Pleasedontbuy

Get the eco-conscious party started with 100% Italian fashion rental service

The first rental-related business in the fashion world, starting from a 100% Italian production and reaching directly the final consumer through our mono-brand boutiques. The collection “PLEASEDONTBUY signed by Twinset” is designed for special moments and contains super-current proposals of artisan quality.

Main challenge: support Twinset in introducing a new brand, dedicated to renting fashion goods. Key objective: design an innovative rental service for special occasions dresses, focused on customer needs.

  • Year

    Year

    • 2019 - 2020
  • Design Team

    Design Team

    • 1 Design Director
    • 1 UX&UI Designer
    • 1 Service Designer
    • 1 Jr. UX&UI Designer
  • Activities

    Activities

    • Competitive analysis
    • Rental Service Design
    • Creative concept
    • UX/UI design
    • Development support
  • Design Tools

    Design Tools

    • Sketch
    • Invision
    • Illustrator

    Commerce Platform

    • Salesforce Commerce Cloud
  • Online Website

    Online Website

    pleasedontbuy.com
  • Soundtrack

    Soundtrack

2019: The year of the awakening

“Only those brands that accurately reflect the Zeitgeist or have the courage to self-disrupt will emerge as winners.”

The speed of change www.mckinsey.com

The arouse of Sharing & streaming economy

New culture New service model A new fashion experience

  • to communicate that Twinset has changed while maintaining the original Brand values
  • to enlarge Twinset’s clientele with new segments

Live an experience

  • Shop In Shop: Pleasedontbuy corners in existing and selected Twinset shops
  • Site specific installations: temporary and impressive installations in influential cities
  • Temporary SIS: temporary corners in Twinset shops for special occasions

Interaction Patterns

We worked as a multidisciplinary team (strategy, design and tech) with the client team, to consider and analyse different interaction models between the main eCommerce brand (Twinset) and the new rental one.

Service envision

We discussed and evaluated together opportunities, constraints and criticalities, from strategic, business, experience, technical and timing-related perspectives to define the service and its evolutive roadmap.

Project Phases

Within the team we also defined a project launch in 2 phases:

  1. September 2019 Showcase website
  2. February 2020 e-commerce rental service

1st interaction scheme

  • 1 account for both sites
  • replicated cart
User can move from the rental website to the selling one and vice-versa, through the updated cart, including products from both sites.

User can move from the rental website to the selling one and vice-versa, through the updated cart, including products from both sites.

User can move from the rental website to the selling one and vice-versa, through the updated cart, including products from both sites.

2nd interaction scheme

Twinset accessories upsold within the rental service

Each Pleasedontbuy dress is combined with some Twiset accessories (shoes, bags, etc.) to complete the look without leaving the website.

Each Pleasedontbuy dress is combined with some Twiset accessories (shoes, bags, etc.) to complete the look without leaving the website.

Each Pleasedontbuy dress is combined with some Twiset accessories (shoes, bags, etc.) to complete the look without leaving the website.

3rd interaction scheme

2 brands and services in 1 unified digital ecosystem

User can choose products to rent and/or buy delivered from the 2 different brands, sharing a unified purchase flow and personal area.

User can choose products to rent and/or buy delivered from the 2 different brands, sharing a unified purchase flow and personal area.

User can choose products to rent and/or buy delivered from the 2 different brands, sharing a unified purchase flow and personal area.

Brand Identity Development

We were engaged in the project almost from its very early stages, so that strategy, target, keywords and thereby visual identity, evolved along the first months.

From a mostly GenZ-oriented concept, with a vibrant and bold identity, the focus was shifted to Twinset’s client base (for the most part belonging GenX and Early Millenials), tacking on a more minimal look & feel, reducing the number of font families and styles, graphic elements and colours.

From showcase to commerce

The project was articulated in 2 phases:

  • Showcase website, released at the same time as the brand project unveiling, on Sept. 19th 2019
  • E-commerce website, ideally releasing on March 2020, at the beginning of Spring and weddings and other ceremonies season.

Unfortunately, this timeline was obviously affected by the COVID pandemic and the related restrictions.

A Guided Journey

Special occasion outfits are complex to set, as they potentially arouse a sort of intricate feelings, related to the occasion, the people involved in it, self confidence and perception, self representation, etc.

We also had to manage the complexity of setting one or more rental services and/or purchase accessories to match. Make it easy and make clients feeling supported and confident was our higher goal.

Analysis

& service design

Concept

Fashion streaming

Evolution

Online rental and purchase

Analysis

& service design

Concept

Fashion streaming

Evolution

Online rental and purchase

Final Thoughts

Combining service design, UX and UI skills to create a new service is a fascinating challenge. Even more in a start-up environment, where the brand is finding its identity, vision and target, and it is crucial to consider all aspects, including interactions, experience, technology, and timing opportunities and constraints. The pandemic had a hard impact the launch, but the brand has persevered and is still strong in the market.

final-thougts-image

email address copiedchiara.ricolfi@gmail.com

/in/chiararicolfi

Download Resume (pdf)