TMNYC
Tribe Market NYC is an experiment to begin getting fashion designers and collectors of color, starting with NYC, into emerging technology.
GOAL
Create an immersive shopping experience that utilizes emerging tech for an audience that is unfamiliar with the technology. In the same process, we also wanted to enable our partner brand to learn how they can effectively use and apply emerging technology.
CHALLENGE
Most of our audience is new to emerging tech and has very limited experience using it.
SOLUTION
A story-driven pop up experience that demonstrates the use of emerging tech in a boundary-pushing, yet simple and natural manner.
RESEARCH
Before starting any design work, we wanted to get a better understanding of our target audience.
We wanted to gauge their interest level in emerging technology and the idea of digital fashion as these are some of the cornerstones of the project. We conducted interviews with 7 members from our target audience and asked them to complete a survey. Some key insights we discovered were as follows:
Insights
SPATIAL DESIGN
With insights in mind, we started to design the experience through a journey map and prototype.
Journey Map
Challenge: We were not able to completely test anything in the actual space with real people. To get around this problem, we used a 3D prototype of the space to design and get feedback on our experience. We constantly updated and shared this design with people to get a sense of how our design lived in the minds of our audience. We also tested our checkout experience with these same users to confirm that they were able to successfully go through the process, despite being new to emerging tech.
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3D Space Prototype
FASHION DESIGN
We were now ready to determine all the products we wanted to include for sale in the experience through a crazy 8 sketch activity and design workshop.
We were then able to convert the fashion items into 3D garments using Clo3D.
UX DESIGN
Users completed purchases through our online portal, enabling them to purchase and pickup at their own convenience while shopping. After each purchase, they are able to claim their digital asset if they choose through our claim experience.
From user feedback, we learned that most users desired the digital asset in conjunction with the physical. Therefore, we wanted to give users the option to claim their digital asset if they chose.
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Purchase Flow
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Claim Flow
VR EXPERIENCE
A key goal that we wanted to accomplish through the Perceptions of Futurism event was to tell the brand story of Ajaar and the VR experience was a major component of that. In keeping up with the solution of this being a simple, yet engaging experience, we created a stationary, one-button, “comic book” VR experience.
CONCLUSION
After a long and strenuous creation process, the event turned out to be a success! Over 150 people attended the event and we had a 15% conversion rate, 10% higher than the average retail conversion rate. For it to be our second event, we are more than proud of the outcome.
Learnings: As we grow, we would like to enable the experience to be even more immersive, and scale up to begin including multiple brands in one shopping experience. In regards to tech and design, there was some room for improvement in terms of performance. Next time, we will look allocate more resources to tech. We will also look to do more research and increase our understanding of our target audience.
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