Project Summary:
In this project, I collaborated with a stealth startup in the fashion industry to validate their product concept, ensuring it aligned with market needs and was investor-ready. My role was to guide the founders in building a user-centred product strategy, uncovering critical insights to bridge the gap between their vision and user expectations. Through iterative validation, user research, and strategic pivoting, we redefined the product’s direction to improve its market viability. Ultimately, due to founder disagreements, the project was paused, but I remain connected to continue if it moves forward.
Role: Product Designer
Client: Fashion Industry Stealth Startup
Project Duration: 5 months
Scope: Product Validation Strategy, User Research, Proof of Concept (POC) & MVP Design
Foto de Alyssa Strohmann en Unsplash
Project Context & Challenges
The founders had a bold vision to transform fashion industry practices, focusing on a digital platform that could address key user pain points while offering a unique market advantage. They sought a clear validation pathway to secure investor interest while ensuring their product aligned closely with user needs. The primary challenges included:
1. Validating the product’s potential in a fast-moving, highly competitive industry.
2. Understanding and integrating end-user needs, preferences, and behaviours.
3. Adapting the product vision to meet real-world demand and investor expectations.
My role and process
1. Understanding the Vision and Problem Space
▪️ Founder Interviews: I held a series of in-depth sessions with the founders to understand their overarching vision for the product, the motivation behind it, and their long-term business goals.
▪️ Problem Exploration: Through these discussions, we identified the industry challenges the product aimed to tackle, along with initial hypotheses on user needs. This initial exploration helped shape the research and validation strategy.
2. Creating an Iterative Product Validation Plan
▪️ Proof of Concept (POC): I designed a POC to test core aspects of the product concept, gathering initial feedback in a quick, cost-effective manner. This early prototype enabled us to understand potential user reactions to the key features.
▪️ User Research: Alongside the POC, I conducted user interviews and surveys to gather detailed insights into the target users’ pain points, preferences, and expectations. This research was essential in helping us understand the product’s fit within users' everyday lives and purchasing decisions.
Foto de Clark Street Mercantile en Unsplash
3. Analyzing Findings and Identifying Core Mismatches
▪️ Insight Analysis: Our findings revealed a significant mismatch between the initial product vision and the priorities users expressed. Specifically:
-Users valued affordability, sustainability, and easy access to quality fashion, which differed somewhat from the founders’ initial approach.
-The founders’ concept, while innovative, needed adjustments to address these priorities more directly.
Recognizing this, we decided to pivot the product strategy to better address users’ primary pain points while building a financially viable model.
4. Strategic Pivot and B2B Model Exploration
▪️ Refining the Product Direction: I worked closely with the founders to adjust the product concept, focusing on the most important user needs. This pivot helped align the product with market demand, making it more relevant and attractive to users.
▪️ Exploring a B2B Option: To create a scalable, affordable solution, we considered a B2B model where the platform would partner with businesses, helping them manage excess fashion inventory while providing affordable options for end-users. This new direction offered dual benefits:
-End-users gained access to affordable, high-quality fashion options.
-Partnering businesses had a platform to monetize excess inventory, sustainably maximizing their profits.
5. Designing the MVP Proposal
▪️ MVP Development: Based on our research-backed pivot, I designed an MVP that focused on the core functionalities identified as essential by users. The MVP aimed to:
-Test the viability of the B2B model by delivering essential features like accessible inventory listings, transparent pricing, and streamlined access to sustainable fashion options.
-Serve as a strong foundation for investor presentations, emphasizing the product’s user-centred approach and market differentiation.
▪️ Investor Pitch Preparation: I helped the founders prepare the MVP and supporting research for their pitch, presenting a cohesive story with user-backed insights and data on potential market impact.
Foto de Arnel Hasanovic en Unsplash
Project Outcome & Reflections
Despite the promising progress and strategic pivots based on our findings, the project was paused due to internal conflicts among the founders. However, the data, insights, and MVP designs we developed remain a valuable foundation if they choose to revive the project. My continued connection with the team means that if they resume, I’m prepared to step back in and support the next phase.
Key Takeaways:
1. User-Centric Strategy as a Key Differentiator: This project reinforced the value of a user-centered design strategy. By aligning product decisions with real user needs, we de-risked the concept and made it more viable for the market.
2. Flexibility and Iterative Learning: The ability to pivot quickly was essential, allowing us to adapt the product based on new insights and prioritize features that resonated most with users.
3. Maintaining Positive Relationships: Although the project didn’t conclude as planned, staying in touch with the founders keeps the door open for future collaboration.
Artifacts
▪️ User Research Insights: Summary of key user pain points, preferences, and insights, segmented by individual user and B2B partner perspectives.
▪️ POC Findings Report: Documentation of feedback from the POC, including user reactions and validation data.
▪️ MVP Proposal & Wireframes: High-fidelity wireframes and documentation outlining the core MVP features, designed to showcase the platform’s value for both users and B2B partners.
Reflection
This project taught me invaluable lessons about the power of user-centred design in the high-stakes environment of a stealth startup. Aligning product strategy with genuine user needs, especially in the fast-paced fashion industry, led to a well-founded product concept with clear investor appeal—a crucial experience I bring to all future projects.
