Chippio
PRODUCT DESIGN
2021
FASHION RESEARCH
Bershka commissioned us to conduct in-depth research to identify new features for their app and website. From competitor analysis to real user interviews, this project was pure research from start to finish. We created functional prototypes to validate ideas and synthesized insights into two user personas and their customer journeys. Finally, we worked alongside stakeholders to define a solid roadmap based on our findings.
- CLIENT INDITEX
- YEAR 2015
- CATEGORY RESEARCH
BENCHMARKING AND IDEATION
Our first step was a benchmarking analysis to assess what competitors—both national and international—were doing. After several internal workshops, where we brainstormed various innovation proposals, we determined that the best way to validate them was by testing them with real Bershka users.
PROTOTYPING AND USER TESTING
Although we were only required to deliver a report, we decided to create a functional-looking prototype specifically for the study. This allowed us to present our ideas more effectively during user interviews. During these sessions, we delved deep into understanding not only whether our proposals would work but also what users, particularly young women, would ideally want in a perfect shopping experience.
USER FEEDBACK AND INSIGHTS
Some of the proposals were tested within a mobile app interface, allowing users to visualize how they might integrate these features into their daily lives. Seeing the concepts on screen made it easier for them to provide detailed and meaningful feedback.
FINAL ANALYSIS AND STAKEHOLDER WORKSHOP
All the insights gathered from the interviews were synthesized into two personas, representing the main user profiles we identified, along with two customer journeys, which we then presented to the business team. In a final workshop with stakeholders, some ideas were discarded, and we consolidated the strongest concepts into a single, refined customer journey, which was included in the final report presented to Bershka.
Roles in This Project
UX Research, Co-Creation & Workshop Facilitation
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