Zegna X
Overview
In January 2023, Zegna embarked on a journey to revolutionize its Clienteling App, with the vision of enhancing the application's functionality and user experience. The project aimed to redefine the luxury fashion brand's engagement with its customers, building on a new Customer Value Management paradigm. This initiative was not just about improving an app.
My contribution
Strategy User research Art Director Product design
The team
1 × Product manager 1 × Product designer 2 × Visual designer 1 × Copywriter
Year
2023
Process
he overarching challenge was to conceptualize and create a new iteration of the Zegna Clienteling App, dubbed ZEGNA X, that places Customer Advisors at the core of the digital engagement strategy. This app needed to transcend traditional clienteling functions to become a versatile platform capable of enhancing the sales ceremony by unlocking opportunities for engagement, personalization, and service excellence. The project was delineated into three critical phases:
Immersion: to thoroughly understand the current landscape, including technological capabilities, user expectations, and the specific needs of CAs and the CRM team.
Design: to identify pivotal moments within the customer journey and translate these insights into actionable, user-friendly app features and design templates.
Delivery: to create a comprehensive Design System for ZEGNA X, ensuring consistency, scalability, and the seamless integration of components into a cohesive app environment.
This endeavor aimed to address the multifaceted requirements of high-touch luxury retail, leveraging digital tools to amplify Zegna's brand ethos and customer service philosophy.
Approach
Adopting a collaborative and iterative approach, the project harnessed a blend of methodologies to map the context, understand stakeholder needs, and distill key insights. Over 50 stakeholder interviews were conducted across six regions, amounting to more than 35 hours of discussions over four weeks. This exhaustive engagement process was complemented by a boutique visit and an in-depth analysis of both internal and external data points, including competitive benchmarks and inspirational cases from the luxury retail sector.
These initial phases laid the groundwork for a design strategy that was both ambitious and grounded in real-world user needs. The project team set out to redefine the clienteling experience through a series of workshops and brainstorming sessions, aiming to encapsulate the essence of the Zegna brand in every user interaction within the app. This approach was predicated on the belief that technology, when thoughtfully applied, can significantly enhance the human elements of luxury retail, enriching customer relationships and driving business growth.
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Outcome
As of the document's details, ZEGNA X represents an ongoing project, with the design phase still in progress. The feedback collected during all phases, along with future feedback, will inform the design of the new app. The anticipated outcome is a clickable static simulation of the app experience, accessible on the target digital device, offering a realistic preview of the final environment. This solution emphasizes the importance of iterative design and stakeholder feedback in creating a user-centric app that aligns with Zegna's luxury brand and business objectives. Although the implementation phase is beyond the document's scope, the project sets a solid foundation for a transformative clienteling app experience.
This structured overview captures the essence of Zegna's Clienteling App redesign project, illustrating the challenges, strategic approach, and anticipated solutions in enhancing customer engagement and sales effectiveness through digital innovation.