Our concept for a mobile shopping application. Credits: F. Hahn, C. Henkel, J. Jeffers, and M. Roy.

1. d.school team incowia
christoph fabian jim miriam slavena dr. schrewe

2. How might we o er
young and elderly
customers new ways to
discover a better
mobile shopping
experience.

3. Our focus is on
clothing shopping.

4. We chose to focus on
18-25year olds

5. !?
We interviewed many shoppers.

6. This led to many
responses that
lended varied insights.

7. home work
Location
Independent
at a store
on a train
in a tting room

8. Personal

9. Con
text
ual

10. Social

11. Ich bin eine
Persona!
Meet
Ronny
*Ronny is a persona / vector image, not an actual human being.

12. 19 year old hipster bartender
who considers himself
a fashion trendsetter.
Seeks a rmation of his fashion lifestyle.
From a rural area.
Regularily shops online.
Socially engaged.
*Ronny is a persona / vector image, not an actual human being.

13. How might we turn
Ronny’s mobile device
into a social hub for
shopping?
reframed how might we question

14. Our Idea

15. a mobile
shopping
community

16. Do you know somebody
who knows somebody
who’s gotta friend
who’s got the shoes you always wanted?

51. shared
items
feedback
ronny's
recommendations
social hub

52. We tested this prototype at...
Berlin’s Fashion Week
* people there know fashion!

53. We tested this prototype at...
Betahaus
* people there know technology!

54. The people we interviewed
were enthusiastic.
+

55. Some are already doing this on
their mobile devices with services
that had no mobile strategy or
application.

56. Next Steps:
Test a real prototype in the wild.

57. Next Steps:
Evaluate potential monetization
strategies.
!
?

58. Questions?