FASHIONGO PHOTOSTUDIO
SERVICE
How can FashionGo improve the seller buying experience
by offering vendors a new photography service?
PRODUCT
Many small and mid-sized vendors on FashionGo faced challenges producing high-quality, trendy product images. Traditional photo services were costly, often exceeding $2,000 per session, and difficult to access, especially for vendors located in rural or suburban areas. This made it hard for them to maintain a strong visual presence online.
PROBLEM
FashionGo introduced an online photography service allowing sellers to select models, book shooting sessions, and receive instant quotes at a fraction of the traditional cost. This service was designed specifically to meet the needs of fashion e-commerce, ensuring high-quality, trendy images at affordable prices.
SOLUTION
ROLE & RESPONSIBILITIES
- Developing and launching the online photography service tailored for FashionGo sellers.
- Optimizing the UX by creating wireframes and user flows for the ordering system.
- Conducting user interviews to gather insights from sellers, ensuring the service met their needs and addressed their pain points.
- Enhancing accessibility, making it easy for sellers to navigate the service and place orders, even with limited technical knowledge.
STRATEGY
WHAT TO ACHIEVE
01
GOAL
How can we offer sellers competitive trendy images to support seller’s business?
- Control the look and feel of FashionGo’s platform by ensuring all product images maintain high-quality standards.
- Increase buyer acquisition through improved product visuals.
- Create an ecosystem where sellers can rely on FashionGo for their product imaging needs, fostering stronger relationships with the platform.
OUTCOMES
WHERE TO PLAY
02
TARGET CUSTOMER
Vendors Lacking In-House Photography
Our study shows that running a photo studio costs about $30,000 per month, including expenses like equipment, props, models, and staying up-to-date with trends. Because of these high costs, over 80% of FashionGo sellers choose to outsource their product images to professional studios, ensuring quality visuals without the large overhead.
USER JOURNEY MAP
Addressing Unmet Needs in Photo Services for Users' Circumstances
To uncover unmet needs in the photo services market, we interviewed sellers and identified key pain points. Sellers highlighted the importance of selecting models that align with their brand and receiving images quickly for sales. However, traditional manual ordering methods limited accessibility. Our focus is on improving service accessibility by allowing vendors to view models, book shooting dates, and receive quotes instantly online.
USER SCENARIO
Identifying Pain Points through User Journey Mapping
The user journey map revealed key pain points for vendors using photo studios, such as difficulties in finding fashion-focused studios, accessing service details due to exclusive permissions, and unclear pricing structures. Additionally, booking and coordinating with designers often disrupt operations. Combining these insights with customer interviews, we developed detailed personas and user scenarios that reflect real user experiences.
HOW TO WIN
03
VALUE DIFFERENTIATION
Differentiating Photography Services Tailored to Fashion E-Commerce
We differentiate our photography services by delivering high-quality images at competitive prices, specifically tailored for fashion e-commerce. Our photo shooting operation system is optimized to meet the unique product image requirements for selling on various online platforms, ensuring that each image aligns with the standards needed for successful online sales.
ONLINE ORDERING PROCESS
Enhancing Accessibility in Photography Services
Some photo studios keep their service details confidential, requiring vendors to create accounts and gain permission for access. To improve accessibility, we integrated an online ordering system within the FashionGo vendor admin site. This allows members to bypass the approval process, select their preferred models and shooting dates, and instantly receive service estimates, streamlining the entire process.
CAPABILITIES NEEDED FOR IMPLEMENTATION
04
KEY ACTIVITY SYSTEM OF “HOW TO WIN”
Establishing a Map of Activities and Competencies for Implementing Photography Service
Simplify Online Ordering:
Streamline the ordering process for sellers to enhance convenience and ease of use.
Increase Operational Capacity:
Scale up operations to handle a higher volume of daily orders efficiently.
Collaborate with Model Agencies:
Partner with agencies to offer a wide range of model options tailored to different fashion brands.
Leverage Marketing Channels:
Use FashionGo's marketing platforms to promote and drive awareness of the photo service.
Expand Nationwide Coverage:
Partner with shipping companies to extend the service to sellers across the country.
REVIEW MEASUREMENT SYSTEM TO IMPROVE
05
DATA ANALYSIS
Optimizing the Online Ordering Process
The main challenge was educating customers about our new online ordering system for photography services. To assess user understanding and improve conversion rates, we introduced an "N-click" function to track dropout rates and button clicks. This data helped us refine terminologies, the ordering sequence, and information hierarchy. These improvements were based on insights from the FG Photo Studio A/B test.
NEXTSTEPS
06
FUTURE FORESIGHT
Expanding Nationwide by Leveraging LA Fashion Resources
We aimed to expand our photo service nationwide, moving beyond Los Angeles to serve FashionGo’s 10,000+ B2B sellers. Many sellers outside major cities struggle to access photo studios and resources, such as fashion models tailored for e-commerce. By leveraging LA’s rich fashion resources, we plan to bridge this gap and provide comprehensive photography solutions to sellers across the country.