F I S H S E D D Y K A Z U M I T E R A D A A P R I L 8 , 2 0 1 6

G E N E R A L A S S E M B LY U X D I C O U R S E - P R O J E C T 2 - R E TA I L S I T E D E S I G N

N O T V I N TA G E , B U T… “ V I N TA G E - I N S P I R E D ” I T E M S

N E E D S M E T B Y F I S H E S E D D Y T H AT O V E R L A P W I T H O T H E R B R A N D S

P E R S O N A : D E X T E R

• Retro-Chic • Vintage • Optimistic and Expressive • Witty Copywriting • Conversation Pieces ($$$) • Quirky and Weird

N E E D S M E T B Y F I S H E S E D D Y T H AT O V E R L A P W I T H O T H E R B R A N D S

P E R S O N A : D E X T E R

• Retro-Chic • Vintage • Optimistic and Expressive • Witty Copywriting • Conversation Pieces ($$$) • Quirky and Weird

N E E D S M E T B Y F I S H E S E D D Y T H AT O V E R L A P W I T H O T H E R B R A N D S

P E R S O N A : D E X T E R

• Retro-Chic • Vintage • Optimistic and Expressive • Witty Copywriting • Conversation Pieces ($$$) • Quirky and Weird

C O M P E T I T I V E A N A LY S I S - B R A N D F R I E N D S

Q U I R K Y • V I N TA G E • E C L E C T I C

M I N I M A L • C O N T E P M O R A R Y • S L E E K

$ $ $ $

C O M P E T I T I V E A N A LY S I S - B R A N D F R I E N D S

Q U I R K Y • V I N TA G E • E C L E C T I C

M I N I M A L • C O N T E P M O R A R Y • S L E E K

$ $ $ $

C O M P E T I T I V E A N A LY S I S - G E N E R A L C O M P E T I T O R S

VA R I E T Y • C O N V E N I E N C E

R A R E • E X C L U S I V E ( C O N V E R S AT I O N P I E C E S )

$ $ $ $

C O M P E T I T I V E A N A LY S I S - G E N E R A L C O M P E T I T O R S

VA R I E T Y • C O N V E N I E N C E

$ $ $ $

R A R E • E X C L U S I V E ( C O N V E R S AT I O N P I E C E S )

• Mobile App First • Price Range Slider • Checkout Progress Indicator • Easily “heart” products and get the “heart-count” of each product. • Checkout process gathered into one pane, containing 3 elements.

H E U R I S T I C S

• Product detail page with large image + additional images • Add ‘your own’ product photos

H E U R I S T I C S

• Great and reliable reviews incentivized by contests. • Each review is submitted for approval and not

based on ‘bs’ review generators. • Important product details are already revealed

before clicking on anything. • Star rating on products

H E U R I S T I C S

I M P O R TA N T F E AT U R E SP E R S O N A : D E X T E R

• Freshness of Inventory, Authority over it • Distinguish between: Vintage vs. Vintage-looking • Mobile • Fast & Efficient Checkout, Fast Shipping • Small Product Details • Multiple & Large Product Photos • Ability to Submit Reviews

D E S I G N S T R AT E G Y U S E R F L O W S F O R D E X T E R

MOBILE: Wishlist “heart” feature & quick checkout

DESKTOP: 1. Quick checkout, all on one page 2. Vintage vs. Replica and Vintage Year Filter 3. Search by Look and Feel (Funny, Artsy, etc)

DESKTOP :  h t t p s : // i nv i s . i o / SR6UQZ78K#/149229237 _0 . 1 _ LOHP_DESKTOP  

MOB I LE :  h t t p s : //ma r ve l a pp . com/2e5hgc4

P R O T O T Y P E S

A P P E N D I X

F I S H E S E D D Yhttp://www.entrepreneur.com/article/241461

Opened in 1985 near Gramercy Park in New York City.

These days Fishs Eddy is in expansion mode. Two years ago the company, which has 47 employees, opened a warehouse operation in Irvington, N.J. Gaines and Lenovitz have hired Aesthetic Movement, a New York City-based sales representation firm, to help them move into the wholesale market. 

http://ny.racked.com/2015/12/29/10630968/fishs-eddy-flatiron-nyc

We have such a wide demographic — we have a lot of very inexpensive things and also things that are a little more expensive. During the day we'll get the nannies in here, and at night moms and dads will come in. And we do get a lot of tourists, especially on the weekends.

Our customer is very savvy, and a little more liberal, maybe.

Our most popular product is a mug that says "Good Morning Asshole."

O V E R V I E W

H E U R I S T I C S C O M PA R I S O N

1 0 N E W P R O D U C T SP E R S O N A : D E X T E R

TA X O N O M Y C H A R T D o c u m e n t U R L : h t t p s : / / d o c s . g o o g l e . c o m / s p r e a d s h e e t s / d / 1 P 1 4 k u i G W Z a 6 T F O 4 v t g t o o B K P v g 2 t P t j Y _ I Z 2 R S q 9 U U E / e d i t ? u s p = s h a r i n g

S I T E M A P

U S E R R E S E A R C H F E E D B A C K : S A N D Y V I N TA G E C O L L E C T O R L O V E O N L I N E S H O P P I N G

•Don’t need 1800’s. Do 50, 60, 70, and “older” •Category: see Zappos •Make sure to make irrelevant things grayed out on prototype (started reading copy)

•“Feeling” category can be “Mood”? •“Color Bands” can be broader, “Geometrics”

•Add “Other” subcategory to “Vintage”

U S E R R E S E A R C H F E E D B A C K - E R I N

• Price slider bad. • Color option should have “text” and “no text” option • If the selections are ‘well curated’ then there is no

need for detailed categorization