Clienteling App: Product Recommendation Feature

Product Recommendation (Look Builder) feature on the Clienteling App is currently being used by top luxury brands such as Dolce & Gabbana, Coach, Kate Spade, and Jimmy Choo, to name a few. I served as the primary designer, crafting intuitive user experiences that increased outreach, conversion rates, while improving the personalized shopping experience.

Role

Primary Product Designer, Content Designer

Impacted Brands

- Dolce & Gabbana
- Jimmy Choo
- Tapestry: Coach, Kate Spade New York, and Stuart Weitzman
- De Beers
- Ferragamo

My Responsibilities

- Research and Discovery

- User journey refinement

- Ideation and Conceptualization

- Prototyping and Testing

- Visual and Interaction Design (iOS)

- Design Handoff

Team

- x1 Product Manager

- x2 iOS Developer

- x1 Backend Developer

- x1 Retail Excellence Lead, Europe

Timeline

Discovery: May-June 2022

Design, Development, Testing: June-Aug 2022

BACKGROUND

The Product Recommendation feature allows sales associates to curate and create personalized looks and product lists for clients, fosters engagement, loyalty, and increased sales.

During this project, I was the Product Designer responsible for 3 apps under the Connect pillar at Tulip, which included Clienteling, Appointments, and Live Connect.

What is the Tulip Clienteling App?

With Tulip's Clienteling App, store associates can manage customer information, preferences, follow-ups, and client communication.

Build personal relationships with customers
Capture customer communication preferences
Single view of customer information and important dates
Personalized interaction with email and SMS

What is the Product Recommendation (Look Builder) Feature on the Clienteling App? why is it so significant?

Typically used in retail, particularly in the fashion industry, it enables brands to enhance the customer shopping experience and build stronger relationships between customers and sales associates. Look Builder fosters engagement, loyalty, and increased sales by providing a seamless and interactive platform for showcasing curated looks that align with the brand's identity and the customer's unique style.

Snapshot of the Clienteling App

RESEARCH & DISCOVERY

Research Methods Employed:

1. Discovery Session:
Conducted a discovery session to initiate the research process, gaining a broad understanding of the challenges and goals associated with the Look Builder feature enhancement.

2. Client Interview - Retailer Requesting the Enhancement:
Engaged in a detailed interview with the retailer actively seeking the enhancement. Explored their specific needs, pain points, and expectations surrounding the Look Builder.

3. In-depth Retailer Workflow Analysis:
Analyzed the existing workflows and pain points of one of our most engaged retailers, delving into the practical challenges faced while using the Look Builder feature.

Understanding the Current Experience - Key Findings:

Unused Feature: Sales Associates were avoiding the feature due to the obsolescence of sharing via email.
Limited customization: Associates were constrained to pre-built layout templates, restricted to a minimum of two and a maximum of six products.
Lack of detail in looks: Clients received looks as images without accompanying information, impacting the overall understanding and appeal.
eComm link-only approach: Product images attached only directed to the e-commerce platform, lacking specific details such as colours, codes, prices (discounts), and availability.
Limited communication channels: Associates were restricted to sharing looks via email, with no option for text or social channel sharing.
Importance of supplementary content: Some clients valued including PDFs, such as detailed product descriptions, integral to the successful sale of certain products like jewellery and watches.

THE PROBLEM

Sales associates encountered constraints in personalization due to restricted template use. Product recommendations lacked crucial details, diminishing their impact. Limited sharing options (SMS and Email) hindered communication versatility. Addressing these issues was crucial for optimizing client engagement and optimizing sales.

PERSONA

Who are we designing for?

Luxury Client Advisors want to provide exceptional personalized service and guidance to high-end clientele, fostering lasting relationships and delivering an unparalleled luxury experience.

Our core users are the Sales Associates working in the luxury and high-end fashion industry. In our research we found that the primary goals of a luxury Sales Associate revolves around creating a positive shopping experience for their customers and contributing to the overall success of the brand, rather than increasing sales. Personalized and attentive service to customers, addressing their needs and preferences takes precedent over Sales Targets.
They want to establish strong, long-term relationships with customers to foster loyalty and repeat business.
They are informed about the latest fashion trends, styles, and the details of the products in the store and would like to provide expert advice on styling, coordinating outfits, and accessorizing based on the customer's taste and body type.

Use Cases, Business and Marketing Opportunities

The product recommendation feature on the Clienteling app serves as a dynamic tool for Luxury Client Advisors, enabling personalized engagement, tier-specific recommendations, cross-selling and upselling opportunities, and fostering meaningful client relationships, with a focus on initiating discussions, generating sales, and promoting holiday gifting.

01

New Collection Launch

Utilize the product recommendation feature to inform clients about the upcoming new collection, highlighting enticing items. Tailor recommendations based on client tiers, allocating higher-priced items to gold clients.

03

Cross-Selling and Upselling

Combine existing boutique items with new arrivals in a product recommendation list. Enable Sales Advisors to share this list as a mock e-commerce or microsite, complete with product images, videos, and details, providing a seamless platform for initiating clienteling discussions and opportunities for cross-selling and upselling.

02

Client Tier Personalization

Implement personalized recommendations for different client tiers (gold, silver, bronze), ensuring that each tier receives product suggestions aligned with their preferences and purchasing history.

04

Client Engagement Initiatives

Leverage the feature to initiate conversations with clients, allowing Client Advisors to discuss the recommendations and tailor offerings based on client feedback, preferences, and needs. Also, during holidays such as Christmas and Valentine's Day, they can encourage clients to purchase gifts for others, showcasing boutique items suitable for gifting, enhancing the holiday shopping experience.

05

Sales Generation Opportunities

Capitalize on the feature to generate sales by presenting clients with enticing product lists. Encourage Best-case scenarios where clients express interest in the entire selection, or In-Between scenarios where clients express interest in a few items, leading to potential store visits and appointments, thereby increasing the chances of upselling.

06

Relationship Building

Even in worst case scenarios where clients decline the recommendations, use the opportunity to express gratitude, keeping the conversation alive and continuing to build and manage the client relationship.

SECONDARY RESEARCH

Research findings indicated that in North America, there was a high demand for SMS, while email remained a common communication channel. Trends in Europe and APAC evolved, with WhatsApp emerging as the prevalent communication channel in Europe, overshadowing the demand for SMS and email. In Europe, generally, WhatsApp was the common communication channel, and there was a decreased interest in SMS and email. In APAC, excluding Mainland China, WhatsApp was also widely used. However, in Mainland China, WeChat took precedence. Additional research showed that in Japan, LINE was popular, and in Korea, KakaoTalk was commonly utilized.

Consumers want their communication with brands to be two-way conversations.

In terms of messenger apps, WhatsApp remains the number one OTT messaging app, followed by the Chinese messaging app WeChat with 1.3 billion users, and the Messenger by Meta who showed some strong growth in the second and third quarter of 2023.

Solution Ideation Workshop

Participants

Product Designer, Product Design Manager, Product Manager, Dev Manager, Retail Excellence Manager and Lead, VP, Retail Excellence

Following an extensive discovery phase involving client interviews, secondary research, and design research, I took the lead in facilitating a solution ideation workshop. This collaborative session aimed to generate innovative solutions by posing How Might We questions, drawing on insights gathered during the research phase to inform the creative ideation process.

Purpose

The specific goals of enhancing the Product feature were improving user engagement, increasing conversion rates, and improving the personalized shopping experience.

Design Goals

This involved introducing a new Grid View Template, allowing client advisors to attach a variable number of products to a look with detailed information, such as name, article number, and price. Another significant improvement was around the share functionality, enabling users to seamlessly share saved looks via various communication channels.

Challenges

The challenge in this project centered around designing a solution for sharing looks on non-integrated social channels, particularly WeChat, LINE, and KakaoTalk. All being a widely used platform, posed a unique set of challenges due to their distinct integration requirements and communication protocols.

Designs Deliverables and the Impact

Leveraging the solutions generated in our earlier workshop, I proceeded to construct a user story map, delineating the anticipated actions users would take to achieve their objectives within our feature. This visualization enabled the team to gain a comprehensive understanding of how the various elements would interconnect. To prioritize the extensive list of solutions for the feature enhancement, we systematically evaluated each, considering factors such as its importance in completing the process, frequency of use, user reach, customer value, and the associated level of risk.

Creating Product Recommendation List for Clients

Introducing a new Grid View Template, allowing client advisors to attach a variable number of products to a look with detailed information, such as name, article number, and price.The ability to provide a curated and visually appealing collection of products to a client.

Sharing the List/Look on Various Communication Channels

In addition to email and SMS, the created product recommendation list is integrated with WhatsApp, WeChat, LINE, and KakaoTalk, ensuring that the feature is flexible, versatile, and tailored to all outreach channels, without being limited to geographic locations.

Including Product Details and Supporting PDF

Creating looks with detailed information, such as name, article number, and price. The enhancement involved addressing diverse aspects, including product care guidelines and authentication PDF to support product tracking to prevent counterfeits by implementing authentication measures. Those were the types of content that I was expected to help consolidate into these PDFs that are supposed to be user friendly, quick reference, readily accessible through product recommendation list, ensuring a seamless integration of valuable content for both clients and marketing endeavors.

Sharing Multimedia in addition to Looks

Outside the initially defined scope was the introduction of a media-sharing feature, where I identified an opportunity to streamline processes. The client traditionally stored assets on a DAM, and my intervention facilitated a more efficient approach. I streamlined the management of assets, including short campaign videos, event reflections, and dynamic image files for private shows and dinner parties. This optimization not only supported their clienteling efforts but also enhanced marketing and event planning functions.

Clients Receive the Looks as a Microsite Linked to eCommerce

Once a look is shared, clients receive a link to the product recommendation list. This detailed list includes information on price, color, and availability, accompanied by a PDF containing product care guidelines and authentication details. The list is showcased on a dynamic microsite, consistently displaying the latest and most accurate information, including any updates in pricing or colour availability. This microsite setup not only enhances cross-sell and upsell opportunities but also significantly increases conversion rates. Client Advisors, equipped with handpicked and customized lists, streamline their selection process, enhancing the likelihood of converting prospective clients into actual purchasers. The microsite setup also supports marketing efforts, extending beyond average clienteling activities. It provides valuable assistance in promoting marketing initiatives and services, contributing to a holistic and impactful customer engagement strategy.

Logging the Recommendations Sent for Tracking

Another impactful recommendation involved ensuring trackability of data. Existing client profiles within the clienteling solution gained the capability to track wishlists, monitor the products sent, and identify the channels through which they were shared. This implementation not only facilitated in-store operations but also empowered anyone in the store, from sales associates to store managers and the corporate office, to track clients approached through specific product recommendations. This comprehensive logging system extends to monitoring client responses, enabling the measurement of the impact of product recommendations on client engagement and interactions.

Product Recommendation Feature: Final Solution

I take pride in my role as a cross-functional collaborator, actively engaging with stakeholders to discuss and align on various aspects of projects. This collaborative approach ensures that diverse perspectives are considered, leading to well-informed decisions and successful outcomes.

In crafting the final solution, I integrated client feedback, research insights, and strategic considerations to create a seamless product recommendation feature. The user interface prioritizes intuitive navigation and visually appealing presentation, encompassing client care guidelines and authentication details. For a smooth transition, I prepared meticulous design files for handoff and testing. This included comprehensive documentation detailing design specifications, interactions, and user flows. Testing protocols were implemented to validate functionality, ensuring a polished and reliable product aligned with user needs and business objectives.

1

Prepared Design Assets

I consolidated all design assets, including high-fidelity mockups, prototypes, style guides, and relevant design files.

2

Created Comprehensive Documentation

I generated detailed documentation that outlined design specifications, interactions, and user flows, serving as a reference guide for developers.

3

Clarified Design Intent

I provided clear explanations and rationales behind design choices to ensure developers understand the intent behind each element.

4

Organized Design Files

I organized design files in a structured manner, ensuring that layers are labeled, grouped logically, and assets are easily exportable for a simplified development process. Used Zeplin and Figma as handoff tools.

5

Ongoing Collaboration with the Product Team

Fostered open communication with developers and the PM engaging in discussions to address any questions or concerns they may have about the design. I collaborate on finding solutions to potential implementation challenges.

6

Offered Support and Clarifications

Throughout the development process, I remained available for questions or clarifications, fostering ongoing collaboration between designers and developers.

The main challenges we encountered revolved around technical limitations.

In addressing the challenge of sharing looks on non-integrated social channels like WeChat, LINE, and KakaoTalk, the design solution aimed to replicate the seamless experience of sharing on platforms like WhatsApp. Given the distinct integration requirements of these widely used platforms, the introduction of features like 'copy to clipboard' and generating shareable links reduced the manual efforts required for sales associates. While these enhancements made the process less tedious, the overall experience still falls short of the seamless sharing capabilities seen on integrated platforms. Notably, the inability to initiate conversations from an external app on WeChat, KakaoTalk, or LINE presents a current limitation that we continue to navigate.

Learnings: Overcommuniate Effectively

This project involved extensive meetings, workshops, documentation, and regular updates, providing valuable opportunities to uncover insights and enhance the overall user experience. The collaborative efforts during these sessions contributed to a deeper understanding of project goals and user needs. Despite the progress made, the acknowledgment that the design process needs to be ongoing underscores a commitment to continuous improvement and adaptability. This approach ensures that the product remains aligned with evolving requirements and user expectations, fostering a dynamic and user-centric design process.

Next Steps: Future Design Recommendations

Delete Products and Rename Look

Duplicate, Edit, Rename Saved Look

Share Look to Multiple Recipients

Scan UPC to Attach Products