The Challenge

ASOS is the UK’s largest independent online fashion and beauty retailer for 20-somethings selling cutting-edge ‘fast fashion’ and offering a wide variety of related content.

They wanted to test its vision with a new product – an app called ‘Who’s Going?’ This would target fashion conscious festival-goers and enable them to search, choose and plan their festival trips with friends, and then offer complementary fashion and accessories.

Not a festival or music brand, ASOS was stepping into new territory. They consequently needed help clarifying the user goals and types of features this app would need. We were tasked with defining and designing the app – in less than one month.

The Solution

The first days were spent understanding the features and functionality matrix and gaining approval from stakeholders as to what was in and out of scope. Other key milestones were creating and conducting a user research survey, and wireframing and building an interactive prototype.

There were many challenges in this project, not least the time. The ASOS marketing department wasn't unable to conduct the customer research during their peak season in December, so we came up with a cost-effective way to gather key insights from our festivalgoer audience while relieving pressure at this critical time of year. Through a Facebook survey we were able to specifically target our demographic based on relevant profiles and behavior. Additional work surfaced throughout too, including the need for high-level page design of the prototype.

The Results

In just 17 days we were ready for a full review of the prototype complete with a detailed definition, feasibility assessments and designs. We delivered a complete package of wireframes and fully interactive prototype of the app with which developers could hit the ground running.

UXAGENCY.CO

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