Stitch Fix Digital Style Card
At Stitch Fix, our most important relationship is the one between our Clients and their Stylists. For many years, the primary touchpoint between the two was a printed piece of paper in their physical box of clothing, with suggested outfit recommendations and a written note from the Stylist to the Client.
We wanted to finally bring this connective thread into the digital space, allowing the Client to not only easily access their current and past Stylist notes, but to also be able to engage with dynamically generated outfits, powered by our personalization algorithm.
My role was to lead the strategy, design and execution, as well as launch this experience in our newly formed brand and UI refresh. I led the project from initiation, through ideation and design discovery, all the way to build and launching to our Clients.
The audience
There is a large number of our tenured Clients that reference and rely on their Stylist note and outfit suggestions. We also discovered through UX research and interviews, that around 30% of our Clients were not seeing the printed note in their delivery box, and were completely unaware that it even existed. We wanted to improve the experience for those who knew about it, and bring awareness to those who didn’t.
The challenge
When we approached the digitizing of the printed Stylist note and outfit suggestions (aka the Style Card), we wanted to both improve the quality of the experience for Clients, as well as take advantage of our digital platform and unlock new capabilities that would enhance their style journey. The printed cards were a hassle to keep around, and the outfits were not personalized, reflecting available inventory, nor were they actionable in any way.
The solution
We aimed to create increased ease of use and interaction with the digital Style Card, strengthening the Client’s connection to their Stylist, while also offering utility and a more personalized style experience.
We created a running archive of their current and past notes and outfit recommendations, linking to their respective Stylist’s online profiles, and styled their clothing selections with personalized and shoppable outfit options.
