process

Approach

• I designed the research plan which included ethnographic interviews inside the homes of several interviewees across six user segments across the country, a two-week voice-diary study for an ongoing look into how participants chose their outfits while getting dressed, and the moments they felt inspired to buy new clothes.

  1. Collaborated with the client to recruit users for the study, synthesized and analyzed the themes and findings to present meaningful insights in our cross-disciplinary client working session.

  2. *Led the development of distinct persona and journey maps based on the interviews.

  3. In partnership with our Venture Team, leveraged the UX Research to spark divergent and convergent concepts in client ideation workshops.

  4. Drove insights to inform core concept, prioritized features, and iterations of our iOS app.

• Once concept development began, I led ongoing focus groups with users and prospective users within our creator segment to inform naming, branding, and marketing strategy.

• I spoke with creators regularly to get feedback on ideas, features, designs, and usability — I would host creator dinners, events, and workshopping sessions. Micro-influencers and budding creatives were excited to participate in the development of a new product backed by a big brand.

*Specific assets from this venture are proprietary and cannot be shared.

Insights and Solutions

• In our research, we recognized that style inspiration was contextual, and purchase decisions were inspired. People wanted to “shop the look.”

• Shoppers browsed for inspiration across creative content on blogs and instagram seeking outfit inspo for specific occasions and needs. To get the look, they'd hunt down items separately on e-commerce sites to purchase them piece by piece. The process to go from inspiration to purchase prolonged gratification, and frustrated shoppers.

• We saw an opportunity to bridge the gap between inspiration and purchase. This was in 2014, before instagram was shoppable.

• Threads, an iOS app, and two-sided marketplace was our solution where fashion content creators shared their styles and inspired consumers with easy-to shop looks.

Outcomes

• I led ongoing ethnographic research from which the insights supported our team winning of multiple phases of work with client over 1.5 years.

• Threads went from concept into development.

• I grew our creator community to 2,000 users.

USER TESTIMONIALS

Role Expansion

• Expanded my role from Strategic Designer into Community Manager, growing our content creator community to over 2k users.

• As a Community Manager, I was responsible for creator acquisition and engagement. I hosted creator events, dinners, and activations to grow our community.

• Collaborated with our Growth Marketing Team to design, test, and measure digital advertising campaigns for user acquisition. I organized photo shoots with our influencers and our creator community to generate creative content.

• Recruited a social media marketer for Threads who went on to become global CX director at BCG.