Rent the Runway – Designing a digitally assisted retail shopping experience

Rent the Runway is an ecommerce based startup that has been coined the “Netflix of fashion,” as women can rent couture dresses for prices as low as $60. For its inaugural brick-and-mortar shop, the company was seeking an in-store digital experience, one where shoppers could manage their preferences and favorites on a tablet.

I was tasked to help design the personas and userflows of the retail experience, which influenced the physical build of the store.

Also, I defined the data capture points for Rent the Runway to receive information about their shoppers while minimizing the intrusion to a shopper’s experience.

Data Capture Flow (click to zoom)

Rent the Runway initially wanted users to scan and save dresses directly to their personal phones. This effort was ultimately scrapped after I performed an audit and highlighted potential flaws, along with budget and timeline concerns.

Platform Audit (click to zoom)

Client: Rent the Runway
Agency: Relevent

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