Assessment 1: Design Thinking Enhancing Customer Experience at Trendy Threads: A Fashion Journey Taylor’s University (TU)

Case Study

Trendy Thread is a medium-sized, growing retail company. It was founded five years ago by a group of fashion enthusiasts who identified a gap in the market for affordable, trendy clothing that caters to a diverse range of customers. Since then, Trendy Threads has grown rapidly, expanding its product range and customer base.

The company provides a wide range of fashion products, including clothing, shoes, and accessories, for men, women, and children. Its product line is designed to cater to a diverse range of customers, including fashion-conscious millennials, working professionals, and families. The company is committed to offering high-quality products at affordable prices, making fashion accessible to everyone.

Trendy Threads has established a strong online presence, with a user-friendly e-commerce platform that allows customers to shop for products easily and conveniently. The company has also opened several physical stores across the country, providing customers with a seamless shopping experience both online and offline.

Financially, Trendy Threads has been performing well, with steady revenue growth over the past few years. In the last financial year, the company generated $50 million in revenue with a net profit margin of 10%. The company has been able to achieve this growth by leveraging technology, optimizing its supply chain, and investing in marketing and branding initiatives to attract and retain customers.

As Trendy Threads continues to grow, it is looking to leverage design thinking to drive innovation around sales and marketing, as well as revenue and profit growth. The company recognizes the importance of staying customer-centric in its approach, and design thinking provides an effective framework for achieving this goal.

You have been appointed as a consultant by Trendy Threads to work on their empathy process. To conduct research on customers, Trendy Threads is considering 5-steps method, but it is unsure on how to implement each step. The steps are listed below together with the description of what each step should achieve.

The company has previously conducted a workshop internally to work on Step 1 and below is the action plan set by the company for Step 1:

Question 1.A

Group task

Work Required: You are expected to be part of the brainstorming session where you will need to critic and propose improvement to the action plan set by the company for Step 1.

Your answer should include one precise action to be added to the Step 1. You are also expected to give constructive feedback to your peers. When providing your response, please ensure to address the following aspects: coherence of sentences and grammar, and quality of the content.

Format of the group:

Your answer must be written on Canvas platform
You must comment at least one peer’s answer
Link is provided on Canvas under Assessment 1 (Continuous) Part 1 – Group task

Question 2.A

Type your answer here (Indicative word count: approximately 700 words)
Work Required: You are expected to propose an action plan that Trendy Threads could use to implement the remaining 4-steps. Your plan must suggest specific actions that the company could adopt for step 2 to 5. Further requirements are listed below.

Your answer should be structured, and each action must be explained in detail. You must also provide a clear justification for all actions to highlight their relevance and efficiency. When providing your response, please ensure to address the following aspects: quality of sentencing and grammar, usage of clear structure, relevance of your proposal and justifications.

Question 3.A

Trendy Threads has gathered data on a representative segment of its customer base

Trendy Threads is now considering adopting the What-How-Why framework to obtain insights from their customers.

The “what-how-why” framework is a method used for conducting needs finding. This framework provides a structured approach to uncover customer insights and develop customer-centric strategies, which leads to improved products and enhanced customer satisfaction.

Work Required:

By using the What-How-Why framework, propose one strategy for each step
of the framework that can be employed by Trendy Treads. The strategy must be supported with justification. Further requirements are listed below.

Your answer should be structured and provide relevant strategy(ies) for each step. The answer must also be supported with explanation to justify the selected strategy. When providing your response, please ensure to address the following aspects: quality of sentencing and grammar, usage of clear structure, relevance of your strategies and justifications.

Question 1.B

Lizzie, a fashion-conscious millennial single female aged 28 and a marketing executive, is seeking a seamless online shopping experience at Trendy Threads. With a limited budget and a preference for unique and stylish items, Lizzie’s primary goal is to find the perfect dress for an upcoming Christmas party in her office. As a busy working adult, she values convenience and relies on online shopping for her fashion needs. She is very active on social media and value quality and fit sizes because she likes to display her purchases in her stories.

Trendy Threads recognised a gap in the market for affordable, trendy clothing that caters to a diverse range of customers. Since its inception, Trendy Threads has experienced rapid growth, expanding its product range and customer base. By developing a comprehensive customer journey map, Trendy Threads can better understand its customers, identify pain points, and uncover opportunities to create a positive and memorable experience throughout the entire shopping journey.

Answer

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