COMPANY

Phoebe Philo

RESPONSIBILITIES

Research & Analysis
UX Design
UI Design

COLLABORATORS

Head of Digital
Delivery Manager
Digital Media & Comms. Manager
Senior Product Designer
Full Stack Engineers

OVERVIEW

Phoebe Philo created a collection of NFC-enabled high-fashion clothing and accessories as part of the launch of a new customer-facing fashion brand. With the introduction of 'Digital IDs' the aim was to verify the authenticity of Phoebe Philo products, thereby reducing counterfeit sales, enhancing consumer trust, and improving overall brand reputation.

The objective was to develop an intuitive and user-friendly application allowing an administrator to perform tasks in a web browser. The 'Admin' panel is built on an existing temporary solution used by the 'Field Agent'.

Proposed designs for the Admin panel from the business

Supply chain: From supplier to end-consumer

UNDERSTANDING THE SUPPLY CHAIN

After reviewing the wireframes provided by the business and consulting with several stakeholders, we gained a deeper understanding of the project’s process and requirements. We initiated a mapping of responsibilities across various departments involved in the NFC tag journey. Understanding supply chain dependencies was crucial in shaping our approach and ensuring alignment with broader project objectives.

Design team: Scanning NFC tags to understand the workflow of a Field Agent

OBSERVING THE FIELD AGENT WHILST WORKING

We decided to conduct a contextual inquiry, since the Field Agent is already using a software to do their tasks.
Their task is to assign product information to an NFC tag. As they worked, we observed them and asked questions along their routine.

The Field Agent offered valuable insights into workflow dynamics and pain points. This effort allowed us to tailor the design of the Admin panel to address specific user needs effectively.

CONFUSION THROUGH INCONSISTENT LABELLING

Through tree testing with the wider team, it was inevitable to restructure the proposed information architecture. This exercise revealed a critical need for clear and consistent labelling, addressing the confusion arising from the interchangeable usage of certain terms.

PRIORITISING CERTAIN DELIVERABLES

During the project’s progression, we encountered the need to refine our approach to meet evolving priorities. With the stakeholders and development team, we reassessed the deliverables, leading to a strategic decision to prioritise specific features. This adjustment was to align our focus with the project's core objectives and ensure optimal resource allocation.

We prioritised:

1) Manage catalogue
2) See scan details

Reordering Design V1: In the first attempt we had designed the ghost as a line and noticed that users had some difficulties to navigate

Reordering Design V2: We redesigned the ghost which made it easier for users to navigate since the ghost has the same size as the element

VALIDATION THROUGH TESTING

In response to our findings from research and workshops, we simplified the action points, enhancing the interface's usability for Admins. This involved the removal of redundant details, focussing solely on presenting essential information for efficient task assignments.

We recognised the need to incorporate features such as having the option to reorder ‘product information-cards’ and selectively display only cards that are going to be assigned in the near future. After multiple iterations of the design, usability tests validated the intuitiveness of the interface (so far).

This project was handed over for development.

New design: Collection is selectable via a dropdown and new styles can be added within a collection

Final design: Styles can be added to a list to be assigned, which is the same list the Field Agent will have available in their list on the mobile phone

Final design: Styles can only be edited when they are not in the list for assignments

Iterative process: For MVP the details on the scan records page have been reduced