The Daily Vintage

Fall 2023 + Service Design + Studio Project + User Experience Research + User Interface Design

Analyzing The Daily Vintage, our goal was to identify pain points in the current user experience and evaluate areas of improvement to provide value to both the business and the customer. The Daily Vintage is a locally owned small business in the heart of Over The Rhine. Home to thousands of second-hand clothing pieces, they are dedicated to sustainable practices and the reuse and recycling of vintage clothing.

This is a group studio project. Made in collaboration with Brady Rudisill and Allie McMath

Secondary research

Second hand retailing is a rapidly growing market stimulating circularity within the fashion world

U.S secondhand market is expected to reach $70 billion by 2027

U.S. consumers embrace secondhand apparel amid economic uncertainty. 52% of consumers shopped secondhand apparel in 2022

Online resale is the fastest-growing sector of U.S. secondhand market. Online resale is expected to reach $38 billion by 2027

User Personas

Younger generations are driving market growth as purchasing behaviors evolve

56% of Gen Z and millennials would forgo the latest trends in favor of a one-of-a-kind-look

30% of Gen Z trade down for secondhand so they can trade up to afford higher-end brands

Value is the #1 driver influencing purchasing behavior

System Map

Service Blueprint

Journey Map

Service pain points

Pain points for customers could be improved for the pre-experience and the brick & mortar experience.

Categorization

The lack of categorization and sorting within the store makes it hard for shoppers to find a specific item
With little to no size-based sorting or labeling, shoppers must identify the size of clothing by hand and use the dressing room to determine its fit.
Clothing is sorted by “popularity”, despite popularity being entirely subjective based on the shopper.

Inventory

Inventory in the store is tightly packed and is time-consuming to navigate
Scattered inventory makes it difficult to know what is available for the store at all times and ends up costing the owners more time in the long run (held in storage units, homes, cars, back of the store, basements)

Wayfinding

Navigating to the store from the street can be difficult if not familiar with its location. Exterior signage is not contextually relevant to the streetscape as the storefront graphics are built for limited angles.
Signage in the store is inconsistently designed and could be improved to aid in the circulation of the store.

Service improvement proposition

The service improvement focuses on defining a better pre-experience and in person - digital connection

Digital Platform / Organization

End User
Better wayfinding and improving the experience of navigating stock


Business
Aids in the managing of stock and cataloging the inventory
Better experience should increase volume of sales

Online Order + Pickup System

End User
Adding convenience to the user’s journey - reducing the amount of time and resources used


Business
See an increased conversion rate from advertisements and help reduce overstock
Should increase volume of sales

UI Information Architecture

Value improvement

Customer

Reducing Functional Risk
Customer no longer is required to navigate to the store to browse the store’s collection

Better Retail Journey
Better organization of the store will allow for easier navigation and reduce confusion

Retail Employee

Easier Workflow
Improved set-up of working area will allow the employee to work smarter

Reduced Redundancy
Better organization of the stock will help the retail employee better complete tasks

Owner

Increased Sales / Profit
Efforts should increase the amount of sales the store completes

Easier to Manage Stock
Better organization of the stock will help understand the scope of stock and reduce overstocking/understocking

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PROCTER & GAMBLE