1. Collection landing page
Days before the launch, the collection would be teased. Users can view the products in the collection. At this moment in time, we prioritised storytelling - unpacking the inspiration behind the collection, what sets the collection apart, and building the desire for the collection. On the launch day, we prioritise and optimise for shopping - allowing users to find the items that they want, add them to their bags, and check them out as quickly as possible.
2. Bag reservation
One of the most frustrating pain points is getting through every step of the process but only finding out at the end that the item that you wanted is sold out. Thus, we introduced a reservation system whereby the item would be reserved for the user when they have added it to their bag. Since most of these items were highly sought-after, the reservation system also came with a timer to not only encourage users to check out but also give others a fair chance to cop.
3. Shop the look
With a successful trial of the collection mechanic, more partners (e.g. Gucci, Fear of God, Balenciaga, etc.) wanted to use the collection mechanic. Many of these partners often produced lookbooks. We saw it as an opportunity and introduced a new feature whereby users could shop by outfit, making the shopping experience a more visual experience while at the same helping the business up-sell and cross-sell products.
