*** Gucci service design concept ***
*** In-store live 360-degree virtual reality catwalk experience ***
Gucci
Service Designer
For this project, I worked with the Gucci brand to rejuvenate the brand's service offering for a new future in retail. Here, I have developed a hybrid shopping and brand experience service that is innovative across a multi-channel, digital, and physical space where the key objective is to attract (or hook) customers back to the Gucci stores and digital spaces. As a service designer, I have driven an in-depth project that researches, analysis, ideates, and redesigns a core retail experience for a hybrid, multi-channel, digital, and physical retail future. This service is at the cutting edge of service innovation in fashion retail. During this process, I researched, presented, used and implemented new service design techniques that have helped me detail the impact of my new service from a range of business and customer perspectives.
Primary research, including Service Safari and Shadowing
Investigating GUCCI online resources and services.
With this affinity diagram, I would be able to find solutions and connections between in-store performance, online presence, and also the history of Gucci.
This insight presents an opportunity to bridge Gucci's online presence and in-store incredible services with the help of Gucci's story-telling mastery.
Concepts of innovative brand services
A service blueprint is a diagram that displays the entire service delivery process by listing all the activities at each stage performed by the different roles involved. The service blueprint is built by first listing all the actors involved in the service process on a vertical axis and all the steps required to deliver the service on the horizontal axis. The resulting matrix represents the flow of actions that each role needs to perform along the process, highlighting the activities that the user can see (above the line of visibility) and the ones that happen in the back office (below the line of visibility). Roles can be performed by human beings or other entities (organizations, departments, artificial intelligence, machines, etc.)
Business Origami is a method that the Hitachi Design Center invented. It uses paper cut-outs to mimic user journeys in a whole business system. Business origami can help designers understand various types of users’ behaviours, feelings, and actions in a complex business model.
I quickly did some wireframe user testing by putting those wireframes in front of actual users and getting their feedback. The result is clear wireframes, and they generate the desired outcome. I can now roll what I've created into a prototype.
Designing a Gucci product is challenging. "The Gucci headset must be a GUCCI headset." I have used Fusion 360 to create a 3d model of the Gucci headset. Customers will use this headset to experience a 360-degree catwalk.
I have also built a cardboard VR Headset. This will be a gift from Gucci for customers who want to attend the in-store experience. I have used the Google Cardboard VR headset template and Guccified it.
In order to demonstrate what is going to happen inside the Gucci store, I have created 3D models of a Gucci store in Fusion 360 based on Gucci's Cruise 2016 Campaign video. I have mixed these 3d models with the video to create a mock-up of the place and the event.
You!