Stitch Fix Gifting and Shopping
Working within the retail fashion industry, combined with our deep ties to personalized and curated experiences, wound up providing a unique challenge for our Clients who want to shop across traditional business lines for clothing and accessories, whether for themselves or for other people in their lives.
Because our longstanding approach to the Client styling journey was directly tied to a singular business line per account, crossing over into other business lines, or even the same business line without personalization, was a problem we felt very strongly about solving for our Clients.
My role, alongside my cross-functional product and strategic partners, was to help lead the lofty initiative through concept, strategy, design and overall approach. This became a problem that was needing to be solved from multiple angles and features, leveraging various surfaces in our experience, to ensure that we solved the problem holistically and served our different Client needs and shopping roles.
The audience
Our primary Client model that we were trying to solve for was the Household Shopper / Gifter, who has often taken on the role of doing the majority of clothes shopping for their partners, children, or others in their family or household. These Clients know the intimacies and intricacies of their family’s clothing needs and preferences and feels comfortable shopping on their behalf. We also wanted to include the Client models of those with the desire to shop across business lines for themselves.
The challenge
Before we introduced these initiatives, Clients we having to “hack the system” of shopping across business lines within the Stitch Fix ecosystem, by creating multiple logins and separate, unrelated accounts and having to constantly log in and our manually.
We wanted to create seamless ways for Clients to create and manage multiple accounts for their family that would live under the same roof and allow cross-linking for easy shopping and gifting opportunities.
The solution
We designed solutions around both creating a structure of Household Accounts, and ways to promote easier gifting moments for anyone in the Stitch Fix ecosystem.
Household Accounts established the foundation for our Clients to not only shop across personalized business lines for others and themselves, but also to create greater efficiency to get their family’s needs handled all at once through streamlining and content discovery.
The Shop concept helped further break down the barriers of shopping and gifting for others, giving Clients agency to control their public and private content and recommendations.
