Flyrobe UX Case Studies.
Building India's first online fashion rental platform. That allows you to rent designer wear at a fraction of its retail price.
My Role
Head of Design, Product Design
The Challenges.
The vision is to make designer clothes available to the masses at pocket-friendly prices on rent. While the business hurdles were obvious, they also had to deal with the Indian attitude toward secondhand apparel. Indians shun those who cannot pay for expensive outfits. People's assumptions about renting garments are the reason for the sluggish start of the firm.
India is a nation based on possession; the most challenging hurdle in implementing a business plan like renting is changing client preferences. A social taboo is linked to rentals because fashion has grown to reflect one's identity, goal, and prominent status symbols.
Their cynicism about sanitation, Personality concerns, Social influence
Creating a platform for online fashion rental was challenging because users are used to traditional shopping websites that have mental models where you just place an order Product will come to you. but rental has a different user journey
Only when the customer is willing to rent or wear a previously owned item you would succeed. The perspective shifts as people understand the product's worth and the reasonable amount they spend on a temporary solution.
User Persona.
Tanya is a 28-year-old married female living in Mumbai. Her Occupation is Software Engineer; Tanya lives a busy Life; she likes fashion and designer wear and is aware of trends. Want to impress friends? she likes to attend parties, weddings
Empathise.
Good value, convenience, & high emotional appeal, promote beauty and confidence, which is a clear value proposition for Young women who want to wear designer but can't afford them. Designers who want to attract young customers to build brand loyalty but can't because of high prices → identified opportunity gap and a clear need for both sides of service. Customer: started with women 15-30 years old (sorority parties, weddings want to impress friends); later realized appeal to older sophisticated women very broad customer segments lead to the sustainable business opportunity.
Branding
Freedom & fashion was the inspiration for the design. When one can do anything one desires, one is said to be free. By making fashion widely available, they hope to promote freedom in the fashion realm. They genuinely think that one's preferences, devotion to ownership, and cost need not be limited.
Ideate
Flyrobe’s value proposition is to empower women to make them feel more confident and beautiful. Their dresses allow them to have a powerful emotional experience. “Try new brands, and new trends, and feel beautiful every night.”
The ability to rent designer clothes for a specific event instead of purchasing them. Dresses are shipped to the consumer protected in a quality garment bag that is reusable.
Stylists had a strong role in the business where they enabled renters to get advice from experts and also provided their insight to cater to the customers’ needs.
Convenience: Flyrobe ensures convenience, timeliness, and personalized service by making the consumer’s life easier and delivering their preferred clothing item to their homes. Customers pay 1/10th of the original price. Thus, consumers maximize their benefits in a cost-efficient way. In short, the consumer is getting “high-end designer garments at a fast-fashion price.” Stylists will help the consumer in narrowing their options via phone, email, and online chat.
Mobile App: Personal engagement and increase traffic. Capture valuable data as the mobile app is more convenient and accessible. The convenience of being able to use the app while making references to your calendar, tracking orders and pick up. Give a review, and take a photo of your outfit.
Website: Need to be different from traditional e-commerce sites, Landing page: Trust building, Premium and high-quality design. Event date, Occasion, and size selection are for the front. The rest of the user journey needs the following an e-commerce mental model. Ask for review, track order, and Detail pages.
