KITH Client Mobile App
An Unsolicited Redesign for Increased CLV —
The progressive streetwear retailer, leverages Instagram to market sneaker raffles, as well as exclusive collections, and special events. Physical stores as well as website and application interfaces continually aim to create a seamless and integrated customer experience. The following is a reimagination of KITH’s mobile application content architecture.
Current Media Output
Kith engages in a rapid product release schedule and curated collaboration strategy to maintain brand interest and drive social influence. These factors enable KITH’s ability to co-create streetwear trends with their audience.
Generating engagement is Ronnie’s Journal, Live Fashion Show, +Kin video series, Collection lookbooks, and Monday Program.
CONTENT STRUCTURE
Leading with Customer Acquiring Special Events + Exclusive Content
When approaching what content would first greet customers entering the mobile app, overwhelmingly from Instagram via Swipe up Stories/Link in Bio, it’s important that the transition feel uninterrupted and therefor maintain the full screen appearance.
In the hero section, swiping right for new content being native to mobile users, is dedicated to current and upcoming events that require submitting customer information, notification enablement, or allowing location services in order to obtain access.
“Just Us” reflecting the exclusive yet inviting tag line in concert with bold CTA’s that draw inspiration from the iconic box logo.
Reverse Chronological Product Feed Encourages Frequent Check-ins
For customers going deeper to discover Kith, upon a swipe up, they are met with a historical product feed that enables single-touch buying or further exploration, while adhering to it’s minimalist aesthetic.
Stay up to date with the latest product releases and gain a personal stylist that gets to know you while you browse.
Breaking Scroll Pace with Algorithmic Outfit Suggestions
A predictive model weighing user data points from social channels to website and app usage matches the customer with items most likely to purchase, fueling short-term revenues and contributes learnings that strengthen the relationship over time.
Shop by Category Simplified Hierarchy with Brand Archive
Bucketing all inventory between 3 lines (Men, Women, and Kids) and 3 subcategories reduces mental fatigue for quicker navigation. While each Kith collection and associated media is prioritized as its own subcategory to be explored as an interactive magazine.
Top to bottom imagery from recent shoots dominate “Shop”
FURTHER DEVELOPMENT
Retails Future is Media
Production of vertical content such as interactive stories, Live audio/video streams, and digital objects for emerging platforms will continue to over-perform in the attention economy. Attracting that intent to discover at the application level and enabling frictionless buying natively builds stronger customer profiles.
Lifestyle Branding is Omnichannel
Engaging the brand from web, mobile, or in physical spaces will bear no difference. Whether it’s delivering payment, validating a product pick-up, entry into exclusive events, reserving a fitting room, or consuming live content; all touch points must create a unified experience that the community at large can tune into and feel connected.
Project Details
Team: Solo Concept
Tools: Sketch, Flinto
Duration: May ‘18 (3 weeks)
Skills: Market Research, Information Architecture, Product Strategy