Foresight and Innovation for a saturated brand
ACADEMIC OUTLINE AT SAVANNAH COLLEGE OF ART & DESIGN
Applied Theory in Service Design
THE GOALS
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Identifying an innovation opportunity
Finding patterns in retail behaviors that point to a stagnant customer experience
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Research and service prototyping
Studying user preferences and behaviors through qualitative research and rapid prototyping
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Simulating a new brand reality
Acting as an agent for change within a brand to add disruptive value through service innovation
THE OPPORTUNITY
Applying a theory to create disruptive value
Theory: Shopping experiences need to incorporate GenZ values around technology while not compromising on tactile experiences.
Values
What attributes of brick and mortar shopping that GenZ women value?
Behaviors
How do GenZ women respond to existing online shopping experiences?
Attitudes
What trends influence the online shopping patterns of GenZ women?
RESEARCH & DISCOVERY
What key insights can define a new horizon?
Asking purposeful questions to GenZ women, studying their choices through a sensory cues exercise, and finding connections allowed the team to imagine a new reality for Zara as a brand.
“Shopping is a social experience for me. It’s more fun to shop in-store with friends than online alone.”
“I discover new brands on Instagram when I’m doom-scrolling.”
“Often the return process is so cumbersome, I keep things I don’t like, need or want.”
Each pain point of the phygital shopping experience turned into a source of inspiration for ideas.
IDEA DEVELOPMENT
What is Zara Privet?
A revolutionary solution to the intersectional shopping habits of GenZ women who value convenience, personalization, and a sense of community in equal measure, Zara Privet is a neighborhood speakeasy.
THE EXPERIENCE
What does the concept look like to a customer?
A teaser video to inspire potential customers to discover a Zara Privet in their neighborhood.