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Building a Better Bra Shop
November 30, 2003 | The New York Times | By HOPE REEVES. In
the two unfocused groups, IDEO invited the women -- about eight to a
group -- to talk about their good and bad experiences, which amounted to
very few in the first category and a long list in the second, then the
groups broke up into smaller units to build their ideal
underwear-shopping experience. In this segment, the women who acted as
customers expressed a desire to be advised and reassured by the women
acting as salespeople. And those salespeople responded as instructed,
producing a giggly lovefest that seemed to leave everyone satisfied and,
at least in this fantasy world, purchasing an expensive undergarment or
two.

IDEO digested this load in a series of meetings and mingled them with
brainstorming sessions conducted with technology, design and product
experts. The analysts presented their findings to Warnaco a few weeks
ago and are now entering the prototype phase.
IDEO  design  Warnaco  shopping_experience  underwear  lingerie  intimate_apparel  unfocused  prototyping 
november 2009 by jerryking

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