PipeCandy
3 days (March 2019)
User Researcher / UX Designer / UI Designer

Problem

Empty retail spaces are expensive and bad for business. Real estate owners must find a way to overcome the situation when retail spaces go vacant.

Solution

“the strategy of opening a temporary store appears to be working, as 80% of global retail companies that have opened a pop-up store said it was successful”  - Business Insider.

Pop-Up stores are becoming more than just trends. They are turning out to be the go-to strategy for brands to establish their presence. They are also less expensive.

Location Strategy Map

Location Strategy map helps retail space owners explore brands in their location by visualizing data such as DTC brands' physical, pop-up store presence, and an interest level to open up a pop-store.

Key Features

List of states to choose from

The first information required by retail space owners is to be aware of the existing brands with pop-up stores in their location. The interface lets them choose their location from the right pane to find brands in that location. There is also an option to research more on brand presence.

Find existing pop-up and physical stores by location

Once a location is selected, users will be able to view the pop-ups and physical stores of DTC brands in that location. The right pane gives an outlook of all brands present in that location. There are also icons representing the store's presence for quick and easy information consumption.

Research on Brand presence

The Brands section of the app provides information such as a brand's overall location presence, which enables users to research in-depth about the brand they are interested in.

Interest scores for prediction

The PipeCandy algorithm uses data to predict the interest level of brands to open up pop-up stores in different locations. This helps retail space owners to approach Brands with confidence.

Design Process

Goal

The goal is to design an application that helps retailers find growing DTC brands in their location to set up pop-up stores in their retail spaces.

Research

An interview with 2 real estate agents and a brainstorming session helped in generating the following insights. The insights are the key elements that help to find potential brands that would be interested in opening up a Pop-Up store.

Persona and Storyboard

Information Architecture

The information architecture is structured into 3 levels.

Level 1
Retail Locations: To find information about different brands present in a location.

Brands: To find information about the brand presence in different locations.

Level 2
The second level contains different locations and brands to choose from.

Level 3
The third level shows information such as Pop-ups, physical stores, brand location, interest score, and a visualization.

High Fidelity Screens

Research Insight 1: Find all the Brands that have Pop-Up stores in your location.

Research brands based on location

Retail space owners can search for brands based on their location. The app contains a list of states where brands have established their pop-up and physical stores. The interactive map helps users to read information without cognitive overload.

Find information about brands at a location

View information on brands’ pop-ups, physical stores and interest level on a location. PipeCandy's algorithm predicts Brands' interest level to expand to a location out of 100. The score helps retail space owners to confidently approach Brands for contracts.

Research Insight 2: The store presence of brands. 

Select from the list of Brands ready for tracking

View information on brands’ pop-ups, physical stores and interest level on a location. PipeCandy's algorithm predicts Brands' interest level to expand to a location out of 100. The score helps retail space owners to confidently approach Brands for contracts.

In depth information of a brand

Users can get detailed information on a Brand's pop-up, physical stores and where they are likely to expand.

Research Insight 3: Research about the Brand on web, social media, location pattern.

Location where the Brands are likely to expand

The interest level scored by PipeCandy's algorithm helps to predict the location where the Brand is likely to expand. This helps in saving time spent on researching about the brand on web and social media. Higher interest score means there is a more chance for opening a store in that location. This will help retail space owners to approach a brand with high confidence.

Reflection

Working on this application taught me adaptability. We did not have much time to ideate. We decided to allocate our time for user research and brainstorming. We gathered mood boards for layouts and quickly explored designs using Hi-Fi prototypes to make a decision. I realized not sticking to the design process and being flexible according to the project's severity is important.

Looking at it after a year, I feel there are a lot of space for improvements such as icon consistencies, and a better layout experience. I hope to to revamp this project with more knowledge about design process.