ASOS App case study

My role

• Support researcher at first stages (user and business research)
• Desing consultant working in close relationship with art directors
• Support designer at later stages. I supported all the team helping them when they needed it and I developed all flow diagrams
• Management of our Google Drive folder, it was a mess and nobody was taking care of it, so I asummed this role on my own

User Insights

Result

• Income: 500€ - 1000€
• The majority have never watched an ASOS advert: even in places where ASOS is supossed to be more active like social networks
• They want to feel unique: it could be buying a new cloth or by other ways
• They search for: references and styles on the Internet (influencers) and look for product info (materials, chemicals and in a minor way origin)
• Wrong size it's their biggest fear
• Fast and easy delivery: is a constant demand
• About 35% would buy if there were discounts

Business research

Tools

• Common research: reading studies, market analysis, newspaper ...
• Benchmark of webs from main competitors (inditex group, Zalando and H&M)
• Comparative table of technologies used among competitors
• DAFO, industry trend map, safari investigation

Chalenges faced

Value proposal and making mistakes

At some point we started to center all our attention in users need while forgetting the business side, this was clear when we developed the value proposal, after realising that we were wrong, we redefined the project.

At this point we were still diverging about the solution.

We were burnt out

The truth is we were thinking about creating a social network but other professionals and even us didn't see it due to its complexity.

This was a recurring idea which always appeared in every debate, as result we were lost and exhausted because each one had an idea of what should be "ASOS World" and there was not a clear leadership.

Defining the solution

Finally the solution

One day, after one of our many debates, a professional from the sector gave us the key "don't create another social network it requires time, a lot effort and luck, use what is done." from this day we saw everything with a different perspective. Why not letting the users use their social networks to promote ourselves in exchange of points than could be used in our shop. We would expand the image of ASOS while increasing the average ticket and portraying closer models to the target audience.
We got it!

It's not a new App, it's a redesign

We considered the ASOS App to have a enough volume of users that we could reach easier than if we were developing a new App. So we made a redesign of ASOS App that include some new services complemented with gamification.

ASOS Gamification

Gamification system would use ASOS Points. We added membership levels since we wanted to have some kind of barrier that would help us to control entries to new services and to prevent some possible collapses. You can spend them in pershonal shopper services and discounts

How can you earn points?

• Uploading photos to instagram with the hashtag #AsosPoints and finally tagging your clothes at the new section ASOS Looks
• When someone buys an "ASOS look" or a product through your look
• Buying products

Linking Instagram with ASOS

To track Instagram posts we could use services like Olapic or we could develop our own software since there is an Instagram API. Linking your Instagram account to ASOS is an easy step, you can activate or deactivate it easily.

We use Instagram to track your photos uploaded on Instagram with hashtag #AsosPoints and we display them at section "My looks".

ASOS looks

ASOS looks is a new service we implemented where you can share your looks with others, so now everyone can see the outfit you have uploaded and buy it at "Inspiration" screen. To share your look go to "My looks" and tag your clothes.

Every time someone buys a product directly from your look, you will receive points. To prevent scams we only let you tag products you have already bougth throught ASOS.

Personal shopper

This service responds one of our users need, the need to feel unique. Here you can chat with our ASOS Insiders, they will help you to choose your style. It's paid with AsosPoints. This is the only place where membership is applied:

• Basic: software feeded with linear regresion to help you to choose products based on responses you previously have given us, it's free.

• Silver and Golden: access to "Insiders" chat. Golden has free deliveries.