About
Derek Lam is a women’s contemporary clothing brand catered to career women since 2003 in New York City. The company has expanded to include the Crosby 10 collection which caters to the same market and has all merchandise available in well know stores such as Nordstrom, Bloomingdales and Saksfifthavenue
The objectives
Several users were giving feedback to various products that were already released and ready for use. Our task was to review the product design extensively and understand where user pain points occurred.
Typically fashion products that run in this branding category hit a 120-160% mark up from productions costs. How it relates to this issue is that it can be a cut relative to 14% of company revenue.
1. Reduce user frustrations with product navigation through sizing
2. Increase user re-engagement to the brand
3. Streamline connections back to the user group
1. Reduce user frustrations with product navigation through sizing
2. Increase user re-engagement to the brand
3. Streamline connections back to the user group
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What is Technical Design
Technical design is a field of study in measuring clothing items and rechecking the quality of the fit on the body. This career is very close to UX/Product design as it requires collecting data on user patterns, using consistency and standards on product design, recording all feedback from users on fit tests, and problem solving various issues before final product release. These are a few of the companies that are included in my own background.
Identifying the key problems
Due to recent negative feedback on Derek Lam products, we had to organize various forms of data collection in order to solve what types of existing errors there were:
1. Gather clothing items that received feedback from the Derek Lam inventory.
2. Purchase various competitor brand clothing products that match closely to our error prone design items.
3. Create a competitor analysis by checking all products together to find pros and cons.
4. Acquire various users for fit testing and validating product corrections across the spectrum.
5. Sourcing archives of design libraries to verify product matches and inconsistencies.
1. Gather clothing items that received feedback from the Derek Lam inventory.
2. Purchase various competitor brand clothing products that match closely to our error prone design items.
3. Create a competitor analysis by checking all products together to find pros and cons.
4. Acquire various users for fit testing and validating product corrections across the spectrum.
5. Sourcing archives of design libraries to verify product matches and inconsistencies.
Data collection
To prioritize accurate data, we first had to gather all the current feedback on our products. The team handling sales would notify us which styles were getting returns and had user reviews pointing out product discrepancies.
Competitor analysis
Because of product innovations, several companies will require once in a while to review and research competitors. This also happens if a comparison needs to be made when a design needs to be looked at more toughly. Below are the brands we analizyed to do a comparison with our product imperfections:
Product audit
Although our directive was to focus on existing Journey users, we had to also devise how new users would interact when they first join the platform. This was also part of the feedback in our initial user interviews when course creators had to recall what their pain points were. Additionally, our observations of the platform combined with the competitor analysis would tell us that there were some changes that needed to be made for Journey itself.
Initial findings
Most measurements that were recorded would match the requested specifications that we established for the garments with the exception of a few such as the across back, parts of the neck, waist, and hip. Size grading (the measurements that move up or down in sizing) also had some inconsistencies when we checked with the same small, medium, large user base.
Fit test presentation
Our team completed measurements and then assembled the clothing items into order matching their competitor counterparts. Other teams gathered for feedback along with company VPs and Higher-ups to witness our presentation.
Feedback on all user sizes
Fit model feedback gave us confirmations and unexpected findings across the small, medium and large sizes. We also confirmed other with our VPs and higher ups who tried on their own sizes.
Our competition also seems to have some inconsistencies as well since Veronica Beard had two different pants styles that had very contrasting fit issues. Theory however seems to only have an issue with size grading. Initially we have theorized that the competitors were following their own size grading, but we also speculated that different designers were hired into the company making finalized
Advising Corrections
Because of these design discrepancies, pattern corrections needed to be made in order to improve product performance and avoid returns. The following corrections below would revise and fix the problems illustrated from the previous photos above.
Next Steps
After confirming that original requested measurements were incorrect and pattern pieces were not adjusted correctly, we improve product practices going forward:
1. Inform overseas teams on product corrections
2. Continued monitoring of KPIs for success.
3. Standardize grade scaling and best measurement practices
1. Inform overseas teams on product corrections
2. Continued monitoring of KPIs for success.
3. Standardize grade scaling and best measurement practices