Stylist Picks - CRM
It all begins with an idea. Well, maybe it starts with a problem that in return creates an idea for resolution. Stylist Picks is a feature of Santa Fe Dry Good’s website and login system that focuses on helping stylists engage and manage their clients through a centralized interface in a fun and easy way. The feature is geared towards easy usability, while still maintaining an intimacy that is usually lost when communicating through a technological interface.
CONTEXT
Within the realm of retail, two underlining themes always present themselves: customer care and sales. When starting development for our new website and login system, we reached out to our stylists to research and see if there was anything that would create ease in not only their communication with clients, but within their daily work.
Our stylists used email and phone as their main contact to their clients. However, when new products came in for clients to purchase they would reference their clients sales through our POS system then take images of these products from our website and build a custom email. This process was tedious for our stylists because it was time consuming and took away from their daily responsibilities. This resulted in discrepancies in our branding and client experience.
// PROBLEM
Centralize all our clients data to our website and create an interface that allows our stylists to shop and create “Stylist Picks” for their clients from one location. Create an interface within the login/ website that was simple, yet fun regardless of computer knowledge.
// SOLUTION
// QUESTION
How might we help our stylists with their technical issues by creating an interface that not only decreases their amount of work, but creates an efficient interaction for the user and encourages clients to utilize on our e-commerce website?
RESEARCH
Identified the main challenges believed to be involved in client management, communication and outreach. We interviewed stylists and clients to get a broader perspective of those difficulties.
IDEATION
With the findings I brainstormed possible solutions, tools and features for the interface to improve our client outreach. I started doing quick sketches, corrections and additions and tested them along the way.
VISUAL LANGUAGE
I wanted to give the interface an appealing look that would be both simple and easy to navigate for any audience. I checked various references, patterns, colors, and typographic combinations to get the impact desired.
CONCLUSIONS
After consolidating our clients information into one database, I finalized the structure for the online interface that streamlined a system for stylists to make recommendations and send personalized email campaigns to their clients.
We were extremely satisfied with the results achieved after launching the stylist picks feature. The return on investment was obtained in 6 months after launching and our stylists found the new interface was not only easy to use, but it increased their monthly sales.