PERSONA ONE: The Young Enthusiast
Occupation: Barista (Aspiring Musician)
About: Jamison is already interested in music and wants to grow his knowledge of the new and best music as well as classic and influential music. He is new collector of vinyl but loves to add to his collection. He recently graduated from school and is still working as a barista and spends much of his free time on his personal music. His consumption of music is a hybrid of online and traditional listening.
PERSONA TWO: The Collector
Occupation: High School Music Teacher
About: Craig is an older gentleman and music enthusiast of the rock and roll he grew up with. He is an avid vinyl collector and does not interact with music online. He is a former member of a rock band and highly values live music. If live music is not available, he goes for the next best thing, an original pressing of his favorite band. He is a dad and wishes to connect to his children through his deep love for music.
PERSONA THREE: School of Rock
About: Jayla is young and in school. She is extremely interested in fashion, art, the environment, and most importantly music. She loves listening to music online but is looking to experience the joy of collecting and listening to vinyl records. She is interested in reading about music and sharing it with her friends online. Loves festivals and the fashion and feel of live music experiences.
The Kendra Scott App is a multi-purpose shopping and styling app for Kendra Scott. The purpose of the app is to engage with customers through mobile devices and provide a styling service and make shopping simpler, safer, and more convenient. Through the integration of Apple Pay and Samsung Pay, a KS Color Cam styling tool, and simple shopping experience, the Kendra Scott App will deliver the best possible mobile experience to KS customers.
The challenge in making the Kendra Scott App is to design an app that offers more than what a customer could experience if they just used a mobile version of the website. An app is the ideal way to engage with customers because of the amount of information that can be obtained to better market to consumers and the convenience customers have from using the app. How do we create a product that users don't want to delete off of their phones eventually?
In order to keep users engaged with the app and to use it over just the mobile website Kendra Scott needs to create features on the app that are only available there. Features like the KS Color Cam which helps to style jewelry and nail lacquer based on a custom color palette, and safer and quicker options to check-out like Apple Pay and Samsung Pay. Also App use and retention will be encouraged through App Exclusive offers and discounts.
For the launch of the Kendra Scott App, retail stores will have a redesigned store front design for windows and vitrines to promote the App.
Staff styling for the launch day of the app will include a color scheme of camel, blush pink, charcoal, ivory, and light grey and paired with any Kendra Scott Metal Jewelry that can be gold, silver, gun-metal, rose-gold, and brass.