Tailor&CO

A new business model for a clothing alterations shop chain.

During the interview with the sign language organisation, we could confirm that the project had to be divided into several stages. It would be impossible to resolve all the challenges in one go.

User Personas


We decided to omit the senior customers to create user personas.

The interviews corroborated that it would be very difficult to change the habits of the elderly people which prefered human interaction along with the service. Based on the research we decided to focus on the middle-age professional users for our digital solution. Therefore, our user personas were Marta, a middle-aged working mother, and Ignacio, a younger solicitor.

Sketching

The design of the self-service screens was based on home food delivery (eg. Glovo and Deliveroo). Those have successfully set up user habits when it comes to auto service

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Existing and Proposed Service Blueprint

For the new service design, it was very useful to compare the existing service blueprint with the proposed one. We could see the redundant interactions between the user and the staff that could be omitted with the self-service screens.

Results on “the biggest inconvenience when making a clothing alteration” from the survey with 81 respondents.

Research

The initial research included a market & competitors analysis, a survey with 81 respondents and 4 interviews.

The interview subjects where:

  • The business owner

  • The business supervisor

  • A member of a deaf organisation

  • A regular customer

The business owner and the survey confirmed that the most requested services are simple “like for like” jobs. Shortened up trousers are the most requested service (over 60%).

The Figma sketch prototype was tested with 4 users and there were no major iterations required afterwards.

During the testing, the users could easily use the proposed platform based on home food delivery businesses. The logo at the top of the page had to be turned into a button to go back to the landing page since most of the users expected that.

User Interface design

 

Despite having kept the original corporate orange colour scheme, we decided to turn down all the colour saturation.

We also created an earthy gradient for the illustrations and buttons with some additional blue accents.

Proposed Colours

Glovo landing page: The illustrations are very useful to help the user understand the different categories.

Deliveroo product details with the customisation options done with checkboxes indicating the associated price of each option.

Figma sketch prototype.

Do you want to see the full sketch?

Figma´s UI Mock Up: The buttons and other UI elements had rounded edges to provide a fluid look and feel to match the organic concept.

The Challenge

Tailor&CO, a clothing alterations chain based in Spain, wants to employ deaf people to work in their shops. They also want to improve customer service since they have received some bad reviews online.

Goal

Providing a platform that customers and staff can use to communicate taking into account the technological constraints of the business and improving business sales and performance.

Team (Individual project)
- UX / UI by Mateo Pardo
- Support teachers: Adrian Ortinez and Margarita Solovyeva

Duration
3 Weeks (2 weeks of research and ideation, and 1 week of prototyping and testing)

Tools

My Responsibilities

  • Market & Competitors Analysis

  • User Interviews

  • User Persona Creation

  • Empathy Maps

  • User Journey Mapping

  • User Task Flow

  • Axure prototyping

  • User Interface Design

  • Usability Testing

Service Design

The space will accommodate offline instructions with touchable monitors that will guide the user during the journey.

As a result of the research and analysis we proposed:

  • A business model focussed on the “like for like”.

These are easy alterations that require little communication. It will be feasible to create training programs for deaf employees to cover these type of jobs.

  • The express service to be the anchor offer.

These will be fast track jobs to be completed in less than 1 hour.

  • Combination of printed messaging and digital screens.

Proposed service storyboard

Conclusion


The new business model was well received by the business owner. She saw the advantages of the self-service platform, and she also saw the potential improvement on the customer service.

The proposal was just the first step of a long term strategy.

We will have to organize a workshop with all the parties involved to set up long term targets. We also endeavour to keep reducing the gap that deaf people are facing when it comes to customer service jobs.

Figma mockup user testing