UX isn’t UX if it’s in a Web Vacuum
It’s tempting to consider UX a domain of the web. It tends to be discussed in terms that exclude it from the reality of face to face interaction, brand building, or brick & mortar stores.
It’s the other way around though. We extended UX to the web, and it’s true fundamentals, in my view, take place not on the virtual web, but the world around. That is why I consider myself fortunate to have, along with my partner, built a business that consists of an e-commerce website, a traveling store and a series of yearly live events - it's our fashion brand 50%DANGEROUS.
It’s our community!
One of the first priorities was we wanted to build a community or a family. They don’t have to be customers, though awesome if they want to be, but they are people who root for you. To be a company people root for makes every day easier.
UX is the only way to create a community
You have to provide a reason for a community to exist. That is going to be based on who you are, how you interact, how you present - what you offer and how accessible it is to others.
Fans of us. Fans of them.
Our community believes in us and we believe in them. When looking for store help, we look to our community. When shooting a product catalog we use our community as models. When we do a runway show we look to our community first to put them forward. We are huge fans of each of them.
Not a Style Guide, but an Experience Guide
A style guide for a booth isn’t important. We can supply documentation on how to set it up should we not be there in person. The real key is no matter who is working the store, it needs to maintain the expected brand experience.
For that, we always train staff on what it means to work the 50%DANGEROUS store and remove ambiguity. It’s a matter of putting your best foot forward, and operating in the space with the intent of good faith, and friendship to all who enter.
Catalog of All Items
Space within our store can be limited, as such not every item we have is on display. To solve that we create catalogs of our items that we put out for people to flip through, see what else is available and then we can pull it from the back no problem.
Additionally, we let people know they can model for us, and how to be involved. Again, we are pushing that building of a community.
Working on an App for the next level!
While still in development, we will have an iOS app for phones and iPad. The iPhone app will handle inventory management for store employees, and the iPad app we will have on display within the store to take the place of physical catalogs. Here you can scroll through and see all items, not just displayed items, their pricing, sizing and if they are in stock.
With a 10x10 space you have to consider achieving peak efficiency.
Much like a website or an app, real estate is a premium. You have limited space, and you need to provide above and beyond expectation. In our space we were able to:
- Provide catalog locations to view all items
- Eliminate checkout stations by providing payment processing devices to assistants for their phones.
- a 2x4 changing room, full branded and hand made with PVC pipe that just looks like a box advertisement.
- 3 fully dressed mannequins, 2 clothing racks, and an accessories station
- A video area that shows fashion shows, plays music and highlights items.
All while maintaining a walkable area that doesn’t get too cramped or feel claustrophobic. We spent about 3 months before building out this store in our own home to both work out transportation logistics and set walkable space.
Free items, complimentary for many different people.
Every customer could receive badges or stickers with their purchases. But even visitors who came to talk and browse and be engaged had the opportunity to walk away with something as well, on the house.
Last but not least, we put on a really fun fashion show.
It’s a big show! We have musical performances from signers to full rock bands. We have the occasional celebrity participate, it’s about a half hour long that we can fit to accommodate a crowd of 25 or a crowd of 1000, no problem.
This is better seen than read, check it out below!