FASHIONGO PHOTOSTUDIO
SERVICE
How can FashionGo improve the buying experience
by enhancing the platform's look & feel?
PRODUCT
FashionGo, Fashion B2B e-commerce platform, was acquired by NHN, a major IT company in Korea. During the initial phases of the transition, several efforts were made to revamp the platform and its brand recognition. First, we wanted to control the platform’s look and feel by leading the sellers’ product images to high-quality, trendy images.
PROBLEM
To improve accessibility to photo studio services, we developed an online photography ordering process for FashionGo members to choose their desired models and shooting day and receive instant service estimates, which is new in the Fashion B2B market.
SOLUTION
ROLE & RESPONSIBILITIES
In my role as Project Owner and UX Designer, I worked closely with the operation team to develop a photo service. I was responsible for developing the value of service and streamlining the overall ordering and operations flow - designing the wireframes for the online ordering service and the service backend.
For the purpose of ensuring its feasibility and desirability, I conducted interviews with sellers and gained insight into the needs of the photography and operations teams. Based on market research, I discovered that photography services were not easily accessible - customers were primarily required to visit studios personally and only permitted customers could receive a quote. I intended to increase the service accessibility and transparency through online photography service.
STRATEGY
WHAT
TO ACHIEVE
01
FashionGo, Fashion B2B e-commerce platform, was acquired by NHN, a major IT company in Korea. During the initial phases of the transition, several efforts were made to revamp the platform and its brand recognition. Most of all, we wanted to control the platform’s look and feel by leading the sellers’ product images to high-quality, trendy images. To meet their photography needs and our raised image standards, we developed a unique fashion photography service at an affordable price.
BACKGROUND & CHALLENGE
GOAL
How can we offer sellers competitive trendy images to support seller’s business?
Controlling look & feel on FashionGo E-commerce platform
Increasing the acquisition rate of new buyers as the brand's image improves
Creating an ecosystem service for the E-commerce platform and enhance the relationship with sellers
OUTCOMES
02
WHERE
TO PLAY
TARGET CUSTOMER
Mid & Small Size Vendors Who Cannot Supply
Their Own Photography Needs
In our study, we found that photo studios cost around $30,000 per month to operate including photo equipment, props, hiring models, and catching up on trend images. Over 80 percent of FashionGo sellers are outsourcing their item images to a photoStudio.
USER JOURNEY MAP
Identifying Unmet User Needs in Use of Current Services
To understand the unmet needs in using photo services in the market, we interviewed sellers to identify their pain points. First of all, Sellers want to choose a model who can represent their brand & style and also receive the images sooner to sell. In the traditional way, however, the order of the photography service was placed by hand, which causes low accessibilities to the service. We want to focus on increasing the service accessibility, so that vendors can look at the models, book shooting date, and review the quote instantly.
USER SCENARIO
Assessing Values of Photography Service within User Contexts
The user journey map helped us find the pain points of using a photo studio and develop our concepts. We developed our ideal personas and user scenarios based on the target users we interviewed. Using user scenarios, we reviewed our concepts and simulated different plans such as marketing, UX, customer management, and service operations.
03
HOW
TO WIN
Finding a Way to Pursue Differentiation and Cost Reduction Simultaneously.
VALUE DIFFERENTIATION
We differentiated our photography services in the market by focusing on providing high-quality images at an affordable price, tailored to fashion e-commerce. We optimized our photo shooting operation system to meet the specific product image needs for selling on various online platforms.
ONLINE ORDERING PROCESS
Easy Access to Photo Studio Service & an Instant Quotation
Some photo studios keep their service details confidential, requiring vendors to create an account and get permission to access the service.
To improve service accessibility, we developed an online ordering process in the vendor admin site on FashionGo, allowing members to bypass the approval process, choose desired model and shooting day, and receive instant service estimates.
PACKAGE SERVICE
FOR QUALITY CONTROL
Three Photography Packages to Show Different Styles
of Item on Images
To keep the service at a competitive price, we limited the shooting/style options to three different packages - Basic, Luxury, and Lifestyle. Each package includes a unique theme and lighting/style setting to meet different E-commerce image needs. Additionally, we streamlined our shooting operation by designating three shooting stations in our photo studio.
CAPABILITIES
TO IMPLEMENT
04
KEY ACTIVITY SYSTEM
OF “HOW TO WIN”
Establishing a Map of Activities and Competencies
for Implementing Photography Service
Make the online ordering process easier for sellers to use
Increase the operation capacity to process more orders per day
Develop the relationships with model agencies in order to source a variety of models
Utilize FashionGo's marketing channels to promote our photo service and its values in the market
Expand the service area to national by partnering with shipping companies
05
MEASUREMENT
SYSTEM
TO REVIEW
DATA ANALYSIS
Developing a Measurement System for Reviewing
& Updating the Service in the Future
The main challenge of this service was how to educate the customers about our online ordering process - an ordering photography service online was new in the market. To measure user understanding/usability and review conversion rates, we implemented a "N-click" function to measure dropout rates and button clicks on each page. Based on this data, we were able to evaluate user comprehension of the service and improve it accordingly - terminologies, the sequence of the ordering process, and the information hierarchy - and improve the service. (Refer to FG photostudio service A/B test)
06
NEXT
STEPS
FUTURE FORESIGHT
Expanding Market Size to National by Leveraging
Fashion Resources in LA
We planned to expand our photo service from LA to nationwide to support the business of over 10,000 B2B sellers on FashionGo. It is difficult for sellers outside major cities to access photo studios and resources like fashion models tailored to E-commerce.