mystyleguide — Peter McNulty

Peter McNulty

Client: SearsStyle and Sears/Kmart Soft-Lines BU

Program: "myStyleguide" Apparel shopping experience vision and experience feature roadmap discovery.

Overview: Journey mapping and Experience vision to give customers a unique, uncomplicated, flexible, personalized, and sticky fashion shopping experience that keeps people coming back and referring their friends.

Role: Creative Director

Team: Cross-functional team of Design, UX, Product, Development and BU client partners.

Goals:

Build a future vision for softlines blending content and commerce
Integrated cross-channel approach to understand how we can merge SearsStyle and sears.com. Target full softlines BU/OBU touchpoints kmart.com, kmartfashion
Product detail page upgrade

Focus:

Visual story
Suggestive Selling / Peer Reviews
Shop by size (size,shape,color,fabric, etc)
Product "Finders" - Surface tools
Cross-Sell / Shop by outfit
Pro-active brand awareness (blog, social channels, communities, and events)
New taxonomy structure

Approach:

Primary research
Secondary research
Experience hypothesis
Experience definition
Sketches
User flow definition
Vision statement development
Visual style and grid definition
Visual design
Experience architecture development
Wireframe
Interaction modeling & design
Prototype development

Research

Ethnography & Personas: Soft-line Shoppers

Experience Strategy

Experience/Product Vision 2012 - Apparel. Sears & Kmart Soft-lines BU's, clientFeatures:Sales & Events CalendarThe Look of the day "Editorial selling & Shop by outfit"My Closet "Clothes Inventory"My Style "Product Recommendation"Create a… — Experience/Product Vision 2012 - Apparel. Sears & Kmart Soft-lines BU's, client
Features:
Sales & Events Calendar
The Look of the day "Editorial selling & Shop by outfit"
My Closet "Clothes Inventory"
My Style "Product Recommendation"
Create a look "Outfit builder"

Personalize

Sales & Events calendar

The look of the day "editorial selling & shop by outfit"

My closet "clothes inventory"

Create a look "outfit builder"

My style "event & product recommendation"

Sketches

Interaction & User experience flow sketches and Scenarios - Concept sketches for in environment experiences - Instore, outdoor, popups

Visual Design

Design exploration. Sears, client

Design exploration. Kmart, client

Sears Fashion - Design Systems, Outfit builder, Shop by outfit.

Kmart Fashion - Design Systems Category, SubCategory, and Product

Outfits_Discovery_ApparelHappyPath_online@0_Page_1.jpg

Experience Design

Wires - Shop by size & Shop by outfit

Wires - Fashion Shopping Calendar

Wires - Suggestive selling & Collections — Wires - Suggestive selling & Collections

Research - Landscape analysis "Apparel Social Shopping"