Providing a Seamless Omnichannel Experience for C&A
Timeline
6 months
Client
C&A
Industry
Retail
Role
Staff Designer
Responsibilities
Company and product analysis
Consumer and market analysis
Identification of opportunities
Define user story mapping
Application of findings in UX/UI
Project research and validation
Overview
To offer a consistent, personalized omnichannel shopping experience where each C&A customer feels unique.
Challenges
Develop a consistent omnichannel experience
Create a personalised experience
Integrate physical and digital products
Simplify and enhance the shopping experience
Role
Staff Designer
Timeline
6 months
Client
C&A
Industry
Retail
Responsibilities
Company and product Analysis
Consumer and market analysis
Identification of opportunities
Define user story mapping
Application of findings in UX/UI
Project research and validation
Overview
To offer a consistent, personalized omnichannel shopping experience where each C&A customer feels unique.
Challenges
Develop a consistent omnichannel experience
Create a personalised experience
Integrate physical and digital products
Simplify and enhance the shopping experience
Providing a Seamless Omnichannel Experience for C&A
Timeline
6 months
Client
C&A
Industry
Retail
Role
Staff Designer
Responsibilities
Company and product analysis
Consumer and market analysis
Identification of opportunities
Define user story mapping
Application of findings in UX/UI
Project research and validation
Overview
To offer a consistent, personalized omnichannel shopping experience where each C&A customer feels unique.
Challenges
Develop a consistent omnichannel experience
Create a personalised experience
Integrate physical and digital products
Simplify and enhance the shopping experience
Role
Staff Designer
Timeline
6 months
Client
C&A
Industry
Retail
Responsibilities
Company and product Analysis
Consumer and market analysis
Identification of opportunities
Define user story mapping
Application of findings in UX/UI
Project research and validation
Overview
To offer a consistent, personalized omnichannel shopping experience where each C&A customer feels unique.
Challenges
Develop a consistent omnichannel
Create a personalised experience
Integrate physical and digital products
Simplify and enhance the shopping UX
Providing a Seamless Omnichannel Experience for C&A
Timeline
6 months
Client
C&A
Industry
Retail
Role
Staff Designer
Responsibilities
Company and product analysis
Consumer and market analysis
Identification of opportunities
Define user story mapping
Application of findings in UX/UI
Project research and validation
Overview
To offer a consistent, personalized omnichannel shopping experience where each C&A customer feels unique.
Challenges
Develop a consistent omnichannel experience
Create a personalised experience
Integrate physical and digital products
Simplify and enhance the shopping experience
Role
Staff Designer
Timeline
6 months
Client
C&A
Industry
Retail
Responsibilities
Company and product Analysis
Consumer and market analysis
Identification of opportunities
Define user story mapping
Application of findings in UX/UI
Project research and validation
Overview
To offer a consistent, personalized omnichannel shopping experience where each C&A customer feels unique.
Challenges
Develop a consistent omnichannel experience
Create a personalised experience
Integrate physical and digital products
Simplify and enhance the shopping experience
An academic vision for real-world application
An academic vision for real-world application
This project was developed in 2022 as the final submission for the MBA course in Strategic UX Design Management at ESPM. The team included three other product designers and a BI analyst.
Our primary goal was to offer a consistent, personalized omnichannel shopping experience where each C&A customer feels unique.
This goal was established after a thorough analysis of the company, product, business, consumers, and competitors.
This project was developed in 2022 as the final submission for the MBA course in Strategic UX Design Management at ESPM. The team included three other product designers and a BI analyst.
Our primary goal was to offer a consistent, personalized omnichannel shopping experience where each C&A customer feels unique.
This goal was established after a thorough analysis of the company, product, business, consumers, and competitors.
Primary goals
Primary goals
Increase customer acquisition and purchase frequency
Reduce cart abandonment by 70%
Develop a consistent UX integration between physical and digital in C&A’s major stores across the country
Primary Goals
Increase customer acquisition and purchase frequency
Reduce cart abandonment by 70%
Develop a consistent UX integration between physical and digital in C&A’s major stores across the country
Impact
Impact
%
%
Found the UX easy
Found the UX easy
%
%
Purchase convertion
Purchase convertion
%
%
Would recommend the UX
Would recommend the UX
%
%
Feel safe with the mirror
Feel safe with the mirror
Applied strategies
Applied strategies
Understanding the company and product
Understanding the company and product
C&A is a long-established company with a strong presence in consumers’ minds. Therefore, it was crucial for us to understand its journey in the Brazilian market, the current brand perception, how the brand utilizes digital channels, and C&A’s business model, needs, and overall strategy.
According to one of Jamie Levy’s key principles, designers should not only recognize user needs but also business needs to identify opportunities and develop products that are valuable for both sides.
C&A is a long-established company with a strong presence in consumers’ minds. Therefore, it was crucial for us to understand its journey in the Brazilian market, the current brand perception, how the brand utilizes digital channels, and C&A’s business model, needs, and overall strategy.
According to one of Jamie Levy’s key principles, designers should not only recognize user needs but also business needs to identify opportunities and develop products that are valuable for both sides.
Understanding the consumer
Understanding the consumer
In this phase, we studied C&A’s personas, examined customer behavior both online and offline, and generated valuable insights. We identified common elements across major consumer segments, pinpointed key challenges consumers face in digital channels, assessed weaknesses in the brand’s relationship with users, and highlighted major issues in the omnichannel experience.
As we worked with real data, many of these insights are confidential and cannot be disclosed here.
In this phase, we studied C&A’s personas, examined customer behavior both online and offline, and generated valuable insights. We identified common elements across major consumer segments, pinpointed key challenges consumers face in digital channels, assessed weaknesses in the brand’s relationship with users, and highlighted major issues in the omnichannel experience.
As we worked with real data, many of these insights are confidential and cannot be disclosed here.
Opportunities and recommendations
Opportunities and recommendations
Before moving into the definition phase, we conducted a SWOT analysis and visually synthesized the strengths, weaknesses, opportunities, and threats, comparing each data point with its market counterparts.
Based on our findings, we realized that we need to take action in four specific areas:
• Strengthening digital channels;
• Integrating physical and digital channels;
• Enhancing customer relationships;
• Increasing the average ticket size.
Before moving into the definition phase, we conducted a SWOT analysis and visually synthesized the strengths, weaknesses, opportunities, and threats, comparing each data point with its market counterparts.
Based on our findings, we realized that we need to take action in four specific areas:
• Strengthening digital channels;
• Integrating physical and digital channels;
• Enhancing customer relationships;
• Increasing the average ticket size.
Analysis and refinement
Analysis and refinement
After identifying opportunities and formulating hypotheses, we evaluated everything to determine which ideas delivered value for both the business and the user, aligned with the defined Key Results (KRs), and were feasible and actionable.
We also examined each idea individually to identify similarities and assess whether combining or refining any hypothesis could yield a stronger proposal.
Finally, we defined our design strategy for the project.
After identifying opportunities and formulating hypotheses, we evaluated everything to determine which ideas delivered value for both the business and the user, aligned with the defined Key Results (KRs), and were feasible and actionable.
We also examined each idea individually to identify similarities and assess whether combining or refining any hypothesis could yield a stronger proposal.
Finally, we defined our design strategy for the project.
Design strategy
Design strategy
We aim to enhance C&A’s shopping journey by developing an omnichannel experience that incorporates smart mirrors installed in fitting rooms of a concept store. This will deliver the best of both digital and physical experiences.
The mirrors should target C&A’s key customer segments, personalize and streamline the shopping experience by leveraging the right moments to offer products and services.
Features will include suggesting complementary items, the option to request physical assistance, and the ability to scan body types, among other functionalities.
We aim to enhance C&A’s shopping journey by developing an omnichannel experience that incorporates smart mirrors installed in fitting rooms of a concept store. This will deliver the best of both digital and physical experiences.
The mirrors should target C&A’s key customer segments, personalize and streamline the shopping experience by leveraging the right moments to offer products and services.
Features will include suggesting complementary items, the option to request physical assistance, and the ability to scan body types, among other functionalities.
Smart mirrors are clearly different from smartphones
Smart mirrors are clearly different from smartphones
For the development of a smart mirror interface, we conducted a visual benchmark with existing smart mirror products.
The primary goal of this benchmark was to observe how buttons and triggers are distributed across the screen, as the smart mirror’s screen is used differently than a smartphone screen. For example, while buttons positioned at the bottom of a smartphone are easily reachable by users, this placement may not be ideal for a mirror interface.
We also found that, unlike smartphones, buttons on a smart mirror are more accessible when positioned between the center and the top of the display. Additionally, contrast is a crucial factor for accessibility, as the mirror’s surface is darker and has greater reflection compared to a phone screen.
For the development of a smart mirror interface, we conducted a visual benchmark with existing smart mirror products.
The primary goal of this benchmark was to observe how buttons and triggers are distributed across the screen, as the smart mirror’s screen is used differently than a smartphone screen. For example, while buttons positioned at the bottom of a smartphone are easily reachable by users, this placement may not be ideal for a mirror interface.
We also found that, unlike smartphones, buttons on a smart mirror are more accessible when positioned between the center and the top of the display. Additionally, contrast is a crucial factor for accessibility, as the mirror’s surface is darker and has greater reflection compared to a phone screen.
Application in reality
Application in reality
Ultimately, we determined that this is an ambitious project that would enhance brand perception by bridging the physical and digital realms and simplifying the shopping flow.
Therefore, it will initially be implemented only in the brand’s concept stores—locations designed to expose customers to new innovations, concepts, and experimental aspects of the brand.
Ultimately, we determined that this is an ambitious project that would enhance brand perception by bridging the physical and digital realms and simplifying the shopping flow.
Therefore, it will initially be implemented only in the brand’s concept stores —locations designed to expose customers to new innovations, concepts, and experimental aspects of the brand.
In retrospect
In retrospect
We found that the retail market requires a blend of physical and digital solutions. Our project aimed to meet C&A’s specific needs and produce a practical, innovative result aligned with their goals as a tech-savvy, fashion-forward brand.
The main challenge was balancing C&A’s customer needs with the company’s objectives, creating a viable and impactful solution. The smart mirror experience generated interest and was appreciated for helping customers find items that suit their body type and speeding up the buying process.
Despite the complexities involved, such as backend development and acquiring smart mirrors, we believe the investment will enhance customer satisfaction. The AI-driven features will improve shopping efficiency and could boost NPS and customer loyalty.
In retrospect
We found that the retail market requires a blend of physical and digital solutions. Our project aimed to meet C&A’s specific needs and produce a practical, innovative result aligned with their goals as a tech-savvy, fashion-forward brand.
The main challenge was balancing C&A’s customer needs with the company’s objectives, creating a viable and impactful solution. The smart mirror experience generated interest and was appreciated for helping customers find items that suit their body type and speeding up the buying process.
Despite the complexities involved, such as backend development and acquiring smart mirrors, we believe the investment will enhance customer satisfaction. The AI-driven features will improve shopping efficiency and could boost NPS and customer loyalty.