FASHIONGO
PHOTO STUDIO
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
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 outsource their item images to a photoStudio.
USER JOURNEY MAP
Assessing Values of Photography Service within User Contexts
To attract sellers who were using other photo services, we conducted research and interviews to identify their pain points and unmet needs.
Sellers want to choose a model who can represent their brand and style and receive the image sooner to sell. In the traditional way, the order of the photographic service was placed by hand, by visiting the studio and selecting a model and shooting date, and getting a quote for the service.
Based on this information, we developed personas scenarios to review our concept and review and simulate different plans including marketing, UX, customer management, and service operation.
03
HOW
TO WIN
Easy Access to Photo Studio Service & an Instant Quotation
VALUE PROPOSITION
We differentiated our photo imaging services in the market by focusing on providing high-quality images at an affordable price, specifically 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 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”
Easy Access to Photo Studio Service & an Instant Quotation
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
Building, Measuring, & Learning -
Understanding of How Customers Order the New Services
The main challenge of this project was creating an online ordering process for photography services that was new to 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.
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.
TARGET CUSTOMER (Heading 4)
BACKGROUND & CHALLENGE
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.