Design of a service and a web platform, to change the online shopping experience for business attire.



A team of four partnered with WingDing USA, an early stage startup focused on designing flexible, machine washable suits for men, to create service and an online platform that address the users desires. In 10 weeks, the team focused on identifying the touch points of in person and online shopping, ideating and prototyping to test what users wants and implementing them on an online platform.



The team utilized the design sprints methodology in order to successfully address different "riskiest risks" each sprint. Instead of following the 5-day sprint plan, the team proceeded with the 2-week sprints and created design arguments addressing these risks, prior to each sprint. After 5 sprints, the team developed a web based service concept and presented it to the clients. Although each week had a unique focus and "riskiest risk", the team had one main goal; to create an online platform for a suit start-up.



The team initiated the project by interviewing potential users to understand their shopping routines and habits. After the early interview sessions, team decided to create a shopping exercise in which users needed to fully experience different online shopping websites offering clothes from casual t-shirts to three-piece suits, to further understand what their patterns were in shopping. Overall, the team identified that, users were prone to shopping online when it comes to casual clothing, but when it came to shopping business attire, users preferred in-store shopping over the online stores, because of the in-person experience.

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How might we create an online suit buying experience that attracts the users over the in store shopping experience?



Once the team identified the tension, next was to prototype, test and iterate. By conducting A/B testing and usability testings, the team identified different pain points, and addressed them with the following iterations. Within each sprint, the team focused on creating a better conceptual model that creates a unique experience rivaling the in-store shopping, and also that increases the trust and confidence in online shopping, via creating various prototypes of different features as well as websites.


The team created a platform that offered a service and an interactive, high fidelity website to showcase a proof of concept for the start-ups. The service includes a complimentary starter kit, which addresses the lack of trust in the brand and a "buy one test three" method, which addresses the lack of confidence in the product.