FASHIONGO PHOTOSTUDIO
SERVICE
How can FashionGo enhance the buying experience by offering sellers a new service?
PRODUCT
FashionGo, a B2B e-commerce platform for fashion, was acquired by NHN, a prominent IT company in Korea. In the early stages of the transition, significant efforts were made to overhaul the platform and enhance its brand recognition. Our primary focus was on refining the platform's visual identity by upgrading sellers' product images to high-quality, trendy visuals.
PROBLEM
To enhance accessibility to photo studio services, we introduced a new online photography ordering process for FashionGo members. With Fashion Platform, users can choose their preferred models, choose a shooting day, and receive instant service estimates, enabling them to upload high quality images on FashionGo Platform.
SOLUTION
STRATEGY
Developed photo service and optimized ordering UX flow.
Designed wireframes for online ordering and service backend.
Conducted interviews to align with photography and operations needs.
Designed user flow and terminologies to improve accessibility and transparency with an online service.
ROLE & RESPONSIBILITIES
WHAT TO ACHIEVE
01
FashionGo, a top B2B fashion e-commerce platform, was acquired by NHN, a major Korean IT company. During the initial integration phase, considerable focus was placed on improving the platform and its brand visibility. One key objective was to enhance the platform's visual appeal by ensuring high-quality product images from sellers that matched current trends. To assist sellers in meeting these upgraded photography requirements affordably, we introduced a specialized and cost-effective fashion photography service.
BACKGROUND & CHALLENGE
GOAL
How can we offer sellers competitive trendy images to support seller’s business?
Ensuring a consistent and appealing visual appearance across the FashionGo e-commerce platform.
Focusing on enhancing brand image to attract more new buyers to the platform.
Developing additional services to enrich the FashionGo e-commerce platform and strengthen connections with sellers.
OUTCOMES
WHERE TO PLAY
02
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, covering expenses such as photo equipment, props, model hiring, and staying current with trend images. Over 80 percent of FashionGo sellers are outsourcing their item images to a photo studio.
USER JOURNEY MAP
Identifying Unmet User Needs in Use of Current Services
To understand unmet needs in the photo services market, we interviewed sellers to pinpoint their pain points. Sellers emphasized the importance of selecting models that reflect their brand and style, as well as receiving images promptly for sales. However, traditional methods of ordering photography services relied on manual processes, resulting in limited accessibility. Our focus is on enhancing service accessibility by enabling vendors to view models, book shooting dates, and review quotes instantly.
USER SCENARIO
Assessing Values of Photography Service within User Contexts
The user journey map enabled us to pinpoint pain points experienced by users when utilizing photo studios. Leveraging these insights and interviews with target customers, we developed ideal personas and user scenarios mirroring our interviewees. Using these user scenarios, we assessed our concepts and simulated diverse strategies encompassing marketing, UX design, customer management, and service operations.
HOW TO WIN
03
Finding a Way to Pursue Differentiation and Cost Reduction Simultaneously.
VALUE DIFFERENTIATION
We set our photography services apart in the market by focusing on delivering high-quality images at competitive prices, tailored specifically for fashion e-commerce. We optimized our photo shooting operation system to meet the distinct product image needs required for selling across 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 accounts and obtain permission for access. To improve service accessibility, we developed an online ordering process within the vendor admin site on FashionGo. This allows members to bypass the approval process, choose their preferred model and shooting date, and promptly receive service estimates.
PACKAGE SERVICE
FOR QUALITY CONTROL
Three Photography Packages to Show Different Styles
of Item on Images
To ensure competitive pricing, we provide three packages: Basic, Luxury, and Lifestyle, each with unique themes and customized lighting/style settings to meet diverse e-commerce image needs. Additionally, we optimized our shooting operations by designating three dedicated shooting stations within 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
Simplify online ordering for seller convenience.
Increase operational capacity to manage higher daily order volumes.
Collaborate with model agencies for diverse model options.
Utilize FashionGo's marketing channels to promote our photo service.
Expand service coverage nationwide through partnerships with shipping companies.
MEASUREMENT SYSTEM TO IMPROVEMENT
05
DATA ANALYSIS
Developing a Measurement System for Reviewing
& Updating the Service in the Future
The primary challenge of this service was educating customers about our online ordering process, as online ordering for photography services was a novelty in the market. To gauge user understanding and usability, as well as review conversion rates, we introduced an "N-click" function to track dropout rates and button clicks on each page. Utilizing this data, we evaluated user comprehension of the service and made enhancements accordingly, focusing on terminologies, the ordering process sequence, and information hierarchy. These improvements were informed by the results of the FG photostudio service A/B test.
NEXTSTEPS
06
FUTURE FORESIGHT
Expanding Market Size to National by Leveraging
Fashion Resources in LA
We aimed to extend our photo service nationwide, transitioning from Los Angeles to cater to the needs of FashionGo's 10,000+ B2B sellers. Many sellers outside major cities face challenges accessing photo studios and resources, such as fashion models suited for e-commerce.