Naturally, in their clothes buying experience, consumers want "ease of buying" but they also want something more than just "to buy clothes." Our design needed to include not simply the fun of shopping, but also the peripheral actions and experiences. When it comes to fast fashion, the functional roles and spaces required keep on changing. NTT Data and FOURDIGIT worked on this project with the aim of realizing a way to deliver technology that is currently deployable for users.
For the user modeling we visualized the current experiences using a customer journey map. We identified what happens in the customer experiences based on information from workshops and quantitative online survey. In response to challenges that have emerged in customer experiences due to the changing times and the permeation of internet shopping such as "I ask my spouse what they think," "I’m not going to take anything home now," "It’s difficult to change sizes while you’re in the fitting room", and "I don’t want to line up to try something on or to pay at the cash register", we did ideation sessions to resolve them. And we did a feasibility study based on those outcomes to visualize a realizable vision.
Although we say “near future”, some advanced countries such as China and the United States have already partially implemented this type of shopping. We visualized realizable experiences in shopping, integrating such realities at the same time. Our goal was to create scenarios in which the current technology would be accepted by consumers according to the usage conditions. In order for the everyday reality to change, it is important not only to seek rapid change, but also for it to go on changing while being accepted without any problems. While on one hand these ideas are not outstanding or unusual, the day they will actually be realized is just around the corner.