Movinun - Service Design and Webpage

I conducted stakeholder interviews, surveys, and user interviews. After that we've run some workshops where we determined brand personality, brand positioning, mission, vision and target audience etc.

I created personas and customer journeys. And from all of that, I designed, implemented, and tested a web page and digital marketing email workflows, and more importantly, made suggestions for improving the services. Here is a short overview of the process and the results:

For fashion-conscious millennials, Movinun is the independent fashion brand who delivers garments with superb quality, individuality and that fit like a glove. Unlike other fashion and sustainable fashion brands, Movinun provides garments that are made from premium sustainable materials and with extraordinary details, and are made-to-order with option of custom alterations.

To challenge the status quo in fashion with premium designs, perfect fit and handcrafted details along with vintage materials.

Varied in profession and age, predominantly women - with their own voice and opinion, that are deeply interested in fashion, but also love to keep up with politics and activism. As much as they want to know the next season trends, they are aware of the climate crisis and want to do their part without sacrificing their style and expression through fashion.

Based on the research we set up a couple of personas. We referred to them throughout the entire product development process.

Personas were needed in order to be able to define our brand; visual language and tone of voice

Our customers are mostly guided by motivations: to do their part without sacrificing their style and expression through fashion

We have then created persona specific customer journeys, where we've identified possible problematic touch-points - those that we should pay attention to.

Reason 1: Based on the customer journey analysis, I suggested to launch a individual call service for clients: because of the nature of Movinun clothing - unique, customer specific), it would be interesting to meet customers, if not in person, through Zoom calls - to be able to get to know them and this way design better, more personalised pieces for them.

Reason 2: A lot of people still want to shop in person - this way we're bringing the store and store owner to them - if they want, of course.

Because each body is different, and because there is always an issue with bad fitting garments, the company can provide pieces with custom measurements. This can be done because of the production - small, individual, local.

Old grandparents or parents clothes, any treasured items that people cannot bring themselves to throw away, can be used in Movinun designs, reworked in a way to keep the memories alive.

Movinun was very happy with our suggestions and the overall approach.

The webpage visits and the sales had increased for 28% after the launch. Sign ups for newsletter had increased for 56%.