Style Map is designed as a smart digital service that provides customers with a simplified shopping experience by offering an interactive lookbook curated by celebrities and designers. This lookbooks are installed as digital screens at certain commercial hotspots in the transition spaces of the public area which gives potential customers and subscribers the possibility to book desired products as well as fitting rooms in advance by using their smartphones in order to achieve a more personalized experience.

1. FINAL MASTER PROJECT "STYLE MAP"
M I D 2 0 1 3 / 1 4 , J u n e / J u l y 2 0 1 4
Project by
Project Leader
Project Assistant
Göksu Karagüler
Claudio Moderini
Nima Gazestani

2. INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL
MOTIVATION
“Consumers value the convenience,
time savings and ease from a more
relevant interaction.”
Lauren Freedman, President of The E-Tailing Group

3. INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL
PROBLEM SETTING
3 out of 4 CONSUMERS
are willing to provide personal information in exchange for a more
personalized relevant shopping experience.

4. INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL
PROBLEM SETTING
77% say they have made additional
purchases when they have encountered
personalized product recommendations
online.
3 out of 4 CONSUMERS
are willing to provide personal information in exchange for a more
personalized relevant shopping experience.

5. INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL
PROBLEM SETTING
77% say they have made additional
purchases when they have encountered
personalized product recommendations
online.
3 out of 4 CONSUMERS
are willing to provide personal information in exchange for a more
personalized relevant shopping experience.
79% of MERCHANTS
who attempt to personalize the online experience still rely on
manual, hard-coded methods for providing additional product
recommendations to online shoppers.

6. INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL
Tons of unused membership or loyalty
cards carried in the wallet...
PROBLEM SETTING

7. INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL
Tons of unused membership or loyalty
cards carried in the wallet...
Lack of smart systems and applications to
automize the process of personalization in
the retail industry...
PROBLEM SETTING

8. INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL
Tons of unused membership or loyalty
cards carried in the wallet...
Long queues and long waiting times
in stores...
Lack of smart systems and applications to
automize the process of personalization in
the retail industry...
PROBLEM SETTING

9. INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL
FRAMEWORK
MULTICHANNELCU
STOMER SERVICE
ADAPTIVEPERS
O
N
ALIZATION CONTEXTUA
L
SUPPORT
ON-DEM
AN
D
DELIVERY
Group
Clouts
Synchronized Data Access
through multiple platforms
Immediate Purchase
Use of customer data to
meet personalized needs
Delivery of specific
information based on
user interactions
Direct selling
Self-Service on the spot
Optimized Delivery
Use of location-based
services
Staples
Kiosk
TESCO
Club Card
Foursquare
ZAKKA Mobile Store Kate Spade
Saturday
Amazon
Pickup
Lockers
Estimote
Beacon
Walk [Your City]

10. INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL
MULTICHANNELCU
STOMER SERVICE
ON-DEM
AN
D
DELIVERY
Group
Clouts
Synchronized Data Access
through multiple platforms
Immediate Purchase
Direct selling
Self-Service on the spot
Optimized Delivery
Staples
Kiosk
ZAKKA Mobile Store Kate Spade
Saturday
Amazon
Pickup
Lockers
Estimate
Beacon
FRAMEWORK
ADAPTIVEPERS
O
N
ALIZATIO CONTEXTUA
L
SUPPORT
Use of customer data to
meet personalized needs
Delivery of specific
information based on
user interactions
Use of location-based
services
N
Foursquare

11. S T Y L E M A P
Style Map is an interactive lookbook
curated by celebrities or designers that
provides customers with a personalized
shopping experience by...
INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL
S T Y L E M A P
...offering the best look customized for
the mobile customer,
...allowing to book desired products
together with the fitting rooms in
advance,
...and guiding to the store along with
the required time information.

12. INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL
CHOOS
E
FOLLOW
TRY
STYLE MAP
discover your
style route
On-Demand Marketing
Real-Time Guidance
Automatic
Personalization &
Customization
CONCEPT MAP

13. INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL
Luisa Cardini, 32, Editor
MULTI-TASKER HARD-WORKER INNOVATIVE
SHOPPING MOTIVATION WHAT YOU SEE IS WHAT YOU GET
TIME SCHEDULE VERY INTENSE
TECH CAPABILITY ADVANCED
CORE DIMENSIONS OF LUISA'S PERSONALITY
THINGS LUISA LIKES
FASHION
SOCIAL
NETWORKING FAMILY TIME
Luisa likes to
experiment with
new fashion
trends, especially
when she sees
something on
the go.
Even if she is at
work she always
keeps herself
updated through
social media
platforms, blogs
and websites.
Going shopping
with two active
children, a buggy
and bags of
shopping do not
make for an easy
comfortable bus
journey for her.
PERSONA
Luisa is a 32 years old single mother to Marco and Giuliano. She usually
does not have extra time for shopping when her kids are around.
I wish I had
enough time
after work to
go shopping or
just take a look
to new fashion
trends...

14. Luisa has;
Mobile Subscriber of "Style Map"
a smartphone,
subscribed to the cloud service before
and entered all personal information
required for the service,
downloaded the "Style Map" App.
INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL
SCENARIO

15. Luisa walks to the bus station after work to go
home but before she wants to buy herself a new
dress and shoes for an event in the evening...
Connects automatically over WiFi
The public display detects proximity of the
mobile user by sending signals regularly
and chooses the closest subscriber.
INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL
1
2

16. INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL
Style Map welcomes Luisa...
The screen sends a notification to
Luisa's app and displays a personal
welcome message.
3

17. INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL
She opens her app to find out whether anything
interesting is nearby...
As soon as the notification is opened, the
app is activated and gets automatically
synchronized with the public display.
4

18. INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL
She waits for the suggested look...
Pairing between iPhone and public display.5

19. INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL
Luisa thinks that this simple elegant look is perfect
for the evening cocktail. So she takes a look at it...

20. INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL
She looks at the products one by one...
Press and hold to see quick information
about each item.
6 PRESS & HOLD

21. INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL
She looks at the products one by one...
Press and hold to see quick information
about each item.
6 PRESS & HOLD

22. INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL
She looks at the products one by one...
Press and hold to see quick information
about each item.
6 PRESS & HOLD

23. INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL
Decides to pick the black dress...
The screen flips to show a general overview about all
the items of the look when the info button is tapped.
7 ONE TAP

24. INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL
Chooses it for more detailed information...
Detailed info
for each item
8

25. INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL
...and adds it into her bag for booking...
Customization
(optional)
9
Add to Bag10

26. INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL
Now she can book an appointment for a fitting room ...
Booking panel11

27. INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL
She chooses a date and time and confirms
the appointment...
Confirmation12

28. INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL
So she checks her booked items in her bag one last
time and calculates the route to reach all stores...
Calculating the route13

29. INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL
The total time to reach all the stores for the chosen
products makes 1 hour and 15 minutes.
Display of total time for the shopping route14

30. INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL
Luisa lets herself guide by Style Map and leaves the
bus station to try the products that she has booked.
Booking details15
Real-time Guidance16

31. HOTSPOTHOTSPOT
HOTSPOT
Information
Exchange
CUSTOMER
SERVER
1 DIGITAL SCREEN
detects proximity of the
mobile subscriber
authenticates him
2 SMARTPHONE
receives personalized
notification from the hotspot
gets paired with the digital
screen for remote control
in order to support a more
immersive experience
3 CLOUD
public access wifi-provider with a lot of hotspots
and registered users
saves personal information such as wishlists, past user
activities and synchronizes them between all touchpoints
SYSTEM ACTORS
INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL

32. INTERACTION FLOW
15
5
30 Follow the suggested route
along with the time information
required to visit all stores
"Cancel" option for each store to
recalculate the total visit time
FOLLOW2TRY3
Try the products you've chosen in a
pre-prepared fitting room on arrival!
TRIAL EXPERIENCE IN THE STORE
INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL
Open your app to get synchronized
with the public display.
Choose the suggested style from
Style Map or browse through others
Select products you want to try
Book appointments to try them
Calculate the route
CHOOSE1
CLOUD
saved to
detects
proximity
asks to authorizes &
sends notification
receives customer information
Subscribe to the service
by connecting to the Wi-Fi
portal on spot
Download the app
Styles curated
by designers/
celebrities

33. INTERACTION FLOW
INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL
CLOUD
saved to
detects
proximity
asks to authorizes &
sends notification
receives customer information
Subscribe to the service
by connecting to the Wi-Fi
portal on spot
Download the app
Styles curated
by designers/
celebrities

34. INTERACTION FLOW
INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL
Open your app to get synchronized
with the public display.
Choose the suggested style from
Style Map or browse through others
Select products you want to try
Book appointments to try them
Calculate the route
CHOOSE1

35. INTERACTION FLOW
INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL
15
5
30 Follow the suggested route
along with the time information
required to visit all stores
"Cancel" option for each store to
recalculate the total visit time
FOLLOW2

36. INTERACTION FLOW
INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL
TRY3
Try the products you've chosen in a
pre-prepared fitting room on arrival!
TRIAL EXPERIENCE IN THE STORE

37. INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL
Interfaces & Main
Functionalities

38. INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL
PROFILE
Enter your personal information such as
measurements, favorite colors and size.
MY BAG
Collect all the products you like to book
in your bag.
MY CALENDER
See all your booking details in a general
overview.
MY WISHLIST
Put tags that into your wishlist by entering
a brand name, material, color etc.
LOGOUT
Sign out from the application.
Main Menu

39. INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL
Browsing
Other styles can be browsed
and selected as well if the
customer doesn't prefer the
suggested style.
The styles are shown in the
order of the best fitting looks for
the customer.

40. INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL
Suggestions
Style Map enables the user to get suggestions which are build
based on the combination of profile setting, wishlist and user's
previous activity.
+ + = SMART SERVICE
Profile settings,
personal information
such as size,
measurements, etc.
Tags for desired
color, material,
brand, style etc.
Booking, browsing,
likes & shares
SUBSRIPTION TAGGING USER HISTORY

41. INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL
Social Media
Styles and products can be
shared on the social media while
customers' activities are shown in
the twitter feed dynamically. All
the likes, shares and comments
are saved in the user history which
supports the smart service.

42. INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL
BOOKING COLLECTING FOLLOWING

43. INTRODUCTION FRAMEWORK CONCEPT SCENARIO DESIGN DETAILS VALUE & POTENTIAL
VALUE & POTENTIAL
Can be extended to other
products beyond fashion
as well.
Great marketing opportunity
for young and independent
designers for their brand
promotion.
Advanced social media
function by letting users
share & comment their
personal outfits.
Purchase option to
buy directly on the
go.

44. THANK YOU!
to all Domus Academy staff, friends, family...
...and especially to Claudio Moderini and Nima Gazestani
for letting me ask them thousands of questions. : )