Introducing a new feature on Farfetch

Farfetch, a leading luxury fashion e-commerce platform. The company connects customers with over 1,300 luxury fashion brands and boutiques from around the world. The primary objective was to effortlessly introduce a user-friendly Stylist advice feature for Farfetch.

I conducted a thorough competitor analysis focusing on prominent players in the fashion retail industry, namely Nordstrom, M.M.Lafleur, and Macy's. This analysis aimed to gain a comprehensive understanding of their respective offerings.

Based on my findings, I was able to provide a competitive report.

I explored four potential directions to incorporate the stylist advice feature. A primary objective was to find a solution that seamlessly integrated the feature while maintaining simplicity and user-friendliness. Through a comprehensive analysis of the advantages and disadvantages of each direction, I made a deliberate decision to proceed with a particular version. This version offered users the ability to schedule stylist appointments and engage in chat-based communication.

I presented and tested a first design prototype that I had to iterate based on user feedback.

To better test the app in the future, testing would be focused on the customer engagement rate to measure the percentage of users who interact with the chat and stylist features, which indicates the level of interest and adoption among users.

Future testing will also be focused on the conversion rate to track the percentage of users who interact with the stylist and make a purchase afterward.