Capital One Retail Experience

What was the project

Our Client, Capital One, challenged us to create new experiences for the customers of their private label brand cards, like Neiman Marcus.

What we did

Our team conducted research on existing private label cards and the relationship people have with them. What we found was a toxic, guilt ridden relationship. Our goal was to change this relationship on how customers perceive value and use their cards.

After doing collaborative brainstorming with our clients and class we found that negative perceptions were abundant and most concepts about healthy spending were about punishing and restraint. We wanted to go a different direction. We found that customers based their perception of value on the idea of dollars per wear. From indulgences to investments customers used the same rule.

Value = Dollars/Wear

With that concept in mind we created an interactive mirror with a platform for Neiman Marcus. We developed embedded smart tags that helped create a digital closet. We talked to Neiman Marcus employees and found a need to know what their clients had in their closet. When a customer browses Neiman Marcus or comes in stores, the suggestions are based on what they already own. When items wear out and aren't worn anymore, it enables the associate to get them a replacement expediently. We wanted to create a stronger and healthier relationship between the consumer, brand, associate and their private label card.

When consumers were enabled to buy the things they actually need, knowing the value they will get out of the purchases they didn't feel guilty using their card. They were more interested in buying valuable, investment pieces than ill fitting or cheap items. These consumers wanted to feel amazing and to not spend mental or emotional work on picking out outfits, dressing appropriately, or being comfortable.

After our final presentation we were invited to present again at a Capital One internal meeting in Washington DC to share our final prototype and the concept of Dollars per Wear with the Product teams and executives.

Who was on the team

Beth Schwindt, Ge Cao & myself

What I did

Conducted primary and secondary research. Built low fidelity prototypes. Led workshops with stakeholders. Conducted interviews. Built fully functional mirror experience. Co-presented pitch to stakeholders.

What tools we used

• On-site observation at over 15 retail stores.

• Expert interviews with elite members of the Neiman Marcus retail staff to understand what tools they needed to help create better experiences for their clients.

• Guerilla Testing & Contextual Inquiry. We created early-stage prototypes of the closet and field tested them in retail establishments.

• Low Fidelity A/B Testing with paper prototyped scenarios and workshops to gain insight on shopping.

• Prototyping. We prototyped continuously and delivered digital mock-ups of the closet and a fully functional digital mirror.

What was the impact

The insights from this research was used and referenced subsequently to create experiences with the Capital One cafes and digital futures beyond cards for their private brands.