Deprecated: Creation of dynamic property OMAPI_Elementor_Widget::$base is deprecated in /home2/yueyingf/public_html/wp-content/plugins/optinmonster/OMAPI/Elementor/Widget.php on line 41
TECH BASK
AT TIFFANY'S
OVERVIEW
Purpose
Brand
Context
Deliverables
Role
Shared responsibilities: Project ideation, development, prototyping
My responsibilities: Idea iteration, concept design, scenography, interaction technology support
Team of 3 UX Designers
Group Presentation, Individual Essay
Masters project • 8 weeks • 2022
Tiffany& Co.
Our team of UX designers will research the jewellery store experience for millennials who are professional women living in the United Kingdom, to effectively utilise modern technologies resulting in a meaningful user experience.
tHE PROBLEM
As the COVID-19 issue persists, retailers confront a tremendous challenge in reopening because consumer behaviour has changed significantly over the lock-down period. It is consequently critical that stores provide increased consumer involvement in order to bring consumers who are accustomed to buying online back into stores and enhance income for offline retailers.
DESIGN PROCESS
We did three rounds of the Design Thinking Cycle in the whole process.
ROUND 1
- Identify target group
- Identify pain points to address
- Ideate concept
- Test user comprehension of concept
ROUND 2
- Logistics of presence, AR and AI in concept
- Test user experience of presence and AI in design’s Mixed Reality
ROUND 3
- Last considerations for Design Outcome
RESEARCH
Started with Secondary Research and KWLAQ to unpack our assumptions, then Interviews and love letters for a better understanding of users, and then an affinity map and participant board to find similar themes among users.
We also did an observation in the Tiffany & Co. store and did an AEIOU to further understand what we saw. All this research we had led us to define our target group and pain points through findings and insights.
IDENTIFY TARGET USERS
Our Target group are Jewellery Shoppers, who are tech-savvy millennials, and professional women. & based on Tiffany’s advertising since 2017, they seem to already be after this group.
Their main pain-points when shopping in Tiffany& Co. are:
- Lack of independence and sociability
- Distrust and dislike for salesclerks
- Heavy Jewellery
- Don’t like shopping alone
IDEATIONS
Brainstorming, Crazy 8s, Categorising Automation & Augmentation and User Journey Map were used to ideate the ideas.
PERSONA& STORYBOARD
A storyboard was made based on the ideation part.
USER TESTING
To come up with this prototype we did have to fix some errors in our design based on our user testing.
We iterated a few times, rapid prototyping with paper and Think Aloud protocols with our onboarding to see what issues users found, to make sure our concept was easily understood and to find what issues users may have with it.
Based on their verbal and emotional feedback on the overall experience and presence within it, we are convinced that what we have created will be beneficial in many ways for Tiffany’s & Co. and its customers.
design outcome
SOCIAL
ENVIRONMENT
The concept was strategically designed to bring together like-minded individuals to increase social interactions for collaborative experiences leading to increased sales.
We created a bar with cocktails and wine for customers to unwind and be social. We created a feature where users can ‘like’ what others are wearing to give users validation. & we created an immersive experience. We did this by themed rooms, TV screens for walls and bringing together similar people.
ARTIFICIAL
INTELLIGENCE
AI is used for effortless user navigation, as well as for collecting data on user preferences to accurately offer relevant and helpful suggestions at appropriate times.
Just like a car has factors that determine its value, we created an AI suggestion feature that gives value to customers. Regression is the logic behind this AI and why it is making these suggestions. Our regression factors that contribute to this feature are Purchase History, Click History, Viewed History, Web Analytics and ‘Likes’.
And of them all, web analytics is the most important because it according to the web analytics association analysing and reports on website data to be able to know how a website is used by its audience and how to optimize its usage.”
MIXED
REALITY
The need for physical jewellery, salesclerks and security in the store has been diminished by using a new device that provides the weight and looks of jewellery when paired with AR glasses.
We created something we call ‘T-Stones’. For now, we focused on earrings. Our design addresses the Absence of physical weight and Familiarity for the user to put on.
The stepper motor we have placed in this device gives users the feeling of weight change to maximise presence.
Augmented Reality Glasses & T-Stone
We used AR glasses that resemble Audrey Hepburn’s Breakfast at Tiffany’s glasses to support style and Tiffany & Co. branding. The way the T-stones work with these glasses is:
To Sync:
Select desired T-stone(s)
Tap T-Stone on the side of AR glasses
To Un-sync & Charge:
Return T-stones anywhere on the T-Tree
Conclusion
For customers, there will be freedom and independence in their shopping experience to try on what they want, when and how they want it without depending on clerks, and confidence to make purchases based on the social interactions they are having with others. Currently, Tiffany’s only offers free alcoholic beverages for exclusive customers but having everyone drinking will help everyone relax and feel included.
As for the benefits for Tiffany’s, there will be significantly fewer expenses now that security, salesclerks and jewellery insurance are no longer needed. Additionally, this will reduce sustainability issues because jewellery does not have to be made until it is bought, which also diminishes the risk of theft and damages to the jewellery. Customers will provide free promotion and marketing as they offer suggestions and honest feedback for other guests, leading to increased sales. This experience continues Tiffany’s legacy of exclusive and luxury feelings, though it is offered to all. Lastly, all customers will have to pay for alcohol which is financially beneficial for Tiffany’s too.