S.OLIVER

Personalized fashion app with omnichannel shopping

With the redesign of the s.Oliver Fashion app, we refreshed s.Olivers digital design language for mobile environements. In the process our focus was on user relevance, which is expressed through the 3 main design principles personal, inspirational, simple. We could significantly increase stickyness and joy of use.

This project was realized with a small UX/UI Taskforce in a short timeframe.

Client

s.Oliver
superreal, 2017

My Role

Senior Art Director

Design Lead

CHALLENGE

s.Olivers digital experience wasn’t personalized and connected across all channels. Their hybrid app without significant, rather elementary functions was isolated and should be redesigned and invisioned as a personalized hub connecting all channels and running natively on all devices.

SOLUTION

We enabled the smartphone app as the linchpin of cross-channel shopping. Therefore we focussed on adding innovative feature to customer-specific personalization approaches paired with gamification elements to further encourage purchases. These contents are presented through a device specific usability matching our simple minimal design approach.

PERSONALIZED SHOPPING COMPANION

Our plan: pick up our customers right from the start. They are encouraged to create a personal style profile in the app. Based on the information about size, gender and fashion taste, the start screen then shows the user suitable topics. This also includes product suggestions in an intuitive swipe style. By allowing the customer to playfully select favorites in the best Tinder style, the app gets to know the user better and can provide optimized recommendations.

FURTHER FUNCTIONS

Enabled linked shopping: The synchronized shopping cart makes the on-the-fly switching between different devices a seamless. Personalized push notifications continually provide the user with up-to-date information about the s.Oliver collections. If the right size is out of stock during real-life shopping, Scan & Shop can be used to determine whether the item of clothing is alternatively available online and can be purchased there immediately. In addition, with the app, the customer always carries all the benefits of the s.Oliver Card with them.