People shop by full looks. It’s how catalogs are put together. How fashion shows are art directed and it’s more natural than trying to buy one specific item. Shopping individual items is a learned behaviour created by online shopping experiences. Even if a customer is browsing through a brick-and-mortar that only sells shoes, they are likely thinking about each pair of shoes and how it can match what is currently in their closet. Or, an entire outfit is purchased based on one main item; hat, shoes, pants, etc.
But if you shop online, you'll know retailers have trained us to shop in a linear pattern. Perhaps it’s what works best for information modeling and views on the backend, but is it the most efficient way to shop? And, if we collect the right data and user input, we should have collected more than enough data points to make smarter recommendations to consumers, leading to more items in cart and higher conversions. The Captain Obvious statement; "a better experience is a win for all parties involved".
To really practice what we’re preaching we needed to create two paths to the destination. The preferred “full-look” path and the more linear, “single-item” path, with which people are seemingly comfortable. Easier said than done it would seem. There are endless apps showing full-look images, from fashion blogs to mComms using lifestyle imagery to sell toothpicks, but how do you make those looks shoppable?
Filtering your category selection narrows search and allows user to focus on more specific items or outfit types. Additionally, user can add a single items or all the items that make up a full-look, directly to their cart for one-swipe purchasing, or their closet where they can fine-tune or adjust based on price, color, brand, etc.
Detail screens provide full-look break-outs which show each item in the outfit and then further information on the individual items. Similarly, the single item shopping can provide details on each item shown as well as a provide a carousel of looks that work with a particular item. Call it inspiration, new ideas, or just a little nudge to add another item or two to the cart.
If there is anything Tinder and Uber have taught us it’s that gesture “voting” (swipe right to like!
OMG, LOL) is a faster way to a conversation or hook-up than standard courting practices, and people are not adverse to linking a credit card to paid services they use often for the sake of speed and convenience. So, forget scrolling. Let's start swiping!