Innovating Circular Fashion with Enhanced Curation
HEAT aimed to optimise and enhance their iconic ‘Style Profile’ feature. This section of the website gathers user data on preferences regarding brands, colours, and sizes, allowing users to attach this style profile to their orders for more tailored HEAT boxes. The goal was to eliminate user frustrations, enable better curation of mystery boxes, and streamline the user experience while incorporating more detailed questions to gain deeper insights into user preferences. It is important to note this project was completed by our Founder, Caspian Reynolds, during his time at HEAT and was not completed by Bycasp.
The project faced significant challenges, primarily managing the onboarding and question flows, which are prone to high drop-off rates. Creating an engaging user experience with clear explanations on how the data would be used and ensuring users understood how to effectively utilise the Style Profile was crucial.
To address these challenges, we focused on designing a seamless and engaging onboarding process with clear, user-friendly question flows. We incorporated interactive elements and tooltips to guide users through the process, explaining the benefits of providing detailed preferences. Our design and development team worked collaboratively to ensure the Style Profile was intuitive and visually appealing, thus encouraging users to complete the process.
The improvements to HEAT’s Style Profile were highly effective. We achieved reduced drop-off rates, increased data collection, and an overall enhanced user experience. The redesigned account areas provided more accessible information and included additional tooltips and help sections, which improved user trust and understanding of how to utilise the Style Profile for better curations of future purchases.
