Case Study - INCLUSIVE STYLES
Introduction
The aim of this research was to test reactions to Concept (Shakira and Beyoncé), two different styles of underwear that provide two different wear experiences and solutions. The test assesses the accuracy of the concepts and key performance measures during consumers’ wear experience.
My Role
Product Design, Concept Design, Research, Testing
Deliverables
Conducted qualitative research, Competitive and market analysis, Concept ideas,
Journey map, Mockups, Functional prototypes, Designed product,
Collaborated with Engineering, and stakeholders.
Quick takeaways
Appropriate callouts based on the findings of the internal wear test.
Consumer feedback: “This underwear is the best underwear I have! So soft
and comfortable.”
Purchase Intent post-wear experience is at 90%,
The Challenge
To come up with two new underwear designs that could address fitting many different body types. Filling an open space in the market.
This is an opportunity for the next innovation in fabrics. Also, to design the Next Gen of underwear that can address unique solutions for specific areas of the body.
design solution hypothesis
Since both Shakira and Beyoncé concepts are “based” upon stretch features, we have identified a few different ways to address each ask.
Stretch Fabric - Achieve benefit through super stretch fabric - Works for Concept Beyoncé.
Flexible Panels - For targeted areas to provide stretch and release tension where she needs it most - Can work for both Concept Shakira and Concept Beyoncé.
Unique construction solves - Comfortable waistbands and forward seams solve for frustration-free fit - Can Work for both Concept Shakira and Concept Beyoncé.
Visual Design & Prototyping Steps
Concept selection
After many prototypes, design fittings on real people, updates to each style, and many checkpoint meetings with stakeholders the designs were narrowed to two different styles of underwear.
Concept Shakira: Smoothing for everyday wear.
Concept Beyoncé: Next generation of Stretch - adaptive stretch delivered through fabric & construction.
interviews
post-wear purchase intent by body shape
Concept Shakira: Purchase intent above threshold for all body types. Some indication Purchase Intent may be higher among curvier body types than straight-up-and-down types.
Concept Beyoncé: Purchase Intent above threshold for all body types. Some indication Purchase Intent may be higher among straight-up-and-down types than curvier types.
“stretches to fit my body type”
“Stretches to fit my body type” high for both garments during evaluation of written concept and significantly higher post wear.
Key decision: Both garments well exceed the 60% threshold.
Decision criteria met for both prototypes
For both garments, many felt they were slightly oversized and that they didn’t really need to stretch.
the discovery
results for both prototypes
Concept Shakira
Prioritize the launch of Concept Shakira
Purchase Intent post wear significantly higher at 95%, compared to 72%
While the margin is not wide, Fit with Concept is still significantly higher at 97%, compared to 75%
Satisfaction was significantly higher at 93%, compared to 85%
Concept Beyoncé
Waistband needs to be reviewed
Ill-fitting
Not staying in place
