodel.
Users experienced disorientation on encountering empty pages.
Insufficient feedback led to redundant task execution.
Users encountered navigational challenges, necessitating page switching.
Ambiguity persisted regarding clickable buttons and menu bar icons due to the colour scheme.
On top of this the app needed a remodel.
Users experienced disorientation on encountering empty pages.
Insufficient feedback led to redundant task execution.
Users encountered navigational challenges, necessitating page switching.
Ambiguity persisted regarding clickable buttons and menu bar icons due to the colour scheme.
On top of this the app needed a remodel.
Users experienced disorientation on encountering empty pages.
Insufficient feedback led to redundant task execution.
Users encountered navigational challenges, necessitating page switching.
Ambiguity persisted regarding clickable buttons and menu bar icons due to the colour scheme.
Design
Design Studio
Design
Design Studio
Design Studio
In the session we discussed competitors, the user researchand the identified problems: a lack of connection to stylists and lack of feedback from the app.
From this we asked them to sketch out their “perfect” Own-Kind app. We wanted to see what the other members of Own-Kind thought the app should do, how they would solve their problems and what would make them use the app. From this we found that, like our interviewees, they would expect the app to help them dress, not become a chore to upload items.
In the session we discussed competitors, the user researchand the identified problems: a lack of connection to stylists and lack of feedback from the app.
From this we asked them to sketch out their “perfect” Own-Kind app. We wanted to see what the other members of Own-Kind thought the app should do, how they would solve their problems and what would make them use the app. From this we found that, like our interviewees, they would expect the app to help them dress, not become a chore to upload items.
In the session we discussed competitors, the user researchand the identified problems: a lack of connection to stylists and lack of feedback from the app.
From this we asked them to sketch out their “perfect” Own-Kind app. We wanted to see what the other members of Own-Kind thought the app should do, how they would solve their problems and what would make them use the app. From this we found that, like our interviewees, they would expect the app to help them dress, not become a chore to upload items.
Wireframing & Testing
Wireframing & Testing
Wireframing & Testing
With out stakeholders on board with the problems, and seeing how the rest of their team visualised the future of OwnKind and the current issues, we each went away and developed those ideas further into basic wireframes.
We held a design critique and used this to bring the best elements together into a user flow as a paper prototype to test.
In future, I would choose to go from sketched ideas straight into a super lo-fi digital wireframe so it is quicker to build and adjust whilst we’re in a remote situation as it’s easier to manage across the team.
From this we tested and iterated 4 times moving from the paper prototype into a high-fidelity quickly due to the tight deadline.
Some of the changes we made were:
Instead of taking users straight to the stylist page for them to explore but having questioned some of the users we realised that they want to see their profile
Adjusted the wording in the onboarding so it was shorter and easier to take in quickly.
Adjusted the preferences so that they could be skipped, changed the order and made it more visual.
Improved user feedback with micro-interactions and waiting states.
With out stakeholders on board with the problems, and seeing how the rest of their team visualised the future of OwnKind and the current issues, we each went away and developed those ideas further into basic wireframes.
We held a design critique and used this to bring the best elements together into a user flow as a paper prototype to test.
In future, I would choose to go from sketched ideas straight into a super lo-fi digital wireframe so it is quicker to build and adjust whilst we’re in a remote situation as it’s easier to manage across the team.
From this we tested and iterated 4 times moving from the paper prototype into a high-fidelity quickly due to the tight deadline.
Some of the changes we made were:
Instead of taking users straight to the stylist page for them to explore but having questioned some of the users we realised that they want to see their profile
Adjusted the wording in the onboarding so it was shorter and easier to take in quickly.
Adjusted the preferences so that they could be skipped, changed the order and made it more visual.
Improved user feedback with micro-interactions and waiting states.
With out stakeholders on board with the problems, and seeing how the rest of their team visualised the future of OwnKind and the current issues, we each went away and developed those ideas further into basic wireframes.
We held a design critique and used this to bring the best elements together into a user flow as a paper prototype to test.
In future, I would choose to go from sketched ideas straight into a super lo-fi digital wireframe so it is quicker to build and adjust whilst we’re in a remote situation as it’s easier to manage across the team.
From this we tested and iterated 4 times moving from the paper prototype into a high-fidelity quickly due to the tight deadline.
Some of the changes we made were:
Instead of taking users straight to the stylist page for them to explore but having questioned some of the users we realised that they want to see their profile
Adjusted the wording in the onboarding so it was shorter and easier to take in quickly.
Adjusted the preferences so that they could be skipped, changed the order and made it more visual.
Improved user feedback with micro-interactions and waiting states.
Educating
Educating
Educating
We found a few places to educate our users on various elements.
We found a few places to educate our users on various elements.
We found a few places to educate our users on various elements.
Onboarding
The original onboarding was instructional, a guide on how to use OwnKind in 5 steps.
We reduced it to three used onboarding to educate the users about what the app is meant to be used for and how that is beneficial. It also allowed us to set the scene for a more luxury exclusive brand.
Onboarding
The original onboarding was instructional, a guide on how to use OwnKind in 5 steps.
We reduced it to three used onboarding to educate the users about what the app is meant to be used for and how that is beneficial. It also allowed us to set the scene for a more luxury exclusive brand.
Onboarding
The original onboarding was instructional, a guide on how to use OwnKind in 5 steps.
We reduced it to three used onboarding to educate the users about what the app is meant to be used for and how that is beneficial. It also allowed us to set the scene for a more luxury exclusive brand.
Onboarding on OwnKind and competitor apps
Our designs for OwnKind onboarding and educating
Creating an outfit
Creating an outfit
Creating an outfit
Most of the users of OwnKind had downloaded the app to use it like the Clueless wardrobe, with digitised individual pieces and use those to build outfits.
It was important to encourage users to uploaded items and create outfits for various reasons:
It allows stylists when booked to use current pieces during their sessions.
It allows stylists to finding complementing pieces
It allows stylists to understand the users tastes and choices
It gave OwnKind data they could sell
It gave OwnKind the opportunity to sell directly into peoples wardrobes
However the process was difficult and involved a complex user journey with lots of navigation between different tasks like uploading, uploads and the outfit collage.
Most of the users of OwnKind had downloaded the app to use it like the Clueless wardrobe, with digitised individual pieces and use those to build outfits.
It was important to encourage users to uploaded items and create outfits for various reasons:
It allows stylists when booked to use current pieces during their sessions.
It allows stylists to finding complementing pieces
It allows stylists to understand the users tastes and choices
It gave OwnKind data they could sell
It gave OwnKind the opportunity to sell directly into peoples wardrobes
However the process was difficult and involved a complex user journey with lots of navigation between different tasks like uploading, uploads and the outfit collage.
Most of the users of OwnKind had downloaded the app to use it like the Clueless wardrobe, with digitised individual pieces and use those to build outfits.
It was important to encourage users to uploaded items and create outfits for various reasons:
It allows stylists when booked to use current pieces during their sessions.
It allows stylists to finding complementing pieces
It allows stylists to understand the users tastes and choices
It gave OwnKind data they could sell
It gave OwnKind the opportunity to sell directly into peoples wardrobes
However the process was difficult and involved a complex user journey with lots of navigation between different tasks like uploading, uploads and the outfit collage.
So we really wanted to make this smoother and continue to use their collage tool as they were so excited about the functionality of it. However, when this was being tested the users didn’t see the value. We, therefore, reduced this to the below flow where OwnKind automatically group items in their collage software.
So we really wanted to make this smoother and continue to use their collage tool as they were so excited about the functionality of it. However, when this was being tested the users didn’t see the value. We, therefore, reduced this to the below flow where OwnKind automatically group items in their collage software.
So we really wanted to make this smoother and continue to use their collage tool as they were so excited about the functionality of it. However, when this was being tested the users didn’t see the value. We, therefore, reduced this to the below flow where OwnKind automatically group items in their collage software.
Encouraing
Encouraing
Encouraing
Encouraging the users was about building trust which should help them engage more in the platform in various ways.
Encouraging the users was about building trust which should help them engage more in the platform in various ways.
Encouraging the users was about building trust which should help them engage more in the platform in various ways.
Sign up & preferences
Based on research, the first time using the app was the best time to capture styling and personal data. Users expect to do this at the start of a process — but it can’t be too long and reiterate how it benefits them.
We broke this up into 5 smaller segments where we detailed how OwnKind will use this information to personalise the rest of the app for them.
We found that users felt encouraged and built more trust with the app when we collected data on their needs and preferences assuming this would create a more tailored experience and connect with the app.
Sign up & preferences
Based on research, the first time using the app was the best time to capture styling and personal data. Users expect to do this at the start of a process — but it can’t be too long and reiterate how it benefits them.
We broke this up into 5 smaller segments where we detailed how OwnKind will use this information to personalise the rest of the app for them.
We found that users felt encouraged and built more trust with the app when we collected data on their needs and preferences assuming this would create a more tailored experience and connect with the app.
Sign up & preferences
Based on research, the first time using the app was the best time to capture styling and personal data. Users expect to do this at the start of a process — but it can’t be too long and reiterate how it benefits them.
We broke this up into 5 smaller segments where we detailed how OwnKind will use this information to personalise the rest of the app for them.
We found that users felt encouraged and built more trust with the app when we collected data on their needs and preferences assuming this would create a more tailored experience and connect with the app.
Connecting
Connecting
Connecting
It was very clear from our user interviews that building an emotional connection to the stylist was key to someone willing to be styled. This is because the user wants acknowledgement that how they style themselves in part of their personality, self expression and showed their aspirations. We have already built trust with onboarding but this was next level!
It was very clear from our user interviews that building an emotional connection to the stylist was key to someone willing to be styled. This is because the user wants acknowledgement that how they style themselves in part of their personality, self expression and showed their aspirations. We have already built trust with onboarding but this was next level!
It was very clear from our user interviews that building an emotional connection to the stylist was key to someone willing to be styled. This is because the user wants acknowledgement that how they style themselves in part of their personality, self expression and showed their aspirations. We have already built trust with onboarding but this was next level!
“I need to understand the stylist’s past client experiences so I can develop an emotional connection to both the stylist and clothing.” A user interview quote
“I need to understand the stylist’s past client experiences so I can develop an emotional connection to both the stylist and clothing.”
A user interview quote
“I need to understand the stylist’s past client experiences so I can develop an emotional connection to both the stylist and clothing.”
A user interview quote
We allowed users to discover and connect with the stylists by building out their profiles with a short bio, examples of past work and some outfits ideas – which in future, could be monetised to allow whole outfit purchase through the app.
We improved the requesting a stylist from lots of free text fields which required a lot of mental load from the users to a short and simple form to book every session and providing clear user feedback once submitted about what will happen next. This also ensured the stylists always had what they needed.
We understand that Own-Kind offered free styling sessions to encourage the upload of items and create outfits, but from research that wasn't clear or fed back well to the user. Once the session was booked we encouraged them to upload items as the app did before but educated them as to how it will improve their styling session experience.
We allowed users to discover and connect with the stylists by building out their profiles with a short bio, examples of past work and some outfits ideas – which in future, could be monetised to allow whole outfit purchase through the app.
We improved the requesting a stylist from lots of free text fields which required a lot of mental load from the users to a short and simple form to book every session and providing clear user feedback once submitted about what will happen next. This also ensured the stylists always had what they needed.
We understand that Own-Kind offered free styling sessions to encourage the upload of items and create outfits, but from research that wasn't clear or fed back well to the user. Once the session was booked we encouraged them to upload items as the app did before but educated them as to how it will improve their styling session experience.
We allowed users to discover and connect with the stylists by building out their profiles with a short bio, examples of past work and some outfits ideas – which in future, could be monetised to allow whole outfit purchase through the app.
We improved the requesting a stylist from lots of free text fields which required a lot of mental load from the users to a short and simple form to book every session and providing clear user feedback once submitted about what will happen next. This also ensured the stylists always had what they needed.
We understand that Own-Kind offered free styling sessions to encourage the upload of items and create outfits, but from research that wasn't clear or fed back well to the user. Once the session was booked we encouraged them to upload items as the app did before but educated them as to how it will improve their styling session experience.
Original OwnKind Stylist Profile
Initial wireframes
Final prototype design
Videos of final designs
Videos of final designs
Videos of final designs
Next steps
Next steps
Next steps
How can we put this into the flow of the desktop version?
How can we integrate a social/community element into the Own-Kind app?
How can we make this app better as a white label product to sell items through styling sessions?
Rather than cataloging in the traditional sense allow # of items or outfits based on moods, weather, events instead but this would need testing.
How can we put this into the flow of the desktop version?
How can we integrate a social/community element into the Own-Kind app?
How can we make this app better as a white label product to sell items through styling sessions?
Rather than cataloging in the traditional sense allow # of items or outfits based on moods, weather, events instead but this would need testing.
How can we put this into the flow of the desktop version?
How can we integrate a social/community element into the Own-Kind app?
How can we make this app better as a white label product to sell items through styling sessions?
Rather than cataloging in the traditional sense allow # of items or outfits based on moods, weather, events instead but this would need testing.
How we would measure success
How we would measure success
How we would measure success
We would expect to see a lfl lift per active user of:
An increase in outfits made
An increase in enquiries for styling sessions
An increase items uploaded
We would also hope to see:
re-engaged users
a reduction in churn
new active suers
We would expect to see a lfl lift per active user of:
An increase in outfits made
An increase in enquiries for styling sessions
An increase items uploaded
We would also hope to see:
re-engaged users
a reduction in churn
new active suers
We would expect to see a lfl lift per active user of:
An increase in outfits made
An increase in enquiries for styling sessions
An increase items uploaded
We would also hope to see:
re-engaged users
a reduction in churn
new active suers
Ruaraidh Grubb
Founder
Sarah was absolutely brilliant when we worked together. Resourceful, results-oriented and extremely driven, she delivered extremely actionable UX recommendations in the exact format we asked for, using the prioritisation values we asked for. On the money!
