MIDI

Midi

Delivering a curated thrifted collection to you every mid-day

 

Midi is a simple daily service that delivers 3 expertly curated pieces to your electronic device every mid-day.

Finding that perfect piece to add to your closet is difficult— thrift shops and online thrift shops don't make it any easier by listing thousands of pieces for you to endlessly browse from...

But what if you could choose from the most loved pieces by your most loved fashion bloggers like Aimee Song or Chiara Ferragni? Midi is at your service.

 
 

Design Prompt

Preparing your own garage sale is often a daunting task. It's also difficult for potential buyers to discover your merchandise. Design an experience that makes it easier for sellers to intelligently inventory their goods, and helps bargain hunters find the needle in a haystack.

Process

At the onset of reading the prompt, I gravitated towards the phrase "find the needle in a haystack." I can't describe myself as an avid thrifter, but I have gone thrift shopping occasionally. "Find the needle in a haystack" perfectly sums up my personal experience when thrift shopping, and I find myself always hoping ot find a gem.

One of my favorite creative processes is pattern breaking. After user and market research, I like to go complete polar opposite of what is available just to see if it could be viable, desirable, and novel. Sometimes it works, sometimes it doesn't, but it certainly opens up my thinking around a problem to uncover opportunities.

Competitive Analysis

I looked towards eBay, ThredUp, and Threadflip for inspiration and analyzed their user experiences. What could I learn from them?

eBay's user experience is a buy-it-now or participate in auctions for goods. When users sell goods on eBay, they incur a transaction fee when they complete a sale.

ThredUp's user experience is to actually take the hassle out of actually selling your items online. ThredUp sends sellers a "clean out kit," and then ThredUp processes the items users send to them, prices them, and photographs them to post online for sale. 

Threadflip, is not much different than ThredUp. They offer users the ability to donate clothing to non-profits and they also offer to take the pain of actually getting your items to, say Goodwill. They send you a box, packing materials, and the postage information you need. Then you simply throw the item in the box and schedule a UPS person to pick it up.

From a buyer's perspective... browsing ThredUp's 153,000 items for sale or rummaging through ebay's 1,000,000,000 listings is tedious and overwhelming— just like the physical experience of thrifting.

Problem Framing

User Research

Experience Mapping

Pattern Breaking

Design Principles

Solution

From the market research, I noticed that users were concerned most by value and quality. Sellers have already established a connection to their item and see its worth, a buyer may have more distance. However, if the item is highly coveted and is recommended by a credible source this may reduce tension. I decided have popular fashion bloggers as the base of the Midi product platform; they would be selling pieces from their closet and it is a invitation-only service to build a user base and hype. Though, because these fashion bloggers have such a wide fan base and social network, I think they've got followers covered. Additionally, this may work with fashion bloggers (needed UX research and interviews!) as they have many pieces donated to them to market and cycle through pieces quickly to stay far ahead of the fashion curve.

As I browse services such as thredUP, Threadflip, and eBay I was inundated with pieces that didn't fit my taste even with the filters and there was a lot of clicking without reward. Thus, to reduce time wasted and feelings of disappointed I asked, what if there were only 3 coveted pieces to choose from? And each were the needles from the haystacks. And what if these pieces were delivered to you via notification from an app daily at the same time? Menu du jour.

Thus, my design solution focuses on solving issues of value and quality through inviting fashion bloggers to expertly curate pieces from their closets, lowering the decision count without decreasing presence, and providing an initial invitation-only service to build customer rapport.

 

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