FW®

[ 01 ] PROBLEM[ 02 ] SOLUTION[ 03 ] PROCESS01 / 22

// CASE STUDY · ESOTIQ

Europe's first
autonomous
lingerie store

Designing a self-service experience – from the queue to the receipt

ESOTIQYOUR DISCREET LINGERIE BOUTIQUE

FW®

[ 01 ] PROBLEM[ 02 ] SOLUTION[ 03 ] PROCESS02 / 22

// TL;DR

[ BEFORE ]

Idea / concept

[ AFTER ]

Fully working store

FIGJAM BOARD

THE STORE

You buy lingerie with no staff and no walking around the store – everything is delivered to a closed fitting room.

2ROUNDS OF USABILITY TESTS THAT LET US TEST EVERY STEP THOROUGHLY

FW®

[ 01 ] PROBLEM[ 02 ] SOLUTION[ 03 ] PROCESS03 / 22

No staff inside. Separate fitting rooms. Queues that can start anywhere.

[ 01 ] CHAPTERSLIDES 04–09

Problem

FW®

[ 01 ] PROBLEM[ 02 ] SOLUTION[ 03 ] PROCESS04 / 22

// THE PROBLEM

How do you design a lingerie store with no staff – where fitting rooms are separate and queues can form?

Customer in a closed fitting room with a touchscreen and product hatches

FW®

[ 01 ] PROBLEM[ 02 ] SOLUTION[ 03 ] PROCESS05 / 22

// THREE WAYS IN

A customer can start the experience from three places

AOutside-of-store tablet

BIn-store tablets

CStraight to the fitting room

ABC

FW®

[ 01 ] PROBLEM[ 02 ] SOLUTION[ 03 ] PROCESS06 / 22

// WAY IN · A

From the tablet outside the store

[ A ] OUTSIDE-OF-STORE TABLET

Storefront: the queue tablet stands on the left, by the entrance

A← THE QUEUE TABLETIN THE STORE

ABC

FW®

[ 01 ] PROBLEM[ 02 ] SOLUTION[ 03 ] PROCESS07 / 22

// WAY IN · B

From a tablet inside the store

[ B ] IN-STORE TABLETS

Fitting room entrance with the wall-mounted tablet on the right

B↑ THE WALL TABLETIN THE STORE

FW®

[ 01 ] PROBLEM[ 02 ] SOLUTION[ 03 ] PROCESS08 / 22

// WAY IN · C

Straight into the fitting room

[ C ] FITTING ROOM

IN THE STORE

ABC

FW®

[ 01 ] PROBLEM[ 02 ] SOLUTION[ 03 ] PROCESS09 / 22

// TWO RELATED PROBLEMS

[ 01 ]

How do we give customers the greatest possible sense of intimacy throughout the experience?

[ 02 ]

How do we assist people with disabilities and those less confident with technology?

Model in black Esotiq lingerie, seen from behind

FITTING ROOM CONTROLS

HELP

Store screen scaled down to 75% for wheelchair users

WHEELCHAIR VIEW · 75%

FW®

[ 01 ] PROBLEM[ 02 ] SOLUTION[ 03 ] PROCESS10 / 22

One flow – from taking a number to getting the receipt.

[ 02 ] CHAPTERSLIDES 11–18

Solution

FW®

[ 01 ] PROBLEM[ 02 ] SOLUTION[ 03 ] PROCESS11 / 22

// THE STARTING POINT

Let's assume the experience starts at the tablet outside the store

[ A ] OUTSIDE-OF-STORE TABLETJoin the queue

Take a number and join the queue – before you even walk in.

ABC

A → FITTING ROOM

FW®

[ 01 ] PROBLEM[ 02 ] SOLUTION[ 03 ] PROCESS12 / 22

// THE FLOW

From taking a number to paying – in four steps

Screen: the self-service store catalogue

[ 01 ]Take a number and go to the fitting room

[ 02 ]Choose your products

[ 03 ]Try them on and scan what you're buying

[ 04 ]Pay

FW®

[ 01 ] PROBLEM[ 02 ] SOLUTION[ 03 ] PROCESS13 / 22

// STEP 1 / 4 · THE QUEUE

First, pick a fitting room and join the virtual queue

IN THE STORE

01Queue

02Products

03Try on & scan

04Pay

FW®

[ 01 ] PROBLEM[ 02 ] SOLUTION[ 03 ] PROCESS14 / 22

// STEP 2 / 4 · PRODUCTS

Once you're in the fitting room, choose your products

IN THE STORE

01Queue

02Products

03Try on & scan

04Pay

FW®

[ 01 ] PROBLEM[ 02 ] SOLUTION[ 03 ] PROCESS15 / 22

// STEP 3 / 4 · TRY ON & SCAN

Try them on. Like them? Scan them by dropping them into the basket

IN THE STORE · THE SCANNING HATCH

01Queue

02Products

03Try on & scan

04Pay

FW®

[ 01 ] PROBLEM[ 02 ] SOLUTION[ 03 ] PROCESS16 / 22

// STEP 4 / 4 · PAYMENT

Pay for your products!

IN THE STORE

01Queue

02Products

03Try on & scan

04Pay

FW®

[ 01 ] PROBLEM[ 02 ] SOLUTION[ 03 ] PROCESS17 / 22

// THE RECEIPT

Congratulations! You get your receipt online and offline – in your Esotiq Club account

IN THE STORE

RECEIPT

FW®

[ 01 ] PROBLEM[ 02 ] SOLUTION[ 03 ] PROCESS18 / 22

// LIVE QUEUES

Queues from all three starting points show up in the system live – and are announced in the store

Back office screen with live orders A8, B4 and C2

BACK OFFICE · LIVE ORDERS

THREE WAYS IN · ONE QUEUE

ABC

FW®

[ 01 ] PROBLEM[ 02 ] SOLUTION[ 03 ] PROCESS19 / 22

Lo-fi screens, a cardboard lab and two rounds of usability tests.

[ 03 ] CHAPTERSLIDES 20–22

Process

FW®

[ 01 ] PROBLEM[ 02 ] SOLUTION[ 03 ] PROCESS20 / 22

// HOW WE WORKED

We built lo-fi mockups, then a physical lab out of cardboard

Lo-fi prototype of the store screens running on a tablet

[ 01 ] LO-FI MOCKUPS

The test lab: a mock fitting room built for usability tests

[ 02 ] THE CARDBOARD LAB

[ 03 ]

Our team acted as the in-store system. They handed out products and moved boxes :)

FW®

[ 01 ] PROBLEM[ 02 ] SOLUTION[ 03 ] PROCESS21 / 22

// WHY THIS PROCESS?

The store itself was still being built

And we wanted to test early and often.

FW®

[ 01 ] PROBLEM[ 02 ] SOLUTION[ 03 ] PROCESS22 / 22

// RESULTS

The results of this process

[ 01 ] TOTAL STEPS IN THE PROCESS15

from 25−40%

[ 02 ] ERRORS PER EXPERIENCE · AVG.0.4

from 5−92%

[ 03 ] TESTER SATISFACTION · AVG.4.82/5

from 3.3 / 5+46%

FW®

CASE STUDY01/22

Europe's first autonomous lingerie store

Designing a self-service experience – from the queue to the receipt

ESOTIQYOUR DISCREET LINGERIE BOUTIQUE

FW®

CASE STUDY02/22

// TL;DR

[ BEFORE ]

Idea / concept

[ AFTER ]

Fully working store

You buy lingerie with no staff and no walking around the store – everything is delivered to a closed fitting room.

2ROUNDS OF USABILITY TESTS THAT LET US TEST EVERY STEP THOROUGHLY

FW®

[ 01 ] PROBLEM03/22

No staff inside. Separate fitting rooms. Queues that can start anywhere.

[ 01 ] CHAPTERSLIDES 04–09

Problem

FW®

[ 01 ] PROBLEM04/22

// THE PROBLEM

How do you design a lingerie store with no staff – where fitting rooms are separate and queues can form?

FW®

[ 01 ] PROBLEM05/22

// THREE WAYS IN

A customer can start the experience from three places

ABC

AOutside-of-store tablet

BIn-store tablets

CStraight to the fitting room

FW®

[ 01 ] PROBLEM06/22

// WAY IN · A · OUTSIDE-OF-STORE TABLET

From the tablet outside the store

A← THE QUEUE TABLETIN THE STORE

ABC

FW®

[ 01 ] PROBLEM07/22

// WAY IN · B · IN-STORE TABLETS

From a tablet inside the store

B↑ THE WALL TABLETIN THE STORE

FW®

[ 01 ] PROBLEM08/22

// WAY IN · C · FITTING ROOM

Straight into the fitting room

IN THE STORE

ABC

FW®

[ 01 ] PROBLEM09/22

// TWO RELATED PROBLEMS

[ 01 ]

How do we give customers the greatest possible sense of intimacy throughout the experience?

FITTING ROOM CONTROLS

[ 02 ]

How do we assist people with disabilities and those less confident with technology?

Store screen scaled down for wheelchair users

HELP · WHEELCHAIR VIEW 75%

FW®

[ 02 ] SOLUTION10/22

One flow – from taking a number to getting the receipt.

[ 02 ] CHAPTERSLIDES 11–18

Solution

FW®

[ 02 ] SOLUTION11/22

// THE STARTING POINT

Let's assume the experience starts at the tablet outside the store

ABC

[ A ] OUTSIDE-OF-STORE TABLETJoin the queue

Take a number and join the queue – before you even walk in.

FW®

[ 02 ] SOLUTION12/22

// THE FLOW

From taking a number to paying – in four steps

[ 01 ]Take a number and go to the fitting room

[ 02 ]Choose your products

[ 03 ]Try them on and scan what you're buying

[ 04 ]Pay

FW®

[ 02 ] SOLUTION13/22

// STEP 1 / 4 · THE QUEUE

First, pick a fitting room and join the virtual queue

01Queue

02Products

03Try on & scan

04Pay

FW®

[ 02 ] SOLUTION14/22

// STEP 2 / 4 · PRODUCTS

Once you're in the fitting room, choose your products

01Queue

02Products

03Try on & scan

04Pay

FW®

[ 02 ] SOLUTION15/22

// STEP 3 / 4 · TRY ON & SCAN

Try them on. Like them? Scan them by dropping them into the basket

01Queue

02Products

03Try on & scan

04Pay

FW®

[ 02 ] SOLUTION16/22

// STEP 4 / 4 · PAYMENT

Pay for your products!

01Queue

02Products

03Try on & scan

04Pay

FW®

[ 02 ] SOLUTION17/22

// THE RECEIPT

Congratulations! You get your receipt online and offline – in your Esotiq Club account

IN THE STORE

RECEIPT

FW®

[ 02 ] SOLUTION18/22

// LIVE QUEUES

Queues from all three starting points show up in the system live – and are announced in the store

ABC

BACK OFFICE · LIVE ORDERS

FW®

[ 03 ] PROCESS19/22

Lo-fi screens, a cardboard lab and two rounds of usability tests.

[ 03 ] CHAPTERSLIDES 20–22

Process

FW®

[ 03 ] PROCESS20/22

// HOW WE WORKED

We built lo-fi mockups, then a physical lab out of cardboard

[ 02 ] THE CARDBOARD LAB

[ 01 ] LO-FI

[ 03 ]

Our team acted as the in-store system. They handed out products and moved boxes :)

FW®

[ 03 ] PROCESS21/22

// WHY THIS PROCESS?

The store itself was still being built

And we wanted to test early and often.

FW®

[ 03 ] PROCESS22/22

// RESULTS

The results of this process

[ 01 ] TOTAL STEPS IN THE PROCESS

15from 25

−40%

[ 02 ] ERRORS PER EXPERIENCE · AVG.

0.4from 5

−92%

[ 03 ] TESTER SATISFACTION · AVG.

4.82/5from 3.3

+46%

Europe's firstautonomouslingerie store

Idea / concept

Fully working store

Problem

How do you design a lingerie store with no staff – where fitting rooms are separate and queues can form?

A customer can start the experience from three places

From the tablet outside the store

From a tablet inside the store

Straight into the fitting room

How do we give customers the greatest possible sense of intimacy throughout the experience?

How do we assist people with disabilities and those less confident with technology?

Solution

Let's assume the experience starts at the tablet outside the store

From taking a number to paying – in four steps

First, pick a fitting room and join the virtual queue

Once you're in the fitting room, choose your products

Try them on. Like them? Scan them by dropping them into the basket

Pay for your products!

Congratulations! You get your receipt online and offline – in your Esotiq Club account

Queues from all three starting points show up in the system live – and are announced in the store

Process

We built lo-fi mockups, then a physical lab out of cardboard

The store itself was still being built

The results of this process

Europe's first autonomous lingerie store

Idea / concept

Fully working store

Problem

How do you design a lingerie store with no staff – where fitting rooms are separate and queues can form?

A customer can start the experience from three places

From the tablet outside the store

From a tablet inside the store

Straight into the fitting room

How do we give customers the greatest possible sense of intimacy throughout the experience?

How do we assist people with disabilities and those less confident with technology?

Solution

Let's assume the experience starts at the tablet outside the store

From taking a number to paying – in four steps

First, pick a fitting room and join the virtual queue

Once you're in the fitting room, choose your products

Try them on. Like them? Scan them by dropping them into the basket

Pay for your products!

Congratulations! You get your receipt online and offline – in your Esotiq Club account

Queues from all three starting points show up in the system live – and are announced in the store

Process

We built lo-fi mockups, then a physical lab out of cardboard

The store itself was still being built

The results of this process

Europe's first
autonomous
lingerie store