FOSSIL Retail

Simplifying The In-Store Experience To Promote "Designs To Be Used, Then Noticed"

Concepting, designing, and prototyping to solve
problems and create exceptional experiences

Summary

As a part of an overall campaign to promote “designs to be used, then noticed,” I led the team in making sure this came to life in a retail setting. In current FOSSIL stores, most of the watches are behind glass, making it difficult for people wanting to try on watches without waiting on a sales associate. In the redesign, we removed that barrier by repurposing glass towards a see-through work area, where guests can watch our watch artisans repairing their watch in under an hour. The retail experience doesn’t stop at the store. We created an analog watch-customizer books to promote exploration of watch possibilities at home before coming in the store. We also elevated the brand look and made it consistent across all platforms and packaging. The mockups were created in Cinema 4D, Roomle, and Photoshop.

Details

Date: 

November 2017

Client: 

VCU Brandcenter

Category: 

Brand Positioning / Retail Design

Skills: 

Concepting / User Experience / Design

Concept

Use AR to animate instructions right off the page for improved context

AR provides two key features that help users further understand their environment. 1) It puts in augmented content wherever the user holds their phone camera and 2) Provides context in the X, Y, and Z axises instead of just two like traditional mobile applications.

Why this works

Use AR to animate instructions right off the page for improved context

IKEA Assembly is a mobile application that uses augmented reality to place animated instructions into the user's environment.  The little details and context that get lost in a picture can be clarified by the user walking around, moving closer and away from the model, and iconography representing key tools and actions needed.

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Another needless source of question marks over people’s heads is links and buttons that aren’t obviously clickable. As a user, I should never have to devote a millisecond of thought to whether things are clickable — or not.

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Your objective should always be to eliminate instructions entirely by making everything self-explanatory, or as close to it as possible. When instructions are absolutely necessary, cut them back to a bare minimum.

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Features

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Features

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Features

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Heading

The spectacle before us was indeed sublime.

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Features

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Retail Redesign

There are four of these setups surrounding the store, with an equal amount of both men and women's watch and accessories stands.

The watch station is towards the back to provide enough room if a line was to form, as well as to draw emphasis to our see-through for those waiting or browsing to watch our artisans at work repairing or creating custom watches.

Bird's Eye view of the set up, including the station in the back to watch our artisans at work.

Mailer

We wanted to bring a piece of the watch customization station to consumer's home. Flip through the genuine leather booklet to get inspired, mix and match, and learn more about the craft that goes into FOSSIL watches.

Packaging

To bring home the timeless feel, we simplified the varied packaging designs into one design that will stand the test of time.

The Team

Alex Robinson, Creative Brand Manager • Martin Madriaga, Strategist • Evan Chiplock, Copywriter • Whitney Downing, Art Director • Angelica Ortiz, Experience Designer/Creative Technologist

MY RESPONSIBILITIES
CONCEPTING
USER EXPERIENCE
3D MODELING
DESIGN
CONCEPTING
DESIGN
USER EXPERIENCE
PRODUCT DESIGN
3D MODELING
PROTOTYPING
TOOLS USED
CINEMA 4D
PHOTOSHOP
ROOMLE
CINEMA 4D
PHOTOSHOP
ROOMLE
MY RESPONSIBILITIES

Concepting, User Experience, 3D Modeling, Design

TOOLS USED

Cinema 4D, Photoshop, Roomle

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Legowerk UX kit

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