WGSN Trend Feed
Lead Product Designer
The problem
Tell our customers about the trends happening now so that they know what to take action on, when and how.
The process
Gather customer feedback
“We start working on trends earlier than WGSN and so it is hard to get trends from this site”
“I need more information on trends, better inspiration and more recommendations”
“There is a lot of information, finding what is relevant is not easy”
“I need more and better denim picture details”
Talk to stakeholders
Understanding the existing workflow and needs of the editors gave us valuable insight into where the opportunities for improvement were.
Working collaboratively
We had daily video calls with our engineers in the US and content team in the UK, to work through the customer and internal user journeys, on physical and then virtual whiteboards so we could collaborate in realtime.
Principles and outcomes
In order to test and learn as quickly as possible the team defined design principles, what we wanted to learn and the outcomes we wanted to achieve. We prioritised the outcomes based on the user needs and tech limitations.
Early design exploration
Using a combination of existing tech and design prototyping tools we were able to build and test concepts quickly.
The outcome
We started small and initially invited 200 customers.
