Supervising chair

Prof. Dr. Imre Horváth

Supervising mentors

Ing. Bram de Smit

M.Sc. Valentin Gattol

Eva Hernando Martín

Master Thesis

The Fashion AdvisorAn information appliance for young male

professionals

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3

Abstract

This report presents a design inclusive research with the aim of developing a specific information appliance that can help

young male professionals with shopping for clothes and getting fashion information; the Fashion Advisor.

From the exploratory research, it was concluded that the selected target group is in need of guidance and reassurance

and that they generally perceive shopping as undesirable. As well, regarding advice giving and taking, the preferred form is

as information and recommendations. The trend study showed that (i) companies should focus on providing experiences

to the consumers, that (ii) people rely more than ever on the opinions of the other and that (iii) there is a need for tailored

information. In the market study it was realized that the current products were mainly targeting size fitting issues and no

product was found which personalizes the content. These findings led to the formulation of the goal.

The goal of the Fashion Advisor is to assist with shopping and improve the shopping experience of young male

professionals. This is done by providing relevant fashion related information at appropriate moments during the decision

making process, in addition to helping them to narrow down the selection of clothing items available. The Fashion Advisor

achieves this by referencing a profile for each individual user. This profile is built from user input during the initial setup

stage and is continuously updated by contributions from the purchase history as well as the ratings given to viewed

items by the user. Additionally, data of other similar user profiles can be applied to forecast items the user would like. The

service provided through a smartphone consists of several functions that resolve the user needs. For instance, it can give

tips about what could look best on the user or provide him with clothing advice for what may be most appropriate for a

particular type of event. Consequently, it is expected that the Fashion Advisor will increase the level of confidence of the

user and remove some of the experienced frustration during shopping.

In order to validate the concept, an evaluation of the Fashion Advisor was done. Data were gathered by means of

questionnaires and interviews. Two prototypes were built for this evaluation. Apart from a tangible prototype, an abstract

prototype was created which made assessable the non-existing real life processes that are established through the use of

the Fashion Advisor.

The results of the confirmative research indicated that the Fashion Advisor was overall perceived as helpful. Nonetheless,

the helpfulness of the Fashion Advisor is dependent on the fulfilment of the needs of the participants and these needs

depend on the level of fashion involvement of the person. Users with a moderate fashion consciousness benefited the most

from the Fashion Advisor. However, further enhancement is needed to be as well helpful for users with highest level of

fashion involvement. The results also demonstrated that the success of the Fashion Advisor would depend on its potential

to foster trust which is dependent on its ability to adapt to the user. Additionally, it was concluded that a human component

needs to be present in the product and that usability needs to be improved.

In the final stage, problems the target group had with the product were targeted in an iterative step of the project, the

guidelines for a Design proposal were established. Additionally, extra functions were included for high fashion involved

users.

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Afterword 90Personal Reflection 91

Acknowledgements 93

References 94

Appendices 99Appendix A 100

Appendix B 123

Appendix C 130

Appendix D 142

Introduction 7

Explorative research 101. Explorative research 12

1.1 Target group 13

1.2 Scenarios of use 15

1.3 User research 17

1.4 Synthesis of user’s needs 22

1.5 Providing advice 24

1.6 Trends study 27

1.7 Market study 29

1.8 Technology study 30

1.9 Conclusions 32

Construction of research means 342. Conceptualization 36

2.1 Starting points 37

2.3 Idea generation 38

2.4 Platform concepts 40

2.5 Providing Tailored Content 41

2.6 Information constructs 42

2.7 Conceptualization of functions 45

2.8 Final concept 52

3. Prototyping 56

3.1 Introduction 57

3.2 Abstract prototyping 57

3.3 Tangible prototype 63

Confirmative research 664. Confirmative research 68

4.1 Introduction 69

4.2 Method 70

4.3 Results 73

4.4 Discussion 78

5. Follow-up 825.1 A review 83

5.2 A design proposal 83

5.3 Next steps 87

Contents

6

Introduction

7

IntroductionLooking good and dressing well is a necessity. Having a purpose in life is not — Oscar Wilde

8

group of ‘young professionals’, are men who are familiar

with using IT devices in their daily life. Therefore, the first

assumption is that a kind of functionality similar to that of

a PDA/smartphone could be adopted.

The challenge is to make a suitable and useful

solution which is perceived as efficient by young male

professionals. This is important because they are in

general less involved in fashion and more reluctant to

invest time in it.

0.3 The assignmentDesign and test a smart Fashion Advisor in the form of a

digital portable device that assists male consumers during

selection and purchase of clothes. The tool should provide

useful information about fashion and clothes in an easy

and efficient way.

0.4 The goalsThe goal of this project is:

“To develop concepts for and to produce a tangible

prototype of a specific information appliance, which

helps young male professionals to find and buy articles

of clothing according to their personal preferences, dress

codes and trends”

0.1 IntroductionIn modern society personal image is very important

and fashion has acquired a great value. In most of the

developed societies it has become the most evident and

most easily visible expression of personality.

In parallel, the use of computer technology to make

life easier is already happening. With the arrival of

the e-commerce there are already some computer

technologies applied in the fashion field, such as cloth

simulation and virtual dressing/fitting. As well, there

are some projects about receiving advice while trying

on clothes in the store. However, there are no personal,

portable and context sensitive solutions that help people

with making decisions about buying clothes, or that

provide useful information about fashion in an efficient

way.

According to the aforementioned, it is assumed that

people who might have trouble dealing with fashion could

benefit from some advice. Addressing this problem is the

good of the Fashion Advisor. Thus, the Fashion Advisor is

seen as a personal smart appliance that knows what fits

the user, and advice him on purchasing.

0.2 The problemYoung male professionals have even a greater need of

fashion advice due to their limited amount of free time and

a busy schedule full of different of social events, in which

making time for clothes shopping is

not easy, but it is still a priority.

Moreover, shopping is perceived

by them as a very time consuming

activity, while they do not have so

much free time. Additionally, men

contrary to most women, need

reassurance and guidance when

getting dressed or buying clothes for

themselves.

Additionally, this selected target

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LTS

AC

TIV

ITIE

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CONCEPTUALIZATION PROTOTYPING

Project scopeProblem definitionDesign vision

Concept

Literature Interwiews Questionnaire Internet

@Hyphothesis

Idea generation

?

Concept development

Concept detailling

FashionAdvisor

Prototypes

Prototypesbuilding

Verification of thehypothesis

Interwiews Questionnaire

FOLLOW-UP

Guidelines for a new design proposalFashion

Advisor

Reporting

EXPLORATIVE RESEARCH ACTIONS CONSTRUCTION OF RESEARCH MEANS CONFIRMATIVE RESEARCH ACTIONS

9

aggregate knowledge about point 1. Then, a design will be

used as research means for the project, this design will be

ultimately evaluated with the purpose of gaining insight

into the best way of providing fashion advice by means of

a digital tool.

Following DIR, the research process is split into three

phases: (i) phase of explorative research actions, (ii)

phase of creative design actions or construction of

research means, and (iii) phase of confirmative research

actions (figure 0.1). At the end of this report and additional

section has been incorporated, the Follow-up, where the

main findings are applied into guidelines for a new Design

Proposal.

The goals of the pre-study or phase of explorative

research actions are: (i) to gather knowledge about the

target group and his needs by means of a literature review

and a user research, (ii) aggregate knowledge about

advice giving and decision making (iii) to collect knowledge

about the state of the art, the market needs and the

technological opportunities, (iv) to define the problem,

the scope of the project and the vision. Analogously, the

goals of the phase of construction research means are: (i)

to develop a concept as research means, (ii) to prove the

feasibility of the ideas by creating a testable prototype,

and (iii) to experience towards a better understanding

and enhancement. Finally, the goals of the confirmative

research actions phase or confirmative post-study are:

(i) the evaluation of the prototype, (ii) to confirm the

properness of the concept and /or to gather proposals for

its further enhancement (iii) the validation of the research

and design methods.

The goal of the Fashion Advisor is to help young male

professionals with shopping for clothes and getting

information. More specifically the Fashion Advisor will:

• Enable the user to make fashion decisions more easily

• Increase the confidence of the user about the decisions

made

• Decrease negative feelings of the user towards

shopping

• Foster trust of the user in the device’s advice

• Make fashion browsing and selection simpler and more

convenient

• Make finding the best fit and buy in a shop easier

• Increase the likelihood that the user will look better

• Increase the likelihood that the user will dress and wear

appropriate outfits for each event

0.5 The researchThe methodology is based on Design Inclusive Research

(DIR). DIR is a methodology of design research that blends

two domains of learning: research and design (Hórvath,

2007). Horváth (2007, p.3) states that ‘as a framing

methodology, DIR offers the possibility to embed design

as a research means, and allows combining scientific

study and designerly inquiry in a scrupulous way’. This

research starts with the hypothesis that a (1) young male

professionals might have trouble dealing with fashion,

and that (2) a digital tool could help them. At the end of

the exploratory research it is expected to confirm and

Figure 0.1 Process overview

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SU

LTS

AC

TIV

ITIE

S

CONCEPTUALIZATION PROTOTYPING

Project scopeProblem definitionDesign vision

Concept

Literature Interwiews Questionnaire Internet

@Hyphothesis

Idea generation

?

Concept development

Concept detailling

FashionAdvisor

Prototypes

Prototypesbuilding

Verification of thehypothesis

Interwiews Questionnaire

FOLLOW-UP

Guidelines for a new design proposalFashion

Advisor

Reporting

EXPLORATIVE RESEARCH ACTIONS CONSTRUCTION OF RESEARCH MEANS CONFIRMATIVE RESEARCH ACTIONS

10

Explorativeresearch

11

Explorativeresearch

We are who our clothes allow us to be — Aron O’ Cass

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xecutive summary

This chapter starts by discussing the target group details regarding fashion and shopping behaviour,

followed by the results of the completed user research. The user research consisted of two parts, the

applied ethnographic research of the target group, and an online questionnaire. These two, together

with the knowledge gathered in the literature review of the selected target group, ‘young male professionals’,

result in the compilation of the needs for advice in fashion of young male professionals.

Then, a trend study was carried out in order to gather knowledge about all the variables that might influence

the future product. Next, the main products that are currently used in advice for fashion were analysed in the

market study and an analysis of the technologies used in fashion as well as in other fields was completed. This

resulted in a problem definition in which the main conclusions are integrated, a list of requirements to consider

in the conceptualization, and a design vision describing the desired situation.

Technology study

Social studyTarget group: literature

review, applied ethno-

graphic research and

online questionnaire

Advice literature review

Trend study

Market study

Identify

technical

possibilities

Identify

social and

market

opportunities

Problem definition

Vision

Idea

generation

E

1. Explorative research

Requirements

Figure 1.1 Chapter contents overview

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‘men’s general interest magazines’, they are reluctant to

admit it (Galilee, 2002).

Many men see shopping as being unpleasant and unde-

sirable (Dholakia, 1999). Moreover, frequently men need

guidance and reassurance.

Young men (generation Y, born between 1975-1990) are

more involved in fashion than previous generations and

are expected to have a higher degree of fashion conscious-

ness. They purchase significantly more often although

this is not predictive of a higher spend. Moreover, they are

more likely to be fashion fans than the other generations

and have a more positive attitude towards fashion (Pen-

tecost et al. 2010). This might be explained by the Inten-

sification of social and commercial pressures on them to

become fashion consumers (Bakewell et al., 2006).

Fashion involvementFashion involvement will significantly influence the way

men shop and behave towards fashion. Involvement is

likely to influence behavioural outcomes such as impulse

buying, decision making and purchase decisions (Bakewell

et al., 2006; O’Cass, 2004; Michaelidou et al., 2008). In

the context of fashion clothing, involvement is defined

according to O’Cass as ‘the extent to which the consumer

views the focal activity as a central part of his life, a mean-

ingful and engaging activity in his life’ ( 2004, p. 870). In-

volvement in fashion clothing is influenced significantly by

materialistic values. (O’Cass, 2004). Other contributors to

fashion involvement are gender and age. Female consum-

ers are more involved in fashion than male consumers,

and also generation Y consumers have a higher degree of

fashion involvement than previous generations (Hawkins

et al., 2009).

On the other hand, as stated by O’Cass (2004, p. 879) ‘a

consumers’ subjective fashion clothing knowledge is sig-

nificantly influenced by their degree of fashion clothing in-

volvement’. As well, confidence (belief in decision making

ability and ability to choose the right brand) is influenced

by consumers’ degree of involvement in fashion clothing.

(O’Cass, 2004). Similarly, fashion involvement influences

recreational shopper identity (Hawkins et al., 2009).

High involvement shoppers are characterized by using

most of the non-personal idea sources, shopping more

1.1 Target groupAt the beginning of this project, the decision was made

to choose as target group for this project ‘Young male

professionals’. This section explains why that choice was

made, defines this target group and by means of a litera-

ture review, gathers knowledge about this group in terms

of their shopping behaviour and attitudes towards fashion.

Based on an extensive literature review, a comparative ta-

ble summarizing the different shopping behaviours of men

and women was done [Appendix A]. From this explorative

and comparative study it was concluded than men are the

most interesting target group.

Men and fashion shoppingDue to social pressure, men in general seem to be increas-

ingly focusing on the formation of their image (Bakewell

et al., 2006), and appearance is becoming vital to the

construction of masculinity. Yet, the traditional masculin-

ity values are still keeping men from adopting fashion and

they fear of putting the traditionally and socially required

model of masculinity in danger. However, gender roles are

gradually relaxing (Otnes et al., 2001).

Contrary to most women, men are economic and quick

shoppers whose purchases are driven by the satisfaction

of need (O’Cass, 2000). Generally, men invest little in

their appearance, and they do not go shopping as often as

women, however when they do it there is a greater likeli-

hood that they will spend more money (Pentecost et al.,

2010). When shopping for clothes men prefer comfort and

tend to see fashion in highly simplistic terms: utilitarian

and functional.

Female partners are an active purchaser of clothes for

their men and about 14 per cent of men even delegate the

activity to their partners (Galilee, 2002; Dholakia, 1999;

Bertrand. et al., 2008).

Males knowledge toward fashion comes from media, Inter-

net sources, social networks, observations from the street,

and the influence of partners. Although some men read

14

They believe fashion is used to create a good impression or to

gain more respect

They had a lack of interest in any kind of magazine that deals with

fashion, but they are keen observers of daily life, looking at shop

windows and the fashion other men wear

Their choices are related to quality, design, cut and comfort

Target groupBased on this fashion involvement classification a further

refinement of the target group can be done. It is obvious

that “low fashion involvement”consumers are not interest-

ed in receiving advice nor would be willing to put any effort

for it. The future user of the Fashion Advisor is a person

who not only needs advice but is also willing to receive

it. Consequently, it should be a person with difficulties in

shopping for clothes and making decisions on his own, but

with the will to look good and a basic interest in fashion.

Therefore, the group with more interest for the Fashion

Advisor is the medium involvement group. In addition to

this target group, the high involvement group could also be

added.

Inside the young male consumers, “professionals” were

selected. The reason for this is that professionals can

have a greater need of fashion advice, due to the bigger at-

tendance to important events and they have also a larger

budget to spend on clothes. Besides, this group is more

familiarized with IT technologies and may already own

some kind of smartphone/PDA,

Young male professionals (ages 22-35) are men who have

studied at a university and who have recently joined the

often, spending more money, and being more comfortable

shopping for clothing (Kinley et al., 2010).

It is possible to classify men depending on their ‘involve-

ment’ with clothing (Bertrand, 2008). Based on Bretrand’

study with young men (ages 23-40), three categories are

proposed :

(1) Low fashion involvement:They only shop when they really need it

They do not like to buy clothes (shopping provokes an unpleasant

sensation)

With respect to the search for information, the sources are merely

the point of sale

They seem to limit themselves to the brands they know so as not

to have to go to trouble in their quest

Aesthetic concerns are considered to be futile

(2) Mix of low and high fashion involvement or medium

fashion involvement:

When they go shopping, they already seem to have something in

mind and don’t deviate from what they had planned beforehand

They may spend longer in the shop trying on clothes so as not to

have to return and change them

They may buy more than one item at a time not to have to go back

to the mall to buy more

They attach a lot of importance to the personal style

Regarding the need recognition, they ranged from merely utilitar-

ian needs to some indications that purchases are made when

there is some spare cash or when their clothes are worn out or

old, making them look “disheveled”.

They do not read magazines to search for fashion information.

They like to hear/ask for other people’s opinions,

They prefer to go shopping with someone else (their partners

mainly).

They are informed by what they observe in shop windows

Price seems to be considered an important attribute, but so is

style, quality, cut and brand

They only buy brands because they are references for quality, not

because they are evidence

(3) High fashion involvement

They preferred to shop on their own because they may spend a

long time window shopping or trying on clothes.

Clothes for them are more than just utilitarian

Figure 1.2 Young male professional

15

work force or have already a short experience in it (figure

1.2). Due to the demands from their works together with

the social pressure to have a better image, young male

professionals need to look good in their clothes. Therefore,

shopping for clothes becomes a priority for them.

1.2 Scenarios of useScenarios of useThere are three main scenarios where an advisor could be

used:

(1) Shopping (in the store or online)

(2) Dressing (home)

(3) Researching, collecting information and getting in-

spired (home and store)

In table 1.1 the different possibilities for the scenarios of

usage of the product are depicted. The aim is to determine

in which of these scenarios the future product will be used.

The researching scenario alone seems to be “not enough”

to create a product. This function can be done better

through a website. In the dressing scenario, the product

is supposed to advice about mixing and matching, fitting,

appropriateness of the outfit for the occasion, and perhaps

other complementary functions such as wardrobe organ-

izer. However, the fact that all this is done with the existing

clothes the user has bought can limit the accuracy of the

advice. For instance, the user might have not plan properly

his purchases, and therefore might not own clothes that

match between them, or the clothes he owns are not in

fashion, or are not trendy. Therefore, it is assumed that

advice for dressing should always go together with shop-

ping advice.

The shopping scenario is critical since the success of the

user’s outfits will depend on his own clothing. Some kind of

information (trends, new arrivals, outfits for the occasion)

should be provided to the purely purchase advice options

to ensure satisfaction when shopping. Therefore, after

analysing these scenarios a choice is done to go for the

shopping scenario with additional supporting information

necessary to make successful purchases.

Scenarios Functions of advice Other functions Current applica-tion

Shopping:

-On the Internet

-In the store

-Appropriateness of the outfit (for your

body shape, for the occasion)

-Body type based advice

-Fitting ( on the stores) and virtual fitting (

on the Internet)

-Mixing (finding combinations that match

and accessories)

-Social shopping (real time con-

nection with friends, family…)

- Shopping tailored clothes

through Internet

Social retailing mir-

ror system, virtual

stylist, smart mirror

(buying on the

store)

Virtual fitting

Dressing (at home) -Colour harmony

-Mixing and matching (colour and styles)

-Wardrobe organizer (clothes

database)

-Calendar to keep track of worn

outfits

Iphone apps. Soft-

ware

Researching, getting information

and planning purchases (trends,

collections, searching for dis-

counts…)

-Give inspiration, information and recom-

mendations.

-Collect and present information

in a synthesized way

-Help building a “wardrobe es-

sential/must have”

-Create your own outfits and

publish them

Iphone apps. And

websites ( polyvore,

looklet, Boutiques.

com…)

Table 1.1 Scenarios in fashion advice

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The process of shopping for clothesThe decision making process when shopping for clothes is

analysed here. When purchasing, people follow a decision

making process until arriving to the moment where they

either buy or not buy the product. In order to analyse the

steps a person goes through a decision making model is

used.

According to the Engel-Blackwell-Miniard (EBM) model,

customers go through a five-stage decision-making

process in every purchase (Teo and Lim, 2003).The steps

of this process are: (1) need recognition, (2) Information

search, (3) Evaluation of alternatives (4) Purchase and

(5) Post-purchase evaluation. The description of each

these steps can be found in the appendix A. In Figure 1.3,

these steps and their translation into ’moments of advice’

for the use of a future Fashion Advisor device are shown.

The information search would correspond with brows-

ing, researching, and finding things. For the evaluation of

alternatives support is needed. After the purchase, the

consumer could give some feedback about his level of

satisfaction (rating).

The decision process styles used by men are not in fact

univocal (Bertrand, 2008) but rather depend on the level

of involvement with clothing. The process of shopping

for clothes (figure 1.4) usually starts with the consumer

realizing he has a need. In fact, it was found out during

the literature research that men normally shop due to a

need and not for enjoyment. In most of the cases, men

will not do research for this need. After this awareness

of a need, he will go to the store. Commonly, men tend

to go to the same stores every time they make a clothing

purchase. Once there, a process of search starts. The user

will browse trough the store with his need in mind. In this

process of browsing he is continuously discarding and

considering items. Selection is based on these criteria: (1)

the clothes must meet his needs (category, colour...), (2)

his personal preferences (style, size...) and (3) sometimes

monetary reasons. This is the first moment when he needs

to make a decision: the initial selection. The next decision

moment comes in the fitting room. He will choose the

items based on how well they fit him and look on him. This

is the fitting evaluation. When leaving the fitting room he

will have reduced his initial selection a bit more.

Finally, another decision based on monetary reasons and

mood will take place. This is the final purchase decision.

ConclusionsFrom the possibles scenarios where advice can be given,

the shopping scenario was chosen. In this scenario

the consumer goes through a decision making process

before making the purchase or deciding not to make it.

In this process there are three key moments where help

might be needed, namely: (1) the initial selection, (2) the

fitting evaluation and (3) the final purchase decision.

Need Search Filter Trying on Filter Final decision

Need recognitionand problem

awareness

Information search

Purchase

Post-purchaseevaluation

Evaluation of alternatives

Browsing, researchingand finding things

Rating of items

Support when makingdecisions

Figure 1.3 Steps of the decision making process according to

EBM model

Figure 1.4 Shopping for clothes process

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1.3 User research1.3.1 Applied ethnographic researchApplied ethnography is a type of qualitative research. This

type of research was chosen because is ideal for the early

stages of New Product Development process (Sanders L,

2002) where the objectives are initially undefined but be-

come clearer as fieldwork progresses. It also works well for

revealing new product opportunities through exploratory

studies where little real-world data exists about customer

behavior. Additionally, this type of research works well

in situations that involve a process, like retail purchases.

Applied ethnography usually consists of observational

research in a natural setting (watching users in the envi-

ronment while performing the activity of study), combined

with contextual inquiry (asking questions in the natural en-

vironment while performing the task). It is both descriptive

and interpretative, because it seeks to capture as much

detail as possible, and the researcher has to interpret

data and decide what is important and what observations

means (Plowman, 2003).

Research objectiveThe assumption in this project is that the target group

have a need for advice and could benefit from some kind

of help when shopping for clothes, hence it is essential to

find out what their needs are. Knowing the user’s unmeet

needs will suggest improvements or ideas for new prod-

ucts or services.

Therefore, the aim of this research was to gain insight into

the shopping behaviour of the target group, in terms of

what, how and why, in order to apply these insights in the

conceptualization of the future product.

Research question:

What are the needs for advice of young male professionals

while shopping?

ProcedureThe research was divided in two main parts. The first part

consisted of observations of the target group in the store.

The second part was done with recruited participants who

had to follow a series of tasks.

The aim of the first part was to get answers to some gen-

eral questions about the habits of the users.

List of questions to answer:

• Are most men shopping on their own or do they

have company? If they have company, is it usually

male or female?

•Do they ask shop clerks for advice?

•How many outfits do they buy?

With this purpose observations of anonymous users were

done during three days. In total 8 users were observed

since the moment they entered in the store till they left or

bought something.

Although all people observed were men, they might not

have belong to the target group since they were not spe-

cifically recruited. This means they might not be “young

male professionals”. Furthermore, since these obser-

vations were done in the sales period it is important to

consider that this could have biased the results because

the situation observed might not have corresponded to the

usual one.

In the second part, five users belonging to the target group

were contacted and they accepted to take part in this user

research. Participants were given two cards with different

scenarios and then they had to follow some instructions.

The first task consisted of buying a formal outfit and the

second task in buying a casual outfit. Participants were

observed while performing the tasks,

Results

Part 1: observationsThe conclusions of the observations are that men go

shopping accompanied by female companions (girlfriends,

mother, friends), or least likely by other men, presumably

friends. Out of 8, 6 were accompanied by a female com-

panion, the other two by other male friends. However,it

18

not need to buy a whole outfit, but only parts of it and that

they can combine later with other things that they already

own.

2)The fitting evaluation

Some of participants had trouble with the limitations of

items you can enter into the fitting room (up to 6), espe-

cially those who had problems with finding their size.

When trying on items, most of the participants had a quite

clear idea if something was fitting them well and if it was

a good combination. Two of the participants went out to

get more clothes because what they had picked was not

convincing.

3) The final purchase decision

Participants commented that normally they would have

taken home what they were shopping if they would really

need it. They all said that unless it is something expensive

or a bit special, they do not do research and they go to a

shop and buy it.

Discussion At the end of the tasks some questions were asked to the

participants. All the answers for each participant can be

found in the Appendices.

General conclusions of the questions are:

is necessary to say that since the researcher chose to

observe these people and no others, these data may not

be objective.

Typically, they did not buy many things per visit, between 1

or 3 items each time.

Only 1 of the users asked shop clerks for help (but it

is unknown for what). This might be because most of

the users under observation were already accompa-

nied.

Part 2: Instructing participantsIn general the process of going through each task

was always the same for every user. Thinking about

the outfit, browsing through the shop, trying it on in

the fitting room, and then deciding if the result was

good or if some changes were needed.

1)The initial selection

Many of the users commented that it was really difficult

for them to shop alone and make decisions since they are

used to go with someone else (female friends).

When given the card, users normally have a basic idea or

what they ‘should’ wear for the event, especially in the first

task, three of the users went for a suit with out any doubt.

Their browsing process started by picking an initial item

and then the rest of the outfit was built around this initial

piece. They went with it around the shop, placing it next to

other clothes to see the matching of colours.

Some of the participants had problems when picking their

sizes, they said they knew their sizes only approximately

and one of them said he did not know his size at all.

There were some complaints about the way things were

organised in the shop, in terms of finding their size. When

looking for a certain item, like a shirt, participants did not

look thoroughly through all the things available in the shop,

Instead, they focused on a certain area and if they did not

find it there they gave up. One of the participants com-

mented that he needs his girlfriend to accompany him to

‘locate’ things: “It is good to have other eyes to look for

you”

In general, most of the participants have trouble when

selecting the clothes and making the combinations. They

said that it is difficult for them to decide on what is trendy,

what matches, and what is appropriate.

Almost all participants in task 2 said that they normally do

TASK 2

InstructionsRead the scenario for which you need to do some shopping. Put yourself in that mindset and start to �nd clothes as you would do normally. Use a shop clerk’s advice if you need to, take the neces-sary time and don’t worry about me! At the end when you have �nally chosen something, I will take a picture of you in your newthe out�t.

TASK 1

Scenario 1You have to give an important presentation for one of your clients. Besides the client, your boss and other in�uentialpeople will also be present. Making a good impression to all of them is important. You need to go shopping and get some new clothes.

InstructionsRead the scenario for which you need to do some shopping. Put yourself in that mindset and start to �nd clothes as you would do normally. Use a shop clerk’s advice if you need to, take the necessary time and don’t worry about me! At the end when you have �nally chosen something, I will take a picture of you in your new out�t.

TASK 2

Scenario 2This weekend you are going out with a date. You will go to the movies and then to dinner. You obviously want to look good, elegant and handsome. You need to go shopping and to get some new clothes.

InstructionsRead the scenario for which you need to do some shopping. Put yourself in that mindset and start to �nd clothes as you would do normally. Use a shop clerk’s advice if you need to, take the necessary time and don’t worry about me! At the end when you have �nally chosen something, I will take a picture of you in your new out�t.

TASK 2

Instructions

Read the scenario for which you need to do some shopping. Put

yourself in that mindset and start to �nd clothes as you would do

normally. Use a shop clerk’s advice if you need to, take the neces-

sary time and don’t worry about me! At the end when you have

�nally chosen something, I will take a picture of you in your

newthe out�t.

TASK 1

Scenario 1

You have to give an important presentation

for one of your clients. Besides the client,

your boss and other in�uentialpeople will

also be present. Making a good impression

to all of them is important. You need to go

shopping and get some new clothes.

Instructions

Read the scenario for which you need

to do some shopping. Put yourself in

that mindset and start to �nd clothes

as you would do normally. Use a shop

clerk’s advice if you need to, take the

necessary time and don’t worry about

me! At the end when you have �nally

chosen something, I will take a picture

of you in your new out�t.

TASK 2

Scenario 2

This weekend you are going out with a date.

You will go to the movies and then to

dinner. You obviously want to look good,

elegant and handsome. You need to go

shopping and to get some new clothes.

Instructions

Read the scenario for which you need

to do some shopping. Put yourself in

that mindset and start to �nd clothes

as you would do normally. Use a shop

clerk’s advice if you need to, take the

necessary time and don’t worry about

me! At the end when you have �nally

chosen something, I will take a picture

of you in your new out�t.

TASK 2

InstructionsRead the scenario for which you need to do some shopping. Put yourself in that mindset and start to �nd clothes as you would do normally. Use a shop clerk’s advice if you need to, take the neces-sary time and don’t worry about me! At the end when you have �nally chosen something, I will take a picture of you in your newthe out�t.

TASK 1Scenario 1You have to give an important presentation for one of your clients. Besides the client, your boss and other in�uentialpeople will also be present. Making a good impression to all of them is important. You need to go shopping and get some new clothes.

InstructionsRead the scenario for which you need to do some shopping. Put yourself in that mindset and start to �nd clothes as you would do normally. Use a shop clerk’s advice if you need to, take the necessary time and don’t worry about me! At the end when you have �nally chosen something, I will take a picture of you in your new out�t.

TASK 2Scenario 2This weekend you are going out with a date. You will go to the movies and then to dinner. You obviously want to look good, elegant and handsome. You need to go shopping and to get some new clothes.

InstructionsRead the scenario for which you need to do some shopping. Put yourself in that mindset and start to �nd clothes as you would do normally. Use a shop clerk’s advice if you need to, take the necessary time and don’t worry about me! At the end when you have �nally chosen something, I will take a picture of you in your new out�t.

Figure 1.5 Tasks during the second part

19

and sceptical about accepting advice from a machine.

Instead, what they would prefer is some complementary

information or suggestions which could help them to make

a choice:

“Sorry but never. Maybe I would take advice of an intel-

ligent pre-made app which understand color combinations

(mostly styles and interests) and shows photos of possible

combinations simulated with mine and the garment I want

to purchase. So, to me it should work partly in combina-

tion of my personal data ( My closet/stock) and the public

(the shop/retailer)”

“If the machine aims to direct me towards certain shops

to fulfil my needs, like a tomtom in traffic, I would. If the

machine aims to direct me within a shop to influence my

opinion about products which are very near (in my reach

to see and touch), I doubt it. If the machine aims to inform

me with advice based on the latest trends in fashion, I

might not be in the target user group for that machine,

as I do not take a strong interest in such trends. If I were

All the participants except one prefer to go shopping with

someone, preferably a female companion so that they can

get advice.

All the users except one claimed to shop by need. Either

they need new clothes or they need to update outfits they

already own. When they shop they tend to go to the same

stores, some do some research in shops before buying

something, but normally most of them do short visits in

which they see something, they like it and then buy it.

Some of the users follow trends, but not very actively.

Participants are mostly annoyed when shopping because

of it being a ‘time consuming activity’, with long queues to

pay and try on and make purchases with often have bad

service.

Once they have make a purchase, participants stated to

feel confident about their choices.

In the rare situation were participants ask for the assis-

tance of shop clerks, it is for clothing information and not

for advice. They do not believe the personnel are good

professionals to give them useful advice.

Participants suggested several

solutions to improve the shopping

experience:

- Interactive terminals to show/

help them find what they want: “May

be an interactive kiosk where I can

type what I want and it can tell me

whether they have such a thing or not

and can tell me where to find it”

- Better display of articles that facili-

tates browsing:

“Increase on the imagery of the cur-

rent collection”, “I like having a good

overview in the shops even before

going through all the piles and racks of

clothes. The presentation of the prod-

ucts could be better organized from this

perspective”

-Smartphone application: “not another

device, I think maybe a smartphone ap-

plication for color palettes and maybe a

library of cool people of different styles”

Regarding the question about if they

would accept advice from a machine

or not, most users feel a bit reluctant Figure 1.6 Outfits of task 1

20

interested in such trends I would prob-

ably question the creative potential of the

machine, and wonder what the advice is

based on before accepting it.”

“From a person is easier. It’s nicer if peo-

ple around you like your clothes than that

a machine finds it nice”

“Advice, I don’t think so. But I could use

one to inform my decisions. Depends on

how is its output framed”

Conclusions• Most test subjects have trouble to shop alone since

they are used to go shopping with someone.

• Difficulty comes mainly in terms of browsing for

clothes in a shop: find what the user wants, locate certain

items, make decisions on matching and appropriateness

for an occasion.

• There are all kinds of fashion consciousness degrees

between participants, but in general there is a trend to

shop for need and to not have fun when doing it and

rather dislike it.

• Solutions suggested by participants to overcome these

difficulties are based on systems which facilitate brows-

ing and selection and give suggestions of combinations,

rather than judge specific outfits.

• Participants are reluctant to accept advice from a ma-

chine, it would be difficult to try to substitute a person

with it and they question the ‘creativity’ of a machine to

judge about how trendy an outfit is.

1.3.2 Collecting data based on an online questionnaireAn online questionnaire was submitted to some male

participants. The goal of this questionnaire was to confirm

some of the conclusions that came after the ethnographic

research and get more information about the problems

men cope with when shopping and their shopping behav-

iour in general. Moreover, some questions regarding the

future product were introduced. The questionnaire can be

found in the appendix A, as well as the processing of the

results.

Participants41 people responded to the questionnaire. All respondents

were male ( mean age=27,29, SD=3,76)

The following were the main nationalities:

Dutch 9 (22%), Spanish 8 (19,5%), Portuguese 6 (14,6%),

Belgian 2 (4,9%), Italian 2 (4,9%) and Colombian 2

(4,9%).

The occupation of the respondents is as follows: 16 (39%)

work full time, 13 (32%) are students, 8 (20%) work part

time, and 4 (10%) are unemployed.

From those who work full or part time, 15 (46,87%) do it in

the design field, and 11 (34,7%) in the engineering field.

Data analysisShopping behaviour

About the frequency of going shopping, 20 (49%) go

shopping “between 3-5 times a year”, 14 (34%) go shop-

ping “once a month”, 2 respondents (5%) go “once a year

or less”, 5 (12%) choose “other” (twice a year, whenever

I need clothes...) and no one selected “more than once a

month”.

Figure 1.7 Outfits of task 2

21

The preferences of respondents about wether going ac-

companied to shop for clothes or not, and with who are

as follows: “With my partner” 26 (33,34%) and “alone” 25

(32,06%) are the preferred options, followed by “with a

friend“ 19 (24,35%) and “with my mother” 8 (10,25%). In

this question it was also possible to check more than one

option.

Advice when shopping for clothes

When asked about how often do they ask shop clerks for

assistance in a 5-point frequency scale ( 1=rarely and

5=very often), the mean obtained is 2,46 with a SD=1,267.

This could be interpreted as occasionally or sometimes.

Respondents mainly 35 (85%) ask for information of the

product (sizes, other colors, availability), and only 6 (15%)

ask shop clerks for advice about fitting, appropriateness

and style.

On average, respondents feel rather sure about their

choices of what to pick (M=3,44 and SD=0,808). How-

ever, they find it important to receive advice (M=3,44 and

SD=1,074).

What they value the most about shopping with someone is

that the other person “helps them to make decisions” 31

(42,47%), followed by” He/she helps me locate products”

19 (26,03%), “He/she has more relevant information

about fashion than me” 11 (15,07 %), “Just the company”

9 (12,32%), and “other “ 3 (4,11%).

Thinking about the Fashion Advisor

When asking the respondents about whether they would

use a device to provide them advice when shopping, in a

5-point scale ( from 1=certainly no to 5=certainly yes), the

mean obtained is 2,78 with a SD=1,235. This could be in-

terpreted as on average respondents are slightly reluctant

to use such a device.

About the platform the Fashion Advisor should adopt,

preferred option is a “Smartphone application” 24 (59%),

followed by “Terminal with LCD touchscreen in the store”

9 (22%), “Not a digital system but a physical one (graph-

ics, lights, audio,..)” 4(10%), “New digital handheld device

(specific for this tool)” 3 (7%), and “other suggestions”

1(2%).

Thinking in the use of the smartphone for the Fashion

Advisor , respondents were asked wether they own or not

one. Results are like this: 30 (73%) own one and the other

It is confirmed that men shop mainly based on need. The

option ,“I need new clothes, mine are worn out”, was

selected by 33 (55,93%), followed by “I need to update

my clothes, mine are not trendy anymore” selected by

11 (18,64%), “I enjoy looking at what the trends are and

imagine new outfits for myself” and “Someone pushes me

to do it (mother, partner,...)”, got both 7 (11,85%). And

one person wrote in other: “ when needing to look more

formal” Respondents could select more than one option in

this question.

About the process respondents follow when shopping for

clothes, the agreement with the following statements in a

5-point Likert scale, (1 = strongly disagree and 5 = strongly

agree) is as follows:

Respondents mainly disagree with the statement “I just

fall in love with something and I need to make it mine im-

mediately”, (M=2,27, SD=1,265). They also disagree with

doing research on the Internet before going to the stores

(M=1,73, SD=,895) . Some of the participants though, do

research on different stores (M= 3,20, SD=1,269), and

they slightly agree with doing research only when it is an

expensive item (M=3,68, SD=1,234). Some users tend to

show an agreement with the statement that the process

they follow corresponds to ‘going to the store, see some-

thing they like and then buy it’ (M=3,59, SD=1,161). It could

be concluded that shopping is not considered by men an

activity in which they put so much thought and time, and

only do that in special cases like in the case of expensive

items.

Respondents were also asked about the degree of fashion

consciousness, and their willingness to try new technolo-

gies. Conclusions are that quite some participants agree

with the fact that looking good is important for them

(M=3,83, SD=,834).

However, they do not declare to follow trends and fashion

actively (M=2,22, SD=,988), and they do not enjoy shop-

ping (M=2,10, SD=,800).

And they are impartial about declaring themselves willing

to trying new gadgets (M=3,24, SD=1,067) or adopt new

technologies (M=3,02, SD=1,214). The slightly big SD in

both cases shows that there is a variation in opinions, with

some participants willing to try new gadgets and others

not.

22

27%(11) not yet.

CorrelationsIn order to know if there are relationships between some of

the variables a correlation analysis was done. A correlation

is a measure of the linear relationship between variables.

Correlations analysed are as shown next , where r means

the Pearson Correlation Coefficient.

• Looking good for me is important, so I pay attention to

the clothes I wear vs. Do you normally ask shop clerks for

assistance? With r = ,313 (medium effect). This could be

interpreted as the more someone agrees that looking good

is important, the more they ask for the assistance of shop

clerks.

• I enjoy going shopping vs. I follow trends and fashion

actively With r=,383 ( medium effect). As shown before,

respondents disagree with this two statements (M1=2,22

and M2=2,10). Therefore, this relationship implies that

people that follow fashion trends actively, also enjoy

shopping much more. This relates to what the literature

says, the higher the level of fashion involvement , the more

the person knows about fashion and enjoys shopping.

Conclusions• Regarding the frequency of shopping, there are two

main groups of respondents identified, those who go

shopping once a month (34% of the respondents) and

those who do it just 3-5 times a year (49%).

• It is confirmed that most of them shop by need.

• The process participants follow when shopping is

closer to go to the store, see something, like it and then

buy it. No research in the Internet is done beforehand,

although sometimes research is done in different stores,

specially if it is an expensive item.

• They consider looking good important but they do

not follow fashion and trends, and they do not enjoy

shopping.

• There is not a clear trend of respondents declaring

themselves willing to try new gadgets or adopt new

technologies,

• They mainly prefer to go shopping with their partner

or alone.

1.4 Synthesis of user’s needs1.2.1 Types of needs

Based on the shopping process analysis and the user

research, three main categories of needs can be deter-

mined (figure 1.8). These categories are: (1) Browsing and

filtering, (2) Finding things and (3) Support.

Browsing and filtering usually starts with a need, therefore

a further division of this point is done based on the type

of starting need (explained in nest section). Support is

needed for making decisions. These decisions can be re-

lated to matching, event appropriateness, size fitting, style

or budget matters.

Browsing and filteringWhen browsing through the store users lose a lot of time.

This is because they have to filter through the whole

amount of items to find the ones that fulfil their need and

go well with their style (user preferences). As seen in the

user research, this process can bring a lot of frustration to

the shopper. Sometimes, they do not even know what they

are looking for and they have to scan through the whole

store in order to find inspiration. Although this could be

enjoyable for other targets, young male users generally

dislike this.

Finding thingsWhen the user has a clear image in his mind of what he

wants, what he needs is simply to know where can he find

it. This means which store might have the specific item

that will fulfil his need.

SupportAccording to the analysis of the shopping process, deci-

sions are made based on the following issues: budget,

event appropriateness, matching, personal style and size

fitting.

• Event appropriateness based:

Will this be the right thing to wear for this occasion?

What should I wear for an interview?

23

2) Abstract needThis type of need correspond to the situation in which the

user goes shopping because he needs something but he

does not have a clear idea of what exactly.

For instance, this is the case in which the user faces an

event for which he feels he does not have an appropri-

ate outfit (e.g. I need something for the meeting with this

client, something for tomorrow’s date...). In this case the

first task for the user is to find out what type of outfit is he

looking for (e.g. a casual outfit consisting of a blazer, a

t-shirt and jeans)

3) Seduction/falling in love purchaseAnother possibility is that the user would go shopping

because of the experience of it, or he might be in a store

because of any of the other aforementioned starting needs

when finds something that he likes. In this situation, the

user does not have really a need. However, this situation

might also bring some moments of uncertainty to the user

in case of consider the purchase of this item. This uncer-

tainty would correspond to the doubt that a better alterna-

tive might exist somewhere else, matching of this item, or

appropriateness for an event.

Is this too casual for this event?

• Matching based:

Does that combine with this?

How do I complete this look?

• Assurance with style

Is this good on me? Is this my style?

• Size fitting

Do I look good with this? Is it too small?

• Budget based:

Will they have something similar in another store?

Do I really need this?

Can I afford this?

1.4.1 Starting needs

It has been determined that the need at the beginning of

the decision making process can take three forms, and

therefore they will affect the way browsing is done.

1) Concrete needAccording to the literature and user research, male con-

sumers go shopping mainly by need, and more specifically

because they need new clothes as theirs are worn out.

This need could be more or less defined. Sometimes, male

consumers have a clear idea of what they want (e.g. T-shirt

with white and red stripes) and they can perfectly visualize

it in their minds. Other times they just know the category

of the product (e.g. a coat), or that they need something to

complete an outfit (e.g. a trouser that matches this shirt)

Finding things SupportBrowsing andfiltering

Needs

Matching Event appropiate Budget basedSize fitting StyleConcrete need Abstract need Seduction

Figure 1.8 Identified needs

24

people to engage in data reduction and to seek satisfaction

rather than optimal outcomes (Yaniv, & Milyavsky, 2007).

Initial choices or opinions of the decision maker before

receiving advice will influence confidence. People tend to

discount previous advice and favor their own opinion, this

is the so called “egocentric judgement”, (Yaniv & Milyavs-

ky, 2007, Yaniv, 2004a). The explanation of this behaviour

is that individuals are privy to their own thoughts, but not

to those of others since they have less access to evidence

supporting the advisor’s view. In addition, individuals find

to disregard advice more as it increasingly contrasts with

their own opinion, this is known as the distance effect

(Yaniv, 2004b).

The perceived trustworthiness of the source is another

factor that will affect confidence. According to Hovalnd

and Weiss (1951), neither acquisition nor retention of fac-

tual information appears to be affected by the credibility of

the source of information. Nonetheless, changes in opinion

(considering the original position of the subject) are

significantly related to the trustworthiness of the source.

Thus, decision makers will not retain more information be-

cause of the credibility of the source (this depends on the

learning ability of the person). Judges opinions will change

in the direction advocated by the communicator to a sig-

nificantly greater degree when the material is presented by

a trustworthy source than when presented by an untrust-

worthy source. Nonetheless, this is a temporary effect

(‘sleeper effect’), and with time there will be a decrease

in the extent to which subjects agree with the material

presented by trustworthy sources and an increase when it

was presented by untrustworthy sources.

Solicited versus unsolicited adviceIt is not the same to receive advice when asking for it than

when not. According to the literature review (Sniezek &

Buckley’s, 1995), if given the freedom to solicit advice at

any stage during a complex decision problem, most deci-

sion makers opt to conduct a fairly substantial informa-

tion search on their own (acquire “internal information”,)

before obtaining advice (“external information”). Results

indicate that decision makers sought more task related

information from the advisor who possessed some unique

information compared to the advisor who only possessed

1.5 Providing advice Advice will be a crucial topic during this project. In this

chapter a brief discussion about advice will be done. The

first part addresses the different factors influencing the

decision maker when receiving advice. The second part

focuses on how the nature of this advice, depending on

wether it is human or automated affects the response of

the decision maker.

1.5.1 The role of advice

People often seek for the advice of others before making a

decision. In the fashion context, people also need to make

choices and many times they feel they need advice. But

how can advice be defined? The decision-making research

on advice giving and taking has typically defined advice as

’a specific recommendation concerning what the deci-

sion maker ought to do’ (Dalal & Bonaccio, 2010). Sev-

eral points regarding advice and decision making will be

discussed in the following paragraphs.

Confidence and adviceOne factor influencing the reaction to advice is the amount

of confidence the decision maker or judge has in the

advice of the advisor. Confidence is defined in the litera-

ture as an expectation of the extent to which a decision/

opinion/recommendation is closer to the optimal solution,

or as a range of values within which the correct answer

should fall (Dalal & Bonaccio, 2010). Confidence levels are

higher when decision makers receive recommendations

from multiple advisors, when there is a greater amount

of information on which advisors can base their recom-

mendations on, and when there is a greater overlap in the

information provided by the advisors (Budescu & Rantilla,

2000; Budescu et al., 2003) Hence, the level of agreement

among advisors appears to influence confidence.

Although there is ample evidence that averaging the

opinions of several individuals increases accuracy, with

increased processing of information from multiple sources

integration becomes more complex. Hence, this leads

25

tive, and therefore information type of advice is perceived

the most positively. When the decision making autonomy

is not that important because the advice is solicited, then

Information and Recommend For are the preferred types.

Participants react usually positively to Information. On the

other hand, Recommend for, although perceived as posi-

tive, may be highly contextually dependent. To conclude,

the individual reaction to advice depends on the follow-

ing contextual factors: 1) the type of decision, (2) advisor

expertise/credibility, (3) whether the advice was explicitly

solicited and (4) the manner in which the interpersonal

assistance cues were worded.

1.5.2 The way of providing advice: Human advisor vs. automated aidAnother crucial issue is how the advice is perceived by

the user if it comes from a ‘ machine’ instead of a human

being. Research about human interaction with automated

machines shows that users have a propensity to apply

norms of human-human interpersonal interaction to

their interaction with ‘intelligent machines’ (Madhavan &

Wiegmann, 2005; Nass and Moon, 2000 ), and evidence

suggests that people do enter into ‘relationships’ with

computers and interactive machines in a manner similar

to human partners (Nass, et al, 1999).This maeans that

social rules guiding human–human interaction may apply

equally to human–computer interaction (Sundar and Nass

2000).

Trust in automationBased on Rempel’s model of trust in a person (Rempel et

al., 1985 as cited in Munir, 1994), Munir (1994) proposed

a model for trust in automation. Interesting points of this

model are that trust in automation will be higher the more

transparent (the more predictable) the system is. Mean-

ing that a system that is easily observed and understood

should foster trust, or what is the same reduction of com-

plexity and uncertainty in a system increases trust.

Another factor enhancing trust in automation according

to Munir (1994) is experience, since the accuracy of users’

perceptions of predictability are also increased with time.

information redundant with the judge’s (Dalal & Bonac-

cio, 2006). Furthermore, unique information was seen as

more important and influential than shared information.

The research indicates rather unambiguously that unsolic-

ited advice is poorly received. Moreover, whereas explicitly

solicited advice is perceived as cooperative and helpful,

unsolicited advice is considered to be intrusive.

Individual differences influencing reactions to advice and decision accuracyIndividual differences will influence advice taking and deci-

sion accuracy (likelihood that the chosen alternative is the

optimal one or correct) (Dalal & Bonaccio, 2006).

For instance, the need for closure of the judge, e.g., want-

ing to make quick decisions and disliking having to deal

with inconsistent opinions or evidence is another variable

differing across the individual. Thus, individuals character-

ized by a high need for closure may be less likely, com-

pared to those characterized by a low need for closure, to

take advice. Other variables are individual differences in

terms of preferences for giving or taking particular types

of advice. For example, some individuals may appreciate

advice on how to make a decision, whereas others may

appreciate a recommendation on what to decide.

Gender is another factor that influences the response, for

instance women prefer Social Support as type of advice

(Basow & Rubenfeld, 2003; Michaud & Warner, 1997 as

cited in Dalal & Bonaccio, 2010, p.12)

Maintaining decision autonomyAccording to the social psychology literature , depending

on how advice is given, it might lead to a restriction of free-

dom, which in turn may result in a negative psychological

state called reactance (Brehm, 1966).

As stated by the literature there are five possible ways of

giving advice: 1) Recommend against, 2) Recommend for,

3) Information, 4) Decision Support and 5) Social support.

When autonomy is important it is better to recommend

against because, relative to recommend for, it excludes

fewer alternatives for the decision maker (Caplan &

Samter, 1999; Goldsmith, 1994, cited in Dalal and Bonac-

cio, 2010, p. 12). Furthermore, even greater autonomy is

preserved via Information and Decision Support, because

they do not explicitly prescribe or proscribe any alterna-

26

Dijkstra (1999) suggests that automation is perceived as

more credible than human advisors. While this initially

leads to a bias towards automation, it eventually leads to

a bias against automation as people are more observant

of automation errors than human errors (Dzindolet et

al. 2003). Therefore, trust in automated aids is likely to

breakdown more rapidly than trust in human advisors due

to the existence of initial biases in favor of automation and

people who are more observant for errors (Madhavan

& Wiegmann, 2004) Hence, as stated by Lee and See

(2004) it is positive to make automation highly, but not

excessively, ‘trustable’. Since, a high level of trust may be

dangerous as it could lead the user to overcompensate

if he or she notices the aid make errors (Dzindolet et al.

2003). Additionally, trust development depends on sev-

eral cognitive factors: perceived reliability of automation,

user’s self-confidence and decision-making biases of the

user. (Madhavan and Wiegmann, 2004)

In the study conducted by Lerch et al. (1997) about the

effects of source credibility on users’ trust of human vs

automated advisors’, it was found that agreement with

the automated ‘expert’ is significantly lower than with the

human ‘expert’. This suggests that different psychologi-

cal factors influence user’s development of strategies of

utilization of advice when sources of information are either

human or automated (Madhavan, P. and Wiegmann, D. A,

2007).

The aforementioned findings by Lerch, et al., (1997) seem

to contradict those reported by Dzindolet et al., (2002)

and Dijkstra (1999, in which operators tended to trust an

automated aid more than a human advisor. However, in

these other previous studies, human operators were not

characterized as “experts.”

Research conducted by Önkal et at, (2009) comparing

advice perception when given by either statical methods

or human experts shows that people treat identical advice

in different ways if they perceive its source to be different,

even when it is delivered in an identical manner, overall

favouring the human advisor.

The conclusion of Önkal’s study is that belief in the judg-

ment of a human expert appears to be deeply rooted.

Therefore, trying to persuade people to give an equal or

greater weight to the output of statistical methods is likely

to be a difficult task.

In other fields of application of advice like medicine,

decision support systems are used by professionals to

diagnose and predict human behavior or optimal treat-

ment. Even though research shows that actuarial meth-

ods (using empirical data and statistics) lead to better

results than clinical methods (using human judgment),

still patients prefer to receive recommendations from a

human professional than a computer (Promberger M.

et al. ,2006). According to the research, when a recom-

mendation came from a physician, following that recom-

mendation reduced subjects’ feeling of responsibility more

than when the recommendation came from a computer

program. According to Promberger, only humans, and not

machines, are valid for such concepts as responsibility.

Another factor could also be subjects’s lack of trust in the

ability of the computer to make a good recommendation.

Advice about objective vs. subjective issueAdvice given by an automation will depend also on the

nature of the topic, objective vs. subjective. Formal evalua-

tions of objective topics are perceived to be more reliable

when done by machines than when done by a human

being. This is the case of quantitative judgements for

instance.

When giving advice about subjective topics, humans can

do it better for several reasons. A human being will react

better than a machine under unexpected situations, they

are more able to organize pieces of information into an

integrated whole, and capable of using other means if

regular means fail (Shatalov et al., 1986). In other words,

humans are perceived as more adaptable and capable

of changing their behavioural patterns according to the

demands of specific situations. (Madhavan and Wieg-

mann, 2007). On the other hand, machines will always

be faster, more efficient, and precise, in their forecasting

about objective topics, and furthermore they will perform

consistently in different situations. This is what research

calls invariance vs. adaptability (Madhavan and Wieg-

mann, 2007)

Conclusions• Advisors should provide decision-makers with dif-

ferent combinations of types of assistance in different

situations, and also information about alternatives should

27

1.6 Trends studySeveral trend reports have been studied and the most

relevant macro, consumer and technological trends, have

been extracted (figure 1.9). Further information about

these trends can be found in the appendices [Appendix

A]. In this section the main conclusions about the trends

affecting the future Fashion Advisor are discussed.

• New strategies are needed from companies in the

fashion business. Marketing is not the tool anymore, but

creating experiences for the consumer. Having a Fashion

Advisor to facilitate shopping could be one of them.

• Much data and no time to process, need for efficiency

and reliable source that synthesizes it. The Fashion

Advisor could save time and increase efficiency when

shopping as well as when showing personalized

recommendations.

• Opinions of the user are listened more than ever

by other users, together with the fact that users are

producing the content brings the idea of letting users of

the Fashion Advisor have a voice in the product . This

is also related with the Social Communications and

Collaboration trend.

• It appears to be a need of people to know about

others, where they are, what they are doing and give

them suggestions based on this. This same idea could be

applied in the Fashion Advisor , letting the user know what

the others are wearing (in case of special events), or give

them recommendations based on it. However, this seems

to be in conflict with the chosen target group. Men would

probably be reluctant to let others know about their outfits

in an ‘active’ way.

• Ownerless, could be related with the project by

imagining a device that could be shared. Something like a

device that saves your profile and you can take it when you

go to the store, like taking an audio guide in a museum.

• Ubiquitous technologies, could be necessary in this

project in case of going for a device with sensors, or with

transmitting, receiving and networking capabilities.

• Social analytics (measuring, analyzing and interpreting

the results of interactions and associations among

typically be among the types of assistance they provide.

• It is assumed that advice will always be solicited in

the context of this project, since the user decides to use

the tool or not. According to the literature, among the

five different ways of providing advice, ‘information’ and

‘recommend for ‘ seem to be the best accepted by users

when advice is solicited, and therefore the ones that will

be consider in the future.

• In order to preserve decision autonomy of the user,

a range of options instead of a unique option should be

given or suggested by the product.

• About the trust in the advice depending on the cred-

ibility of the source. High credibility sources lead to a

greater change in opinion, and therefore greater accept-

ance of the advice, at least initially, than not so trustwor-

thy sources. This implies that it could be better for this

project to give advice from a prestigious source.

• Acceptance of advice from a human vs . machine aid

will depend, among others, on the degree of expertise,

with decision makers preferring humans over machines if

humans are characterized as experts, but with a prefer-

ence for machines in the case of formal evaluations of

objective issues.

• Trust in automation is a function of multiple psy-

chological factors that include user’s perceptions of the

source of information as well as the actual and perceived

credibility of the source.

Implications for the project• ‘Information’ and ‘recommend for ‘ are the best ways

to provide advice. Such as giving support information

to help the user making his choices, or a recommended

range of options.

• The outcome of this project should be a smart device

able to learn from user’s preferences (machine learning)

and some kind of social intelligence that offers a good

computer-human interaction. However, machine learn-

ing requires some time for “education” of the device until

is adapted to the user’s taste.

• The lack of trust in the ability of an automation to

make good recommendations about subjective topics,

makes necessary to consider a ‘human component’ in

the product (like a stylist, wisdom of the crowds...)

28

people), designer meets consumer (Social networking

platforms act as an open forum for consumers, designers

and retailers who are using this as an opportunity for

learning what consumers want ) or faster fashion (taking

new trends to store in a matter of weeks), arise the idea of

a mutual benefit for a company and consumer when using

the Fashion Advisor . By using the Fashion Advisor on the

stores, that it is able to track consumer behaviour and

record preferences, companies could benefit in knowing

in real time what are the most demanding items per profile

of user.

• The mobile applications trend, can be related with the

future product by thinking in an ‘app’, or an ‘app‘ plus

something else as the form for the Fashion Advisor. What

is clear is that mobile phones, thanks to smartphones

are becoming computers where many devices are

‘concentrated’ into one ( camera, mp3, phone, agenda,

and now apps.) Therefore, thinking in creating a separate

device with only the Fashion Advisor function is not very

logical. It is doubtful that a user would buy such a device,

against the current of simplification and carrying just one

device for all.

Macro trends

Fight to own the new consumer

Growing influence of “we and me”

Consumer trends

Urbanomics

Democratic selling

Discrete consumerism

fishfish sales are up

more fish farms in the Netherlands

electronics packaging

production outsourced to Asia

Social-lites

Mobility and data

Planned spontaneaty

Technological trends

Ownerless

Social Analytics

Social Communications and Collaboration

Mobile Applications and Media Tablets

Ubiquitous Computing

Context-Aware Computing

Cloud computing

Fashion Retail trends

Designer Meets Consumer

Social Commerce

Faster fashion

New strategiesare needed from companies in the fashion business

Opinions of the userare listened more thanever by other users

Brands needto create newexperiences

Consumers are morewilling to try newdevices Consumers

produce content

Mobile devices are becoming computersand the use of apps. is increasingevery day

collaboration between users

Sensing, transmiting, receiving and networking capabilities

Delivering hosted services over the Internet

Many data and no timeto process, need for efficiency and reliable source that synthesizes

‘Track’ the consumer on thestore and get information about his preferences

Need to know about the others, and let the otherKnow about you

Shared device own bythe store that saves the user’s profile

Trend analysis

Brands should create new experiences. Having a fashion advisor to offer could improve the shopping experience of users

Need for an efficient and reliable tool, the fashion advisor saves time while shopping

Allow collaboration between users, and/or let users have a voice in the product.

Urban consumers willing to try new products

Need of the user to know about the others (where are they, what are they doing

Ownerless trend could be translated into a device own by the store user’s profile.

Use of ubiquitous technologies: sensing, transmitting, receiving, networking

By using a fashion advisor on the stores, companies benefit of knowing time what are the most demanding items per profile of user

Mobile as the new computer, made the fashion advisor an application

Figure 1.9 Trend analysis

29

fashion websites (figure 9.1) that allows the user to create

outfits, publish them and post comments about them. The

stand out, boutiques.com (from Google), allows users to

build their own boutique based on their tastes and learns

from the user’s preferences thanks to machine learning

technology, This technology allows the user to shop and

buy in a more personalized way. Both of this websites are

only targeting the female consumer.

Figure 1.11 Webistes for advice in fashion (Polivore)

Mobile applications As seen on the trends chapter, the use of apps is multi-

plying everyday, as it is the use of smartphones. There

are apps for many different functions (shopping, getting

inspiration...), although most of these fashion apps are

available only for iPhone.

All of the main companies such as Zara, Ralph Lauren and

HM, have different apps. which allow the user to check the

catalogue and purchase online.

As well, the are applications that give styling ideas and the

season’s key trends for inspiration like GQ Magazine app.

This information applications transforms the user’s phone

into a fashion information portal.

Some applications let the user send pictures of an outfit

to friends or the app’s online community, giving him in-

stant feedback on how you look (love it or lose it app.).

Applications like ‘Cool guy’(figure 1.12) allows the user to

categorize and match items in his clothes inventory, add

and browse items in his wishlist, mix & match clothes to

create the ultimate outfits, pack up in minutes, and more.

It is a very useful application for the user who has a higher

knowledge about fashion and wants to play ( creating out-

fits, mixing and matching) but no advice is provided.

1.7 Market studyA study of current solutions in the field of ‘advice and sug-

gestions in fashion, using internet sources, was done. This

study led to the identification of three categories depend-

ing on the nature of these solutions/products: physical

products, websites and mobile applications. Further infor-

mation about each of these categories with examples can

be found in the appendices [Appendix A]. Below the main

conclusions of each of the categories are discussed.

Physical productsAll the physical products analysed are “on the store” prod-

ucts, most of which are experimental projects, and only

one of them is in partial use.

They are mainly based on the idea of improving the shop-

ping experience either by creating an intelligent fitting

room or providing information and recommendations to

the user. LCD touchscreens and RFID chips are the tech-

nology mainly found in these products.

It is also remarkable that most of the products work for the

specific database of clothes of the store. This means all

the information shown is already preprogrammed and no

judgements are made in real time.

Figure 1.10 Physical products in the store

WebsitesThe main function of these websites is to give informa-

tion about fashion and trends, or to enable purchasing in

the case of the shopping websites. The trend of webs 2.0,

where users build the content, can also be found in some

30

1.8 Technology studyIn this section,the technologies used in fashion and retail-

ing, and other fields where advice is also provided are

studied. An extensive research using online sources is

carried out. More detailed information can be found in the

appendices [Appendix A]

Technologies applied in the fashion fieldAs described in the previous section, market study, the

main type of products found in the fashion and retail field

to provide advice are physical products, websites and ap-

plications.

At the hardware level, physical products mainly make use

of touch screens and RFID technology. Most of the ana-

lysed products count with a categorized inventory that can

be visualized in the touchscreen in a interactive way.

As well, they make use of cameras that film the user. This

image is then sent via the internet making use of social

retailing systems.

At the software level, the main technologies that are found

are (1) image processing, (2)machine learning, and (3)

virtual fitting technologies.

1) Image processing is an area of information technology

that ultimately forms the basis for all kinds of future visual

automation (Express computing,2011).

Image processing deals with images and their processing.

Processing essentially means algorithmic enhancement,

manipulation, or analysis (also understanding or recogni-

tion) of the digital image data. This technology allows to

perform a visual search of items in a database, recognize

colours or patterns. Additionally, it is also used to over-

lay items on the user to give the effect that he is wearing

them.

2) Machine learning is the study of computer algorithms

that improve automatically through experience (Mitchell,

2006). Applications range from datamining programs that

discover general rules in large data sets, to information

filtering systems that automatically learn users’ interests.

This second part is the most interesting for the Fashion

Figure 1.12 ‘Cool guy’ application

Conclusions• It can be concluded from the market study that none

of the products gives a judgement to the user about the

outfit he is trying on by the “artificial intelligence”. What

they do is give suggestions of other matching clothes,

extra information ( available colours, materials...) or

provide advice by means of other people’s opinion (other

users or professional stylists).

• Most of the fashion websites are targeted for women.

The few that are for men provide a huge amount of

content, sometimes not even related with fashion. Most

of these websites inform about trends, or analyse famous

people outfits.

• Applications currently available are specialized in

either offering information (trends, style rules, fashion

events), enable browsing and purchase, or organizing

and playing with the user’s clothes. However, no appli-

cation was found with integrates these functionalities.

None of the applications is user personalized in terms of

using the user’s data to perform the functionalities that

are offered, but rather offer the same product to each

user.

31

is possible to make better predictions and suggestions.

ConclusionsFrom this study, it can be concluded that the hardware

technologies will depend on the type of platform chosen

for the Fashion Advisor, which might be a dedicated plat-

form or a existing platform. This part is discussed later in

the conceptualization chapter.

Focusing on the software level the most interesting tech-

nologies that were found are machine learning, image

processing and the use of wisdom of the crowds.

These technologies could be applied in the Fashion Advi-

sor, enabling a tool that will learn and adapt to the user,

will be able to perform visual search and process images

of items, and will aggregate the knowledge of the differ-

ent users.

The use of virtual fitting technologies is discarded. The

reason for this is that although it gives advice in one of

the identified crucial moments, the fitting evaluation, the

author of this report remains sceptical about its actual

feasibility. It seems clear from research on this tech-

nology, that going in that direction would imply huge

technical knowledge and a breakthrough would not be

achieved. Additionally, there are many solutions already

in the market focussing in the fitting room moment (In-

telligent fitting rooms, virtual fitting screens...).

Therefore the focus of this project will be to provide ad-

vice in the other two moments of decision: initial selec-

tion and final purchase.

Advisor. Herein, machine learning provides the mecha-

nism for adaptation.

3) Virtual fitting technologies

Virtual fitting is a technology that enables users to get an

idea of how a particular garment will fit, or to get a rec-

ommendation on the best size . Virtual fitting is mainly

interesting for e-tailers that are implementing virtual fit

technology on their websites. This is implemented by (1)

Body scanners, (2) Robotic Mannequins, or (3) Cyber

mannequins (figure 1.13).

Critics of virtual fit technology are sceptical of its ability

to accurately predict size and fit. Some see it as more

of a marketing tool, while others doubt the consumer’s

ability to use these systems properly. Many believe this is

a good beginning, but there is still a long way to go before

virtual fit tools are truly accurate or accepted by the public.

(Chapman, 2001)

Figure 1.13 Creating a virtual model or cyber mannequin

Technologies from other fields where advice is providedFields that were explored are: Decision making sites, Deci-

sion support systems, and Personalized Browsing Tools.

These fields deal as well with advice giving and personali-

zation.

Not surprisingly the main software technologies that they

use are machine learning and wisdom of the crowds.

Wisdom of the crowds is a concept that refers to how,

under the right circumstances, groups are remarkably

intelligent and are often smarter than an individual.

The four conditions that comprise wise crowds are:

independence, diversity of opinion, decentralization, and a

way to aggregate the results. By aggregating answers and

information from all the users that compose a database it

32

1.9 Conclusions1.9.1 Problem definition

Nowadays society is becoming more demanding about im-

age. Fashion plays an important role in creating and show-

ing identity. For this reason, it was assumed that some

kind of tool could help people to deal with fashion. Ad-

dressing this problem is the good of the Fashion Advisor.

The target group for this project is young male profes-

sionals. According to literature, men in general have more

trouble dealing with fashion in comparison to women. Men

have a need for guidance and reassurance with regard

to fashion. Moreover, the selected target group are even

more in need of fashion advice, which is implied by their

daily business and social contacts, and professional nego-

tiations and presentations. It has also be proven that the

individuals of this target group are in general familiar with

recent mobile communication and ubiquitous computing

technologies and the majority of them is already in pos-

sess of some kind of Smartphone, PDA, and tablet-PCs.

Three moments where men have to deal with fashion were

identified: (1) shopping, (2) dressing and (3) researching

and getting information. It was decided that it would make

more sense to focus on: shopping together with research-

ing since it is the starting point of the whole process, and

on that account crucial to be able to move forward.

Based on the user and literature research the main goal

of the future Fashion Advisor was established as help-

ing young male professionals to deal with shopping for

clothes, in terms of making them feel (1) more confident

and (2)reducing the negative effect that shopping produc-

es to some of them. Additionally, it was realized during the

research that users find shopping a very time consuming

activity, and therefore frustrating. On top of that, the se-

lected target group has even less time for shopping. Con-

sequently, another second level objective of the Fashion

Advisor should be to reduce shopping time by making the

task more efficient. As well, it was found that some male

users were concerned that others could see their interest

about fashion, therefore the Fashion Advisor should allow

the user to use it in a discrete way.

Three moments where advice might be needed while

shopping where identified, namely (1) the initial selection,

(2) the fitting evaluation and (3) the final purchase. Based

on the market and technological studies it was decided

to focus on the initial selection and the final decision. As

shown in the market study, most products that are offered

to make shopping easier are targeting the size fitting issue

by the use of virtual fitting technologies. Furthermore,

these virtual fitting viewers are not accurate enough to

totally substitute physical fitting.

The Fashion Advisor should foster trust. According to the

literature, this can be done by the reduction of complex-

ity and uncertainty of the interaction with the automation,

making a predictable behaviour of the device and increas-

ing the perceived reliability. Additionally, there are prefer-

ences about the way of receiving advice. Based on the

advice literature research it was concluded that sugges-

tions and information, rather than judgements should be

given. According to the literature research about advice,

people are reluctant to receive advice from a machine

about subjective topics such as fashion, and therefore, a

human component should be included in the product.

At this point of the project the Fashion Advisor looks like a

intelligent digital system that, by getting to know the user,

will be able to provide him with tailored suggestions as well

as offering him the necessary information that he might

need at every moment in order to make decisions more

easily.

1.9.2 Requirements

Based on all the aggregated information, a list of require-

ments to take as briefing for the conceptualization of the

Fashion Advisor is done.

The Fashion Advisor should...• Help the user in making decisions about outfits in terms

of appropriateness for occasion, for his body type, and

matching possibilities.

• Increase the confidence of the user about the decisions

33

he makes while shopping

• Help to reduce the negative feeling some users have about

shopping

• Be discrete to use in order to maintain the user’s privacy

• Have an straightforward and simple interaction

• Foster trust

• Not judge the user

• Make recommendations to the user

• Give useful information at every time

• Be time-efficient

• Be adaptable to each user by getting to know his

preferences and style. That is, the Fashion Advisor must allow

personalization

• Facilitate the shopping process and make it more convenient

• Be oriented towards medium fashion involved users

1.9.3 Vision derived from the explorative research

‘An efficient tool that makes browsing and selection

of clothing easier by providing support and relevant

information to the user’

Stage 3. Output Stage 1. Input Stage 2. Filter

Get to know the needs

Need parameters

Occasion

Get to know

the user

Personalstyle

Physical

appearance

Past purchases

Filter through thecothing of the stores

Personalizedrecommendations+ informacion + support

Figure 1.14 Facilitating the shopping process

34

Construction of research means

35

Construction of research means

A lot of times people don’t know what they want until you show it to them — Steve Jobs

36

xecutive summary

In this phase, conclusions of the explorative research are applied in order to conceptualize

the Fashion Advisor. It is suggested that by (1) narrowing down the number of choices in an

intelligent way and (2) offering the user all the necessary information he might need, the

Fashion Advisor can help him while shopping or making fashion decisions.

As a result, it is expected that the Fashion Advisor will (1) increase the level of confidence of the user

when making decisions and (2) remove some of the frustration that accompanies shopping. These

two goals are achieved because the Fashion Advisor increases the likelihood of making better choices,

the time spent shopping is reduced, and assurance is increased. In order to do this the Fashion Advi-

sor gradually learns the user’s preferences, offering the user only relevant content. Furthermore, it is

indispensable that the Fashion Advisor also fosters trust.

Next, a choice is done for a smartphone as the type of platform for the Fashion Advisor. Then, it is

discussed the basic outline of the algorithm in order to offer tailored content to the user, as well as

the necessary information to be gathered or built in order to do this (information constructs). Finally,

several functions assisting most of the needs that young male professionals have to cope with when

shopping are presented. All the aforementioned results in the definition of the final concept.

E

Final

Concept

Figure 2.1 Chapter contents overview

Vision Requirements

Outline for the

algorithm : providing

tailored content Conceptualization of functions

Starting points

Platformconcepts

2. Conceptualization

37

articles of clothes he might be looking for.

Foster trustBased on the literature research on trust in automation,

we can state that trust is established between the device

and the user for a specific action. That is, trust is estab-

lished upon observations on whether the previous interac-

tions between the subject and the device are successful.

In order to earn the user’s trust, the actions of the Fashion

Advisor should:

-Be predictable.

-Be consistent

-Be simple

This means the need for a deterministic algorithm which,

given a particular input, it will always produce the same

output, and will always pass through the same sequence

of states. Another aspect influencing the building of trust

was the perceived reliability of the source. In this regard

there are several possibilities. For instance, a well-known

designer/stylist could be the visible face of the Fashion

Advisor, it could be limited to be a reliable browsing tool

that provides useful information based on the existing

available online data, or an anonymous team of designers

could be involved. However, at this stage of the project and

without having contacted with companies it is difficult to

make a decision about this issue.

Knowledge about the userThere is a crucial and common point needed to implement

these aforementioned goals: a great knowledge about the

user (style preferences, physical characteristics, person-

ality, what clothes he owns already, what he might need,

what matches him aesthetically...). By having this knowl-

edge, the Fashion Advisor will be able to provide tailored

content and recommendations to the user.

ConclusionsBy getting to know the user and fostering trust the Fash-

ion Advisor will be able to:

- Reduce the number of alternatives, and in this way sim-

plify and optimise shopping by offering the user tailored

content (smart filtering and recommendations) and only

that content that fulfil his needs.

- Provide the user with all the necessary information he

might need during the decision-making process.

2.1 Starting pointsAt the end of the previous phase, a direction for the con-

ceptualization of the Fashion Advisor was formed based

on the explorative research. It was concluded that the

future Fashion Advisor should (1) increase confidence in

the user when making decisions, and at the same time (2)

remove some of the frustration and apprehensiveness

many users experiment while shopping. Similarly, the

Fashion Advisor should (3) foster trust when being used

and remove worries from the user’s mind. These three

points are further developed in this section.

Increase confidence in the decision makingConfidence (belief in decision making ability and ability to

choose the right alternative) is a function of fashion cloth-

ing knowledge. That is, fashion clothing knowledge influ-

ences consumer confidence in making purchase decisions

about fashion (O’Cass, 2004). This means that offering

the user information about clothes and trends can lead

to raise the confidence in his decisions. Besides informa-

tion, a reduction in the number of alternatives by giving

recommendations was also identified as a factor that helps

increasing confidence when making decisions.

Remove frustrationThe negative feeling of many male consumers towards

shopping is mainly caused by unsureness or uncertainty

and the perception of shopping as a time consuming, inef-

ficient and tiring activity.

Unsureness can be countered with more information. On

the other hand, in order to optimise shopping two main

needs were detected during the user research: more

efficient browsing and assistance with location. More

efficient browsing implies two things, first saving time for

the user by offering him directly what he might like and

need (recommendations). Secondly, this is also more ef-

ficient because there is greater likelihood of success in his

choices. Assistance with location could also help in making

the process more convenient and less frustrating. This

assistance should focus on helping the user to find specific

38

clothing), comparable items to the one the user is consid-

ering either in the same or in a different store. In this way

the user could see it at a glance, analysis of convenience

for the user (depending on the event, the budget, which

one requires more care...)

Location /finding thingsThis point corresponds both to finding a particular item

in a store, finding a store, or being offered a list of stores

where an item could be found. In order to implement ‘loca-

tion of items’ inside a particular store RFID tags besides a

receiver would be needed. For the execution of the loca-

tion of stores, already existing services like Google maps in

combination with the GPS capabilities of the device could

be used.

By doing this it is expected that:

-There is a greater likelihood of making better choices

-Time spent shopping is reduced

-Uncertainty is reduced

-Assurance and confidence are increased

As a ultimate result and goal, the Fashion Advisor will:

1) Increase the confidence of the user when shopping

and making fashion decisions

2) Remove some of the frustration that accompanies

shopping

2.3 Idea generationSome keywords will be used in order to trigger idea gen-

eration as depicted in figure 2.2.

Narrow down the options This can be achieved by the use of filters. Only those things

that satisfy the specific need of the user are presented.

Hence, it should be possible to define the need with certain

parameters. Also, as discussed in the explorative research

chapter, “recommended for’” is preferred as the type of

advice together with “information” when advice is solic-

ited. Therefore, a series of items could be shown to the

user as recommendations based on his preferences. It is

possible to show the user tailored content, reducing in this

way the total amount of presented content.

InformationExtra information about each item should be available to

the user. This could include such things as material, avail-

able colours, stock in the store and other relevant details.

When the user has to decide between different alterna-

tives he copes with a process that includes an analysis and

comparison of the alternatives. In order to facilitate this

process, the application should provide a way to compare

the desired items. This could include matching possibilities

(either within the store items and with the user’s owned

39

Figure 2.2 Idea generation keywords

Narrow down the options

Locate

Use of filters

Information

Connectivity to a person

Access to other person preferences--> gift advisor

Item parameters

Analysis of convenience for

the user

Wardrobe

matching

possibilities

Material

Stock

Tailored to the user

suggestions

Rating of other users

Stores

Asking for advice

On the store

items matching

possibilities

Budget info

In a particular store

Nearby suggestions

Share

Google maps+GPS

Items

RFID tags

User preferences User physical characteristics

Which stores have a particular item

Context aware

Colour

Description

Similaritems

40

western societies Blackberries are still leading the market

in professional sector, but Iphone is catching up quickly.

Furthermore, considering the use of apps. Iphone is the

preferred platform for personal use. More information

about these devices can be found in the appendices [Ap-

pendix B] and information about mobile applications can

be found in Appendix A.

A brief analysis of each type of platform is shown below:

After analysing the pros and cons of each platform possi-

bility, it seems that going for a smartphone is more logical

and convenient for the user. Additionally, in the online

questionnaire users were asked about what form would

they prefer for the Fashion Advisor, and 25 (60%) vs. 9

(21%) went for the smartphone. Also in the same ques-

tionnaire, it was found out that 74% of the users already

own a smartphone, and the trend is that the number of

smartphone users will grow even more. On top of that, it is

expected that for the target group, young male profession-

als, this trend will be even more accentuated.

2.4 Platform conceptsSince the Fashion Advisor will be some kind of digital ap-

plication, it could embedded in several types of platforms.

Being a digital device it is assumed that a touchscreen, a

battery, and electronics will be needed.

This platform could be either a dedicated platform or an

existing platform that the user might already own.

In the first case, it is logical to think that customers would

be reluctant to buy a dedicated device since it might be

relatively expensive to just deliver one function. Therefore,

two possibilities are considered: a terminal owned by the

store or a device already in possession of the user such as

a PDA or a smartphone (figure 2.3).

TerminalAs seen in the market study, there

already several terminals in stores. A

terminal consists of a touchscreen the

user can interact with.

SmartphonesThe use of Smartphones is increasing everyday. The use

of applications is becoming a more common place, this

point was already discussed in the trend study. In most

Smartphone Terminal

Number of users

unlimited Limited to the number of termi-nals

Discretion Better Located in a spe-cial place

Space in the store

No problem Consumes space in the store

Portability Yes No

Visualization quality

Worse ( screen size)

Better

Connectivity Wifi in the store, 3G..

Wifi in the store

Users prefer-ences

60% 21%

Figure 2.3 Terminal and smartphone for

the Fashion Advisor

Table 2.1 Comparison of smartphone vs. terminal

41

As discussed earlier in order to reach the goals of the

Fashion Advisor it is necessary to get to know the user,

just as a shopping companion would do. With this purpose,

information must be gathered. This information will then

be analysed, and after that the system will give the user

information based on the analysis it has done. This is an

iterative process, the user will react to the given informa-

tion, and this new information produced by the user will

be collected affecting the whole process. The information

flow is as shown below in figure 2.4:

Information flowOn the next page, a further developed scheme of this pro-

cess can be found in figure 2.5. The ‘get information’ part

can be divided in two other parts:

On one hand, the system needs to gather information

about the user (physical characteristics, personal style,

previous purchases...) and his needs, in order to create a

tailored output. The user profile will contain all the informa-

tion gathered from the user and it would be continuously

updating.

On the other hand, information about the clothing needs

to be gathered. The idea is to create a database with the

clothing that contains information about certain charac-

teristics of each item (style, colour, season, material...).

Later on, the system would analyze all of the information

collected from the user plus the information stored on

clothing in order to find clothes and outfits that the user

might like based on his preferences. The user then will

be shown all of this information and recommendations.

2.5 Providing Tailored Content

In order to gradually improve the Fashion Advisor fore-

castings, the user should give the system feedback. By

teaching the system how correct the predictions were,

the system would learn more about the user and refine his

future suggestions.

Mechanism of information processingThe goal is to show the user only the clothing that he

might like, that fulfils his needs and suits his style, and at

the same time is convenient for him in terms of matching

possibilities with his wardrobe, aesthetical matching, etc.

Therefore the system should be able to link in a smart way

the user with the clothing. In order to do this, two pos-

sibilities were considered: doing it by means of a‘ persona

database’ or directly linking the preferences of the user

with the clothing (Figure 2.6). This last possibility was the

chosen one. The reason for this choice is based on the

fact that stereotyping people is undesirable. People might

not completely belong to a certain stereotype, and having

even different styles depending on the occasion (working,

free time...).

For this matching between user and clothes to happen, all

the clothing should be linked to some kind of description

that allows the system to proceed with the association be-

tween the items and the personas, and eventually the user.

This can be done by adding tags to each item (e.g. Blue,

casual, denim, winter 10/11, military trend...). The tags for

the each item are fixed, and do not need to be updated.

Nonetheless, the tags associated to the user are variable

depending on his preferences.

Every time the user generates some feedback (either by

rating items, or doing purchases) this information might

affect his user profile. The user preferences will be the

parameters to perform the search in the clothes database.

This preferences have to be also categorised. For instance,

the user preferences are probably different depending on

the type of clothes. This means that in style preferences a

user could have for instance the following tags when look-

ing for a shirt: beige, blue, grey, stripes, no plaid, no short

sleeves,... This is considered to be enough to perform a

search in the clothing database.

Regarding this, it is suggested that in the user profile the

style information could be categorised, giving the user the

possibility of creating even ‘substlyes’ that could then be

selected when performing the search.

Give personalized information

Get information

Analyse information

Figure 2.4 Information transformation loop

42

Associated tags

User

P

rofil

e

Preferences

- User’s style- User’s physical characteristics- User previous purchases- User’s wardrobe- User’s needs

Stores’ inventoryclassified by their descriptive parameters

Make matchings between user’s profileand needs with theclothing database

- Personalized recommendations

- Show information aboutitems

- Rate satisfaction

Get information Analyse information Give personalized informationU

ser

Clo

thin

g

Figure 2.6

Association between

user’s profile and

clothes directly

2.6 Information constructsIn order to build the user profile a lot of information needs to be gath-

ered. This should be done in an unobtrusive way.

Which information exactly should be gathered or created, what is the

minimum information necessary to build the user profile and possible

ways to gather this information are discussed in this part.

2.6.1 Which information is needed?The Fashion Advisor should recommend the user items that he might

like because they belong to their style, but also items that would aes-

thetically fit him. There are then two main types of information needed

to be inputted /gathered in the Fashion Advisor to build the user pro-

file: style and physical characteristics.

Style

Style can be defined as the public display of the idea of a self (Amanda

Brooks, 2009), basically it is character made apparent. This entails that

in order to know someone ‘style is important to know his personality.

This sounds quite challenging to implement in the Fashion Advisor. In

the Internet there are tools that help you define your style. There are

many quizzes that help you to find your personal style, either by asking

you questions of your personality, or by asking about specific items you

Figure 2.5 Information flow

43

Likewise, according to the seasonal colour system, the

colour of the clothing will aesthetically match the user de-

pending on his skin pigmentation, his eye color and his hair

color. A seasonal color analysis will give the user a sense

of direction of what type of colors (cool, warm, deep, light,

clear, muted) look best on him.

As specified by this system, four categories of people

could be created based on their colour physical character-

istics, which are Winter (strong and vivid), Autumn (strong

but muted), Summer (delicate and light) and Spring (deli-

cate but warm) (figure 2.9).

Besides this, size should be inputted by the user in order to

perform searches based on this parameter. It is suggested

might like.

In order to define the style of the user it is suggested to (1)

Ask the user to input some basic information by showing

him a slide show of items/outfits/images from which the

user is supposed to choose and (2) Machine learning from

purchases rhistory and (3) ratings of recommendations.

Apart of these three factors, recommendation can be af-

fected by the preferences of other similar users (wisdom of

the crowds) (figure 2.7).

Physical characteristics

The other type of information to be collected are the physi-

cal characteristics. As explained previously in this report,

physical fitting, although crucial is not going to be the focus

of this project. Instead, what seems more appropriate to

consider is the body type and the colour matching.

There are different body types or constitutions. The three

main types are: Endomorph, Mesomorph and Ectomorph

(figure 2.8). Knowing the body type is possible to provide

some guidance to different kind of clothes/outfits/cuts for

the person so classified.

For instance, ectomorph men would receive advice about

their clothing in order to add weight to their bodies. In this

regard, the fabric they choose is vitally important. Horizon-

tal lines and textured fabrics such as tweeds and glen check

will help add some substance to his frame. On the opposite

side, endomorph men face the problem of finding clothes

that do not make them appear larger than they actually are.

Oftentimes what fits this body type in the shoulders is too

small in the waist; therefore, the large man should seek a

jacket with a generous cut and a flattering drape.

Figure 2.8. The different body types

Recommendations

Inputted info

PurchasesRatings

Wisdom of the crowds

Figure 2.7 Factors affecting the recommendations to the user

Figure 2.9 Winter, autumn, summer and spring colour palettes

44

Purchase record

Wa

rdro

be

&p

urc

ha

ses

WardrobeC

loth

ing

Sty

le p

refe

ren

ces

ColoursPatternsShapesMaterialsCertain itemsCutsPrints

Quantitative

Ph

ysic

al

cha

ract

eri

stic

s

Qualitatitive

Height and weightSize Age

Body TypeEyes colourHair colourSkin pigmentation

Pe

rso

na

s

Tags about clothingprefrences

Personal and physical information

Inventory withassociated tags

Location= store

Sty

led

efi

nit

ion

Images of looks

Images of items

Gra

ph

ical

+M

etad

ata

Alp

ha

nu

mer

ical

Alp

ha

nu

mer

ical

Gra

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ical

+M

etad

ata

Alp

han

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al

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ical

+M

etad

ata

to give the possibility to the user to keep a record of sizes

per type of item ( shirts, trousers...) and also per store

(many times there are differences between sizes depend-

ing on the store).

As shown previously, information will be gathered by the

user in three different ways: In addition to inputting cer-

tain information and ratings of items, the purchases done

by the user will further refine his user preferences. In

order to collect this information, it is suggested that at the

time of purchase the user provides his ‘user number’ to

have his account updated with the purchase history. On

top of this, the user profile will be update allowing him to

later browse his virtual wardrobe.

In this way a virtual wardrobe is created and added to

his user profile. The user wardrobe information is not

retrospective and it will be gathered from the moment

the user starts using the application. This information

will be used by the system to analyse matching possibili-

ties when browsing for new items and check existence

of similar items that the user might already own. User

wardrobe contains the same items as the purchase

record.

2.6.2 The necessary

databasesAs shown so far, different databases need to be created.

The clothing database (figure 2.10) will contain all the items

of the collaborating stores. This inventory is built from

contributions from clothing brands and stores. Based on the

corresponding data attached to each item, following stand-

ard protocol the inventory is categorized as required for the

Fashion Advisors recommendations. Besides, information

about possible combinations with other items can also be

included. This clothing database should be periodically up-

dated with the new items of each season.

The second database that should exist is the Style defini-

tion database (the images shown in the slide show) which is

needed in order to gather the user style preferences. A series

of images with metadata files that will be shown, the user is

supposed to choose or rate these images (items or looks).

Apart from this, there should be a place where the knowl-

edge is contained, like what is appropriate for each occasion,

which colours match each ‘season’ profile, or what cuts are

convenient for each body type.

Purchase record

Wa

rdro

be

&p

urc

ha

ses

Wardrobe

Clo

thin

g

Sty

le p

refe

ren

ces

ColoursPatternsShapesMaterialsCertain itemsCutsPrints

Quantitative

Ph

ysic

al

cha

ract

eri

stic

s

Qualitatitive

Height and weightSize Age

Body TypeEyes colourHair colourSkin pigmentation

Pe

rso

na

s

Tags about clothingprefrences

Personal and physical information

Inventory withassociated tags

Location= store

Sty

led

efi

nit

ion

Images of looks

Images of items

Gra

ph

ical

+M

etad

ata

Alp

ha

nu

mer

ical

Alp

ha

nu

mer

ical

Gra

ph

ical

+M

etad

ata

Alp

han

um

eric

al

Gra

ph

ical

+M

etad

ata

Purchase record

Wa

rdro

be

&p

urc

ha

ses

Wardrobe

Clo

thin

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Sty

le p

refe

ren

ces

ColoursPatternsShapesMaterialsCertain itemsCutsPrints

Quantitative

Ph

ysic

al

cha

ract

eri

stic

s

Qualitatitive

Height and weightSize Age

Body TypeEyes colourHair colourSkin pigmentation

Pe

rso

na

s

Tags about clothingprefrences

Personal and physical information

Inventory withassociated tags

Location= store

Sty

led

efi

nit

ion

Images of looks

Images of items

Gra

ph

ical

+M

etad

ata

Alp

ha

nu

mer

ical

Alp

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nu

mer

ical

Gra

ph

ical

+M

etad

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Alp

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Figure 2.10 Information constructs

Purchase record

Wa

rdro

be

&p

urc

ha

ses

Wardrobe

Clo

thin

g

Sty

le p

refe

ren

ces

ColoursPatternsShapesMaterialsCertain itemsCutsPrints

Quantitative

Ph

ysic

al

cha

ract

eri

stic

s

Qualitatitive

Height and weightSize Age

Body TypeEyes colourHair colourSkin pigmentation

Pe

rso

na

s

Tags about clothingprefrences

Personal and physical information

Inventory withassociated tags

Location= store

Sty

led

efi

nit

ion

Images of looks

Images of items

Gra

ph

ical

+M

etad

ata

Alp

ha

nu

mer

ical

Alp

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nu

mer

ical

Gra

ph

ical

+M

etad

ata

Alp

han

um

eric

al

Gra

ph

ical

+M

etad

ata

Purchase record

Wa

rdro

be

&p

urc

ha

ses

Wardrobe

Clo

thin

g

Sty

le p

refe

ren

ces

ColoursPatternsShapesMaterialsCertain itemsCutsPrints

Quantitative

Ph

ysic

al

cha

ract

eri

stic

s

Qualitatitive

Height and weightSize Age

Body TypeEyes colourHair colourSkin pigmentation

Pe

rso

na

s

Tags about clothingprefrences

Personal and physical information

Inventory withassociated tags

Location= store

Sty

led

efi

nit

ion

Images of looks

Images of items

Gra

ph

ical

+M

etad

ata

Alp

ha

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ical

Alp

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etad

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45

provide him with tailored content.

• Regular use of the product:

- Browsing: facilitate filtering and selection

- Finding things: facilitate search

- Support: help users with making decisions

Set-Up of the Fashion AdvisorInitially, the application needs a brief setup in which the

user provides the Fashion Advisor with some information

about himself.

This required information consists of the (1) user’s physi-

cal characteristics and (2) his style preferences. These

details are used by the Fashion Advisor to ensure that it

provides the most appropriate and relevant information.

By defining his eye and hair color as well as skin pigmen-

tation, the Fashion Advisor can categorize the user into

one of the four seasons. According to this seasonal color

system, particular physical characteristics are linked to

a recommended range of colors that may best suit the

user. This is done by inputting the data in a human figure

representation.

In order to define the user style preferences, two possibili-

ties were conceptualized (figure 2.12). In the first one,

he goes by each of the clothing categories defining his

preferences. In the other one, he is shown slides of articles

Several needs during the shopping process were detected

(Chapter 1) and now these needs are translated into

functions. A function can be defined in this context, as the

abstract formulation of an operation or task. The functions

are conceptualized in response to the identified needs and

following the idea of (1) getting to now the user, (2) nar-

rowing down the number of alternatives and (3) providing

useful information.

In figure 2.11, an overview of the detected needs and their

corresponding functions is depicted. Then the functions

are described, starting for the ‘set up’ functions and

continuing with the ‘regular use’ functions. For every

detected need one or more functions are provided, except

for the size fitting, since this part was decided not to be

addressed by the Fashion Advisor. A concept test was

piloted with five designers, and a choice was done based

on their opinions.

There are two types of functions, the setup functions and

the regular use functions.

• Set-up: get information from the user to be able to

2.7 Conceptualization of functions

Finding things SupportBrowsing andfiltering

Needs

Matching Event appropiate Budget basedSize fitting StyleConcrete need Abstract need Seduction

-Browsing by filter

-Browsing by occasion

-Things you mightlike

-Matching possibilities-Visualize outfits

-Browsing by occasion

-Judgements-Put items incontext-Activation ofstyle preferences

-Find similar items-Budget info

-Context aware activation-Need in the

user’s mind

Figure 2.11 Set up functions: inputting physical

characteristics

46

Additionally, substyles could be created. The reason for

this is that the user could have different preferences de-

pending on where he is going, with whom... Then the user

could load one of this “substyles” into the browsing engine

and allow the Fashion Advisor to perform the search

based on this ‘sub style’. This could be done by having

different slide shows per category: work, night out and day

casual.

In this way specific items belonging to these categories are

shown to the user in each slide show.

and outfits. The latter option was chosen because it was

consider more playful, and requires less effort from the

user.

Each item is associated with particular information. By

choosing between the different items the advisor gradually

builds the users style preferences, and stores this informa-

tion in the User profile Database.

Of course, the user can access this part of the application

at anytime in the future, being aware that the more input

he provides, the more accurate the application’s recom-

mendations. Progress is shown to the user until a certain

minimum (to be defined) of data has been acquired. This

shown to the user by two progress bars that show him how

much data he has inputted, and also how accurate can be

the Fashion Advisor be with this amount of information.

The user could always access to this slide show when he

has free time in order to input more information. In the

case of disagreement or a change of style, he can edit and

check the results of what the Fashion Advisor believes to

be his style preferences.

Clo

thin

g

Per

son

as

Sty

led

efin

itio

n

Set-Up

Shapes

ColoursMaterials

Types

Paterns

Shapes

ColoursMaterials

Types

PaternsI like it! I like it!

Bar showing progress of information gathering

Bar showing how accurate is the system with the cuurent informationit has from the user

Body type

Physical characteristics

Eyes,hair and skin colourSlide between the possibilities for legs, torso,...till define your body shape

Slide show showing different possibilities user chooses the one he likes better and continues

Playful way2

2

Initial concept1

In the initial concept the initial information was gathered trhough Facebook and complete by a system consisting in a persona database.

Associated tags

User

P

rofil

e

Set-Up

Shapes

ColoursMaterials

Types

Paterns

Shapes

ColoursMaterials

Types

PaternsI like it! I like it!

Bar showing progress of information gathering

Bar showing how accurate is the system with the cuurent informationit has from the user

Body type

Physical characteristics

Eyes,hair and skin colourSlide between the possibilities for legs, torso,...till define your body shape

Slide show showing different possibilities user chooses the one he likes better and continues

Playful way2

2

Initial concept1

In the initial concept the initial information was gathered trhough Facebook and complete by a system consisting in a persona database.

Associated tags

User

P

rofil

e

Set-Up

Shapes

ColoursMaterials

Types

Paterns

Shapes

ColoursMaterials

Types

PaternsI like it! I like it!

Bar showing progress of information gathering

Bar showing how accurate is the system with the cuurent informationit has from the user

Body type

Physical characteristics

Eyes,hair and skin colourSlide between the possibilities for legs, torso,...till define your body shape

Slide show showing different possibilities user chooses the one he likes better and continues

Playful way2

2

Initial concept1

In the initial concept the initial information was gathered trhough Facebook and complete by a system consisting in a persona database.

Associated tags

User

P

rofil

e

Figure 2.12 Set up functions: (a) Inputting physical characteristics (b) inputting style preferences option 1 and 2

47

Figure 2.13 Browsing filter

Figure 2.14 Browsing by filter 2

Browsing by filter 2Instead of showing all the possibilities in one screen,

users are shown one initial possibility (figure 2.14).

The items are given priority to be shown based on the

user’s preferences. Several options are presented to

refine the search. These refining options will depend on

the type of item. As explained in the figure, items are

distributed depending on these characteristics. The

user can navigate through the items offered by clicking

in the different options.

However, this last option was discarded. Showing just one option will

restrain freedom of the user too much, and although this can be fine for

some of the users, others would like to see what they are missing.

Regular use of the

Fashion Advisor

1) Browsing

Browsing by filterSometimes, the user may have some

preference for the category of clothing

that he is looking for, such as within a

set budget, or perhaps simply a certain color. For this

scenario, browsing by filter is ideal (figure 2.13). This

feature allows the user to choose from a list of different

filters and prioritizes them to narrow down the search.

These criteria can then be added to the ‘user prefer-

ences filter’ and ‘area/store’ filter. These filters would

be converted into a search pattern than combined

with the user preferences will result into tailored to the

user content. When he is done with the selection he

can click go in order to visualize the results. When the

user selects an item he will go to the next screen where

several options are shown: save, rate or see matching

possibilities.

Browse: by inspiration, I feel like shooping!

Slide show of random items based on user preferences1

If could be the case, that the user just feels like shopping one day. In that case, he can go to things hemight like to see a selection of the store based on his preferences

If he �nds something on the store he likes...1

Zara T-shirt 24.95

I like it!

Tags

Save it

Description

100% cottonWash 40 ºCCasual T-shirt ( daily use)Find similar items

Search

If he �nds something, he coud scan it and inmediatley will be showninformation and options in the screen of his smartphone.

Things you might like It was realized that men often only shop for clothes as needed. However,

while browsing a store the feature called ‘things you may like’ might be

handy to the user. In this option, the system searches the store inven-

tory using the users preferences to help him in his selection. Basically is a

browsing function that uses only the user profile as filter. Figure 2.15 Things you might like

48

Wedding

Job interview

Night out

Dinner date

Work

Morning

Afternoon

Are you a bestman?

Regular guest

Morning suits Suits

Search

Hugo Boos 495

Armani 540

Massimo Duti 290

Find itsaveMore info

Hugo Boss 495

Browsing: Unde�ne need

By event1

Sometimes, the user goes shopping because he needs something but he does not have a clear idea of what exactly.For instance, if he faces an event for what he feels he has not an appropriate out�t (e.g. I need something for the meeting with this client, something for tomorrow’s date...). In this case the �rst task for the user is to �nd out what type of out�t is he looking for .

Wedding

Job interview

Night out

Dinner date

Work

Morning

Afternoon

Are you a bestman?

Regular guest

Morning suits Suits

Search

Hugo Boos 495

Armani 540

Massimo Duti 290

Find itsaveMore info

Hugo Boss 495

Browsing: Unde�ne need

By event1

Sometimes, the user goes shopping because he needs something but he does not have a clear idea of what exactly.For instance, if he faces an event for what he feels he has not an appropriate out�t (e.g. I need something for the meeting with this client, something for tomorrow’s date...). In this case the �rst task for the user is to �nd out what type of out�t is he looking for .

Browsing by occasionSometimes, the user goes shopping because he needs something but he does not have a clear idea of what exactly.

For instance, if he faces an event for what he feels he has not an appropriate outfit (e.g. I need something for the meeting

with this client, something for tomorrow’s date...). In this case the first task for the user is to find out what type of outfit is

the appropriate one an do it as efficiently as possible, since time might be limited. That is the purpose of ‘browse by occa-

sion’ (figure 2.16).

Figure 2.16 Browsing by occasion

ColoursMaterials Paterns

shape Budget

SearchSearchSearch

Zara T-shirt 24,95

HM T-shirt 19,90

Hugo Boss T-shirt 49.95

Zara T-shirt 24,95

Find itsaveMore info

Connect you to google mapsand show you where is the closest store

ColoursMaterials Paterns

shape Budget

SearchSearchSearch

Zara T-shirt 24,95

HM T-shirt 19,90

Hugo Boss T-shirt 49.95

Zara T-shirt 24,95

Find itsaveMore info

Connect you to google mapsand show you where is the closest store

Figure 2.17 Need in the user’s mind feature

Need in the user’s mind Other times, male consumers have a clear idea of what they want. They have a specific description of how it should look like

and they just need to find it. By visually inputting this item into the application (figure 2.17), the user will get a list of stores

where he can find similar items.

When selecting one item he has

different options, one of them is

to locate this store. This informa-

tion will vary depending on his

location (use of the GPS of the

smartphone).

It is considered to be a useful

feature by some of the designers

that were asked, specially those

with a higher interest in fashion. However, it

is believed that it goes further than the origi-

nal ambition of the Fashion Advisor as the

benefits of this feature focus more on making

life (shopping) easier instead of advising and

facilitating the making of decisions.

49

2) Support

Matching possibilitiesFor each item that is shown, the Fashion Advisor

has a range of matching possibilities which are

classified into different categories. When select-

ing see matchings, two options are shown to the

user: see matchings within the store or with his

current wardrobe (figure 2.18).

Find it

Analyzematching

Show me outfit

You can arrive to this screen coming from :-Having selected 2items when browsing -Having scanned two items- Selcted items from your favourite saved iteMS

matching

By using the option ‘visualize outfits’ (figure 2.19),

the user can discard or select particular combina-

tions.

Another idea is to check if two random items that

user picked would match or not (figure 2.19).

For instance, items the user might have saved or

items he finds and scan.

Figure 2.19 Visualize outfits and matching calculation

Figure 2.18 Matching possibilities

‘Visualize an outfit’ was perceived as a useful feature that, on one hand, helps to get an idea of how the outfit would look ,

and on the other hand, saves time to the user (he does not have to try it on).

The matching calculation was considered to be a bit unrealistic. First, there should be a database with previous matching

studies for each possible combination in the store. Furthermore, based on what would this matching be done? Maybe the

user wants to combine certain things that do not follow the usual rules. Instead, it was considered more interesting that

when an item is selected ‘prestudied combinations’ by the designers of the store with other items in the store are displayed.

Combinations with item from the user wardrobe will be also very useful, however the implementation of this feature is much

more complex. All the items the user owns would need to be categorized in order to use them in matching possibilities. This

would make imply to take the effort in filling a form for each of his items, and upload them. This results in a very difficult pro-

cess. Therefore, matching with the user wardrobe could only work for items from the same store that have been recently

bought.

Browse: by inspiration, I feel like shooping!

Slide show of random items based on user preferences1

If could be the case, that the user just feels like shopping one day. In that case, he can go to things hemight like to see a selection of the store based on his preferences

If he �nds something on the store he likes...1

Zara T-shirt 24.95

I like it!

Tags

Save it

Description

100% cottonWash 40 ºCCasual T-shirt ( daily use)Find similar items

Search

If he �nds something, he coud scan it and inmediatley will be showninformation and options in the screen of his smartphone.

Scan itemsIf the user finds something he likes, he could scan the bar

code in the tag of the item and immediately will be shown

information and options about that particular item in the

screen of his smartphone (figure 2.20)

Figure 2.20 Scan items

50

Support: assurance with style

Put items into context1

Available contexts for the item/outfit or the user canalso load his pictures to visualizethe outfit in context

User can visualize the oufits into therecommended context and get an idea of how it looks

Due to your body shape stripes are not recommended to you :(

See recommendations

Judgement2

Some users commented that they would like to have context for the clothes in order to get an idea of where to wear the items, and also to see themselves into those contexts.This could be done by showing the item into an available sets of contexts, or even projecting these contexts intothe �tting room so that the user could see himself in them while wearing the item.

According to the user physical characteristics, there could be certain rules/recommendations that the app. knows. For instance if it is a user with a bit of overweight located in the torso, horizontal stripes are not good for him. The app. instead suggests other type of items.

suggestions

Support: assurance with style

Put items into context1

Available contexts for the item/outfit or the user canalso load his pictures to visualizethe outfit in context

User can visualize the oufits into therecommended context and get an idea of how it looks

Due to your body shape stripes are not recommended to you :(

See recommendations

Judgement2

Some users commented that they would like to have context for the clothes in order to get an idea of where to wear the items, and also to see themselves into those contexts.This could be done by showing the item into an available sets of contexts, or even projecting these contexts intothe �tting room so that the user could see himself in them while wearing the item.

According to the user physical characteristics, there could be certain rules/recommendations that the app. knows. For instance if it is a user with a bit of overweight located in the torso, horizontal stripes are not good for him. The app. instead suggests other type of items.

suggestions

Put items into context

Some users commented that they would like to

have context for the clothes in order to get an idea

of where to wear the items, and also to see them-

selves into those contexts (figure 2.21).

This could be done by showing the item into an

available sets of contexts, or even projecting these

contexts into the fitting room so that the user

could see himself in them while wearing the item.

This feature was discarded since it is not that neces-

sary as to be prototyped. And although some people

found it interesting, most said they would not use it

at all.

Judgement

According to the user physical characteristics, there could be certain rules/

recommendations that the Fashion Advisor is aware of. For instance if it is

a user with a bit of overweight located in the torso, horizontal stripes are

not good for him. The Fashion Advisor instead suggests other type of items

(figure 2.22).

Figure 2.21 Put items into context

Figure 2.22 Judgement

However, this feature was discarded. First, the intention of the Fashion Advi-

sor is not to make the user look good, but to make the user feel good about

how he looks. When showing the concept to other designers, comments like

“who is the Fashion Advisor to tell me that I cannot wear a striped T-shirt be-

cause I have a belly?” were received. Furthermore, the Fashion Advisor should

not give negative judgements but recommendations. One designer suggested

that there could be an option like “ask the Fashion Advisor”, so that this type

of judgements are received only in case the user really wants them.

This feature was conceptualized having in mind the friend who accompanies

you shopping and knows what is good on you. However, this person can see

you, the Fashion Advisor cannot. The Fashion Advisor will only have an ap-

proximate idea of how you might look, and therefore can only give recommen-

dations but not categorical judgements.

Account balance : 2.500 Euros

Money spent this month in clothes

Upcoming expenses

65,80

Zara T-shirt 24.95

I like it!

Tags

Save it

Description

100% cottonWash 40 ºCCasual T-shirt ( daily use)Find similar items

Search

Zara T-shirt 24,95

HM T-shirt 19,90

Hugo Boss T-shirt 49.95

Figure 2.23 Find similar items

Find similar itemsThis feature would fine comparable items to the one se-

lected by the user. In this way, uncertainty about a better

similar option somewhere else might be removed (figure

2.23).

51

Account balance : 2.500 Euros

Money spent this month in clothes

Upcoming expenses

65,80

Zara T-shirt 24.95

I like it!

Tags

Save it

Description

100% cottonWash 40 ºCCasual T-shirt ( daily use)Find similar items

Search

Zara T-shirt 24,95

HM T-shirt 19,90

Hugo Boss T-shirt 49.95

Budget informationIt was realized during research that uncertainty in the moment of purchase might come

from budget considerations. In this respect, offering the user certain information about the

money available, the expenses or the amount of money spent in clothes could help in the

decision making (figure 2.24). However, when showing this option to the other designers, it

was perceived as ‘too much’ for this application. Moreover, if someone has Internet on his

mobile phone and wants to see his bank account he can easily do it. Therefore, this feature

was considered over the limits of the Fashion Advisor tasks. If keeping something from this

idea, that would be the ‘keeping the track’ of items purchased this month.

On the other hand, “find similar items”, was believed to be a very useful option that would

certainly help the user to make a choice (buy or not buy), and therefore it is kept.Figure 2.24 Budget information

More infoIn this option some extra information could be shown

about the item like the rating of other users, the stock

in the store, material composition, and other options

like taking care instructions, country of production...

(figure 2.27)

RateIt is possible to teach the application by rating items.

If the user likes, or dislikes particular items,he can

provide that information (figure 2.26). The applica-

tion will gather this data into the user preferences and

immediately refresh the results. Furthermore, this

knowledge will also be implemented with other similar

profiles (wisdom of the crowds). The more people use

the Fashion Advisor, the better matching between

users can be done, resulting in better recommenda-

tions.

SaveWhile using the Fashion Advisor, if the user finds

something that catches his eye, or he is particularly

fond of, he can always store the item to review it again

later. When saving, the selected item will be incorpo-

rated into the user’s saved items (figure 2.25).

Figure 2.25 Save option

Figure 2.26 Rate option

Figure 2.27 Information option

52

clothing database an standard form with the necessary

parameters for item, such as: colours, material, descrip-

tion, print, style, cut description,.. and a series of visuals, is

needed. As a data interchange format XML or JSON could

be used.

For the programming of the software in the smartphone,

the language is platform dependent (Android, Objective

c,...).

Final functionsThe final functions of the Fashion Advisor are as follows:

1) Set up functions

The required information consist of the user’s physical

characteristics (eye colour, hair colour and skin pigmen-

tation), age, size for each of the clothes types (shirts,

trouser...) and the style preferences (figure 2.29)

2) Browsing functions

The different browsing functions will allow the user to per-

form searches depending on his type of need.

2.8 Final conceptThe conceptThe Fashion Advisor is an information appliance which

consists of 3 main parts. The first part is made up of two

online databases and server where all the information is

contained. The server is responsible for maintaining the

network and providing the operating procedures. The

smartphone is the second component which is the plat-

form for the application and finally, the third component is

the software on the smartphone which provides graphi-

cal user interface, and is connected to the server via the

network (figure 2.28)

There are two databases. The first is the user database

which contains the information about the users. His pref-

erences, his purchases and his ratings.

The second is the database containing the fashion inven-

tory. This inventory is built from contributions from cloth-

ing brands and stores. Based on the corresponding data

attached to each item, following standard protocol the

inventory is categorized as required for the Fashion Advi-

sors recommendations.

It is assumed that brands and store will be interesting in

participating in the Fashion Advisor. By giving away their

data, they will benefit from appearing in the Fashion Advi-

sor. In order to upload their items to the Fashion Advisor

smartphone

Online databasesand server

software

Figure 2.28 Components of the Fashion Advisor

Figure 2.29 Setup functions

53

2.1) Browsing by filter

In case of having a specific need the user can choose

from a list of different filters and define his need. The

proposed filters are: category, style, budget, colour,

and material. But others could be included if found

necessary (figure 2.30).

2.2) Browsing by event

If the user experience the uncertainty of not know-

ing what is appropriate to wear to certain events, He

can truly benefit from the Fashion Advisor. Since the

application contains information about fashion for

many types of events, appropriate recommendations

are made that also integrate the user preferences in

order to maintain his personal style.

By filtering the search, the results are narrowed down

and the application shares with him only those things

that he tends to like and are suitable for the event.

A list of possible events is proposed that includes the

most important occasions a young male professional

could face (figure 2.31).

2.3) Things you might like

The system searches in the store inventory using the

users preferences to help him in his selection.

3) Support functions

3.1) Matching possibilities

This feature will show the user a range of prestudied

combinations within the store. Since these matchings

are created by the designer of the store with a certain

number of items of a specific collection, this option is

limited to the specific store of the item.

3.2) Find similar items

This feature will show comparable items to the one

the user selects. This search can be limited to a store,

a list of stores or an area.

In order to perform this search the Fashion Advisor

will look in the database the items with similar param-

eters, besides a visual search can also be implement-

ed to ensure better results.

4) Additional functions

4.1) Rating

When clicking in any item the user will access to the

Figure 2.30 Browsing by filter

Figure 2.31 Browsing by occasion

54

‘general screen’, where several options appear, among

them rating items. In this way the user can teach the Fash-

ion Advisor about his preferences.

4.2) Save items

The Fashion Advisor will allow the user to save items in a

‘list of saved items’ that he can access at any time in the

future.

4.3) Scan items

By scanning the barcode of clothing tags, the Fashion

Advisor will show the user the ‘general screen’. Thus, the

Fashion Advisor will download the information about that

article and immediately update the user about the colors

available, even additional recommendations, and many

more options.

4.4) Visualize outfit

The application provides the ability to quickly visualize

items of clothes together. In doing so, the user can con-

sider, or discard, particular clothing combinations more

quickly. These combinations that are available correspond

to matching possibilities.

4.3) Activation of Personal preferences

For all of the browsing functions, the personal preferences

can be activated. The reason for this, is that sometimes

the user could need to use the Fashion Advisor to browse

for things that are not for him.

4.5) Context aware shopping

Using the GPS capabilities of the smartphone, the advi-

sor application can make suggestions for nearby fashion

items.

Besides the Fashion Advisor will know where the user is,

allowing him to add an area/store filter in the different

browsing options (figure 2.33).

Figure 2.32 General screen and visualize outfits

Figure 2.33 Activation of personal preferences and context aware

shopping

55

the minimum necessary to narrow down the options. Yet,

this point should be further refined during the prototyping.

• Be adaptable to each user

By continuously gathering information about the user,

the Fashion Advisor gets to know each user and provides

tailored content. Thus, the personalization of the Fashion

Advisor is reached.

• Convenience

Shopping becomes more convenient when using the Fash-

ion Advisor because it also becomes more simple and less

frustrating as discussed in the previous points.

• Oriented towards medium fashion involvement users

All the functions included in the final concept are concep-

tualized with the medium fashion involvement user in mind

and answering his main needs.

Revisiting the requirementsAn examination of how the final concept meets the re-

quirements, defined at the end of the explorative research

phase, is done here.

• Making decisions

Having the necessary information at hand, the user will be

able to make decisions more easily.

• Increasing the confidence

The user can activate his style preferences filter in any

of the browsing options, knowing that the items that are

shown are recommended specifically to him. Additionally,

this recommendations will increase the likely hood of satis-

faction with the purchases, rising ultimately the confidence

of the user.

• Reducing the negative feelings

Uncertainty and lack of efficiency will be reduced with the

Fashion Advisor. This is done by giving the user informa-

tion and saving time of browsing and locating items or

stores.

• Discreteness

By choosing to implement the Fashion Advisor in a smart-

phone platform, discreteness is guaranteed. Not only a

smartphone is a usual device that many people already

use in any place without feeling embarrassed, but also its

mobility facilitates that the user can decide to use it wher-

ever he might feel more comfortable.

• User friendly-interaction

The interaction with the Fashion Advisor must be simple,

intuitive, attractive and goal-oriented.

• Fostering trust

In order to foster trust, it was realized during research that

simplicity and predictability of the automation were neces-

sary. This means that the Fashion Advisor must be simple

to operate and predictable. This point should be consid-

ered during the prototyping phase. It can be implemented

by reducing the number of actions, and making them

obvious and intuitive .

• Do not judge the user but recommend to him

Judgement options were not include in the final concept of

the Fashion Advisor. Instead, recommendations and range

of options in order to preserve the user decision autonomy

are given.

• Being time-efficient

The number of actions to perform searches are reduced to

56

xecutive summary

In this part the concept defined

during the previous phase is pro-

toyped. The main goal of prototyp-

ing is to create a testable product in order to

later on use it for the evaluation of the Fashion

advisor. Two types of prototypes are built: an

abstract and a tangible prototype. These two

prototypes have different affordances and

goals, resulting in a complementary evaluation

of the Fashion Advisor.

On one hand, the abstract prototype will be

used to demonstrate how the Fashion advisor

works, how can it be used in real life context,

what interaction is needed from the users, and

how it tries to receive trust of the user. The

necessary steps to develop this prototype as

well as its different constituents are described

in detail in this chapter.

On the other hand, the tangible prototype is

needed to let the users see and feel in their

hands the Fashion advisor, and it this way

validate their experience with it. A research

about different prototyping possibilities was

completed resulting in the choice of creating

an interactive html file that would be ‘screen-

casted’ to a smartphone. The details about how

this prototype was implemented can be found

in this chapter.

E

Abstractprototype

Tangibleprototype

Concept

Evaluation

Figure 3.1 Chapter contents overview

3. Prototyping

57

3.2 Abstract prototyping3.2.1 Theoretical background of abstract prototyping

When to use abstract prototyping?Abstract prototypes (APs) respond to the need of proto-

typing modern products. This type of products appear to

be complex artifact-service combinations (ASCs). Accord-

ing to Horváth, an ASC can be seen as a ‘to-be-developed

or a to-be-modified fully operational system with artifac-

tual and service parts’ (2010b, p.3).

In this regard, abstract prototypes fulfil the unmeet need

of a prototype method that enables to investigate user

experiences in the case of novel artifacts and services in

early stages. Abstract prototyping does not require a full

detailing of the innovation concepts, therefore, it can be

used early in the process. (Horváth et al. 2011a).

Purpose of Abstract prototypingThe goal of an AP is the demonstration, to the stakehold-

ers (audience), of the anticipated real life processes that

are established by the use of an ASC in a given environ-

ment. In this respect, APs are used to show the operations

and interaction/use processes. That are, the operation

of the conceptualized artifact-service combination, the

actions of the human actors and the happenings in the

surrounding environments.

Constituents of an abstract prototypeThere are three main constituents in an AP which are: (1)

the conceptualized artifact-service combination, (2) the

involved human actors, and (3) the embedding environ-

ment (figure 3.2). Besides, the contents of the abstract

prototype are designed taking the interests and needs

of the (4) stakeholders into consideration (figure 3.2).

3.1 Introduc-tionIn order to gather feedback about the conceptualized

Fashion advisor, building a prototype was the most suit-

able option for an evaluation of desired qualities. This pro-

totype will be later used as a research means during the

evaluation of the Fashion advisor, which will be explained

in the next chapter. The prototype should enable both a

confirmation (or not) of the properness of the concept and

the collection of a constructive critique or proposals for its

further enhancement.

Two prototypes are planned to be developed during this

project, an abstract and a tangible prototype. The reason

for this, is that each of these prototypes has different ob-

jectives. On one hand, the abstract prototype will be used

to demonstrate to the participants in the evaluation how

the proposed information appliance will work, how can it

be used in real life context, what interaction is needed from

the users, and how it tries to receive trust of the user.

On the other hand, the tangible prototype is needed in

order for the user to experiment some of the presented

content in his hands and thus validate the user experience.

Hence, a comprehensive understanding of the concept

can be achieved when the tangible prototype is combined

with the abstract prototype. This means that both proto-

types are complementary, and therefore should be tested

together.

In the following sections further information about the two

prototypes, as well as the specification of their implemen-

tation are discussed.

58

Eventually an AP is presented to the

stakeholders by the use of (5) multi

media resources. Based on the assump-

tion that APs should simultaneously work

in both the cognitive and the perceptive

communication channels of human intel-

ligence, two different presentation forms

are needed in an AP. These two forms

are narrations and enactments.

The former transmits the story about the

manifestation of the ASCs and highlights

the accompanying processes, and the

latter visualizes the components, actors,

arrangements, procedures, and hap-

penings involved in them (figure 3.2),

(Horvath et al., 2011b).

3.2.2 Abstract Prototype of the Fashion AdvisorIn this section, a short introduction about why abstract

prototyping was considered for the Fashion Advisor is

done. Then, the aforementioned constituents of a generic

AP are translated to the Fashion Advisor AP. Afterwards,

the different stages during the prototyping process are

described.

The Fashion advisor is an information appliance which

can be considered an ASc. The reason for this is that the

Fashion advisor is a to-be-developed operational system

with artifactual and service parts. The artifactual part

consists of the smartphone while the inseparable service

part consists of the software, the server and databases

communicating via an internet connection.

Despite the existence of a tangible prototype, as it will be

shown later in this chapter, this is not a fully working pro-

totype nor the conceptualized service exists yet. Hence,

in order to make assessable and demonstrate the non-

existing real life processes that are established through

the use of the Fashion advisor an abstract prototype was

needed. Thus, abstract prototyping of the Fashion advisor

Figure 3.2 Information structure of abstract prototypes (Horvath et al., 2011b)

Figure 3.3 Defining the characteristics of the persona

Figure 3.4 Young male professional using the Fashion advisor

59

Surrounding environment

The surrounding environment is defined by Horváth as

“the composition of various artifactual and natural entities,

which are in dynamic interactions with the embedded

ASC, human actors, and each other” ( 2011b, p.5). In this

case, the surrounding environment corresponds to every

place where the Fashion advisor could be used. Due to its

mobility, this applies to almost every possible place where

an internet connection might be available: stores, street, at

home, restaurants...Three environments are shown in the

video which were chosen as illustrating examples. They

are: a restaurant, a store, and the street.

Content demonstration media means

In the narration of the Fashion advisor AP, a description of

the foreseen processes is done. This narration was com-

piled based on (1) the information about the anticipated

real life process of using the Fashion advisor, and (2) the

information about the personas, the assumed real life envi-

ronment, and the considered stakeholders. A copy of the

narration text can be found in the Appendices. The length

of the narration was designed to be 12 minutes, which was

decomposed to four episodes.

becomes an excellent means to show the stakeholders the

conceptualized appliance giving sufficient information to

form their opinion.

Information structure of the Fashion advisor AP As mentioned earlier, an AP is composed of the following

constituents: the concerned stakeholders, the artifact-ser-

vice combinations, involved human actors, the surround-

ing environment and the content demonstration media

means (figure 3.2). In the case of the fashion advisor these

constituents are as follows:

Stakeholders

The strategic goal of abstract prototyping is to involve

the stakeholders in the assessment of the ASC concepts

(Horvath et al., 2011b). The stakeholders in this case are

also the target group of the Fashion Advisor: young male

professionals. In this regard, it is important that the young

male professionals feel identified and can recognize them-

selves in the AP. Information about their characteristics

was aggregated and the reasons why it is believed they

might be in need of the fashion advice were analysed in

Chapter 1. This information must be considered during the

development of the AP.

A- S combination

The ASC in this AP is the Fashion advisor. As explained

previously the ASC is a combination of a smartphone and

the specific service provided by the Fashion advisor.

Human actors

The human actors are the end-users of the ASC. A

persona is shown who represents the target group of the

Fashion advisor: young male professionals. This persona

is defined with the characteristics of the mentioned target

group (figure 3.3), and it is the one who interacts with

the ASC, the Fashion advisor. These characteristics are

mentioned in the video are: age (22-35 years old), their

situation, and the problem they face and why they would

need the Fashion advisor.

Besides, as a young male professional who is familiar with

smartphone, PDA and other information appliances, this

persona is able to easily interact with the ASC, the Fashion

advisor (figure 3.4)

Figure 3.5 Interactions of the end-user with the Fashion advisor

60

tion of his user: the young male professional, and how is

the set up done. This episode addresses these questions:

What is the Fashion advisor?, Who is the Fashion advisor

for? and How is this done?.

The next episode, shows the human actor using the Fash-

ion advisor in a real life environment. The corresponding

scenario to this episode is ‘dressing for a specific event’,

in this case a job interview. In order to get an appropriate

outfit for this event, the persona uses the Fashion advi-

sor to get a recommendation. Once in the store where he

can find the recommended item, he used several other

functions and options of the Fashion advisor to complete

his outfit. Thus, he ‘scan items’ in order to get information,

he checks the ’matching possibilities’ of a particular item,

and finds other complementary items by using ‘browse

by filter’. At the end of the episode he has built a complete

outfit that he tries on and finally buys. Besides the user

actions and his interaction with the ASC, the operations

and processes happening in the Fashion advisor are also

described and depicted.

The next episode shows the persona in a shopping street,

in which he uses his Fashion advisor to check out ‘things

The enactment includes all kind of staging and performing

the foreseeable scenes, actions (figure 3.5), and particu-

lars of the process and media-enabled visualization of

the episodes of the process. The units of the enactment,

called segments, are connected to the narration speech at

certain semantic anchors. In this case, the segments were

visualized by using various media forms like animated

symbol structure, photo series, digital text animation,

digital sketches, live motion picture, digital simulation.

Three to five keywords were used in the narration in order

to enable the understanding of the proposals and used as

anchors for the segments of the enactment.

The interaction of the human actor with the ASC and the

environment is shown mainly by means of live motion

picture. On the other hand, digital text animation, and

digital sketches are used for the explanation of the techni-

cal information, system operations and affordances of the

Fashion advisor.

As already mentioned above, the narration is formed by

four episodes, these episodes of the process are related

to their corresponding segments in the enactment (figure

3.6). The first episode is centred on the explanation of the

Fashion advisor, what can be expected of it , the descrip-

epis

ode

1ep

isod

e 2

epis

ode

3Narration Enactment

What is teh fashion advisor?Who is the fashion advisor for?How is it done?: set up

Browsing by occasionScanning itemsBrowsing by filterSave items

Things you might likeFind similar items

RatingMatching possibilitiesVisualize outfitPurchase record

The components Main benefits

epis

ode4

Figure 3.6 The relationship between the narration and the enactment

61

he might light’ from a store. Again the interactions of the

end-user with the Fashion advisor are shown, as well as

the description of the processes in the system.

Finally, the last episode of the AP makes as summary of

how would be the concept implemented and what are their

main benefits. There are two main parts, in the first one

the necessary parts for the concept to be put into practice

in real life are described: the smartphone, the software,

the server and the databases.

In the second part, a revision of the main affordances and

anticipated benefits of the Fashion advisor are described.

Phases of the development processPhase 1: requirement engineering and concept develop-

ment.

After having conceptualized the Fashion advisor, abstract

prototyping was chosen as the best prototyping alterna-

tive for this stage in the project. The reasons for this have

already been explained. Basically, it was necessary to

show the stakeholders (and at the same time future users

of the Fashion advisor) a to-be developed operational

system, enabling the understanding of the ASC. Hence,

the goal of this AP was to ‘explain’ and demonstrate the

Fashion advisor concept to the potential end-users.

Phase 2: contents development for the AP

Next, the different information constructs were defined.

The human actors in this AP were young male profession-

als, and they were represented by a persona in the AP

whose characteristics correspond to those of the cluster.

At this point of the project a lot of information about the

target group had already been aggregated, enabling a

good description of the persona. The interactions of the

end-user with the Fashion advisor were the typical ones

with a smartphone.

The Fashion advisor’s contents had already been concep-

tualized, however, a way to visualize them was needed .

For the modelling of the Fashion Advisor a smartphone

was used, in which the interface was screencasted from

a laptop. After evaluating several alternatives, and as a

parallel process of the development of the tangible proto-

type, screen casting of an interactive file in the desktop of

a laptop was chosen. More information about this will be

given in the tangible prototype section.

Figure 3.7 Animations explaining the operations of the Fashion

advisor and other technical information

Figure 3.8 Human actor in the store environment

62

all this footage, producing initially more than 40 min of raw

material. In order to process all the information Imovie

(figure 3.9) and several video encoder programs were

used.

There were two versions of the AP produced. The first

version was evaluated with the project supervisors, and

some points to be improved were detected. In the new ver-

sion, all the narrations were re-written and re-recorded, to

change the term ‘the user’ into ‘you’. In this way, the stake-

holders and end-users of the Fashion advisor would feel

more identified. In this regard, another new piece of enact-

ment and narration was also included, where the general

characteristics of the persona are described. Other chang-

es were done at the end of the AP, a whole new episode

was incorporated, episode 4, where the components of the

Fashion advisor system are listed and described; and also

a revision of the main benefits of the appliance is done.

The reason for including this new passage was to end the

AP making sure that the viewer will take away this final

information, and also to ensure a better understanding of

what to expect from the Fashion advisor.

Three settings for the interaction with the ASC were

used, a restaurant for the initial part of the second

episode, a store for the second part of the second

episode (figure 3.8), and the street in the third

episode. In these environments the Fashion advisor

was interacting with the end-user.

Hence, the three earlier described constituents,

the end-users, the ASC, and the environment, were

high-fidelity representations.

Phase 3: set up the scenario of system

operation,human actions, human-system interac-

tions, and environment effects

In order to specify the operations, human interactions,

decision-making and behaviors related to each of the func-

tions in the Fashion advisor, the process scenario is devel-

oped. The process scenario represents the activity flows.

This is, it specifies all of the operation sub-processes of the

artifacts, the implementation sub-processes of the ser-

vices, the actions of the human users, and their interaction

with the artifacts and services. These sub-processes are

logically concatenated and integrated into one consistent

process. The process scenario for most of the functions

of the Fashion advisor can be found in the Appendices [Ap-

pendix C].

Phase 4: design and implementation of the elements of the

narration and enactment,

After the aggregation of all the information, and the crea-

tion of the necessary content, it is the moment to decide

the best form for the narration and the best media for

enactment.

For the narration, a human voice of a native English

speaker was chosen. For the enactment, there were two

main types of media used. On one hand, a series of anima-

tions done in Flash with animated symbol structure, digital

text animation and digital sketches. These animations

(figure 3.7) were mainly used to explain the operations of

the system and other technical information, as well as for

the description of the target group.

The other type of media visualization was motion picture,

and photo series. This type was used to show the inter-

actions of the user with the Fashion advisor, and other

contextual information. A HD camera was used to record

Figure 3.9 Edition in IMovie

63

let the user feel it and interact with it. What is more, going

into code generators would require the designer to learn

the programming language of the corresponding platform

(Java, Objective-C,..).

This leaves screencasting and the plug-in for fireworks

as the best alternatives. These two appear to be the

most simple and effective ways to carry out the tangible

prototype. Both can be executed by creating an HTML

document in Fireworks, then this document can be either

screencasted, or uploaded in a PHP server, be applied

the JQuery and then viewed in the device. As well, both

of them enable the interaction of the user with the smart-

phone in a two-way interactive prototype. Nonetheless,

due to its greater simplicity screencasting was chosen.

Screen cast consists in transferring the desktop of a

computer into the device. There is a couple of alternatives

to do this. The most simple is called LiveView for iPhone &

iPad (Zambetti.com, 2011).

It consists of two parts the ScreenCaster for Mac and the

Liveview for Iphone (figure 3.10). The ScreenCaster is a

simple application that puts a virtual iPhone skin on the

screen, its dimensions corresponding to a real iPhone

such that the pixels inside of the virtual skin are pre-

cisely as many as on a real iPhone display. By having the

Liveview application installed in the iPhone/iPod Touch,

the screen of the mac is transmitted into the Iphone.

Furthermore, the ScreenCaster has an option to interpret

touches as mouse clicks. By turning this feature on and

the screencast becomes a two-way interactive proto-

type. Virtually any application on the mac can quickly be

‘launched’ on the iPhone. The best part is that it is pos-

sible to get click events back from iPhone for interactive

3.3 Tangible prototypeThe abstract prototype is intended to demonstrate most

of the aspects needed to allow the understanding of the

Fashion advisor. However, in order for the users to experi-

ence the Fashion advisor, a tangible prototype is built.

An extensive research concerning the possibilities for the

creation of this prototype was done. The choice for one

was made based on the goals of this prototype, the techni-

cal knowledge and the resources needed to implement it.

Prototyping possibilitiesThree categories of prototyping possibilities were found:

Visuals, Simulators (in the PC or in the device) and code

generators. The first two categories correspond indeed

to prototyping tools, while the latter is a developing tool.

Further information about each of these possibilities can

be found in the appendices [Appendix C].

In order to choose the right prototyping tool, the following

requirements must be considered:

• It is preferable to have a prototype that can be tested on

the smartphone or device, than a prototype that can only

be visualized in the desktop

• A clickable prototype is mandatory

• It must be feature-rich yet simple to learn

• It is preferable not to put the users through unnecessary

hoops just to view the prototype

• It is preferable that there are possibilities to further

develop the prototype and refine it in the future

After analysing how the different prototyping possibilities

fulfil the list of requirements, it is clear that tools that only

allow to visualize the prototype in the desktop are discard-

ed. These are visuals and wireframing tools, as well as the

simulators in the PC.

The choice is now between simulators in the device and

code generators. In this respect, a prototyping tool is

sufficient to achieve the goal of the tangible prototype:

Figure 3.10 Liveview, screencaster and mac

64

this, a mock-up toolkit with the usual layout of iPhone will

be used. Each change , notification, change of colour of a

button, needs a new slide in the document. In total more

than 100 slides were created to simulate all the possible

stages of the Fashion advisor through each of the func-

tions.

Step 2: make it interactive (figure 3.12)

Once all the slides have been created, they need to be

connected in a logical way. In order to do so, interactive

buttons or hotspots are included in the document.

These hotspots are placed over the buttons and clickable

places represented in the GUI.

Step 3: create the html (figure 3.13)

After having generated all the slides and having connected

them interactively. The document needs to be exported

to html format. A clickable interactive html is then created

and can be visualized in the web browser.

clickthrough testing. On top of that, this will allow for much

faster setup and quicker iterations than trying to test by

constantly uploading the prototype to remote http site to

load on Mobile Safari or some other similar approach (web

browser emulator approach). The designer can use an

initial tool like OmniGraffle or Fireworks to create clickable

html demo and then preview it with LiveView for iPhone.

Implementation of the tangible prototypeThe tangible prototype was created simultaneously to the

abstract prototype. The reason for this is that the inter-

action of the user with the Fashion advisor needed to be

shown in the AP, and the research on how this could be

done started in parallel to the creation of the AP.

Hence, all the functions that appear in the AP were already

‘prototyped’. However, these functions were only working

for a limited number of pre-decided paths.

For the later evaluation of the tangible prototype three

functions are implemented in depth. These functions are:

‘browsing by filter’, ‘browsing by occasion’ and ‘find similar

items’. For the implementation of the tangible prototype a

MacBook Pro, and a iPod Touch are used.

Step 1: create the GUI (figure 3.11)

Initially the layout of each screen or graphical user inter-

face (GUI) needs to be created in Fireworks. In order to do

Figure 3.12 Step 2: Make it interactive

Figure 3.13 Create the html and visualize it in the web browser

Figure 3.11 Step 1: Create the GUI

65

Functional limitations

As mentioned before, in order to be able to screencast the

screen of the mac, the iPod touch needs to be connected

to the same WiFi network as the Mac. Mac and iPod need

to be not further than 4 meters from each other.

The iPod touch only responses and transmits clicks, this

means that other usual interactions such as scrolling, slid-

ing, zooming with two fingers cannot be done. Hence, the

interface design has also being limited in this sense.

DiscussionIn spite of the aforementioned limitations. The main goals

of the tangible prototype are achieved with the current

prototype. It allows the user to interact with it in and gives

a feeling of how it would work if the whole system (data-

bases, server, software) would be implemented.

Furthermore, the tangible prototype enables the use of the

prototyped functions based on giving tasks as closely as if

it would have been programmed.

Hence, it can be concluded that the tangible prototype

is sufficient for carrying out the evaluation, which is the

ultimate objective.

Step 4: Screen cast the html into the iPod touch (figure

3.14)

Once Live view has been installed into the iPod, and

Screen cast in the MacBook and counting with an available

wifi connection, it is possible to screen cast whatever is in

the desktop of the mac to the iPod touch. In this case the

html in the we browser of the desktop is screencasted.

Moreover, it is possible to click in the screen of the iPod

touch, and this clicks will be recognized in the Mac as

mouse clicks allowing to navigate through the html file.

Limitations of the tangible prototype

Performance limitations

The tangible prototype is not a fully working prototype.

There is not logic in it since it has not been programmed.

Since the databases does not exist yet and hence, search-

es are not done in any database. It only works for certain

cases that have been prepared in advance. The user

preferences are not activated and hence, the results in the

tasks will be the same for every user testing when clicking

the same options.

Figure 3.14 Step 4: Screen cast the html into the

iPod touch

66

Confirmative research

67

Confirmative research

Supposing is good, but finding out is better — Mark Twain

68

xecutive summary

In order to evaluate if the proposed Fashion

Advisor concept can help young male profes-

sionals when dealing with clothing shopping

and getting information to make fashion

decisions, a test was conducted. In total 17 participants

belonging to the target group were able to test the Fash-

ion Advisor.

The two prototypes were tested together as a whole

package in order to enable the complete understand-

ing of the Fashion Advisor by the user. Open-ended

interviews and questionnaires were used as a means to

gather information.

According to the results, the Fashion Advisor is overall

considered as very helpful. However, a distinction needs

to be made between users and their demands for the

Fashion Advisor based on their level of fashion involve-

ment. Those who best evaluated the Fashion Advisor

are also the ones who seem to need it more, the medium

fashion involvement users. This type of users is the one

who required more guidance an advice, and hence feels

he needs the Fashion Advisor more.

On the other hand, most of those who declared them-

selves as high fashion involvement users liked the Fash-

ion Advisor, but they would mainly use it for exploration

or in specific cases like under certain events, or when

they have no time.

E Abstractprototype

Tangibleprototype

Evaluation

Interviews Questionnaires

Conclusions

Chapter contents overview

4. Confirmative research

69

• Being discrete to use

PERFORMANCE

• Increasing the likelihood that the user will look better

than he would without using the Fashion Advisor (in terms

of  wearing those things that could aesthetically fit him

best)

• Increasing the likelihood that the user will wear

appropriate outfits for each event 

• The items he will be shown to select from are still “his

style” due to the adaptability and knowledge of each user

by the Fashion Advisor

PRODUCTIVITY

• Enabling the user to make fashion decisions more easily

• Making fashion browsing and selection simpler and

more convenient.

• Making shopping more efficient (time-saving)

BELIEVABILITY/TRUSTWORTHINESS

• Fostering trust in the advice and recommendations of

the Fashion Advisor

• Being user adaptable: personalization

• Being a not biased application, where the main interest

is not to but the user

Besides, there are two other superordinate goals, which

do not correspond to the translation of “helpful” but that

would be interesting to gain insight into:

CONCEPT AFFINITY

• Acceptance. Perceived usefulness. Estimated frequency

of use.

• Functions specific: most impressive function. Function

ranking. Helpfulness of functions. Missing functions.

USABILITY

• The number of steps to go through the functions

• The intuitiveness and obviousness of the options

• Learnability: how easy it is for users to accomplish

basic tasks the first time

The research subquestions are as follows:

-What is the perceived wellbeing the Fashion Advisor could

bring to the user?

4.1 IntroductionObjectives and scopeThe goal of this project was to develop concepts for and to

produce a tangible prototype of a specific information ap-

pliance, which assists young male professionals with shop-

ping for clothes and getting fashion information. In order

to gather data about the proposed concept, a prototyped

was built which was tested with participants. The col-

lected data will be used to confirm (or not) the properness

of the concept, gather information to enhance the product

and to develop a new design proposal.

Research Question (RQ)In order to evaluate the ’properness’ of the Fashion Advi-

sor, it is necessary to know how helpful the potential

end-users find the Fashion Advisor to be in assisting them

in clothes shopping and getting fashion information. How-

ever, there is not a fully functional product working that

could be taken by users and tested for a certain time in

different real life situations where advice might be needed.

Hence, the results of this test will be an estimation of the

benefits that the Fashion Advisor will provide according to

the users.

Hence, the Research Question is: How helpful do the us-

ers perceive the Fashion Advisor to be when dealing with

shopping for clothes?

Subquestions are done by articulating what helpful means

for the Fashion Advisor. Based on all the information

aggregated so far, we can say that the Fashion Advisor is

helpful when succeeding in providing the following benefits

or goals:

WELLBEING 

• Increasing confidence of the user about the decisions

made

• Reducing frustration towards shopping

EASE OF USE

• Being able to use it when it is needed (accessibility and

mobility)

• Being familiar to the user (platform known by the user)

70

fashion involvement. There are noticeable differences

between these groups, further information about this is-

sue can be found on the target group section [Chapter 1:

Analysis].

However, it was also found that between those who de-

clared themselves as medium fashion involvement, there

were also pronounced differences. It was realized that

there were participants in this group with functions of low

fashion involvement users and also participants closer to a

high fashion involvement profile.

MaterialsFor this study two prototypes were built. An abstract pro-

totype, which shows the Fashion Advisor working in a real

life situation, and informs the user about the benefits of

the application. And a tangible prototype, which consists

of a simulation of an application in a smartphone .

The abstract prototype was a video which have a total

length of 12 min and 56 sec. In this video the concept of the

Fashion Advisor, its interface, its functions and its benefits

are described. This is done by showing a character utilizing

the Fashion Advisor in a real life context.

For the tangible prototype an iPod touch connected via wifi

to a Mac Book was used. The goal of the tangible proto-

type is to allow the user experience the Fashion Advisor,

and show the feasibility of the concept. Three functions of

the total number of functions of the Fashion Advisor were

further developed. These were ‘browsing by filter’, ‘brows-

ing by occasion’ and ‘find similar items’. Further informa-

tion about the prototypes can be found in the prototyping

chapter [Chapter 3 prototyping].

Design of the researchData were gathered by means of interviews and question-

naires. The reason for mixing both methods quantitative

and qualitative, is that they were treated as complemen-

tary methods in this research.

The more exploratory nature of qualitative research was

necessary in order to gather information about issues

that might have not been considered in advance by the re-

searcher and otherwise not captured. Additionally, qualita-

tive research allows the researcher to gain deep insight in

the reasons under certain behaviours in terms of why and

how. For instance, by using interviews in this research it is

expected to gather the explanations, feelings under certain

-Would they use it? Do they see themselves using it often

or just sporadically? Where they would use it? What would

they use it mainly for? When?

-Is the Fashion Advisor considered to be easy to use?

-Is it the Fashion Advisor expected to live up to its promise

(believability)? Is it believed to have an increase in produc-

tivity and efficiency by using the Fashion Advisor?

-Would they trust in the advice and recommendations of

the Fashion Advisor? How long would they be willing to

wait for the Fashion Advisor to come up with personalized

results?

-What are the most helpful functions for the users? Miss-

ing functions?

-Things to add/change?

4.2 MethodParticipantsIn total 17 participants took part in the test. All of them

belonged to the target group: “Young male profession-

als”. Ages ranging from 25-32 and different nationalities

that included: 3 Colombian, 2 Spanish, 5 Dutch, 2 Greek,

1 Indian, 1 Italian, 1 Philippine, 1 Belgian and 1 French . Ad-

ditionally, 13 participants out of the 17 were in possess of a

smartphone, PDA, or iPod touch.

A typology was established based on the degree of fashion

involvement of the participants. According to the literature

(Bertrand et al., 2008) [See Chapter 1], three categories

can be identified: low, medium and high fashion involve-

ment.

It was assumed that low involvement users would not have

any interest in acquiring the Fashion Advisor and therefore

they were not considered during the conceptualization.

Consequently, low fashion involvement men were left

out of this study. The refining of the sample was done via

a questionnaire sent to the participants by email. This

questionnaire was executed by giving different options

which corresponded to the traits of the typology. This

questionnaire can be found in the Appendix D (recruitment

documents). Out of the total sample (N=17), 5 participants

were identified as high fashion involvement, being the rest

of the sample (12 participants) considered as medium

71

need/problem arose and he was asked to use the Fashion

Advisor to find a solution. The reason for giving scenarios

rather than instructions is that people tend to perform

more naturally in this way and it is more similar to the

real use of the device. During the usage of the device the

participant was asked to think aloud. The tasks were as

follows:

-Browsing by filter

The participant was given the following scenario:

“ Imagine you are looking for a blue jacket for less than 30

euros, and you will use the Fashion Advisor to try to find

it”. By introducing the different filters a series of results will

be shown to him.

-Browsing by occasion

The following scenario was given to the participants:

“You have been invited to a wedding in Ibiza, the wedding

will be in the beach, and you don’t know what to wear

there, use the Fashion Advisor to find it out”

-Find similar items

The participants were asked to find similar items to the

one that has been his choice in the previous task.

Each task took around 2- 3 min.

After performing these tasks in the Fashion Advisor, an

open ended-questions interview took place. Most of the

guiding questions were repetition of the first round of

questions. Finally, another copy of the previously hand-in

questionnaire was given to the participants. Thus, it was

tested wether there was any switch of opinion after using

the tangible prototype or not.

Data AnalysisIn order to analyse the results of the qualitative part and

make sense out of the evidences, some kind of categoriza-

quantitative measures and thus illustrate the results of the

statistical analysis, and collect suggestions and recom-

mendations for the design proposal.

On the other hand, quantitative methods were used as

confirmatory of some aspects that were found in the

qualitative part. In this research, questionnaires were used

in order to confirm and complete the information gathered

during the interviews as well as answering specific issues

such as preferred functions.

Thus, the combination of qualitative and quantitative

methods deepened the understanding of processes, at-

titudes, and motives.

The list of guiding questions for the interviews was based

on the research question and research sub questions.

These questions can be found in the Appendix [Appen-

dix D, Guiding questions]. The questionnaire [Appendix

D, Questionnaire] had two parts: a series of ‘Likert scale

questions’ about the perceived benefits of the Fashion

Advisor, and several ‘choose from a list’ questions about

more specific issues. In total there were 14 questions.

The two interviews were based on the same guiding ques-

tions. Despite the fact that the conversation was moved

in different directions of interest that came up, and the

participants focussed on different points, the same core

questions were asked to each of the participants. As well,

both questionnaires were exactly the same. The reason for

this is that any influence of the tangible prototype in the

questions wanted to be tested.

ProcedureThe study to the Fashion Advisor consisted of two parts

(figure 4.2):

Part 1: Abstract prototype (AP)

The abstract prototype video was shown to the user

(figure 4.3). After this an open ended-questions interview

took place. Then, the user was given the first copy of the

questionnaire.

Part 2: Tangible prototype

The tangible prototype was given to the user to perform

three tasks (figure 4.4). A scenario was described where a

Watch AP

Interview 1

Questionnaire 1

Tasks with Tangible Prototype

Interview 2

Questionnaire 2

Figure 4.2 Procedure of the evaluation

72

raw data.

For the statistical analysis of the questionnaires SPSS®

was used. Descriptive statistics were used for the analysis

of the frequencies, means and standard deviations, and a

dependent t-test was done to see if there was any signifi-

cant difference after having tried the tangible prototype,

compared to the initial responses.

tion was needed. With this purpose, the ’analysis frame-

work’ method was chosen (Ritchie and Spencer, 1994 as

cited in Ritchie and Lewis, 2003). This method is a matrix

based analytic method which ’facilitates rigorous and

transparent data management such that all the stages

involved in the analytical hierarchy can be systematically

conducted ‘(Ritchie and Lewis,p.220).

The framework done for this research can be found in the

appendix [Appendix D]. The following categories were

made in order to classify all the raw material:

Willing to use it

Where would they use it

What would they use it for/ functions

Benefits/needs/desires

Trustworthiness

Usability

Ease of use/platform

Suggestions

Thus, patterns, recurrences and exceptions in those

categories were analysed. Furthermore, all the interviews

were videotaped, allowing for several assessments of the

Figure 4.3 Participant watching the abstract prototype

73

moment or want comparable items to the one they are

considering, they would more likely use the application

while shopping in the store. After trying some of the func-

tions in the tangible prototype some participants changed

their opinion about where would they use these functions.

Thus, some participants who said they would use the

Fashion Advisor mostly in the store, said that some func-

tions like ‘browse by occasion’ would make more sense to

be used at home. Conversely, some of those who had said

they would only use it at home, commented that some

functions might be more handy to be used in the store

when the information is needed.

While the majority of users appreciate the discreteness of

using the Fashion Advisor at the store, a few users were

concerned about feeling uncomfortable using the applica-

tion in public, “I think most men would do it at home, it

would be more comfortable, because they would consider

it too gay to do it in the store”. The use of the Fashion Advi-

sor at home was also related with relaxation and time for

planning, “With the smartphone you can seat in the couch,

or in a cafe, You can use it wherever you want, also in the

train, or wherever it comes out to your mind, and in that

moment you could be in the street “.

Those participants who stated their intention to use the

Fashion Advisor at home were asked about why then

they would not use a website instead. These participants

reported that an application makes it more ‘playful and ef-

ficient’. Furthermore, it was considered that an application

offers more advantages than a website. In particular, they

commented how websites offer too much unnecessary

content and less personalization options.

What to use it for

Based on the tends of application use, two types of users

could be distinguished. These two types do not exactly

correspond with the typologies previously established.

The first group of users would like to use the Fashion Advi-

sor as a ‘making shopping easier’ tool and stated they

would use it mainly for exploring (discovering new shops,

browsing by style, and locating stores and clothes). All of

the higher degree of fashion involvement participants are

found within this group, as well as some medium involve-

ment participants. This group is less likely to use the rec-

ommendations functions of the Fashion Advisor but would

4.3 Results 4.3.1 Qualitative processing

As explained before data were processed by classifying

the raw data in the different categories. These categories

are used for presenting the findings, and if there was any

change in these aspects after having used the tangible

prototype.

Willing to use it

In general, participants were positive towards the Fashion

Advisor and willing to try it. Several participants reported

that they would use the Fashion Advisor more frequently

under certain needs (special events, when there is no

time), and not on a regular basis: “I would use in certain

occasions because I don’t go shopping very often”.

Participants that claimed they would not use the Fashion

Advisor believed that it did not suit them. They argued

that it did not substitute their usual shopping companion,

which they still preferred. As well, the enjoyment of shop-

ping seemed to be an obstacle for some participants to

use the Fashion Advisor since they claimed that they shop

for the experience and therefore did not desire change.

The participants that were more willing to use most of the

different functions of the Fashion Advisor were also mainly

the ones that felt more insecure about shopping and as-

sociated it with negative feelings.

After trying the tangible prototype all the participants that

were already positive towards the Fashion Advisor stayed

positive. Those few that were not willing to use it did not

change their mind neither.

Where to use it

The results demonstrated that the use of the Fashion

Advisor at home or in a store was mostly dependent on the

immediate intention of the user. For example, those who

would use the Fashion Advisor as an exploring tool (finding

new shops, discovering items they might like) or planning

a purchase in advance (‘browse by occasion’, ‘browse by

filter’) commented that they would rather do this at home.

In contrast, in the situations where the participants require

immediate recommendations, have needs that arise in the

74

body shape’ commented on how difficult it is for them

to find clothes: “I got very strange body shape, long and

thing, and I don’t find my size, so it can be helpful”.

Consequently, these participants stated how useful it

would be for them to perform a search with a filter by size

using the Fashion Advisor.

After having tried the tangible prototype a few partici-

pants did not believe that the Fashion Advisor would help

them to save time. These participants stated that while

it may save time when physically shopping it would be

counteracted by the time required to do the search: “but if

I imagine though, I might spend less time physically shop-

ping but I see how with the computer I get suck in these

things..I think it would make me buy more, because I think

i would get suck staring looking for one things and then..”.

However, the majority of the participants believed that the

Fashion Advisor could help to save time and would made

sense when having to do urgent purchases.

Trustworthiness

The adaptability to the user was considered by the par-

ticipants as a crucial part for the Fashion Advisor to truly

be beneficial. Many participants expressed that they will

judge the Fashion Advisor depending on how accurate it

becomes with its results and how it learns from them.” It

makes a difference if I am as a user I have the feeling that

it adapts to me”. Participants affirmed that they would not

wait for very long for getting accurate results; after having

introduced their personal data they expect the Fashion

Advisor to come up with personalized results in a short

period (from the 1 st time to 1 month of using it). Some

participants expressed their concerns that the Fashion Ad-

visor would take longer to work for them since they do not

shop very often and therefore they would not be constant

in feeding the Fashion Advisor with data.

In order to trust the Fashion Advisor, participants stated

that they have to feel ‘how the Fashion Advisor adapts’ to

them. They also expressed that having the Fashion Advi-

sor in an application format makes it feel more personal

and independent than if it would be located in a terminal

on the store. One participant stated that having the feeling

that ‘it is professional’ would make him trust more the

Fashion Advisor, and proposed to have a visible designer

behind the Fashion Advisor recommendations. “When I

appreciate its functionality as an exploration tool. These

participants stated that they shop for the enjoyment and

often times have no specific item in mind.

The second type of user that was found is the one who

needs recommendations and more orientation. This group

would make use of browsing functions and really appreci-

ates the personalization of these recommendations.

After having used the tangible prototype some of the par-

ticipants changed their mind about the use of some func-

tions. For instance, some participants who have stated

that they would not use certain functions that then they

were able to try in the tangible prototype, commented that

these functions indeed can be needed and they would use

them.”And also I think outfits for the occasion can be very

useful sometimes,.. I didn’t appreciate it at the beginning ,

but it is true sometimes you need something for a specific

purpose, suggestions are always nice”, “There was some-

thing I was not aware before, but sometimes it is true that

you need something specific”

The majority of users considered the function ‘browsing by

occasion’ to be one of the most useful. Additionally, ‘find

similar items’ was recognized to be remarkably conveni-

ent. A number of participants were able to recall circum-

stances in which they could have benefited from the use of

both of these functions. Browsing by filter, was perceived

as a practical function when there is a specific need to

be fulfilled, or/and there is no time. The combinations of

different filters allows this function to be adapted to each

user’s need. Those users who want to use this function in

an exploration sense suggested that they might utilize this

function by filtering only by ‘style’. In contrast, those who

wanted to narrow down the choices and go more directly

towards the results may introduce as many filters as they

want to define their need.

Benefits/needs/desires

The main concerns and feelings about shopping for

clothes from the participants were: lack of time, tiredness,

confusion and being overwhelmed by the amount of op-

tions, “...because sometimes I don’t know if it is a general

thing for men, but I get very confused, so it is good to have

something that gets a record of what you like and also

shows you..”

Similarly, participants who declared to have a ‘strange

75

gested that it would be better to have either no character

or a team that tries to cover a wider range of styles.

After trying the tangible prototype participants remarked

the fact that trust in the Fashion Advisor would depend

mainly in its ability to provide recommendation that cor-

respond with their preferences.

As stated by the participants, the Fashion Advisor could

become a substitute for the assistance of a shop clerk, but

would be more difficult to replace the opinion of a friend.

Many participants would still like to have some (female)

friend’s feedback and suggested connection options with

this friend. Regarding sharing options, the greater number

of participants were reluctant about sharing with every-

one and even with their male friends. In contrast, private

sharing with selected people was found appealing by some

users. Similarly, it was suggested to be able to add ‘com-

ments’ besides rating to some clothes. For instance, the

ability to write down recommendations or reviews of some

clothes or outfits the user might have experienced.

Participants also expressed how their style is continuously

changing and therefore agreed that the personalization of

the Fashion Advisor based on style has to be flexible and

editable.

Usability

Regarding the usability of the Fashion Advisor, partici-

pants commented that perform searches and access the

results was fast and straightforward. However, it was also

considered to require many steps and not being visually

appealing, “maybe you have to click a lot of times”, “It has

too many steps and too much text”. It was recommended

to use less text, more visual information, make it more

interactive and perhaps use another type of layout differ-

ent from the standard iPhone one. Participants reflected

on how having an appealing interface can make a differ-

ence in terms of making the user ‘to want to play’ with the

application. On top of this, due to the limitations of the

prototype zooming in the pictures was not possible in the

usual ‘Iphone way’ and this was also commented by the

participants. Specially, being able to zoom for details was

considered necessary. “it doesn’t seem very demanding

and it could be a little of fun depending on the presenta-

tion”

see a face or a designer, or just the feeling that somebody

really thought about it, I consider it more serious, in same

way I have to have the feeling that it is professional, not

just marketing from one of the stores”. Conversely, an-

other participant commented how risky is to have just one

person trying to represent everyone’s style and he sug-

Figure 4.4 Participants performing the tasks in the tangible prototype

76

Ease of use/platform

The use of the smartphone for embedding the Fashion

Advisor was found by most of the participants as a good

choice. The reasons for this are that the smartphone is

personal, and allows for mobility, besides presenting the

information in a more effective way.

Suggestions

There were many suggestions and desires about things

to change/ include in the Fashion Advisor. These desires

corresponded to the participant particular needs. Several

participants mentioned that the Fashion Advisor should

include some kind of sales alert in matching with the user

preferences or articles previously saved. Likewise, several

users commented on the importance of a sizing guide

across different stores. Participants with a greater degree

of fashion involvement demanded functions that allow

them to play, expand their fashion sense and being more

creative. For instance, they suggested that the Fashion

Advisor recommendations should be categorized in ‘safe’

and ‘edgy or more special’, in order to surprise the user.

Other suggestions were assistance with matching colours

(colour guide), assistance when dressing or matching pos-

sibilities within the user’s old items (wardrobe).

4.3.2 Quantitative processingThe results of the questionnaires are presented in this

section. First, the frequency distribution of the ‘choose

from a list/category’ questions is discussed. Next, the

results of the ‘scale questions’ are presented by compar-

ing the means before and after the tangible prototype with

a dependent t-test.

Frequency analysis

Participants estimated they will take less time browsing

and selecting items in the store when using the Fashion

Advisor. Thus, without the Fashion Advisor only 1 par-

ticipant (5,9%) said to take less than 5 minutes, with the

Fashion Advisor this situation changes to 5 participants

(29,4%). This trend remains similar after having tried the

tangible prototype, getting exact same results.

Before trying the tangible prototype participants esti-

mated that the four functions that would influence the

most the length of the shopping process were ‘browsing

by filter’ with 4 participants (23%), ‘browsing by occa-

sion’ also with 4 participants (23%), ‘find similar items’

3 participants (17,8 %) and ‘things you might like’ with 5

participants (29,45). After having tried the tangible proto-

Figure 4.5 Participants during the interviews

77

t(16)=-,696, p=,496.

Participants agreed moderately with the fact that the

Fashion Advisor will help them to pick the appropriate

outfit for different types of events (in a Likert scale with 1=

strongly disagree at all and 5=strongly agree M 1= 3,94,

SD1 =,748; M 2=4,18, SD2 =,636 ). No significance differ-

ence was observed before and after the tangible proto-

type; t(16)=-1,167, p=,260.

Participants neither agreed nor disagreed towards slightly

agreed with the fact that in store browsing becomes

simpler with the Fashion Advisor (in a Likert scale with 1=

strongly disagree at all and 5=strongly agree M 1= 3,65,

SD1 =1,169; M 2=3,88, SD2 =,857). No significance differ-

ence was observed before and after the tangible proto-

type; t(16)=-,846, p=,410.

Participants agreed moderately with the fact that the

Fashion Advisor will help them making decisions (in a

Likert scale with 1= strongly disagree at all and 5=strongly

agree M 1= 4,29, SD1 =,588; M 2=4,12, SD2 =,697). No

significance difference was observed before and after the

tangible prototype; t(16)=-1,376, p=,188.

Participants neither agreed nor disagreed with the fact

they will use the Fashion Advisor on a regular basis (in a

Likert scale with 1= strongly disagree at all and 5=strongly

agree M 1= 3,65, SD1 =,862; M 2=3,71, SD2 =,985). No

significance difference was observed before and after the

tangible prototype; t(16)=-,368, p=,718.

Participants agreed moderately with the fact that the

Fashion Advisor will help them to select clothes that aes-

thetically fits them best (in a Likert scale with 1= strongly

disagree at all and 5=strongly agree M 1= 4, SD1 =,866;

M 2=3,82, SD2 =,697). No significance difference was ob-

served before and after the tangible prototype; t(16)=,899,

p=,382.

Participants agreed with the choice of the smartphone as

platform for the Fashion Advisor (in a Likert scale with 1=

strongly disagree at all and 5=strongly agree M 1= 4,24,

SD1 =1,091; M 2=4,35, SD2 =,931). No significance differ-

ence was observed before and after the tangible proto-

type; t(16)=-,696, p=,496.

type, there was a switch of opinion and ‘Find similar items’

raised to 6 participants (35%) while ‘Things you might

light’ lost 2.

As well, participants estimated they would have to try less

items with the Fashion Advisor, this tendency is consistent

before and after trying the tangible prototype. Thus, there

is a raise in the number of users who think they will try 2

items, from 5 participants (29%) to 7 participants (41%).

However, participants thought they would have to go to

more stores with the Fashion Advisor when trying to find

an item. This tendency remains similar in both parts of the

study.

The best rated functions are: ‘browsing by filter’, ‘brows-

ing by occasion’ and’ find similar items’, this top 3 remains

constant before and after having tried the tangible proto-

type.

Initially, users believed that browsing by filter would be

the function that helps more in making decisions (29%).

After having tried the tangible prototype ‘things you might

like’ became the most helpful when making decisions ac-

cording to the participants (35%). Either way, Browsing

by filter, browsing by occasion and things you might like

were the consistent top 3 between for this aspect in both

questionnaires,

Before having tried the tangible prototype almost half of

the subjects (47%) believed that the function that makes

shopping more convenient was ‘find similar items’. After

trying the tangible prototype this tendency remains the

same but decreasing slightly (35%). The second best

rated function in this aspect is in both questionnaires

browsing by filter.

Dependent t-test analysis

A paired-samples t-test was conducted to compare the

opinions of the participants before and after having tried

the tangible prototype for the scale variables.

Participants considered the Fashion Advisor as moder-

ately adaptable to the user (in a Likert scale with 1= not

adaptable at all and 5=very adaptable M 1= 3,94, SD1

=,899; M 2=4,06, SD2 =,556 ). No significance difference

was observed before and after the tangible prototype;

78

Most of the participants believed the Fashion Advisor

would moderately help them to save time, this was dem-

onstrated in the quantitative analysis. In the qualitative

analysis it was explained how some of the participants

estimated the Fashion Advisor could save time from

physically shopping but add time because of the previous

search. Furthermore, some participants stated that the

interaction with the real clothes is still necessary, and even

if the Fashion Advisor would point them to one result they

would still look in the surrounding alternatives.

According to the quantitative study participants thought

they would go to more stores with the Fashion Advisor

when trying to find an item. This might be related to what

the users commented on how having the Fashion Advisor

would result in exploring new shops, because they would

know more places where they could find things for them.

The usability of the application part of the Fashion Advisor

needs to be improved, users perceived it as straightfor-

ward but complained about the amount of user action

required. In this respect, they believed it can be done in a

more visual way with more icons and less text.

For most of the participants there was not a switch of

opinion after trying the tangible prototype. Instead, there

was a better understanding of the functions the partici-

pants used for the tasks. This results in specific changes

about aspects of these functions. When using themselves

the Fashion Advisor, they could better thought how those

functions relate to them and their needs. Furthermore,

it could have been expected that the tangible prototype

could negatively influence the results, since it is not a

fully working prototype and the expectations were really

high after having seen a perfect working product in the

abstract prototype. However, as it can be concluded from

the results, both quantitative and qualitative, not signifi-

cant differences were found before and after the tangible

prototype. In this regard, participants commented that the

abstract prototype was very clear and understandable,

and when asked after having tried the tangible proto-

type if they have changed their mind, many participants

stated that they already had a very good idea with just the

abstract prototype. Hence, it can be concluded as a side-

result that AP prototypes are a very powerful tool when

4.4 DiscussionBased on the previously presented results it can be con-

cluded that high fashion involvement users are most likely

to use the Fashion Advisor for exploration. These users

demand functions that allow them to expand their fashion

sense and gain inspiration. Some medium fashion involve-

ment users, who indeed have some high fashion involve-

ment traits, also would make the same type of use of the

Fashion Advisor.

On the other hand medium fashion involvement partici-

pants, who are also the ones who had more negative feel-

ings towards shopping would use most of the functions of

the Fashion Advisor. These participants feel overwhelmed

and confused for the great amount of options and there-

fore require ‘narrow down’ options.

Functions like ‘find similar items’ and ‘browse by occasion’

are appreciated equally by both groups.

The location where the Fashion Advisor would be used,

was mostly dependent on the intention/need of the user.

Therefore, ‘exploration driven’ users would tend to use the

Fashion Advisor mainly at home, where as ‘narrow down’

users would do it depending on the function they are using.

This means that in circumstances when they need/can

plan purchases in advance, they would use the Fashion

Advisor at home, whilst when they need information while

shopping they would use it in the store.

The amount of trust placed in the Fashion Advisor by the

user will depend mainly on its ability for a successful per-

sonalization. This means that if the user really perceives

that it adapts to him and provides him with results that

match his preferences, trust will be built between the user

and the Fashion Advisor. Although participants believed

the Fashion Advisor could easily substitute the assistance

of a shop clerk, advice from a shopping companion would

still be required in certain occasions. Private sharing op-

tions were suggested to solve this issue. Participants be-

lieved they would not always go shopping with the Fashion

Advisor, but in particular occasions where they might need

more advice. This is reflected as well in the quantitative

analysis.

79

Conclusions• The demands and expectations for the Fashion

Advisor depend on the level of fashion involvement of

the user.

• The amount of trust placed in the Fashion Advisor by

the user will depend on its capacity to truly personalize

its recommendations to this one.

• The location to use the Fashion Advisor is mostly

dependent on the intention/need of the user, and hence

of the function he is planing to use.

• Most valued functions are: browse by occasion,

browse by filter, things you might like and find similar

items.

• Overall, it was estimated the Fashion Advisor can

help to save time, and hence, to reduce frustration while

shopping.

• The assistance of the Fashion Advisor is most

appreciated in situations where there is not time or the

user is searching for a specific item/outfit

• The choice of the smartphone as the type of platform

was perceived as a good decision for most of the

participants.

• The Fashion Advisor could substitute a shop clerk,

but it is more difficult that substitutes the shopping

companion.

• Regarding the usability, the Fashion Advisor needs

further improvement.

• Abstract prototyping is a powerful tool for

demonstrating and making assessable the process

established by the use of artifact-service combinations to

end-users.

communicating a to-be-developed product-service such

as the Fashion Advisor.

Answering the RQHow helpful do the users perceive the Fashion Advisor to

be when dealing with shopping for clothes?

The helpfulness of the Fashion Advisor is dependent on

how it the fulfils the needs of the participants. As it has

been demonstrated these needs towards fashion depend

on the level of fashion involvement of the participant. With

high fashion involvement participants demanding explora-

tion, information and making shopping easier functions,

and medium fashion involvement participants demanding

narrow down and advice options.

Therefore, we can conclude that the current Fashion

Advisor is suitable for the medium fashion involved, but it

is incomplete to fulfil all the demands of the high fashion

involved.

Since the medium fashion involved were the main target

during the conceptualization of functions, this result is

logical. Nonetheless. it is also revelatory to find out what

are the demands of the high fashion involved. Besides,

as it has been mentioned, some of the medium fashion

involved required also some of these high-fashion involved

functions, and hence, knowing them is also valuable.

80

Follow- up

81

Follow- up

Don’t tell me how hard you work. Tell me how much you get done — James Ling

82

xecutive summary

This chapter starts with a review of the

project and process. Next, based on the

results of the confirmative research,

guidelines for a new design proposal of the Fashion

Advisor are discussed. In this proposal the different

functions depending on the type of user (medium or

high fashion involved) are examined as well as some

of the suggestions the users did. This is followed

by a brief revision of the future steps in case of

continuation of the project: contacting companies,

developing the system and launching the Fashion

Advisor.

E5. Follow-up

83

5.1 A reviewThe main goal of this project was to develop concepts

for and to produce a tangible prototype of a specific

information appliance, which assists young male

professionals with shopping for clothes and getting fashion

information.

During the explorative research, it was realized that a

possible way of achieving this goal was by providing

information and recommendations in a personalized

manner. This led to the formulation of a series of

requirements that were taken to the creative design

actions phase for the conceptualization of the Fashion

Advisor. Several functions were conceptualized in

response to the identified needs. In the end of the

conceptualization phase, the Fashion Advisor had been

defined as an information appliance which consisted of

three main parts: a smartphone, a software and a server

containing the databases.

Since the Fashion Advisor is a to-be-developed operational

system, an abstract prototype was needed in order to

make assessable and to demonstrate the non-existing

real life processes that are established through its use.

Additionally, a tangible prototype was built in order

to enable the user to experience the Fashion Advisor

in his hands. These two prototypes were treated as

complementary and were tested during the confirmative

research phase.

On the basis of the results during the confirmative

research we can state that the Fashion Advisor was

overall perceived as helpful. Nonetheless, the helpfulness

of the Fashion Advisor is dependent on the fulfilment of

the needs of the participants and these needs depend

on the level of fashion involvement of the participant.

Consequently, the current Fashion Advisor is more

suitable for medium fashion involved users, but needs

further enhancement to be as well helpful for the high

fashion involved. A design proposal based on these results

is carried out in the next section.

Further testing with a full operational system is needed.

This means that a deeper evaluation of the Fashion

Advisor can be done when the databases with the

categorized items and the software is fully implemented

allowing for the personalization of the appliance.

As it was concluded from the evaluation, success of the

Fashion Advisor will depend on its ability to foster trust.

The amount of trust placed in the Fashion Advisor by the

user, will depend on its capacity to truly personalize its

recommendations to the user.

In this regard, not only the correct performance of the

program will be key, but also a big community of people

who make use of the Fashion Advisor. The reason for

this is that this aspect would make it possible to use the

‘wisdom of the crowds’. By making connections between

similar profiles, the Fashion Advisor will be able to forecast

‘likes’ in a faster way, and less information inputted by the

user will be needed.

Moreover, ‘the human component’, which was one of the

requirements resulting from the analysis phase that was

not considered in the conceptualization, could be also

implemented by making more apparent the community of

users. Direct sharing options, as much as they seem to be

a more common place in digital media, were not desired

by most of the participants. Instead, the idea of being

influenced by the ratings of other similar users was more

appealing.

5.2 A design proposalGuidelines for a design proposal based on the conclusions

of the Fashion Advisor evaluation is discussed in this

section.

In order to truly fulfil the needs of the user, it became clear

that the level of fashion involvement of the end-user will be

the main factor influencing his demands. If it is intended

84

items called trends, the Fashion Advisor will be able to (1)

perform searches based on trends in the current ‘browse

by filter’ and (2) access directly to the examples of trends.

Exploring functions

These users declared they would use the Fashion Advisor

‘as a starting point to go and look there (the stores)’ or

‘find shops that have items for them’.

In this sense they want an easy and efficient way of

browsing the inventory of the store, or even better, they

want to know which stores have things they might like.

This is already possible with the current function ‘things

you might like’ and many of the high fashion involved

users showed a particular appreciation for this function.

Furthermore, functions such as ‘browse by filter’ also

allows the user to find new stores, since for every item that

it is shown the store information is also available.

Being creative functions

The user with a high fashion involvement , as well as some

of the users with medium fashion involvement, desire

creativity. In this regard, some of them already proposed

some additions to the Fashion Advisor. Using the

capabilities of the function ‘visualize outfit’, which allows

the user to see two or more items together, they would like

to be able to explore and create their own outfits and save

them. This is something similar to what the site Polyvore.

com already offers. This website offers a platform for

people to drag and drop items and create looks which can

be commented on by other viewers (figure 5.1).

Figure 5.1 Creating outfits in Polyvore

that the maximum number of people use the Fashion

Advisor, then the requests of the high fashion involved

user should be fulfilled. Additionally, it was realized that

several of the users who declared themselves as medium

fashion involved, have some high fashion involvement

traits, and hence also some of the demands of this user.

Therefore, it is proposed to create different ‘modules’ with

different types of functions for high and medium fashion

involved users, and some core common functions.

The High-fashion involved userAs shown in the results, this type of user has greater

demands for exploration and making shopping easier

functions than advice. He likes to check what the trends

are and what is there for him.

This type of user has a fairly good concept of what he likes

and usually has no trouble matching items. He likes to be

creative and looks for inspiration in fashion. Discovering

new shops and finding unique items are appealing to him.

Because of his higher level of fashion consciousness, he

also enjoys shopping more than the other fashion groups

and has fewer concerns about spending time shopping

and getting information.

Information functions

It would be useful for this group to be updated with

information regarding trends and new arrivals, which may

provide additional inspiration. As stated by the participants

in the evaluation, the existing fashion websites display an

overwhelming amount of information that is not applicable

to them. It would be beneficial for them to be able to filter

this content based on their preferences. As shown during

the evaluation of the Fashion Advisor, these users like the

function ‘browsing by filter’ with a filter ‘by style’, or ‘things

you might like’ (filter based on the user’s preferences).

With the current Fashion Advisor it is possible to see the

items offered by the stores and filter them’ by style’, even

a filter by trend could be added. However, a dedicated

function called ‘trends’ that could inform the user about

the current trends may be more convenient.

In order to implement this new function the existing

database with the categorized items could be used. By

including another parameter in the categorization of the

85

Missing functions/options

Although they like the current concept, which fulfils most

of their needs, some of the users have some additional

wants. For instance, they would like to be able to receive

advice from a person, because the Fashion Advisor

‘could never substitute a person’, and in some situations

human advice is still needed. In this regard, they propose

‘connectivity’ to a person. This issue overlaps with the

‘sharing’. Should the Fashion Advisor enable sharing?

Sharing seems to be an active subject at the moment

with the arrival of the social networks. However, as it was

concluded from the results, men in general do not want

to publicly share their fashion purchases, at most they

would like to do this anonymously. In this aspect, the best

solution seems to be to include some private sharing with

the person chosen by the user. By including a send button

in the ‘general screen’, the Fashion Advisor could prepare

an email with the image of the item attached, and the

message of the user.

Similarly, a participant suggested to have a place to be

able to leave comments and tips about items you bought

or your tried on (similar to an amazon review). This could

be very useful for this type of user, and could also reinforce

the missing ‘human component’.

Assistance with matching seems to be crucial for these

users, and they would like to have the current function

extended. They would like to have advice about matching

with the clothes they already own. Basically, they would

like to have a daily dressing advisor. This function was

discussed already in the conceptualization chapter

because it was already identified as a need of this group

during the analysis, however, it was left out because

of technical feasibility. This function would require a

categorization of the users existing wardrobe and would

consequently be difficult to implement since the items

likely do not exist in the Fashion Advisor database. If it

was possible to upload individual items, again, we enter

into an issue of programming the device with a set of

rules so that it could distinguish if something matches or

not. This is controversial and not really feasible with the

current technology. Instead, what seems to be a good

alternative is to provide some information and basic rules

about mixing and matching such as how to match colours

Finding specific things

Several users mentioned they would like some kind of

function that would allow them to ‘visually input’ what

they are looking for. This function was indeed already

conceptualized, (Need in the user’s mind, figure 5.2) and

was left out because of not being focusing on the main

goals of the Fashion Advisor.

The medium-fashion involved userThis type of user was the main target when designing and

choosing the functions for the current Fashion Advisor.

The reason for this is that he is the one who needs advice

is also willing to receive it.

Reviewing what the participants belonging to this category

said in the evaluation, we can conclude that they are the

ones who have more negative feelings towards shopping,

feel more ‘confused’ about the amount of alternatives,

and want to narrow down the number of options. They find

the process of searching through several stores and large

inventories to be tiring and overwhelming. They demand

functions that ’basically narrow everything down’, allowing

them to quickly browse a store’s inventory in advance, and

that provide advice about dressing for specific events or

about how to match items. Basically, all the functions that

are already included in the Fashion Advisor.

ColoursMaterials Paterns

shape Budget

SearchSearchSearch

Zara T-shirt 24,95

HM T-shirt 19,90

Hugo Boss T-shirt 49.95

Zara T-shirt 24,95

Find itsaveMore info

Connect you to google mapsand show you where is the closest store

ColoursMaterials Paterns

shape Budget

SearchSearchSearch

Zara T-shirt 24,95

HM T-shirt 19,90

Hugo Boss T-shirt 49.95

Zara T-shirt 24,95

Find itsaveMore info

Connect you to google mapsand show you where is the closest store

Figure 5.2 Need in the user’s mind function

86

and patterns. This should be done in a visual and engaging

way.

Some common pointsAs it has been argued, each of these groups have a

preference for certain functions, but they also coincide

in others. In this respect, ‘browsing by occasion’ was

positively valued by almost every participant. As well,

‘find similar items’ respond to a need both groups seem

to have, being able to check immediately similar things

that the user might be considering and hence being able

to make a decision at that moment. Therefore, this is a

function that undoubtedly should be in the future Fashion

Advisor.

‘Browsing by filter’, although might be used for different

purposes should also be in these core functions.

Suggestions of the usersAmong the most interesting suggestions of the users that

have not been commented yet in this section, are:

Surprise me option

This option consists in providing an extra range of results

which do not exactly correspond to the user’s personal

preferences.

This option is interesting because it allows the user to

explore his style. By showing him items that are not

usual in his purchases or ratings, the user could discover

clothes he indeed might like. Another side-benefit could

be to further extend/explore/stimulate the user’s

personal style. In this regard, one of the participants of the

evaluation, who did not like the Fashion Advisor because

it could never substitute his girlfriend, commented how

his girlfriend always stimulates him try things that initially

he would not have paid attention to. In the end this

resulted in finding more different items that he happened

to like. Furthermore, it is also another way for gathering

information about the user in his style definition process.

This could be implemented as a button in the usual screen

of results of the browsing options (figure 5.3). The results

that are shown would still match the input of the search

pattern, except because of the user’s preferences. For

instance, if the user is looking for a wool coat in blacks and

browns, similar products which do not correspond with

his preferences could be incorporated under this surprise

category.

Surprise me

Things you might like

The sales alert

Many participants commented on having some kind of

alert which, based on his preferences or saved items,

would inform them about deals. In this regard we have

to say there are already several applications in the

market that fulfil this need, and this is the reason why

this option was never included in the conceptualized

functions. However, it is also true that having a sales alert

which is integrated in the Fashion Advisor makes it more

convenient for the user, because alerts could be done

based on his style and on items that he has saved or rated

positevely. Another possibility would be to build some kind

of bridge function between the Fashion Advisor and one of

these existing deals applications.

Sizing guide across different stores

The issue of having difficulties with remembering which

size you have for each item in each store was already

identified back in the explorative phase. Hence, the idea of

a table where the user could input his different sizes per

store was already in the conceptulization. However, this

was not explicit in the prototypes and several participants

commented on it. It is obvious that this function should be

then implemented in the future Fashion Advisor.

Designer’s own suggestionAt the very beginning of this project, when the scope

and goals of the Fashion Advisor were defined, the idea

of creating a ‘Fashion Advisor for shopping gifts ’ was

considered. It would be convenient that people could make

Figure 5.3 Surprise me function

87

public, or share with certain users, their User profile. In this

way, users could ’load’ the profile of a friend when buying

clothes for him, and consequently, having a better idea of

what he might like.

Another similar possibility, is that a user can decide to

make public his ‘wish list’, as with amazon, and so other

users could access to the items he would like to buy. Thus,

the Fashion Advisor, can also be extended as a gift advisor.

DiscussionIt has been argued what kind of functions each of these

types of users would expect to find in the Fashion Advisor.

However, at this point it is important to remember the

original ambition of the Fashion Advisor. The Fashion

Advisor helps and assist users in shopping for clothes by

providing them with information and recommendations. In

this way, it is intended that the Fashion Advisor makes the

user feel good about how he looks, raises his confidence,

and removes negative feelings towards shopping. This

means that including some of the functions demanded by

the high fashion involved user, the Fashion Advisor would

result in something that exceeds this goal. In this respect,

the Fashion Advisor should focus on fulfilling the needs of

the medium fashion involved users by incorporating for

instance the proposed complementary functions for this

group.

However, in the future scenario that this product is

developed, it would be wise to create different modules

for each of these users. When downloading the Fashion

Advisor, the user could choose what functions are more

interesting for him and in this way customize his Fashion

Advisor according to his particular needs. Furthermore, we

can state that the proposed functions for the high fashion

involvement shoppers, do not oppose the ambition of the

Fashion Advisor, at most complement it.

A description of each of the functions could be provided so

that the user could have information to based his decision

on, of which function might be convenient for him. In

the anticipation of changes, each downloaded function

could be deleted and new functions could be as well

incorporated later on. This would result in a flexible and

adaptable to the user application.

The question of when to stop adding functions and

completing the Fashion Advisor is inevitable. The answer

to this will depend on strategic purposes. If the goal

is to have a flexible solution that adapts to each user

particular needs, then the idea of offering many functions

from which the user can later decide to download a few

ones makes sense. Conversely, if the goal is to have an

application that it is focussed on a particular target group

(the medium fashion involved) and it is faithful to its

ambition, then the Fashion Advisor should remain as it is,

and enhance the existing functions as discussed earlier.

5.3 Next stepsThe proposed Fashion Advisor, is much more than an

application in a smartphone. It is a whole system that

requires the cooperation of stores, the creation of the

databases, its continuos updating, the categorization of

every item, a community of Fashion Advisors users and

a team of fashion designers-stylist responsible for the

creation of knowledge like trends or colour matching.

What will be the next steps to continue with the Fashion

Advisor?

Contact companiesThe first step will be to contact companies and brands and

show them the proposal of the Fashion Advisor. Initially,

big companies, which have already all the information

online and almost categorized as required for the Fashion

Advisor recommendations, will be approached. The

reason for this is that obviously it is easier for them to

get involved in this project, as well, it is beneficial for the

Fashion Advisor project because they are the ones who

have a greater amount of products and therefore more

impact on the clothes database. On top of that, many of

the users usually buy items from these big brands such as

Zara or HM.

What would be the interest of the stores to participate?

Most of these stores already have a website with their

catalogue that usually supports online shopping.

Furthermore, many of them have also an application

88

Next comes the (4) Technical Design and development

phase which is the starting point for the documentation of

Use Cases (understanding every action that a uses might

take and in what sequence). In parallel, the software, the

databases, integration considerations, configurations

and customizations will be designed. Bringing together

the visual and technical design, results in a completed

application. This stage includes coding, integration,

database build, import and data migrations.

During the development of the application, the

type of platform that will be used ( iPhone, Android,

multiplatform...) needs to be considered, because the

programming language depends on this. Testing with the

new application should be done with users mainly about

usability issues.

Launching the Fashion AdvisorOnce the application has been developed and the

databases have been built, it will be the moment of

launching the product. This point is far beyond the goal

of this research and project. Yet, it is interesting to

revise what the participants said about the pricing model

strategy. Most of them declared they would not like to pay

for the Fashion Advisor because they believe companies

which appear in the results are getting a benefit from it and

hence, they should be the ones sponsoring the Fashion

Advisor. At most they declared they would pay ‘ the usual

version of these websites.

However, collaborate with the Fashion Advisor

would offer them different benefits. First,

being in the Fashion Advisor would mean

for them another channel to get in contact

with the consumer. Hence, this can be seen

as a marketing tool for these companies.

Additionally, the Fashion Advisor can retrieve

data back to these companies (social analitics

trend, chapter 1) that their websites cannot.

For instance, what type of client is buying each

type of item, what are the best rated items,

the user’s reviews, what type of items are the

most searched, and many more details. In this

respect, the company/brand can react better

and faster to the demands of the consumers.

Developing the applicationWhen developing an application there are a series of steps

to follow (figure 5.4). First, it is necessary to (1) define well

the functions and functionalities that will be in the Fashion

Advisor. This point has been discussed already and it

was concluded that it will depend on the strategic goal of

the Fashion Advisor. The next step will be (2) to create

a logical architecture to support the user flows. This has

already been done for most of the proposed functions

[Appendix C Process scenario].

This will be followed by the (3) creation of the graphical

user interface (GUI). So far the standard layout of the

iPhone has been used. As shown in the results this was ok

for some of the participants but others suggested that a

dedicated layout would be better. In this regard, the GUI

was not an issue that was paid a lot of attention during the

conceptualization of the Fashion Advisor and changes are

necessary. Revising the results of the evaluation about the

usability and interface, it is clear that the number of user

actions required were too many and so it was perceived by

the users. This is in part because of the limitations of the

tangible prototype that only supported touches as clicks.

In this regard, more visuals (icons and pictures) instead of

text, showing information in one screen that can be scroll

down or where there are tabs that can be accessed.

Idea Development

User experience

Interaction design

Testing

Information

architecture

Figure 5.4 Steps to develop the application

89

price for an app’.

In this regard, there are several possibilities for an app:

paid, free, free-to-premium or premium content locking.

In the case of the Fashion Advisor providing a series of

core functions for free in order to attract the user and then

have a series of premium or extended functions that the

user could use to upgrade his Fashion Advisor was already

suggested by one of the participants of the evaluation.

Nonetheless, the pricing model strategy will depend on

the extent to which companies participate in the Fashion

Advisor and that is still unknown.

90

Afterword

91

The initial idea about the tangible prototype was to have

programmed it, however I found a solution that required

not coding and was able to almost deliver (simulate)

the same results. The goal which was to have a two-way

interactive prototype for its evaluation, was achieved. Yet, I

wish I would have had more time to make a better inter-

face with more nice effects.

The evaluation of the Fashion Advisor was revealing. The

results of this evaluation proved that indeed there is a need

for Fashion advice in the selected target group, and thus

most of the users were enthusiastic about the Fashion

Advisor. The properness of the concept for the medium

fashion involved group was confirmed. These results, also

allow for the construction of the guidelines of a new design

proposal, and recommendations for the improvement of

the product. The mixed method used during the evaluation

proved to be successful and allowed for a deeper under-

standing of the reasons behind the answers of the ques-

tionnaires. On top of that, as a side result, it was confirmed

the powerfulness and adequacy of abstract prototyping

for the demonstration of artifact- service combinations.

Nonetheless, after having completed the confirmative

research, more questions that I could have asked came to

my mind.

The projectThis project was different from what I was used to do and

because of that it forced me outside of my comfort zone.

In that regard, the project was challenging for me. It was

a broad topic which needed to be framed. There was no

company, it was the conceptualization of a digital tool and

everything seemed to be possible.

However, because of all of the aforementioned, this project

also offered me the opportunity to learn things they have

not taught me during my courses in the Master. It showed

me new aspects of design that were unknown for me. In

that sense, this project was also revealing.

Fashion was a topic that has always been appealing for

me, but by doing the project I even became more inter-

esting in the issue of how people like to receive advice

and how could a product foster trust, so more in the

social- psychological side of the research . In this respect,

Personal Reflection

The processWhen I first heard about the Fashion Advisor, I immediate-

ly thought about a device that would substitute the shop-

ping companion and will be able to tell the user if his outfit

was appropriate or if it matched. Then, when I started the

explorative research many constraints appeared, and I

realized I had to choose what was the exact goal of the

Fashion Advisor and narrow the scope of the project. By

researching in the explorative phase everything became a

bit more clear, people did not want to receive judgements,

but recommendations and information. Additionally, I be-

came sceptical about the idea that fashion could be judge

based on a series of fix rules.

The conceptualization was for me one of the most difficult

moments of the project. So far in my career as a designer

I had always done physical products, and suddenly I was

facing the conceptualization of a software. Initially, I came

up with a few ideas, but I was not totally satisfied about

them. I decided to step back and rethink again. Together

with some male designer’s colleagues, I choose among

what I called ‘functions’ for the Fashion Advisor, pieces of

software that would give an answer to certain needs.

At the beginning of the prototyping phase, I was not

convinced about the need of the Abstract prototype and

I wanted to focus on developing the tangible prototype.

Nonetheless, in the abstract prototype the Fashion Advi-

sor had to be shown working and it had to be a high fidelity

representation. Without knowing it, I started in this way

the research that would lead me to find the solution for

the tangible prototype. Aggregating all the footage for the

development of the abstract prototype and the edition of

the material took longer than expected. Although I had to

face some difficulties, the abstract prototype became one

of the best outcomes of this project.

92

I think I managed to make some sense of a very difficult

topic: advice people about fashion. The findings are not

only valuable for the specific case of the Fashion Advisor,

but create knowledge about the needs and demands for

advice in Fashion. This, in my opinion can be even more

important.

The productAs mentioned earlier, the product in this project was not

the typical industrial design product that I have been

taught to develop, but a digital tool that provides a service.

The tangible prototype is far from being the final Fashion

Advisor. The fact that the conceptualized Fashion Advisor

requires the collaboration of the stores, and the creation

of the databases, made it a bit more difficult to be imple-

mented for real.

In that sense, the final outcome of the project is the initial

step in the creation of the Fashion Advisor. Furthermore, it

provides enough information about the needs of the differ-

ent types of users and which functions can fulfil them.

93

AcknowledgementsMy Mentors

Thanks for having always known how to guide me through

the process, encourage me, and take the best out of me.

For the many times you have gone beyond the job descrip-

tion, and because you were never been too busy to talk

and listen to me. Thanks for teaching me so much.

My Family

Thanks to my parents for supporting and encourage me

unconditionally. I would not be here if it wasn’t for you.

Thanks also to my aunt Chus for always being enthusiastic

and believe in me.

The grad. room team: Jose, Miren, Max , Bastiaan, Guyot,

Kanter...

Thanks to you and all the people in the graduation room

who shared with me this time. Thanks for listening to me,

encourage me and helping me out. There were stressful

moments but also anecdotes that I will always remember.

Each of you would deserve a separate mention.

Milene Gonçalves

Thanks for all your support during these eight months.

Thanks for supporting me, cheering me up and knowing

me better than myself.

Iñigo Otero

Even in the distance, I could still feel your support. Thanks

for your emails, facebook encouraging messages and

everything else. Thanks for being such a good friend.

John Wall

Thanks for having been a constant support in the best and

worse moments of my thesis. For helping me out with this

project in so many ways, standing me in my moments of

frustration and stress. Thanks because life gets a tiny bit

better every time you smile.

Miguel Angel Mijares

Thanks for always having always encouraged me, you

always knew the right word to say. Thanks for understand-

ing me better than anyone. As for all that I can’t possibly fit

My delftians friends: François, Felipe, Connie, Robin, Luis

Carlos, Erik, Jeremy, Dorothea, Joao, Aitor, Nino, Catalina,

Holly, Henri, Marc, Alazne, Melanie, Kostas, Dimitris,..

Thanks because the Delft experience would have not be

the same without you. Because you make me feel my life is

here now, and because there is no experience worth hav-

ing without you. Many of you also help me with my project,

thank you so much , I couldn’t have done it without you.

To everyone else who helped me out

Thanks to everyone who, in one way or another, make this

possible. The participants of my tests, my roommates, and

everyone who I might forgot to mention: Thanks!!

94

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Appendices

99

Appendices

100

6. Appendices

Appendix A6.1.1 Target group

Women Men

Recreational shoppers Economic shoppers

More impulse buying Shop for need (purely purchase-driven activity related to the satisfaction of need)

Shopping alone/ company (more social shopping) Almost always alone or with the partner

Appreciate design Prefer comfort and see fashion in highly simplistic terms: utilitarian and functional

Shopping for fun oriented Quick shoppers (time-saving oriented)

Feel confident in selecting the right clothing Need reassurance and guidance

Shopping for personal clothing appears to be exclusively an individualized responsibility

Many share the responsibility of purchasing their own clothing with their partner and about 14 per cent even delegate the activity to their wives/partners

Women buy more often and spend significantly more on a yearly basis

- Men invest little in their appearance - Men do not go shopping as often as females, when they do there is a greater likelihood that they will spend more money

Interest in fashion There is a strong “anti-fashion” dimension (defend masculinity and against materialism)

Fashion-conscious women tend to focus more on their external appearance

Men connect fashion with their identity and their internalized masculinity

Women do read fashion magazines and specialized websites

The knowledge of what clothes to wear appears to come from media, Internet sources, social networks, observations from the street, and the influence of partners, but not magazines or any active search way.

When buying for others need more help from personnel

Table 1. Women, men and fashion (A. O’Cass, 2000; Ruby Roy Dholakia, 1999; Jayawardhena, Tiu Wright & Dennis, 2007; Pentecost et al.

2010; Hansen & Jensen, 2009; Bertrand H. et al., 2008; Otnes et al., 2001; J. Galilee, 2002)

101

research on different shops, several visits to scan before finally buying, one short visit...)a - Visit different shops before buying. 5. Do you follow fashion and trends? why? If yes, how do you do that? a - Yes, because I am a designer. Scan shops and maga-zines 6. What annoys you more from shopping?a - To find a particular cloth 7. Are you sure about your choices? Can you discard clothes and browse fast in the shop?a - Yes & Yes 8. Do you ask shop clerks normally if you need advice? Why?a - No, they don’t know shit especially in Netherlands. 9. How sure do you feel about your choices, once you have already bought them?a - Mostly sure 10. What would you like to change to improve the shopping experience, especially in terms of finding guidance and advice?a - May be a interactive kiosk where I can type what i want and it can tell me whether they have such thing or not and can tell me where to find it. A virtual fitting mirror before i can try the clothes. 11. Would you accept advice about fashion from a “ma-chine”?a- I would at least try it

Participant 2- Luis CarlosHow often do you go shopping? With who? In case of buy-ing with someone why is this?Go around once a week at least to see if there is something appealing. But i least once a month i purchase garments. Rarely alone, often with GF, MOM, SIS even with a friend, preferably a female2. How much do you spend on average per year on clothes, and per month?from 200 to 400 on high-peak months. Maybe an average of 2000 a year (eu)3. Why do you shop? because you need clothes? because you find fun doing it?I need to update my old clothing. I DONT DO IT FOR FASH-ION 4. What is your shopping pattern? ( research on websites, research on different shops, several visits to scan before finally buying, one short visit...)I go around- I like something - I buy it.Unless it is really expensive i checked on internet, and either find a better retailer or ask someone to bring it from US

6.1.2 Steps in EBM model

Need recognition and problem awareness – The process

begins with the stimulation of a need where the consumer

is faced with an imbalance between the actual and desired

states of a need, which may be sufficiently large enough to

stimulate a search.

Information Search – Next, he starts gathering

information to help him decide what he needs to do to

solve his problem. The consumer’s information search will

eventually generate a set of preferred alternatives.

Evaluation of alternatives – As a consumer gathers

information, he analyzes what he has collected. What are

his options? What is best for him? The consumer will use

the information stored in memory and those obtained

from outside sources to develop a set of criteria. These

criteria will help the consumer evaluate and compare

alternatives.

The purchase – If a consumer decides to move forward, a

purchase is made based on the chosen alternative.

Post purchase evaluation – Finally, once the consumer

has bought something he evaluates his purchase. Post-

purchase evaluation is carried out with a view to aid future

decision-making.

6.1.3 Applied ethnography research questions

Participant 1- Kiran1. How often do you go shopping? With who? In case of buying with someone why is this?a - Once or twice a month, with my friend. To have a better opinion. 2. How much do you spend on average per year on clothes, and per month?a - 200~300 euro 3. Why do you shop? because you need clothes? because you find fun doing it?a - I need clothes 4. What is your shopping pattern? ( research on websites,

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shops that I liked or bought clothes from in the past.5. 5. Do you follow fashion and trends? why? If yes, how do you do that?Not actively.6. What annoys you more from shopping?Anything that I perceive as highly time consuming, such as searching, waiting in queue to try something on etc.7. Are you sure about your choices? Can you discard clothes and browse fast in the shop?I never really take a product back to the shop. I don’t find it difficult to discard what I don’t like.8. Do you ask shop clerks normally if you need advice? Why?I do not often ask advice other than very specific questions (do you have this product in a different size..). For me, the most important information comes from see-ing the product, trying it on, and from the price tag.9. How sure do you feel about your choices, once you have already bought them?Positive, I try to be positive, because well I already bought them!10. What would you like to change to improve the shopping experience, especially in terms of finding guidance and advice?I like having a good overview in the shops even before go-ing through all the piles and racks of clothes.The presentation of the products could be better organ-ized from this perspective.11 .Would you accept advice about fashion from a “ma-chine”?That completely depends on the aim of the machine.If the machine aims to direct me towards certain shops to fulfill my needs, like a tomtom in traffic, I would.If the machine aims to direct me within a shop to influence my opinion about products which are very near (in my reach to see and touch), I doubt it.If the machine aims to inform me with advice based on the latest trends in fashion, I might not be in the target user group for that machine, as I do not take a strong interest in such trends.If I were interested in such trends I would probably ques-tion the creative potential of the machine, and wonder what the advice is based on before accepting it.(If such information could come with some explanation and maybe graphical examples I would find it more cred-ible and useful.)

Partcipant 4- François1. How often do you go shopping? With who? In case of buying with someone why is this?max 6 times per year, with Marjolein, because she can advise me.

5. Do you follow fashion and trends? why? If yes, how do you do that? I happen to be against most of the fashion not all. I pay for comfort and wellbeing, within common looks.6. What annoys you more from shopping?Service, wearing rooms, smelly clothes, loud speakers with the worst trance or electronic music ever, crowded areas, feeling i am buying some shitty clothes (due to the attitude of the crew), and of course excessive prices 7. Are you sure about your choices? Can you discard clothes and browse fast in the shop?If I’m not sure i rather not do it, sometimes i get to the register and discard something i don’t need 8. Do you ask shop clerks normally if you need advice? Why?Not often but i’ve done it. Maybe when buying shoes i ask for the most comfortable . say- florsheim with gel insoles, or asking if they have a feature (waterproof, breathable...etc)9. How sure do you feel about your choices, once you have already bought them?I wear them instantly 10. What would you like to change to improve the shopping experience, especially in terms of finding guidance and advice?Better display of articles/ increase on the imagery of the current collection11. Would you accept advice about fashion from a “ma-chine”?Sorry but NEVER. Maybe i would take advice of an intel-ligent pre-made app which understand color combinations (mostly styles and interests) and shows photos of possible combinations simulated with mine and the garment i want to purchase. So, to me it should work partly in combination of my personal data ( MY closet/stock) and the public (the shop/retailer)

Participant 3-Dirk1. How often do you go shopping? With who? In case of buying with someone why is this?Twice per year on average, with my girlfriend, because she enjoys this, because it is practical (she helps with advice and with a helping hand)2. How much do you spend on average per year on clothes, and per month?Probably around 600 Euro’s per year. 3. . How much do you spend on average per year on clothes, and per month?Mainly because I need clothes as they wear down.4. What is your shopping pattern? ( research on websites, research on different shops, several visits to scan before finally buying, one short visit...)Preferably one short visit, therefore I tend to go back to

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2. How much do you spend on average per year on clothes, and per month?I dont know how much I spend really, but considering that I buy most of my stuff at HM, Springfield or Zara, I think it does not go over 250€ (with shoes, jackets and/or other accessories). Per month its difficult to tell, but I often buy out of instant desire, so it happens that i dont buy anything for months and then spend 50 or 70 in one.3. Why do you shop? because you need clothes? because you find fun doing it?I guess I shop because I’m looking for something new. “needing clothes” seems very relative. For all effects I re-ally don’t NEED clothes, but I sure feel happier with some cool looking stuff. Shop-ping in itself is a mixed feeling for me, for various reasons:I like to get something new, but I often enter several stores without buying anything. I have to fall in love with what I buy. Really dont like to buy stuff I don’t care about. Another uncomfortable moment is when I cant figure out if I´m looking at men´s or women´s clothing. This is a bit annoying as I get unconformable in the store, if I spend too much time checking out dubious stuff.4. What is your shopping pattern? ( research on websites, research on different shops, several visits to scan before finally buying, one short visit..Quite often, I know the general feel I´m going for. Some-times I visit the Sartorialist.com for inspiration, but I don’t think it shows..So yes, I will sometimes check websites, but since I used websites for all aspects of my live, I would not say that this makes me a fashion aficionado. When I’ve found a look I like, I will go to stores that might have that and try to build it up. Normally takes some time (weeks, months)5. Do you follow fashion and trends? why? If yes, how do you do that? Not in the sense of “whats hot right now”, but more to get a feeling of what can be done within a certain style. To do that, I pay attention to the media, but most importantly, to people I think that have a fashion sense, such as friends or bloggers (sartorialist again).I dont really like over the top stuff.6. What annoys you more from shopping?Too many logos, clothes that are presented in a way that makes me doubt the gender they suit, lines to pay. 7. Are you sure about your choices? Can you discard clothes and browse fast in the shop?Well, I take my time, but since I try to really like the stuff I buy, when I buy it, I tend to like it a lot 8. Do you ask shop clerks normally if you need advice? Why?No, I don’t think most clerks can give good advice beyond obvious questions (matching colors to skin tone, etc, etc).I think this because nowadays, store personnel is never

2. How much do you spend on average per year on clothes, and per month?per year max 500 E (including shoes)3.. How much do you spend on average per year on clothes, and per month? because i need shoes and clothes and its not fun to do! :) 4. What is your shopping pattern? ( research on websites, research on different shops, several visits to scan before finally buying, one short visit...)1 store preferably with great deals, and then buy a lot. For example in the sample sale in rotterdam. 5. Do you follow fashion and trends? why? If yes, how do you do that?Nope, not really. Sample sale is quite trendy. Otherwise i see in music videos what are the trends, and people in the train.

6. What annoys you more from shopping?its tiring, you need to be focused and take decisions fast. Its time consuming. i don’t like looking for hanging clothes and i hate having to find my size7. Are you sure about your choices? Can you discard clothes and browse fast in the shop?yes, my girlfriend shows things she likes, and then I say yes or no. 8. Do you ask shop clerks normally if you need advice? Why?No, no need to. I have already enough advise.9. How sure do you feel about your choices, once you have already bought them?Always good and sure. sometimes its not nice after all and i don’t wear it often. 10. What would you like to change to improve the shop-ping experience, especially in terms of finding guidance and advice?i would like like clothes not to get dirty or loose colour so i could wear them my whole life and never go shopping again. or something like that. Or buy exactely the same when they are too old.11. Would you accept advice about fashion from a “ma-chine”?from a person is easier. its nicer if people around you like your clothes than that a machine finds it nice.

Partcipant 5- Joao1. How often do you go shopping? With who? In case of buying with someone why is this?I usually go shopping alone. If I go with somebody it would be a girlfriend or,most likely, my mom, so she would pay.I might have been shopping once with a friend (a guy, but we just split up and meet at the end, so i guess it does not count)

104

really professional and is just there to pay the bills. No love for the thing. 9. How sure do you feel about your choices, once you have already bought them?usually very happy. Especially if its something that can make and entire outfit. 10. What would you like to change to improve the shopping experience, especially in terms of finding guidance and advice?not another device, I think maybe a smartphone applica-tion for color palettes and maybe a library of cool people of different styles.and definitely to fix the whole “uncertain gender” issue. Really gets on my nerves. 11. Would you accept advice about fashion from a “ma-chine”?Advice, I don’t think so. but I could use one to inform my decisions. Depends on how is its output framed.

6.1.4 Questionnaire

May I ask your age? *

And your nationality? *

Could you indicate your gender? *

Male

Female

What do you do for a living? *

I work full time

I work part-time/ internship

I am a student

I am currently unemployed

If you are working, could you indicate in which field?(Design, engineering,...)

How often a year do you go shopping for clothes? *

More than once a month

Once a month

3-5 times a year

Once a year or less

Other:

Typically, I go shopping for clothes because… *(Checking more than one option is possible)

I enjoy looking at what the trends are and imagine new outfits for myself

I need to update my clothes (mine are not trendy anymore)

I need new clothes (mine are worn out)

Someone pushes me to do it (mother, partner,...)

Other:

Indicate to what extent you agree or disagree with the following statements: The process Ifollow when shopping is..

Stronglydisagree

Stronglyagree

I just fall in love withsomething and I need

to make it mine

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Stronglydisagree

Stronglyagree

immediatelyI do research on the

internet and then go tothe stores

I do some researchinto different stores

before making achoice

I just go to the store,see something, like it

and then buy itI research only if it is

an expensive item

To what extent do you agree or disagree with the next statements:

Stronglydisagree

Stronglyagree

Looking good for me isimportant , so I pay

attention to the clothesI wear

I follow trends andfashion actively

I enjoy going shopping

I am willing to try newgadgets

I consider my self anearly adopter of new

technologies anddigital products

I prefer going shopping... *(Checking more than one option is possible)

Alone

With my partner

With my mother

With a friend

Other:

Do you normally ask shop clerks for assitance? *

1 2 3 4 5

Rarely Very often

If you ask them, what for?

Only for information of the product (sizes, other colors, availability)

For advice about fitting, appropriateness and style

Other:

Online questionnaire: Shopping behaviour analysis https://spreadsheets.google.com/viewform?hl=en&formkey=dExKc1Bq...

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Stronglydisagree

Stronglyagree

immediatelyI do research on the

internet and then go tothe stores

I do some researchinto different stores

before making achoice

I just go to the store,see something, like it

and then buy itI research only if it is

an expensive item

To what extent do you agree or disagree with the next statements:

Stronglydisagree

Stronglyagree

Looking good for me isimportant , so I pay

attention to the clothesI wear

I follow trends andfashion actively

I enjoy going shopping

I am willing to try newgadgets

I consider my self anearly adopter of new

technologies anddigital products

I prefer going shopping... *(Checking more than one option is possible)

Alone

With my partner

With my mother

With a friend

Other:

Do you normally ask shop clerks for assitance? *

1 2 3 4 5

Rarely Very often

If you ask them, what for?

Only for information of the product (sizes, other colors, availability)

For advice about fitting, appropriateness and style

Other:

Online questionnaire: Shopping behaviour analysis https://spreadsheets.google.com/viewform?hl=en&formkey=dExKc1Bq...

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When shopping for clothes, how sure do you feel when making the initial decisions of what topick? *(Initial decision: after scanning through the shop, the moment in which you decide what to take to thefitting room to try the item/s on)

1 2 3 4 5

Strongly unsure Strongly sure

To what extent do you agree or disagree with the next statement: "Receiving advice fromsomeone when shopping is very important to me" *

1 2 3 4 5

Strongly disagree Strongly agree

What do you value most about shopping with someone? *(Checking more than one option is possible)

He/she helps me locate products

He/she helps me to make decisions

He/she has more relevant information about fashion than me

Just the company

Other:

Now, imagine a device that would help you to make decisions, locate clothes and provide youwith information about the items you pick. Would you use such a device? *

1 2 3 4 5

certainly no certainly yes

What type of platform would you prefer for this device? *

New digital handheld device (specific for this tool)

Application in your smartphone

Terminal with LCD touchscreen in the store

Not a digital system but a physical one (graphics, ligths, audio,..)

Other:

Do you own a smartphone or are you thinking about getting one in the near future? *

Yes

No

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6.1.5 Results of the online questionnaire

When shopping for clothes, how sure do you feel when making the initial decisions of what topick? *(Initial decision: after scanning through the shop, the moment in which you decide what to take to thefitting room to try the item/s on)

1 2 3 4 5

Strongly unsure Strongly sure

To what extent do you agree or disagree with the next statement: "Receiving advice fromsomeone when shopping is very important to me" *

1 2 3 4 5

Strongly disagree Strongly agree

What do you value most about shopping with someone? *(Checking more than one option is possible)

He/she helps me locate products

He/she helps me to make decisions

He/she has more relevant information about fashion than me

Just the company

Other:

Now, imagine a device that would help you to make decisions, locate clothes and provide youwith information about the items you pick. Would you use such a device? *

1 2 3 4 5

certainly no certainly yes

What type of platform would you prefer for this device? *

New digital handheld device (specific for this tool)

Application in your smartphone

Terminal with LCD touchscreen in the store

Not a digital system but a physical one (graphics, ligths, audio,..)

Other:

Do you own a smartphone or are you thinking about getting one in the near future? *

Yes

No

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4 de 4 04/02/2011 17:28

CumulativePercentValid PercentPercentFrequency

3-5 times a yearbetween once a month and 3-5 times a yeardepends, if i see something i like and i have the money i usually buy itOnce a monthOnce a year or lessTwice a yearTwice a year (winter and summer)Whenever necessary - sometimes 2, sometimes 3 times a yearTotal

Valid

100,0100,041

100,02,42,41

97,62,42,4195,12,42,4192,74,94,9287,834,134,114

53,72,42,41

51,22,42,4148,848,848,820

How often a year do you go shopping for clothes?

FREQUENCIES VARIABLES=Howoftenayeardoyougoshoppingforclothes Iprefergoingshopping /ORDER=ANALYSIS.

Frequencies

Output CreatedComments

Data

Active DatasetFilterWeightSplit FileN of Rows in Working Data FileDefinition of Missing

Cases Used

Syntax

Processor TimeElapsed Time

Input

Missing Value Handling

Resources00:00:00,14000:00:00,015

FREQUENCIESVARIABLES=HowoftenayeardoyougoshoppingforclothesIprefergoingshopping /ORDER=ANALYSIS.

Statistics are based on all cases with valid data.

User-defined missing values are treated as missing.

41<none><none><none>DataSet1

C:\Documents and Settings\Propietario\Misdocumentos\My Dropbox\Graduation project\analysis\online-questionnaire\pss 42 respondents file.sav

14-feb-2011 14:25:48

Notes

Page 5

CumulativePercentValid PercentPercentFrequency

all af the above...AloneAlone, With a friendAlone, With my mother, With a friendAlone, With my partnerAlone, With my partner , With a friendAlone, With my partner , With my mother, With a friendWith a friendWith my partnerWith my partner , With a friendWith my partner , With my motherWith my partner , With my mother, With a friendTotal

Valid

100,0100,041

100,04,94,92

95,14,94,92

90,22,42,4187,824,424,41063,42,42,41

61,02,42,41

58,59,89,8448,812,212,25

36,64,94,9231,717,117,1714,612,212,25

2,42,42,41

I prefer going shopping...

RECODE Howoftenayeardoyougoshoppingforclothes ('More than once a month'='4') ('Once a month'='3') ('3-5 times a year'='2') ('Once a year or less'='1').EXECUTE.NONPAR CORR /VARIABLES=Howoftenayeardoyougoshoppingforclothes Towhatextentdoyouagreeordisagreewiththenextstatement /PRINT=SPEARMAN TWOTAIL NOSIG /MISSING=PAIRWISE.

Nonparametric Correlations

Page 7

[DataSet1] C:\Documents and Settings\Propietario\My Documents\pss 42 respondents file_2.sav

ValidMissing

N0

41

Statistics

Typically, I go shopping for clothes because…

CumulativePercentValid PercentPercentFrequency

I enjoy looking at what the trends are and imagine new outfits for myselfI enjoy looking at what the trends are and imagine new outfits for myself, I need new clothes (mine are worn out)I need new clothes (mine are worn out)I need new clothes (mine are worn out), Someone pushes me to do it (mother, partner,...)i need to look more formalI need to update my clothes (mine are not trendy anymore) , I need new clothes (mine are worn out)I need to update my clothes (mine are not trendy anymore) , I need new clothes (mine are worn out), Someone pushes me to do it (mother, partner,...)Someone pushes me to do it (mother, partner,...)Total

Valid

100,0100,041

100,02,42,41

97,62,42,41

95,124,424,41070,72,42,41

68,312,212,25

56,139,039,016

17,12,42,41

14,614,614,66

Typically, I go shopping for clothes because…

DESCRIPTIVES VARIABLES=Towhatextentdoyouagreeordisagreewiththenextstatement Towhatextentdoyouagreeordisagreewiththenextstatement_B Towhatextentdoyouagreeordisagreewiththenextstatement_C Towhatextentdoyouagreeordisagreewiththenextstatement_DIndicatetowhatextentyouagreeordisagreewiththefollowing Towhatextentdoyouagreeordisagreewiththenextstatement_E /STATISTICS=MEAN STDDEV MIN MAX.

Descriptives

Page 22

Std. DeviationMeanMaximumMinimumNTo what extent do you agree or disagree with the next statement: "Receiving advice from someone when shopping is very important to me"To what extent do you agree or disagree withthe next statements: [I follow trends and fashion actively]To what extent do you agree or disagree withthe next statements: [I enjoy going shopping]To what extent do you agree or disagree withthe next statements: [I am willing to try new gadgets ]Indicate to what extent you agree or disagree with the following statements: The process I follow when shopping is.. [I just fall in love with something and I need to make it mineimmediately ]To what extent do you agree or disagree withthe next statements: [I consider my self an early adopter of new technologies and digital products]Valid N (listwise) 41

1,2143,025141

1,2652,275141

1,0673,245141

,8002,104141

,9882,225141

1,0743,445141

Descriptive Statistics

SAVE OUTFILE='C:\Documents and Settings\Propietario\My Documents\pss 42 respondents file_2.sav' /COMPRESSED.DESCRIPTIVES VARIABLES=Indicatetowhatextentyouagreeordisagreewiththefollowing Indicatetowhatextentyouagreeordisagreewiththefollowing_A Indicatetowhatextentyouagreeordisagreewiththefollowing_B Indicatetowhatextentyouagreeordisagreewiththefollowing_CIndicatetowhatextentyouagreeordisagreewiththefollowing_D /STATISTICS=MEAN STDDEV MIN MAX.

Descriptives

Page 24

Output CreatedComments

Data

Active DatasetFilterWeightSplit FileN of Rows in Working Data FileDefinition of Missing

Cases UsedSyntax

Processor TimeElapsed Time

Input

Missing Value Handling

Resources00:00:00,03100:00:00,031

DESCRIPTIVESVARIABLES=IndicatetowhatextentyouagreeordisagreewiththefollowingIndicatetowhatextentyouagreeordisagreewiththefollowing_AIndicatetowhatextentyouagreeordisagreewiththefollowing_BIndicatetowhatextentyouagreeordisagreewiththefollowing_CIndicatetowhatextentyouagreeordisagreewiththefollowing_D /STATISTICS=MEAN STDDEV MIN MAX.

All non-missing data are used.

User defined missing values are treated as missing.

41<none><none><none>DataSet1

C:\Documents and Settings\Propietario\MyDocuments\pss 42 respondents file_2.sav

14-feb-2011 17:49:59

Notes

[DataSet1] C:\Documents and Settings\Propietario\My Documents\pss 42 respondents file_2.sav

Std. DeviationMeanMaximumMinimumNI just fall in love with something and I need to make it mine immediatelyI do research on the internet and then go to the storesI do some research into different stores before making a choice I just go to the store, see something, like it and then buy itI research only if it is an expensive itemValid N (listwise) 41

1,2343,685141

1,1613,595141

1,2693,205141

,8951,735141

1,2652,275141

Descriptive Statistics

Page 25

Std.DeviationMeanMaximum

MinimumN

Looking good for me is important , so I pay attention to the clothes I wearI follow trends and fashion activelyI enjoy going shoppingI am willing to try new gadgetsI consider my self an early adopter of new technologies and digital productsValid N (listwise) 41

1,2143,025141

1,0673,245141,8002,104141

,9882,225141

,8343,835141

Descriptive Statistics

DESCRIPTIVES VARIABLES=Doyounormallyaskshopclerksforassitance /STATISTICS=MEAN STDDEV MIN MAX.

Descriptives

Output CreatedComments

Data

Active DatasetFilterWeightSplit FileN of Rows in Working Data FileDefinition of Missing

Cases UsedSyntax

Processor TimeElapsed Time

Input

Missing Value Handling

Resources00:00:00,04700:00:00,000

DESCRIPTIVESVARIABLES=Doyounormallyaskshopclerksforassitance /STATISTICS=MEAN STDDEV MIN MAX.

All non-missing data are used.

User defined missing values are treated as missing.

41<none><none><none>DataSet1

C:\Documents and Settings\Propietario\MyDocuments\pss 42 respondents file_2.sav

14-feb-2011 19:09:30

Notes

[DataSet1] C:\Documents and Settings\Propietario\My Documents\pss 42 respondents file_2.sav

Page 27

108

To what extent do you

agree or disagree with

the next statements: [I

enjoy going shopping]

Correlation CoefficientSig. (2-tailed)NCorrelation Coefficient

Sig. (2-tailed)

N

To what extent do you agree or disagree withthe next statements: [I enjoy going shopping]

To what extent do you agree or disagree withthe next statements: [I follow trends and fashion actively]

Spearman's rho

41

,013

,383*41

.1,000

Correlations

*. Correlation is significant at the 0.05 level (2-tailed).

To what extent do you

agree or disagree with

the next statements: [I follow trends and fashion

actively]Correlation CoefficientSig. (2-tailed)NCorrelation Coefficient

Sig. (2-tailed)

N

To what extent do you agree or disagree withthe next statements: [I enjoy going shopping]

To what extent do you agree or disagree withthe next statements: [I follow trends and fashion actively]

Spearman's rho

41

.

1,00041

,013,383*

Correlations

*. Correlation is significant at the 0.05 level (2-tailed).CORRELATIONS /VARIABLES=Nowimagineadevicethatwouldhelpyoutomakedecisionsloc Whenshoppingforclotheshowsuredoyoufeelwhenmakingthe /PRINT=TWOTAIL NOSIG /MISSING=PAIRWISE.

Correlations

Page 41

Output CreatedComments

Data

Active DatasetFilterWeightSplit FileN of Rows in Working Data FileDefinition of Missing

Cases Used

Syntax

Processor TimeElapsed Time

Input

Missing Value Handling

Resources00:00:00,26600:00:00,016

CORRELATIONS /VARIABLES=NowimagineadevicethatwouldhelpyoutomakedecisionslocWhenshoppingforclotheshowsuredoyoufeelwhenmakingthe /PRINT=TWOTAIL NOSIG /MISSING=PAIRWISE.

Statistics for each pair of variables are based on all the cases with valid data for that pair.

User-defined missing values are treated as missing.

41<none><none><none>DataSet1

C:\Documents and Settings\Propietario\MyDocuments\pss 42 respondents file_2.sav

15-feb-2011 20:38:25

Notes

[DataSet1] C:\Documents and Settings\Propietario\My Documents\pss 42 respondents file_2.sav

Whenshopping for clothes, how sure do you feel when

making the initial

decisions of what to pick?

Now, imagine a device that would help

you to make decisions,

locate clothes and provide

you with informationabout the items you

pick. Would you use such

a device?Pearson Correlation

Sig. (2-tailed)

N

Pearson Correlation

Sig. (2-tailed)

N

Now, imagine a device that would help you to make decisions, locate clothes and provide you with information about the items you pick. Would you use such a device?When shopping for clothes, how sure do you feel when making the initial decisions of what to pick? 4141

,440

1,124

4141

,440

,1241

Correlations

NONPAR CORR

Page 42

109

110

111

112

the coming decade. Urban consumers tend to be more

daring, more liberal, more tolerant, more experienced,

more prone to trying out new products and services.

(Trendwatching.com, 2010)

3. Democratic sellingThe voice of consumer has never been louder. More

consumers are constantly connected, and when they

hear about new deals online can quickly and easily spread

them through their social networks, mobile phones...

(Trendwatching.com, 2010)

4. Social-litesConsumers become curators; actively broadcasting,

remixing, compiling, commenting, sharing and

recommending content, products, purchases, experiences

to both their friends and wider audiences. Social networks’

streams allow users to easily broadcast information to

a wide range of people without interrupting or intruding.

(Trendwatching.com, 2010)

5. Planned spontaneatyFor consumers, knowing where they are and what’s /

who’s around them is the key to this trend. That’s about

to get a whole lot easier, as geo-location becomes a key

feature of social networks and web apps. Traditional

ownership implies a certain level of responsibility, cost and

commitment. Consumers looking for convenience and

collecting as many experience as possible want none of

these things. (Trendwatching.com, 2010)

6. OwnerlessFor many consumers, access is better than ownership,

Consumers are looking for convenience and collecting as

many experience as possible. This could be the year when

sharing and renting really tips into mainstream consumer

consciousness. (Trendwatching.com, 2010)

Technological trends• 1. Mobile Applications and Media Tablets.

Mobile devices are becoming computers in their own

with an astounding amount of processing ability and

bandwidth. The quality of the experience of applications

is leading customers to interact with companies

preferentially through mobile devices. Technology

6.1.6 Trend analysis

Macro trends

1. Mobility and dataMobility is increasing for all types of things (resources,

people, products and services, capital, knowledge, beliefs,

opinions ...).Data has become a deluge and information

can be reported globally in minutes (via social networks).

As mobility expands, time is being compressed and people

are overwhelmed by choice and multitasks. First tools

to help people address these issues are being created.

(Global trends, 2010b)

2. Growing influence of “we and me”People’s ability to make choices is increasing.

Communications advances and increased

democratization have allowed people find their voices. The

power of “me” has been amplified through communities

of choice, including social networks and buying groups,

which are changing how we interact and behave. (Global

trends, 2010b)

3. Fight to own the new consumerThe profile of the regular consumer is changing. The new

consumer wants more involvement and personalization;

wants it all anywhere, anytime, and wants it to be cheap

and chic. Companies are trying to connect with the

consumer to build reputations, trust, loyalty, returns,

market position and ultimately be able to compete.

As consumers increasingly demand experiences and

solutions, this fight may evolve into new, creative forms

of cooperation between firms and others.(Global trends,

2010b

Consumer trends

1. Discrete consumerismConsumers are going away from traditional branding and

labels in favour of creativity and differentiation. Marks

need to stop generating marketing and start creating

experiences. (partnershipactivation.com, 2011)

2. UrbanomicsUrbanization remains one of the absolute mega trends for

113

colours with brushes, synthetic pressure sensitivity and a

streamlined user interface.

Dictation- Dragon Dictation is an accurate way to dictate

voice to text on the iPhone. Text’nDrive is the same

thought to respond emails or sms while you drive, it also

reads you the texts.

Augmented reality- Layar is the most intriguing mobile AR

app, thanks to its structure. Developers are encouraged to

create ‘layers’ - from gig listings to house prices to Beatles

magical mystery tours, making it a platform for rapid,

creative innovation.

Medical- There are several going from drug guides to

study guides or 3D organs visualizations. Sleep cycle is

able to use the accelerometer in the Iphone to monitor

your movement and determine which sleep phase you

are in. It can configure your alarm to wake you up in the

lightest sleep phase.

2. Social Communications and Collaboration. Gartner predicts that by 2016, social technologies

will be integrated with most business applications.

Companies should bring together their social CRM,

internal communications and collaboration, and public

social site initiatives into a coordinated strategy. Social

media can be divided into: (1) Social networking —social

profile management products, as well as social networking

analysis (SNA) technologies that employ algorithms

to understand and utilize human relationships for the

discovery of people and expertise. (2) Social collaboration

consumers will come one step closer to being connected

24/7, and in more powerful ways than previously

possible. This has lead to a race to push out applications

as a competitive tool to improve relationships and gain

advantage over competitors whose interfaces are purely

browser-based. (Gartner, 2010).

Apps are software applications used in mobile

technologies ( smartphones, tablets,..). They are a

phenomena nobody anticipated. It started with the

Iphone in 2008. Apple created the Appstore for his own

developers, and then they found that other external

developers wanted to participate also, and that people

were downloading in an unforeseen speed. Then, It was

obvious there could be a business based on downloading

very cheap programs millions of times To the Apple shop

(App Store) other ones follow: Google (Android Market),

Nokia (Ovi), Blackberry (App World) and Microsoft

(Marketplace). In the near future, any business will have

his apps section, like Amazon has already announced.

2010 will finish with 12.000 millions of downloads, 2 for

earth inhabitant (El Pais, 2010). With almost 300.000

apps only in App store, there is space for almost

everything. It is noticeable to see how applications that

sound quite high tech can be done just with a Smartphone.

Some of the most interesting applications are:

Scanning- Barcode Scanner or RedLaser read barcodes

and give information of the product. Jotnot or DocScanner

scan documents in pdf.

Identify Music- Shazam identifies the music that you hear

in the radio, bar... Soundhound does the same and it is

free.

Stars- Google sky map for Android is a star map that you

can turn on and use to find constellations and planets that

are in the sky. The app uses the phone’s built in compass,

accelerometer, GPS and more in order to find the star

information.

Finding things- Yelp is an app that will help you to find

almost everything ( from a mechanic to a drugstore). It

relies on the iPhone gps to peg your location and find the

things nearby. Geodelic, discovers restaurants, retailers

and attractions in your surroundings.

Sounds- Sonar Ruler uses the measured gap between

audible bips emitted by the phone and their echoes of the

wall to calculate the distance between you and the target.

Sketch- Sketchbook Mobile x allows you to sketch in full

Social media

Social collaboration

Social publishing

Social networking

Social networking analysis

Social profile management

Social feedback

114

8. Ubiquitous ComputingUbiquitous computing names the third wave in computing.

First were mainframes, each shared by lots of people.

Then, the personal computing era, person and machine

staring uneasily at each other across the desktop. Next,

starting now, comes ubiquitous computing, or the age

of calm technology, when technology recedes into the

background of our lives. (Weiser, 1996)

Ubiquitous computing is more formally defined as

“machines that fit the human environment instead of

forcing humans to enter theirs“ (J. York, P.C. Pendharkar,

2004). Because of this idea of several computers in the

background working for people almost imperceptibly, it is

also called pervasive computing or ambient intelligence.

Ubiquitous computers are an important trend of imbuing

computing systems into operational technology, whether

done as calming technology or explicitly managed and

integrated with IT. In addition, it gives us important

guidance on what to expect with proliferating personal

devices, the effect of consumerization on IT decisions,

and the necessary capabilities that will be driven by the

pressure of rapid inflation in the number of computers for

each person.

Trends in fashion retail and shopping

1. Social CommerceSocial shopping is about turning purchases into

conversations. Is about getting users to share their

shopping experiences with friends on Facebook, Twitter,

Email etc. Social recommendation services such as

ShopSocially enable users to rapidly spread the word

about their purchases. Some retailers are even starting to

sell their clothes trough facebook: `F-commerce’.

2. Designer Meets ConsumerSocial networking platforms act as an open forum for

consumers, and designers and retailers who are using

this as an opportunity for learning what consumers want

and reflecting that in their future designs. Consumers feel

a part of the brand, receiving special deals and a line of

communication while the brand gets an insider scoop into

what their customer really wants. (TMG, 2010)

3. Faster fashion

—technologies, such as wikis, blogs, instant messaging,

collaborative office, and crowdsourcing. (3) Social

publishing —technologies that assist communities in

pooling individual content into a usable and community

accessible content repository such as YouTube and

flickr. (4) Social feedback - gaining feedback and opinion

from the community on specific items as witnessed on

YouTube, flickr, Digg, Del.icio.us, and Amazon. (Gartner,

2010).

3. Social Analytics. Social analytics describes the process of measuring,

analyzing and interpreting the results of interactions

and associations among people, topics and ideas. These

interactions may occur on social software applications

used in the workplace, in internally or externally facing

communities or on the social web. Social network analysis

involves collecting data from multiple sources, identifying

relationships, and evaluating the impact, quality or

effectiveness of a relationship. Hunch.com, gravity or

stumble upon are some examples. (Gartner, 2010).

5. Cloud computingCloud computing is all the rage. Cloud computing is a

general term for anything that involves delivering hosted

services over the Internet. These services are broadly

divided into three categories: Infrastructure-as-a-Service,

Platform-as-a-Service and Software-as-a-Service.

Amazon Web Services is the largest public cloud provider.

(Gartner, 2010).

6. Context-Aware ComputingContext-aware computing centers on the concept of using

information about an end user or object’s environment,

activities connections and preferences to improve the

quality of interaction with that end user. The end user

may be a customer, business partner or employee. A

contextually aware system anticipates the user’s needs

and proactively serves up the most appropriate and

customized content, product or service. Gartner predicts

that by 2013, more than half of Fortune 500 companies

will have context-aware computing initiatives and by 2016,

one-third of worldwide mobile consumer marketing will be

context-awareness-based. (Gartner, 2010).

115

Solution What? How? Status Image

Smart Mirror

Suggestion

+ inventory

management

system

-Create personalized

recommendations for

store customers (similar

and complementary

products)

- Enables users to easily

and playfully explore a

wide variety of chromatic

and color-harmonic

clothing combinations

-Integrate an RFID

inventory management

system.

-A touchscreen LCD

panel for suggestion

displays (renders

a mirror image of

the user wearing

clothing in different

color-harmonic

combinations)

-RFID chips on clothing

tags, stationary and

hand-held RFID readers

,

Carnegie

Mellon

university

Project. Not

in real use

ChroMirrorChromatic and

Color-Harmonic

Dressing

-Adjusts the colors of the

clothing regions according

to a set of harmonic color

combinations

-Explore color

combinations

Digital camera,

computer, LCD display,

Wii remote

Taiwan

University

project.

Not in real

use

IconNicholson’s Social retailing mirror systemInteractive mirror

for virtual fitting and

social shopping

-Shoppers view

themselves in outfits

-Comments, feedback

and images of alternate

garments-sent to the

mirror by their online

friends.

Mirror, video camera, a

touch-screen computer

In test in a

few stores

Zara’s incredible supply chain can take new trends to

store in a matter of weeks. But for most retailers it takes

at least 6 months or more before it works its way into

stores. Consumer desire for instant gratification is going

to pressure retailers into shortening this lag time.(You look

fab,com, 2011)

6.1.5 Market analysis

116

Solution What? How? Status Image

TeamLab Interactive HangerExplore boutique

interactively

-Provides relevant

information on screen of

the taken product.

- The hanger can collect

valuable customer

behavioral information,

such as number of pick-

up per item, duration,

location, etc.

RFID tags

LCD screens,

sensor and

receiver

Experimental

project

Intel’s Virtual Footwear Wall for Adidas Touchscreen

Footwear Wall

-Touchscreen wall

that shows interactive

3D models (navigate,

manipulate, view

additional information and

materials )

-When customer is happy

with the product, he/she

can send it to a virtual

shopping cart,

LCD touchscreen Prototype store

will likely roll out

in about a year in

the U.K

117

Solution What? How? Status Image

TeamLab Interactive HangerExplore boutique

interactively

-Provides relevant

information on screen of

the taken product.

- The hanger can collect

valuable customer

behavioral information,

such as number of pick-

up per item, duration,

location, etc.

RFID tags

LCD screens,

sensor and

receiver

Experimental

project

Intel’s Virtual Footwear Wall for Adidas Touchscreen

Footwear Wall

-Touchscreen wall

that shows interactive

3D models (navigate,

manipulate, view

additional information and

materials )

-When customer is happy

with the product, he/she

can send it to a virtual

shopping cart,

LCD touchscreen Prototype store

will likely roll out

in about a year in

the U.K

Type Name What? How? Image

Fashion onlinecommunity

Polivore, Looklet -Create your own outfits by

mixing clothes of different

brands

-Buy the outfits created by the

community

-Comment and vote the outfits.

Knowledge, social

and networking

technologies

(interact and

share data), Image

processing

techniques

Blogs My daily style,

Altamira,

theblondesald,

stylescrapbook

..

Bloggers publish their looks and

create trends

They are independent not linked

to any brand

and people value that

Capture trends froms street

(streetstylers)

Social and

networking

technologies

content

Trends Trendencias,

fashionising.

com, style.com

the sartorialist,

Stockholm

Street Style,

-Compilation of trends, news of

fashion,

-Analysis of celebreties outfits

-Capture trends from the streets

Knowledge/

exploration

technologies (data

mining, content

search engines, ...)

Socialware

Shopping Boutiques,

Asos, Yoox, Net-

aporter

the outnet

-Shopping on the internet from

different brands with different

filters ( colour, style, celebrity..)

and adapted functions for each

user.

Knowledge

technologies

(content,

adaptation

techniques, content

search engines),

social ware

technologies

118

Type Name What? How? Image

Wardrobeorganizers

Stylebook,

Touch Closet,

Gap Style mixer

myShoebox

-Photograph and organize your

clothing by category. You can

then collage these images to

create different outfits.

-In addition, Stylebook sports

a calendar that allows you to

track and plan your outfits

Software

application

and knowledge

technologies

Inspiration Vogue stylist,

Who What

Wears, Chicfeed

Collect and organize the latest

images from street style blogs

like The Sartorialist and Face

Hunter into a simple sideshow.

-Synthesizing and presenting

that information in a meaningful

way

Software

application,

Knoweldge/

exploration

technologies (data

mining, content

search engines, ...)

Shopping apps

Lucky at Your

Service

ShopStyle’s,

Lustr Fashion

Finder

Yoox, Net-a-

Porter

-Helps you find apparels,

accessories

- It also helps you track them

down online and, in some

cases, at nearby retail outlets

using GPS. -Lucky will even call

the store to reserve it for same-

day pickup

Software

application,

Knoweldge

technologies

(content

adpatation

techniques), GPS

Style Advice

Ask a Stylist,

Fashism,

Love It or Lose

It, GQ Stylepicks

(Men)

-Almost immediate advice

of your outfits by snapping a

photo of the item or ensemble

in question,

Software

application,

Connectivity

technologies,

socialware

technologies

Own brand Zara, Ralph

Lauren,

Topshop ...

-Offers runway photographs

and video footage, a slideshow

of the current season catalog,

a news feed, some background

history about the designer and

a store locator

-Some of them also buying

online

Exploration

technologies

(content

search) and

networking

technologies

119

6.1.6 Technological study

Technologies in the fashion field

Function What How

Intelligent fitting room -Retrieve information (on existing

stock, materials, colours, sizes...)

-Call up virtual models

-Accessorize an outfit

-Communicate with shop clerks,

and family

-Mix-and-match database

-Deliver recommendations

-Social retailing system

-Interactive touch

screens

-RFID inventory, sensors

and receivers

Browsing though database -Tailored product ranges and

personalized service

-Adaptability to user’s taste

-Terminal with details on

selected products ( on

the store)

-Visual search (image

processing)

-Machine learning

-Touchscreens

Virtual fitting -Trying on new outfits without

taking your clothes off

- Allow 3D virtual images of

accessories to appear to be

inserted into real world

-Cyber mannequin (3D

simulation)

-Body Scan

-Robotic mannequin

-Augmented reality

F-commerce -Execute transactions in Facebook

without leaving the network

e-commerce application

on Facebook itself

120

three-dimensional world to a set of two-dimensional

discrete points. Each of these spatially distinct points,

holds a number that denotes grey level or colour for

it, and can be conveniently fed to a digital computer

for processing. Here, processing essentially means

algorithmic enhancement, manipulation, or analysis (also

understanding or recognition) of the digital image data.

Every image processing technique or algorithm takes an

input, an image or a sequence of images and produces

an output, which may be a modified image and/or a

description of the input image contents.

Importance of image data

According to one estimate, more than 75 percent of all the

Technologies from other fields

Image Processing technologyImage processing is considered to be one of the most

rapidly evolving areas of information technology today,

with growing applications in all areas of business. As

such, it forms the basis for all kinds of future visual

automation.

Image Processing deals with images which are two-

dimensional entities (such as scanned office documents,

x-ray films, satellite pictures, etc) captured electronically

through a scanner or camera system that digitises

the spatially continuous coordinates to a sequence of

0’s and 1’s. A digital image is a mapping from the real

Function What How

Decision making sites

(Hunch.com,

letsimondecide.com/...)

-Gets to know the

user first and then

offers customised

suggestions

-Core algorithm based on machine

learning asks the user up to 10

structured questions on the topic,

besides other information

-’Wisdom of the crowds’

by aggregating answers and

information from all the users

that complete the various

questionnaires available.

Decision support

systems

(Accounting, medicine,

process control, financial

service, production, human

resources...)

- Computer program

application that

analyzes business

data and presents it so

that users can make

business decisions

more easily

-An expert system (knowledge

based system) or artificial

intelligence system

Personalized Browsing

Tool

(Stumble upon, Hunch.com,

Fitchey.com, google picks for

you...)

-Give personalized

suggestions based on

their taste

- Using a combination of human

opinions and machine learning

to immediately deliver relevant

content (the Toolbar learns what

the user has liked in the past and

continues to present quality web

sites in the future)

121

focuses on the question of how to get computers to

program themselves (from experience plus some initial

structure). Whereas Statistics has focused primarily on

what conclusions can be inferred from data, Machine

Learning incorporates additional questions about what

computational architectures and algorithms can be

used to most effectively capture, store, index, retrieve

and merge these data, how multiple learning subtasks

can be orchestrated in a larger system, and questions of

computational tractability.

In particular, machine learning methods are already the

best methods available for developing particular types of

software, in applications where:

1) The application is too complex for people to manually

design the algorithm. For example, software for sensor-

base perception tasks, such as speech recognition and

computer vision, fall into this category.

All of us can easily label which photographs contain a

picture of our mother, but none of us can write down an

algorithm to perform this task. Here machine learning

is the software development method of choice simply

because it is relatively easy to collect labeled training data,

and relatively ineffective to try writing down a successful

algorithm.

2) The application requires that the software customize to

its operational environment after it is fielded. One example

of this is speech recognition systems that customize to

the user who purchases the software. Machine learning

here provides the mechanism for adaptation. Software

applications that customize to users are growing rapidly

- e.g., bookstores that customize to your purchasing

preferences, or email readers that customize to your

particular definition of spam. This machine learning niche

within the software world is growing rapidly.

Virtual fittingBody scanners

This technique uses a white light to capture a person’s

silhouette, from which measurements can be extracted

and linked with virtual fit or size prediction engines. body

is captured as a dense cloud of over 300,000 points with

either TC2, a device that projects white incandescent light,

or Human

Solutions, a laser scanner. Until the point cloud is

fed into Polyworks software program, which blows

information received by man is visual. Some researchers

arguably consider this figure to be as high as 99 percent!

Even if we consider the conservative estimate, the

remaining four senses contribute to only 25 percent of the

total share. And man has known this since ancient times.

Image Processing vs. Computer Graphics

There generally is a bit of confusion in recognising the

difference between the fields of Image Processing and

Computer Graphics, often even in the minds of tech-savvy

computer professionals. Actually, Image Processing and

Computer Graphics are entirely different, almost the

opposite of each other. A computer graphics system is

involved with image synthesis, and not recognition or

analysis, as in the case of Image Processing. The input of

a computer graphics system consists of an item list that

describes a scene and its purpose is to transform this list

into a digital image, which could have been formed, if this

scene would really exist. Morphing used in advertisements

could be said to be the most commonly witnessed

computer graphics technique. In contrast, input to an

Image Processing system is always a real image formed

via some physical phenomenon such as scanning, filming,

etc. The main role of Image Processing is not to create

information but to extract it, integrate it, make it explicit

and usable.

Applications market

Broadly one can classify the applications areas into four

categories: document and medical imaging, computer

vision & industrial applications, remote sensing & space

applications, and military applications.

Machine learningMachine Learning is a natural outgrowth of the

intersection of Computer Science and Statistics. We

might say the defining question of Computer Science is

“How can we build machines that solve problems, and

which problems are inherently tractable/intractable?”

The question that largely defines Statistics is “What can

be inferred from data plus a set of modeling assumptions,

with what reliability?” The defining question for Machine

Learning builds on both, but it is a distinct question.

Whereas Computer Science has focused primarily on

how to manually program computers, Machine Learning

122

threedimensional life into the cluster, it resembles a

swarm of gnats with a blurry human-like outline.

e.g: Cornell University’s Bodyscan Research Group,

Robotic Mannequin

They’ve created a special shape-shifting robotic

mannequin designed to allow shoppers to get the right fit

when buying their clothes online. Users have to choose a

shirt, enter their body measurements, and the mannequin

will show how it would look on them. e.g: Fitsme.com

Cyber mannequin

Takes a user’s measurements and creates a virtual model

of that person in 3D.Armed with a cyber mannequin, the

consumer can then go shopping and “try on” different

garments to judge style and fit.

ENFASHION, provide a wire mesh of the garment with

color zones that indicate fit problems.

E.g: Virtual Dressing Room (VDR), Vtryon ,C-me, Clarity

Fitting Room,DigiTex and

DigiGarments, WebFitting,

123

6.2.1 Needs depending on the level of fashion involvementBased on the their degree of fashion involvement ( see

Chapter I Analysis), consumers are expected to have

different needs. A review of their characteristics and an

analysis of which needs for advice they might have is done

in this section.

It can be assumed that only the first two groups would use

the Fashion Advisor. These are the ones who have some

interest in fashion and therefore might take the”effort”

to use a Fashion Advisor. It is hypothesized that the

high fashion involvement group would either use it for

information or for making-shopping-easier functions. The

medium fashion involvement group would benefit from

both types of functions, advice and making-shopping

easier.

Appendix B

High fashion involvement

• Fashion leader in innovativeness

• Fashion forward (early trial of trends

and new arrivals)

• Interpersonal communication of

fashion information

• Follows fashion and trends actively

• Knows what to wear and how to

combine items

• Fashion awareness (keep up to date all

the fashion changes)

• Fashion knowledge

• Heavy buyers

• Some enjoy shopping

Medium fashion involvement

• Main stimuli to buy is need

• Wants to look good

• Does not enjoy shopping

• Shopping is perceived as time

consuming

• Searches for assurance

• Some need help with mixing and

matching

• Does not follow trends or fashion

actively (does not search on the

Internet usually)

• Looks for information about

trends and fashion mainly on special

occasions

Low fashion involvement

• Fashion is not a priority

• Some do not care about looking

good

• Finding shops

• Finding specific clothes

• Browsing

• Inspiration and exploration

• Trends and fashion info

• Compare similar items of different

stores

Advice functions

Making shopping easier

functions

• Finding shops

• Finding specific clothes

• Comparing similar items of different

stores

• Assurance

• Finding outfits based on occasion

• Mixing and matching advice

Advice functions

Making shopping easier functions

• No interest at all

{ { {

124

6.2.2 Smartphones

UsageThe smartphone market has grown considerably and by

the end of 2010 smartphones accounted for 37% of total

phone shipments in Western Europe (Internet retailing,

2010)

The smartphones market share in Europe varies a bit

from the one in USA, In both countries RIM leads with

its Blackbery with 35% of the market in the USA and

60,9% in Europe. Despite Blackberry being the most used

platform in business, they are loosing market. Now in USA

40% of the employees use iPhones while 60% still have

BlackBerrys. (Los Angeles times, 2010)

Apple is working hard to show that Iphone can be used

for nearly any purpose, business or personal, a line that

Apple hopes to blur out of existence. Apple claims that

the fact of not developing two different lines (enterprise

versions and consumer versions) is another part of our

simplistic approach to things. And apparently this is the

trend (kaufman Bros, 2010), “Most people now want

to use a single device to handle both their personal and

professional lives.”

RIM has also created an online app store, called App

World, though it has only about 15,000 apps compared

with Apple’s 300,000.

But even with Apple’s apparent advantage in hype and

consumer popularity, the BlackBerry is “still the gold

standard” for mobile smart phones, said Ashok Kumar,

an analyst at Rodman & Renshaw.

BlackBerry during the Work Week, iPhone on the WeekendAccording to the study of Localytics study about mobile

app usage, although iPhone is making professional

inroads, it continues to be predominantly a personal

device more heavily used outside of working hours.

However, the BlackBerry analytics study shows that

mobile app usage still appears concentrated around

professional use. BlackBerry mobile app usage is higher

throughout the workday and starts to peak at 7:00 pm

EST, two hours earlier than the iPhone. More telling, there

is no statistically significant difference in the usage of

BlackBerry apps on the weekend compared to Monday

through Friday, unlike the iPhone.

Figure 6.2.1 Android, iPhone and Blackberry

Figure 6.2.2. Blackberry and Iphone application usage

Figure 6.2.3 Worldwide Smartphone Sales to End Users by

Operating System in 3Q10 (Thousands of Units) (Gartner, 2010)

125

Connectivity

In a smartphone there are two possible types of

connections to transfer data in big distances: Wifi and 3G.

3G networks are primarily designed to handle data

transfer. Standard 3G is capable of speeds up to 2Mb.

HSPA improves 3G technology, upping the theoretical

top end mobile broadband speed to 10Mb, but in reality

speeds above 3Mb are rare. This is due in part to the large

amount of people now sharing the 3G signal, as the mobile

service providers struggle to keep up with demand for data

services. (BroadbandGenie, 2011)

Wifi correspond to devices that can communicate with

other devices in a ‘wireless local area network’, or WLAN.

When it comes to smartphone use, Wi-Fi is usually

associated with ‘hotspots’ - places such as cafes, airports,

stations, etc where you can get online via your phone (or

laptop). Wi-Fi is also common in homes, thanks to wireless

broadband routers.

After this brief analysis, wifi connection seems to be a

better choice. If the store makes available a wifi network,

user can save a lot of money (as he won’t be using up his

allocated allowance) while also normally giving a faster,

better broadband connection. Besides some users do not

have an internet contract with his telephone company, but

do have a smartphone that can access a wifi network.

126

6.2.2 Functions

Set-up

Regular use

Figure 6.2.1 setup functions

127

Figure 6.2.3 Browsing by occasion

Figure 6.2.2 Browsing by filter

128

Figure 6.2.5 Find similar items

Figure 6.2.4 Things you might like

129

Figure 6.2.6 Matching possibilities

Figure 6.2.7 General screen

130

Appendix C

6.3.1 Process scenario

System shows filters

UA0.User decides

to startapplication

IA0.TO0.

System boots up

IA1.

System showsmenu with options

UA1.

IA2.

User submitsoption

TO2.

Systems initiatesbrowsing By filter

fucntion

IA3. UA3.

IA4.

System offers user arange of filters

Userchooses an

option ineach filter

(item,budget,

occasion...)

TO5.System stores info

System covertsit into a search

patternTO6.

T10.

Sytem retrievesUser preferences System adds user

preferences to thesearch pattern

Prepares menufor user User considers

options

Presses button

TO1.

UA2. User chooses‘browsing by

filter’Selection goes tosystem

TO3.

TO4.

Filters selection is inputtedinto system

TO8. System checksuser profile

User profile

TO9.

User profile

System checksuser purchases in

the user profile

Sytem retrievesUser purchases data

T11.

T12.

System adds userpurchases data tothe search pattern

System accessesclothing database with

the search pattern

AC

CES

ING

BR

OW

SIN

GB

YFI

LTER

TO7.System prepares

visualization of ‘activating user’s preferences’

IA5. UA4.

Alert message is display:activate user preferences

(yes/no) Userconsiders

UA5.IA6. User selects(yes)

Option is inputted (yes)System receives option

131

System shows filters

UA0.User decides

to startapplication

IA0.TO0.

System boots up

IA1.

System showsmenu with options

UA1.

IA2.

User submitsoption

TO2.

Systems initiatesbrowsing By filter

fucntion

IA3. UA3.

IA4.

System offers user arange of filters

Userchooses an

option ineach filter

(item,budget,

occasion...)

TO5.System stores info

System covertsit into a search

patternTO6.

T10.

Sytem retrievesUser preferences System adds user

preferences to thesearch pattern

Prepares menufor user User considers

options

Presses button

TO1.

UA2. User chooses‘browsing by

filter’Selection goes tosystem

TO3.

TO4.

Filters selection is inputtedinto system

TO8. System checksuser profile

User profile

TO9.

User profile

System checksuser purchases in

the user profile

Sytem retrievesUser purchases data

T11.

T12.

System adds userpurchases data tothe search pattern

System accessesclothing database with

the search pattern

AC

CES

ING

BR

OW

SIN

GB

YFI

LTER

TO7.System prepares

visualization of ‘activating user’s preferences’

IA5. UA4.

Alert message is display:activate user preferences

(yes/no) Userconsiders

UA5.IA6. User selects(yes)

Option is inputted (yes)System receives option

T12.System accesses

clothing database withthe search pattern

Clothing Database

Sytem retrievesmatching items

T13.

Tool prepares visualizationof matching items

System sorts items according tothe degree of matching

T14. UA6.IA7.Display matching items

T15. UA7.

User considersthe displayed

result

UA8.

selection is inputtedin sytem

Users selectsa specific itemIA8.

System receivesselected item

Systems searches in theDatabase the similaritems in those stores

Clothingdatabase

T24.

IA15. UA14.

Display items

UA15.IA16.T23.System shuts down Give command to shut down

IA17.

Option is inputted insystem (I like it)

T22.

UA9.

Usersconsiders infoand options

IA9.

System preparesinformation and

options about theselection

T16.

Option is inputted

Data and optionsabout the selection

are displayed

Users selectsan option (Findsimilar items)

IA10.T17.

System receivesoption (Find similar

items)

T18.

Userterminates

application orchooses

another option

System receives option(rating)

T25.

IA18. UA16.

Rating menu isdisplayed

User considers

User ratesitem

System storesrating

IA11. UA10.

System preparesinformation and optionsabout Shops/area where

perform searchOptions aredisplayed

Usersconsiders

options (whereto perform

search)

Option is inputted Users selectsan option (in

this area)IA12.T19.

System receivesoption (In this area)

UA11.

System accessGPS and checkscurrent location

GPS

T20.

Google maps(stores)

System checksstores in that

area

Systemretrieves a list of

stores

Display List of stores in the area User considersthe displayed

resultIA13.

Tool prepares visualizationof the list of stores

UA12.

Users selectsa store/sIA14.T21. UA13.

Option is inputtedSystem receives option(list of stores)

Systemretrieves items

Tool prepares visualizationof the items

User profile

User perceiveschange

Tool prepares change invisualization of rating Change is displayed

UA17.IA19.T26.System shuts down

Give command to shut down User terminatesapplication or

chooses anotheroption

SHU

TD

OW

NSH

UT

DO

WN

FIN

DSI

MIL

AR

ITEM

S

RA

TEIT

EMS

132

T12.System accesses

clothing database withthe search pattern

Clothing Database

Sytem retrievesmatching items

T13.

Tool prepares visualizationof matching items

System sorts items according tothe degree of matching

T14. UA6.IA7.Display matching items

T15. UA7.

User considersthe displayed

result

UA8.

selection is inputtedin sytem

Users selectsa specific itemIA8.

System receivesselected item

Systems searches in theDatabase the similaritems in those stores

Clothingdatabase

T24.

IA15. UA14.

Display items

UA15.IA16.T23.System shuts down Give command to shut down

IA17.

Option is inputted insystem (I like it)

T22.

UA9.

Usersconsiders infoand options

IA9.

System preparesinformation and

options about theselection

T16.

Option is inputted

Data and optionsabout the selection

are displayed

Users selectsan option (Findsimilar items)

IA10.T17.

System receivesoption (Find similar

items)

T18.

Userterminates

application orchooses

another option

System receives option(rating)

T25.

IA18. UA16.

Rating menu isdisplayed

User considers

User ratesitem

System storesrating

IA11. UA10.

System preparesinformation and optionsabout Shops/area where

perform searchOptions aredisplayed

Usersconsiders

options (whereto perform

search)

Option is inputted Users selectsan option (in

this area)IA12.T19.

System receivesoption (In this area)

UA11.

System accessGPS and checkscurrent location

GPS

T20.

Google maps(stores)

System checksstores in that

area

Systemretrieves a list of

stores

Display List of stores in the area User considersthe displayed

resultIA13.

Tool prepares visualizationof the list of stores

UA12.

Users selectsa store/sIA14.T21. UA13.

Option is inputtedSystem receives option(list of stores)

Systemretrieves items

Tool prepares visualizationof the items

User profile

User perceiveschange

Tool prepares change invisualization of rating Change is displayed

UA17.IA19.T26.System shuts down

Give command to shut down User terminatesapplication or

chooses anotheroption

SHU

TD

OW

NSH

UT

DO

WN

FIN

DSI

MIL

AR

ITEM

S

RA

TEIT

EMS

133

IA20.

UA17.T26.System shuts down Give command to shut down

User finalizesapplication or

choosesanother optionIA19.

T27.

Option is inputted in system(Matching items)System receives option

...

UA23.

IA25.T39.User uses his Idnumber when

paying

User buyssome clothesin the store

UA24.

Purchases info is sent to thesystem

System receives purchases info

Clothing DB

T40.

System connects toClothing database

System retrievespurchased clothes

images and metadataSystem stores

purchases info inuser wardrobe ofthe user profile

User profile

SHU

TD

OW

N

UA18.User chooses

option (matchingitems)

Clothing Database

Sytem retrievesmatching items

T34.

System prepares visualizationof categories of matching items

System sorts items per category

T35. UA19.IA21.Display categories

T36. UA20.

User considersthe displayed

result

selection is inputtedin sytem Users selects

a Category(trousers)

IA22.

System receivesselected item

UsersconsidersIA23.

System preparesVisualization of

matching items in thatcategory

T37.

Matching items aredisplayed

System covertsit into a search

patternT28.

T31.

Sytem retrievesUser preferences System adds user

preferences to thesearch pattern

T29. System checksuser profile

User profile

T30.

User profile

System checksuser purchases in

the user profile

Sytem retrievesUser purchases data

T32.

T33.

System adds userpurchases data tothe search pattern

System Cjecksmatching possibilitiesof the item with the

search pattern

MA

TCH

ING

POSS

IBIL

ITIE

S

UA21.

UA22.IA24.T38.

System shuts downGive command to shut down User terminates

application orchooses another

option

SHU

TD

OW

N

134

IA20.

UA17.T26.System shuts down Give command to shut down

User finalizesapplication or

choosesanother optionIA19.

T27.

Option is inputted in system(Matching items)System receives option

...

UA23.

IA25.T39.User uses his Idnumber when

paying

User buyssome clothesin the store

UA24.

Purchases info is sent to thesystem

System receives purchases info

Clothing DB

T40.

System connects toClothing database

System retrievespurchased clothes

images and metadataSystem stores

purchases info inuser wardrobe ofthe user profile

User profile

SHU

TD

OW

N

UA18.User chooses

option (matchingitems)

Clothing Database

Sytem retrievesmatching items

T34.

System prepares visualizationof categories of matching items

System sorts items per category

T35. UA19.IA21.Display categories

T36. UA20.

User considersthe displayed

result

selection is inputtedin sytem Users selects

a Category(trousers)

IA22.

System receivesselected item

UsersconsidersIA23.

System preparesVisualization of

matching items in thatcategory

T37.

Matching items aredisplayed

System covertsit into a search

patternT28.

T31.

Sytem retrievesUser preferences System adds user

preferences to thesearch pattern

T29. System checksuser profile

User profile

T30.

User profile

System checksuser purchases in

the user profile

Sytem retrievesUser purchases data

T32.

T33.

System adds userpurchases data tothe search pattern

System Cjecksmatching possibilitiesof the item with the

search pattern

MA

TCH

ING

POSS

IBIL

ITIE

S

UA21.

UA22.IA24.T38.

System shuts downGive command to shut down User terminates

application orchooses another

option

SHU

TD

OW

N

135

System shows occasions

UA0.User decides

to startapplication

IA0.TO0.

System boots up

IA1.

System showsmenu with options

UA1.

IA2.

User submitsoption

TO2.

Systems initiatesbrowsing by

occasion function

IA3. UA3.

IA4.

System offers user aseries of occasions

Userchooses anOccasion(wedding)

TO5.System stores info

Systemconverts it into asearch pattern

TO8.

T12.

Sytem retrievesUser preferences System adds user

preferences to thesearch pattern

Prepares menufor user User considers

options

Presses button

TO1.

UA2. User chooses‘browsing by

occasion’Selection goes tosystem

TO3.

TO4.

selection is inputted intosystem

T10.

User profile

T11.

User profile

System checksuser purchases in

the user profile

Sytem retrievesUser purchases data

T13.

T14.

System adds userpurchases data tothe search pattern

System accessesclothing database with

the search pattern

IA5.TO6.

System prepares possibilitiesfor the selected option Possibilities are displayed

UA4.

Userchooses apossibility

(wedding ina beach)

IA6.TO7.System stores info

selection is inputted intosystem

Clothing Database

Sytem retrievesmatching items

T15.

Tool prepares visualizationof matching items

System sorts items according tothe degree of matching

T16. UA6.IA9.Display matching items

T17. UA7.

User considersthe displayed

result

UA8.

selection is inputtedin sytem

Users selectsa specific itemIA10.

System receivesselected item

UA9.

Usersconsiders infoand options

IA11.

System preparesinformation and

options about theselection

T18.

Option is inputted

Data and optionsabout the selection

are displayed

Users selectsan option

(Save item)IA12.T19.

System receivesoption (Save item)

T20.

System stores item

Change in button isdisplayed

User perceivesIA13.

System prepareschange in button(saved)

UA10.

System prepareschange in button(saved)

UA11.IA14.T21.System shuts down

Give command to shut down User terminatesapplication or

chooses anotheroption

SAVE

ITEM

SSH

UT

DO

WN

AC

CES

ING

BR

OW

SIN

GB

YO

CC

ASI

ON

System checksuser profile

System preparesvisualization of ‘activating

user’s preferences’

IA7. UA4.

Alert message is display:activate user preferences

(yes/no) Userconsiders

UA5.IA8. User selects(yes)

Option is inputted (yes)System receives option

TO9.

136

System shows occasions

UA0.User decides

to startapplication

IA0.TO0.

System boots up

IA1.

System showsmenu with options

UA1.

IA2.

User submitsoption

TO2.

Systems initiatesbrowsing by

occasion function

IA3. UA3.

IA4.

System offers user aseries of occasions

Userchooses anOccasion(wedding)

TO5.System stores info

Systemconverts it into asearch pattern

TO8.

T12.

Sytem retrievesUser preferences System adds user

preferences to thesearch pattern

Prepares menufor user User considers

options

Presses button

TO1.

UA2. User chooses‘browsing by

occasion’Selection goes tosystem

TO3.

TO4.

selection is inputted intosystem

T10.

User profile

T11.

User profile

System checksuser purchases in

the user profile

Sytem retrievesUser purchases data

T13.

T14.

System adds userpurchases data tothe search pattern

System accessesclothing database with

the search pattern

IA5.TO6.

System prepares possibilitiesfor the selected option Possibilities are displayed

UA4.

Userchooses apossibility

(wedding ina beach)

IA6.TO7.System stores info

selection is inputted intosystem

Clothing Database

Sytem retrievesmatching items

T15.

Tool prepares visualizationof matching items

System sorts items according tothe degree of matching

T16. UA6.IA9.Display matching items

T17. UA7.

User considersthe displayed

result

UA8.

selection is inputtedin sytem

Users selectsa specific itemIA10.

System receivesselected item

UA9.

Usersconsiders infoand options

IA11.

System preparesinformation and

options about theselection

T18.

Option is inputted

Data and optionsabout the selection

are displayed

Users selectsan option

(Save item)IA12.T19.

System receivesoption (Save item)

T20.

System stores item

Change in button isdisplayed

User perceivesIA13.

System prepareschange in button(saved)

UA10.

System prepareschange in button(saved)

UA11.IA14.T21.System shuts down

Give command to shut down User terminatesapplication or

chooses anotheroption

SAVE

ITEM

SSH

UT

DO

WN

AC

CES

ING

BR

OW

SIN

GB

YO

CC

ASI

ON

System checksuser profile

System preparesvisualization of ‘activating

user’s preferences’

IA7. UA4.

Alert message is display:activate user preferences

(yes/no) Userconsiders

UA5.IA8. User selects(yes)

Option is inputted (yes)System receives option

TO9.

137

By defining your eye and hair color as well as skin

pigmentation, the Fashion Advisor can categorize you into

one of the four seasons. According to this seasonal color

system, particular physical characteristics are linked to a

recommended range of colors that may best suit the user.

In order to define user style preferences, you are shown

slides of articles and outfits. Each item is associated

with particular information. By choosing between the

different items the advisor gradually builds the users style

preferences database.

Of course, you can access this part of the application

at anytime in the future, being aware that the more

input you provide, the more accurate the application’s

recommendations. In the case of disagreement or a

change of style, you can edit and check the results of what

the Fashion Advisor believes to be your style preferences.

In this way the user profile is built, allowing the Fashion

Advisor to operate based on your physical characteristics

and personal style preferences.

While using the application, Information is gathered

about you in three ways. In addition to inputting details

during step up, every item displayed by the Fashion

Advisor has the option to rate it. These ratings influence

recommendations. Finally, a purchase history is also

integrated into the preferences.

In this way the Fashion Advisor is adaptable to each user.

As the application increases it’s knowledge of the user it

continuously becomes a more personal app for it’s user.

Anywhere where need arises, thanks to it’s mobility, the

application can be used by connecting to the internet

through the smartphone.

If you experience the uncertainty of not knowing what

is appropriate to wear to certain events, you can truly

benefit from the Fashion Advisor. Since the application

contains information about fashion for many types of

events, appropriate recommendations are made that also

integrate the user preferences in order to maintain your

personal style.

6.3.2 Narration of the abstract prototypeWhat s the Fashion Advisor?

The Fashion Advisor is a smartphone applicaiton which

assists men with clothes shopping and fashion advice. This

is achieved by providing him with recommendations and

helpful fashion information.

The recommendations may include clothing suggestions

based on the users preferences, clothing advice for what

that may be most appropriate for a particular type of event

and tips about what could look best on him. The Fashion

Advisor can provide the user with additional confidence

and ease while shopping for clothing.

With helpful information at hand, it may be easier for

him to make fashion decisions and with less frustration

and apprehensiveness that some can men feel toward

shopping.

Who is the Fashion Advisor for?

The Fashion Advisor is targeted for men. More specifically

young male professionals, like you! After just graduating

from university or starting a new career you probably have

a limited amount of free time. With a busy schedule full of

different of social events such as dinners, meetings, and

interviews, making time for clothes shopping isn’t easy,

but it’s still a priority. Being familiar with technology you

likely already own a smartphone, in which case the Fashion

Advisor is ideal for you.

How is this done?

Initially, the application needs a brief setup in which you

provide the Fashion Advisor with some information about

yourself.

This required information consists of your physical

characteristics and your style preferences. These details

are used by the Fashion Advisor to ensure that it provides

the most appropriate and relevant information. For

example, under physical characteristics, defining your

body type allows the advisor to recommend certain types

of clothes, or cuts best suited to fit you.

138

options.

The application provides the ability to quickly visualize

items of clothes together. In doing so, the user can

consider, or discard, particular clothing combinations

more quickly.

After having successfully found clothes, tried them on, it

might be time for a purchase.

At the time of purchase, you may provide your ‘user

number’ to have your account updated with the purchase

history. Your user profile will be update allowing you to

later browse your virtual wardrobe, as well, additional

recommendations may be made by the Fashion Advisor

based on what you already own. Purchases will further

refine the style preferences of the user for future advisor

recommendations.

Using the GPS capabililties of the smartphone, the advisor

application can make suggestions for nearby fashion

items.

It is evident that men often only shop for clothes as

needed. However, while browsing a store the additional

function called ‘things you may like’ might be handy to the

user.

In this option, the system searches the store inventory

using the users preferences to help him in his selection.

another useful function is called ‘find similar items’ and will

show you comparable items to the one you has selected.

The system gives you the possibility to perform this search

in the same store, in the general area, or choose from a

series of store from a list.

it was realized during research that male users have

difficulty making fashion decisions due to the uncertain

possibility that better option may be elsewhere. Using this

function, this information is at the users fingertips and can

quickly be accessed to help in the purchase decision.

The Fashion Advisor is an information appliance which

consists of 3 main parts. The first component is made

up of two online databases and server where all the

information is contained. The server is responsible for

maintaining the network and providing the operating

By filtering the search, the results are narrowed down and

the application shares with you only those things that you

tends to like and are suitable for the event.

while using the Fashion Advisor, if you find something that

catches your eye, or you’re particularly fond off, you can

always store the item to review again later.

once at the store, time needn’t be wasted browsing.

Equipped with his Fashion Advisor recommendations, the

user already knows what he is looking for.

However, while shopping, the option always exists to

explore other possibilities. By scanning the barcode

of clothing tags, the app will download the information

about that article and immediately update the user

about the colors available, the stock, even additional

recommendations, and many more options.

Browsing by filter

Sometimes, you may have some preference for the

category of clothing that you are looking for, such as within

a set budget, or perhaps simply a certain color. For this

scenario, browsing by filter is ideal. This function allows

you to choose from a list of different filters and prioritizes

them to narrow down your search.

This criteria can then be added to the ‘user preferences

filter’ and ‘area/store’ filter.

Again, you are able to teach the application by rating

items. If you like, or dislike particular items, you can

provide that information. The application will gather this

data into the user preferences and immediately refresh

your results.

Matching possibilities

For each item that is shown, the Fashion Advisor has a

range of matching possibilities which are classified into

different categories.

Letting the user choose the category of what he needs

and adding the regular filters (contained within user

preferences), the system retrieves a series of matching

139

procedures. The smartphone is the second component

which is the platform for the application and finally, the

third component is the software on the smartphone which

provides graphical user interface, and is connected to the

server via the network.

There are two databases. The first is the user database

which contains the information about the users.

The second is the database containing the fashion

inventory. This inventory is build from contributions from

clothing brands and stores. Based on the corresponding

data attached to each item, following standard protocol

the inventory is categorized as required for the Fashion

Advisors recommendations.

140

Caches the prototype on the device, so it loads

instantly and responds as snappy as a native application.

Allows the designer to lay out the whole interface in

Adobe Fireworks.

Another remarkable alternative is to screen cast the

desktop from a computer into the device. There is a

couple of alternatives to do this. The most simple is

called LiveView for iPhone & iPad (Zambetti.com, 2011).

It consists of two parts the ScreenCaster for Mac and

the Liveview for Iphone (figure 3.12). The ScreenCaster

is a simple application that puts a virtual iPhone skin

on the screen, its dimensions corresponding to a real

iPhone such that the pixels inside of the virtual skin are

precisely as many as on a real iPhone display. By having

6.3.3 Possibilities for the tangible prototypeVisuals correspond to static pdfs and wireframing tools.

This is the case of using for instance Photoshop/Indesign/

Illustrator/Fireworks to create a realistic looking screen in

a PDF format. Then this result would be shown to the user

in the screen of the laptop. Although this approach can let

the user get a feel for the layout it is limited in providing

any other kind of feedback, since the user is just observing

a workflow without interacting with it (stackoverflow.com,

2011). The other possibility inside visuals, is wireframing

tools. These tools allow the creation of clickable

prototypes to visualize in the desktop, most of them via

drag and drop UI (user interface) packages from libraries.

Some of these wireframing softwares are: Balsamiq,

Pidoco, Justinmind, omni graffle or visio. Balsamiq (figure

3.10) was used to the creation of the functions concepts

during the conceptualization phase.

Simulators could be done either in a PC or in the

device. Simulators in the PC correspond to the case of

emulators that typically accompany mobile developing

environments. Although, these emulators imitate the

behaviour of the platform, again this is limited to a desktop

visualization.

On the other hand, simulators in the device, include

technologies that enable creating the illusion of a working

product. For instance, the application is visualized through

the web browser of the platform or by other means. In this

way the result can be seen into the product. For instance,

this is the case of use a plug-in of fireworks (figure 3.11),

fireworks can be combined with some jQuery and PHP to

result in a prototype that can not only be viewed, but its

is also possible to interact with just as if it would be a live

app (Adobe.com, 2011). What makes this tool interesting

for designers, is that without any coding, they can make a

prototype that:

Runs full screen without the default Safari browsers

navigation at the top and bottom of the screen.

Animates transitions between screens with effects like

slide cube, dissolve, flip, pop, slide-up and swap.

Supports gestures like swipe left, right, up and down and

change orientation of the device.

Figure 6.3.1 Balsamiq mockups software allows the creation of

clickable desktop prototypes

Figure 6.3.2 Fireworks pluging

141

more interesting because they are platform independent.

Besides, for the prototype this is better since it could be

tested in different devices, and there is no need to learn

the native codes, but it can be done with standard codes

(action script, HTML,…) . A third possibility is to use

Phonegap (http://www.phonegap.com/about), in this

way a website is programmed with HTML, but thanks to

this tool it is given the look of a native app.

the Liveview application installed in the iPhone/iPod

Touch, the screen of the mac is transmitted into the

Iphone. Furthermore, the ScreenCaster has an option to

interpret touches as mouse clicks. By turning this feature

on and the screencast becomes a two-way interactive

prototype. Virtually any application on the mac can quickly

be ‘launched’ on the iPhone. Best part is that it is possible

to get click events back from iPhone for interactive

clickthrough testing. On top of that, this will allow for much

faster setup and quicker iterations than trying to test by

constantly uploading the prototype to remote http site to

load on Mobile Safari or some other similar approach (web

browser emulator approach). The designer can use an

initial tool like OmniGraffle or Fireworks to create clickable

html demo and then preview it with LiveView for iPhone.

Code generators

In this case, an application is developed for real. There

are two possible types of applications: native and web

applications. Native applications require programming

on the platform development environment. This means

that to have a native application in an Iphone you need

to program it in Objective-C using X-code, meanwhile for

Android you need to program it (again) in Java/C++ using

Eclipse. On the other hand, user interface (UI) standard

from the device can be applied in native applications,

which implies a better UI design result, and data not

depend on network connection.

On the other hand, with WAP applications the application

runs on a server hosted on the Internet. Web applications

can be developed on a single platform, allowing for a

wider user base. With the invention of HTML 5, more

functionality is becoming available to developers to

better utilize mobile hardware and functions.  The main

advantage of this type of application is the platform

independence.

These are the main platforms possibilities regarding

programming languages:

-Android: Native Android Code, Flash/Flash Lite,

JavaScript, AIR

-Apple: Native Apple Code, JavaScript, ‘HTML5’, AIR

-RIM (blackberry): Java Applications, Native RIM, AIR soon

-Windows Mobile: Windows CE Compiled Native Apps /

Silverlight, AIR soon

Native apps are discarded. Web apps are considered

142

Would you suggest any improvement to it?

Would you trust the Fashion Advisor?

Would (not) you still acquire one? why?

Where would you use the Fashion Advisor?

What do you think of choosing a smartphone as the

platform for the Fashion Advisor ?

6.4.2 Recruitment documents

QuestionnaireThe short questionnaire participants have to answer to be

selected is as follows:

Choose the option that is closer to what you feel/ think:

a)I follow trends and fashion actively. Image is important

for me, and I appreciate style and aesthetics in clothes.

I know what to wear and how to combine clothes. I use

fashion to create a good impression.

b)I don’t enjoy shopping for clothes but I try to look good

and buy clothes when I need them. I consider price an

important attribute in clothes, but so it is style and quality.

I often look for the assurance of friends or a store clerk

before making a purchase.

I have not interest in fashion at all and aesthetic concerns

are futile for me. I only shop when I really need clothes. I

find shopping always unpleasant.

6.4.3

Questionnaire

Appendix D

6.4.1 Set up test

Planning

Introduction 3 min

Watch Abstract Prototype 13 min

Interview 1 10 min

Questionnaire 7 min

Tasks in tangible prototype10 min

Interview 2 10 min

Questionnaire7 min

60 min

Script Open-ended questions (Interviews)After having seeing the abstract prototype video

-What is your general impression about the Fashion

Advisor ?

Can you imagine yourself using it?

Could you recall any situation where you could have

benefit from it in the past?

Can you mention any of the functions shown during the

video?

Which one would you believe it is more useful for you?

Do you miss some kind of functions that it is not shown

in the video? Would you suggest any improvement to it?

Where would you use the Fashion Advisor?

How long would you give the Fashion Advisor to come up

with results that are personalized to you?

What do you think of choosing a smartphone as the

platform for the Fashion Advisor ?

Would you trust the Fashion Advisor?

Would you like to acquire it in the future?

After having used the tangible prototype

What do you think now of the Fashion Advisor ? Has

your opinion changed about it after having tried?

Did you find any difficulty in performing any of the tasks?

What was it? Was it as it looks in the video?

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QUESTIONNAIRE no 1

Info about the user

• Name:

• Age:

• Nationality:

• Job and field:

• Fashion involvement degree:

• Choose the option that is closer to what you feel/ think:

a)I follow trends and fashion actively. Image is important for me, and I appreciate style and aesthetics in clothes. I know what to wear and how to combine clothes. I use fashion to create a good impression.

b)I don't enjoy shopping for clothes but I try to look good and buy clothes when I need them. I consider price an important attribute in clothes, but so it is style and quality. I often look for the assurance of friends or a store clerk before making a purchase.

c) I have not interest in fashion at all and aesthetic concerns are futile for me. I only shop when I really need clothes. I find shopping always unpleasant.

Do you own a smartphone or plan to buy one in short term?a) Yesb) No

If yes, how fluent do you think you are with it?Not fluent at all Very fluent

1 2 3 4 5

The fashion Advisor

1. How “adaptable to the user’s needs” do you consider the fashion advisor to be?Not adaptable Very adaptable

1 2 3 4 5

2. Normally, how long does it take you to to browse and select items in a store?a)< 5 minb) 10-15 minc) 15-20 mind) > 20 min

And how long do you estimate will it take you with the fashion advisor?a)< 5 minb) 10-15 mine) 15-20 minf) > 20 min

144

3. Which feature will have the greatest influence on the length of your/the shopping process?

- Browsing by filter

- Browsing by occasion

- Things you might like

- Matching possibilities (in the same store)

- Find similar items (between different stores (based on a visual search))

- Scanning of items (will show the information screen)

- Information of items

4. How many items do you usually try before you find something that pleases you?a)1 b) 2c) 3 or moreAnd how many do you estimate you will try with the fashion advisor?a)1 b) 2c) 3 or more

5. Make a ranking of your top 3 features:

-Browsing by filter

-Browsing by occasion

-Things you might like

- Matching possibilities (in the same store)

- Find similar items (between different stores (based on a visual search))

- Scanning of items (will show the information screen)

- Information of items

6. How many stores do you check when trying to find a certain item?a) 1b) 2-3c) 3-5d) More than 5And how many stores do you estimate you will check with the fashion advisor?a) 1b) 2-3c) 3-5d) More than 5

7. What feature will be of the greatest help in making decisions?

- Browsing by filter

- Browsing by occasion

- Things you might like

- Matching possibilities (in the same store)

- Find similar items (between different stores (based on a visual search))

- Scanning of items (will show the information screen)

- Information of items

145

8. Which feature will help most in increasing convenience?

- Browsing by filter

- Browsing by occasion

- Things you might like

- Matching possibilities (in the same store)

- Find similar items (between different stores (based on a visual search))

- Scanning of items (will show the information screen)

- Information of items

To what extent do you (dis)agree with the following statements:

9. The fashion advisor will help me to pick the appropriate outfit for different eventsStrongly disagree Strongly agree

1 2 3 4 5

10. In-store browsing and selection of clothes becomes simpler with the fashion advisorStrongly disagree Strongly agree

1 2 3 4 5

11. The different features of the fashion advisor will help me to make fashion decisions more easilyStrongly disagree Strongly agree

1 2 3 4 5

12. I could see myself using the fashion advisor on a regular basisStrongly disagree Strongly agree

1 2 3 4 5

13. The fashion advisor will help me to select the clothes that aesthetically fit me best Strongly disagree Strongly agree

1 2 3 4 5

14. The use of the smartphone as the type of platform is convenientStrongly disagree Strongly agree

1 2 3 4 5

146

6.4.4 Framework

User Willing to use it Where would they use it?What would they use it for? / functions

Yes I would use it, because I don’t like shopping and I never really know where to look...

As a starting point to go and look there, try out this.I would pay a small amount, 5 euros. I think the shops where I go because of this application should just pay for it.

I think it does not match much me too much because I enjoy shopping, I enjoy searching for my clothes and I prefer the interaction with the real clothes.I wouldn’t pay for an application, I have an smartphone, but I don’t use applications. If it would be free I would try it and use it when I do not have time maybe..

Yes, I would use it mostly to locate where I can buy certain items

It could be very interesting. I could see my self using it, but I need to feel it to see how it works. You should give a free trial period, 4 weeks, and then if the user really likes it, I don’t know, 4- 5 euros?

Mostly at home to know where to go,

in the store I’d use it to check out recommendations. If the application says this blazer I would go to the blazers, and I know there is a blazer there for me but I would still look at all the blazers there..

I don’t think I would use it, but If do, I would do it at home

I would use it at home for locating things in stores and stores, and in the store to see if there any other options, any other colours...

I would use it in the stores, and also at home to know where to go.. or in the street

I like that I could say I am looking for something like this, and then the application would tell me, ok in this store there is a lot of items for you and from there I would take the time to look around, not immediately go to what the application suggested. ..

The application brings me to the shop, in the shop I can rather talk with people... That’s where the application might help to explore new stores.

Finding specific things, but I normally go shopping only on sales, so it should inform me about sales

Locating things, and knowing what is in a store. Things you might like is the most useful. Browse by occasion I can get the information on the internet.Mostly the question is what do they have in the store and do I fit.

More useful is that it updates me what is in the store and where based on my preferencesRecommendations to go directly to stores, Where should I go? To save time, and do not go randomly and of course if

J, IT engineer27. Medium fashion involvement

E, 27, DesignerMedium fashion involvement but likes shopping

E K, 25, Designer automotive. High fashion involvement

K, 30Designer aerospace sector, Medium fashion involvement

147

Benefits, needs, desires Trustworthiness Usability Suggestions

Ease of use / platform

I don’t have time, and I don’t follow fashion, so It will be helpful if it can point me to the stores.

I like all the different filters that basically narrow everything down

As I told you, I prefer the interaction with real clothes, But It can be useful to check things when you don’t have time

The matching between your personal profile and the items is the most usefulI don’t need anything but many times I get inspirationless, and I want to get something new, mostly based on an idea that I show on the internet. It is more driven by feeling than real need.

I get confused between the many options, so if it can tell me go here , try this..and it works , it can helpI do care a bit about

...if it is on the store it feels like a shop assistant that wants to sell you everything there is on the store. If it is an smartphone it feels more like an independent application and I would trust that more.Some of the stores will be in the Fashion Advisor s, and others will not participate so it is going to be biased anyway. I believe the adaptability is a very important part, and the database of users can really help by grouping styles of people together, like in Amazon.

I make two shoppings per year, so this device in order to be useful, to learn from me, I might need 1 year. You need to be constant to get the proper data of you.

I trust it if I see it is working with its suggestions. It should start talking to me within a weekLet’s call it the wingman, I would still be in charge and have my opinions but It could help me...It is more like an auxiliary tool

I think if the body type adaptation works, it can make a lot of change. I think it should be ok after 3 times

Well, I consider this as a prototype but it looks nice. I would like to be able to zoom it.

It has too many steps and too much text. It it gets more advance it could become a bit messy, Make it more visual, more icons and less text. You really need to make the interaction with the device really simple. If its a guy who does not like to spend time in the store, why he would spend time with this..

It works good, but I would like to see a zoom of the fabric, what makes the difference between items are the subtle details

I think it should be more interactive,but I know it is just a prototype. I think it works quite fast, I can use it as another app, in the store

You could do this in a webiste but having them on a smartphone makes it more sexy, it is trendy, Just more fun to do it in the smartphone” If I do it in my computer I have to write down the address. When shopping you need information on the move.

I am not a big fond of apps but I think the application works quite straightforward

I like it because there are many more filters that the ones you can put in a website. If you use a website, you are not in the location, you are not searching yet. As long as you need to see how it fits, you need to be in the store to make the decision

If works like a reminder, i would be more connected compare to go online and check because I never check, but I keep my phone

The application can inform me about sales. Something like we have this profile of you, and you might like things that are on 15% discount now. ..in that way the applications also helps me saving money

I would like that it makes matchings with things I have at home.Some kind of alert about sales. I think you could help just matching colours. It could also help you when selecting the clothes every morning. And also, normally my problem is that I am looking for something specific, something that I have in mind and I want to know where to find it,

What bothers me more is that sizes between stores are not the same, so for me having some kind of size guide between stores...I would like to get an alert about clones of famous brands in low cost storesSometimes you want to have a female or gay advice and for that sharing can be useful...I believe the most girly the guy the most he wants to share but it is all prejudices,I think suggestions of other people can add another layer of complexity in social, like can you refuse offers?...

Maybe the app updates me, hey these are your preferences and they match these new itemsI wouldn’t share it with my friends, even if have some dudes, guys don’t do it, but if it is some kind

148

B, 25 Architect, High involvement

T, 25. IT engineer, High involvement

L, 32, Designer in automotive sector, medium fashion involvement

Yes, I would use it, because I like shopping, but I don’t really like to go to all the shops on a Saturday when it is busy.I would buy it because It gives a certain answer to some needs that I have...

I am sure I would definitely use it.

No, I wouldn’t use it because there is a sensible part that I like in girls and it is first that they really know you , they do have a critical eye plus they sometimes come up with things that you were afraid of trying , like a pink.. and it is also a rewarding thingIt is not appealing, there is not a trigger

it has some location informationSometimes also I have some urgent need and then, then I don’t know.. I really get confused, so for urgent needs

Let me start for what I wouldn’t use, because most of the functions I think I would use them, but the scanning I don’t see it working for me, because when I like particular thing is not because it is blue or it has buttons but it is always because of the subtle things .. but for the event I can imagine using it, because then it focuses a bit more, and then the function about what matches with other thing. That could work.The find similar items function, because that relates to what I experienced in the past, because sometimes you are in the store and you like something but it doesn’t fit you ..but I still like the concept and I would like to find it in other store

I like more to browse the suggestions, without saying I need a colour... first of all I want to see what there is out there, because sometimes you don’t need anything you just want to change something. I want to have an idea about things there are, according to things I bought in the past, to my style..(After the TP) And also I think outfits for the occasion can be very useful sometimes,.. I didn’t appreciate it at the beginning , but it is true sometimes you need something for a specific purpose, suggestions are always nice

-

I would use it in the stores and in the street, because when you are in the store you are inspired for what you see.. the dolls, and even the people in the street

I would use it at home for playing and exploring, and in the shop for matching possibilities or specific searches

-

User Willing to use it Where would they use it?What would they use it for? / functions

149

fashion, but I don’t want too much information

...the dolls in the stores have a perfect matching, but I don’t want to wear the same I also try to be very creative, but it is very difficult with all the possibilities so it can be very helpful I see people wearing nice things and then I think I also want to be that creative and I don’t know how..

I don’t want to save time, it is relaxing to spend time, when you decide to spend money on clothes then you should also take the pleasure of shopping

Well, It doesn’t look like user driven but more like purchase driven. It seems that it starts showing you thing with the price on..it is more like selling.. or maybe for you it is more straightforward .. but it seems it is trying to convince me to buy thingThe filters are the most efficient way to do searches, but maybe the most logical is not that but

Once you have the application if it doesn’t fit you and you don’t agree I can imagine you would stop using the application. It makes a difference if I am as a user I have the feeling that it adapts to me. .. Let’s say one shopping session, so I have a wedding, maybe 4 days of preparation for that shoppingWhen I see a face or a designer, or just the feeling that somebody really thought about it, I consider it more serious, in same way I have to have the feeling that it is professional, not just marketing from one of the stores.

It really makes a difference if it shows me things that I like, and I see that it improves gradually, then I would also like to play more

I don’t know if like/dislike or not for me is the appropriate way to get to know you...but coming from a computer of course..I prefer going with my girlfriend

I would like to be able to zoom the clothes, and see the details. I miss some kind of a home screen

Here you show a small picture on top of the guy,I would like to see it full and then the buttons a bit more transparent, so work a bit more in the eye, because it makes a big difference, even if you don’t need anything, if it works in the eye it makes you want to play. Which is a nice thing to buy more things

Do not like the fact that you are using the available layout of Iphone instead of a new layoutNowadays, functionality it is obviated, because it has to work, but the little factor of awesomeness or coolness is everything, it makes you want to be part of it.. There has to be essence.

with me. Instead of using a desktop, it is better to have an app, because the app is filtering informaton and it only shows me the relevant

Oh, I really use applications, and I spend a lot of time playing, looking through things so an apps is good for me

of anonymously sharing or private recommendations

I would like to expect a lot from it, not only to say what matches according to the catalogue, but also a category that goes more to the edge, like a safe combination and something more special

You could also add in this people’s comments, like when you are in the Itunes stores and there are comments on certain applications, so people could say, wear this with red pants...

I would it make it more appealing to humans... having an anthropomorphic figure telling you: you should were this, like they do in Ikea,

Benefits, needs, desires Trustworthiness Usability Suggestions

Ease of use / platform

150

F, 27, Project manager

J, Designer, 30, medium fashion involvement

P , designer 25, medium fashion involvement

Yes, it could be very helpful actually, because sometimes I don’t know if it is a general thing for men, but I get very confused, so it is good to have something that gets a record of what you like and also shows you...I would definitely like to have something like thatI would pay the normal price of the applications, I would never pay more than 5 euros

If I would have an Iphone, I would definitely use it. It is very comprehensive, it has a lot of functions. I can imagine using it I would use in certain occasions because I don’t go shopping very oftenI don’t like to pay it monthly but once, between 5 and 10 euro

When I heard about it, at first I though I wouldn’t use but now I believe it would be very handy to have some kind of help because I don’t really have a style , I usually go to the stores pick what i like and then I doesn’t fill all together.. so if I have such an application and everything is there in one thing.. I would really like it, because I could explore.. and for my body type...I think it should be a normal app store price...or it should be free because it is free advertisement for all those brands

It is better to do it at the store, because ta home you are not yet experience the whole shopping thing. I imagine my self going to the store, and then being there I would take a quick look normally I like the things in the mannequin ,and maybe I could use it to see similar things to the one in the mannequin

After trying the device:Now that I see the whole thing, this function [browsing by occasion] I would use it at home, because then you know where to go, and browse by filter both (home and in the store)

Both, home and store depending on the need

I would use it at home to explore new stores and maybe in the street when I am going shopping

I think I could use all of them in different occasions, because sometimes you need something, others you have a thing like an event...

I really like the comparison between different stores, browse by occasion ...and browse by filter, I don’t know if I would feel very inspired by that function

Occasion function would be nice I don’t like having to make special trips for this kind of shopping

I would use it for colour advice and exploringWhen I find a shop that has cool things, things i like , then I always go to that store so I would use it for finding new storesI think I like the possibility to find the same thing but in a better deal or just the same thing in other store, it helps me to exploreWhen you go shopping someone you always have the personal taste of that person.. yeah maybe I could substitute

User Willing to use it Where would they use it?What would they use it for? / functions

151

trigger the desire to buy it

Sometimes I like something and then I am pretty sure I am gonna find something cheaper in other store and then I go and I don’t find anything and then I come back.. so Yeah finding similar items can be really niceI like nice clothes but i don’t like shopping, and I hate trying, looking for the sizes,

I got very strange body shape, long and thing, and I don’t find my size, so it can be helpfulI think it would be very convenient, but if I imagine though, I might spend less time physically shopping but I see how with the computer I get suck in these things..I think it would make me buy more, because I think i would get suck staring looking for one things and then..

I guess you need to store information, so to have some reliable information.I am not so sure about that part...I don’t like the personalization, because I am not a person that likes to dress all the time the same, so if I like some things It does not mean that I do not like other things..When shopping alone, it would be a substitute of a shop clerk, well I hope so, because that’s when...I never asked about style, because I think they are just sellersI could also use it with my friend, but it wouldn’t be a substitute...

As long as what I see on the application is more or less representative of what I like then...I thinking about three times of purchase, and for the four time I would expect that what it shows make sense

I would introduce my data, and then she if the app comes up with cool things for me.I want good results from the first time, so when I define the things.. I wnat to see some cool shops where I can go.. it doesn’t have to take more than 15 minutes

it doesn’t seem very demanding and it could a little be of fun depending on the presentation

It is just click, click.. It is fineThe Iphone look is good, I think you did a good job, maybe you have to click a lot of times, maybe if you would have like the calendar option (shows me in his iPhone )

It is a thing in your pocket...I wouldn’t be ashamed of using it , you have people talking in the phones in the train and that’s much more intrusive.I have no doubt that the smartphone was a good choice, because it is personal you don’t have to wait, you are not fix to a particular location, you can access it away from the store, you can do it at home...

I have a smartphone and I use apps, so it is good for me

...That shows you what is trendy for this year, for this summer.. also filtering by season

I like to see pictures if people wearing the thing in the context, because then you see, ah this guy is at the beach so this is for the beach..

Sales information, and other thing that I notice is that sometimes the sizes are not very consisting across the stores.. I was wondering if you could show what it is a 46 of HM in this shop..

Maybe sharing, if you find a shop that it is really suitable for you and you would like to share it or something you bought, but I don’t know if I would use it..

Would be really fancy to make just one picture and knows all these things (eye colour, body type...)

Benefits, needs, desires Trustworthiness Usability Suggestions

Ease of use / platform

152

N, 26, Sustainable Engineer, medium fashion involvement

J J. 30, Ph.d, High fashion involvement

M, 27, Designer in sport goods, medium fashion involvement

B, 27 designer, high fashion involvement

I am not sure...all these types of technologies , I guess it is a matter of getting use to them.. I don’t know if I would pay for it...

After trying the tangible prototype:It changed my mind a bit , and I think it could be more useful now

I think I would use it, at least some functions, I would not pay more than 3 euros

Yes, I could imagine my self using it. It is if like it should be there, I would expect nowadays to have something like this.

I have to buy it? is it not free? I think it should be free, I don’t like to pay for applications, i think these kind of things, the companies should pay for it... I see that the potential is that the store would invest on it. Maybe you can make a version free and a version paying with extended functions

Yes, parts of it. I think I would buy it.. a couple of dollarsI think it is a contemporary application, it fits 2011, and also it is in the trend of customizing and I really like about that

I would use it mostly at home, for the convenience for being relaxed at home.. or in the street actually

I am not gonna stay outside of the store and do what the character in the video did, If I am in the store I just get in

I would use it mainly at home, because I don’t have an Iphone, but I have an Ipod touch that I can use at home with the wifi

I wouldn’t browse while I was shopping, maybe that’s something to do with my patience, because when I go shopping I just want to grab something and go. When I am downtown I don’t want take the time to wait for the internet to provide information, because when you are at home you are really relaxed and just flip through the options, ad then i would only go downtown when I know what to buy

I saw a useful thing, that you can specify the event... it can help you to know which kind of clothing is appropriateThere was something I was not aware before, but sometimes it is true that you need something specific (talking about browsing by filter)

I like things you might like, just based on my style. If you would be my advisor, I would tell you show me something and I would tell you yes, no, and then with time we both learn, so not from scratch.

Recommendations about things that i might like, things I wouldn’t think about

I would probably use it more for style, because you wouldn’t say it but I am pretty fashion minded

I would use it more for inspiration. What I like about this application, is that you can browse in style, and what kind of jacket is that ?, That’s what I Iike

User Willing to use it Where would they use it?What would they use it for? / functions

153

I am not very sure about the fact that it saves time, because i don’t know if I would take the time to this preview searching, I could feel that it is something that it is even adding timeI guess for some people is hard to say that they have some specific shape... and that could be a problemI think it helps when you know what you want, you have something in your mind

A couple of weeks after using it, you will find what is your style and it is nice to know , it is not an act of self reflection but it is nice to knowI like if it is multibrand because If I cannot select between different brands I think it is just easier to go to the store, because some brands are not good at everything

(Me: You can see the catalogue online).. Oh I would never use it, I don’t get a feeling of what it is just looking to the picture, (so what is the difference) Here you have more information, more options

I think if you have any urge to look good, then I think such an application could also stimulate your fashion sense Your application does both, because it advice you about style but it also shows you where to go, and that’s what men like

I guess it gets more accurate the more you use it... 1 month.The thing is the preferences are always changing with time

I think because fashion is really subjective, it is gonna be hard to maintain the data base they have to have a really wide fashion sense, because a lot of men are gonna depend on their advice, it looks like the device of the application, but of course is the device of a person, and it is really hard to

When I found the jacket, I would like to enlarge it and then the rest it is ok

It was quite fast just pick possibilities, this, this and this and it shows up

The done button was not so obviousNow I only see only some pictures, but I guess there should be a full catalogue

If the quality of the interface is really nice then you are willing to pay more

My advice would be that when you buy for clothes sometimes details in the clothes are most important, because sometimes regular denim

With the smartphone you can play anywhere, and this is also kind of playEven if I would use it at home , you are in the sofa and you are doing this..

With the smartphone you can seat in the couch, or in a cafe, You can use it wherever you want, also in the train, or wherever it comes out to your mind, and in that moment you could be in the street

I think (do it in a terminal in a store) puts me way too much in the spotlight, I like the fact that you can do it wherever you want, I think most men would do it at home, it would be more comfortable, because they would

It should probably include something for different countries (browsing by occasion), these kind of cultural differences It can be cool when you are in the street and you see someone wearing something you like you could make a picture, and then the application can search similar thingsMake a picture of yourself

You can have a service, that the person looks at you in a webcam or picture and tells you how it looks on you

Maybe there should be pictures on fat people... because if I am fat what do I have to see the things in slim people . Actually I think fat people have more difficulties in finding clothes

I think this application so far is only for Caucasians, If you are a black person if would be way better if you get feedback with a balck guy, . I don’t know if it is possible before you install the application to select only the functions that you are gonna use,

Benefits, needs, desires Trustworthiness Usability Suggestions

Ease of use / platform

154

K, 27, Project manager, high fashion involvement

It is really helpful, I like shopping, but with this application you can check shops, because even if you like shopping you cannot spend time looking what is new or what it is trendy

I would like to use first a trial version, to see if it really works and then I could buy it

(After having tried the tangible prototype)I think my opinion is more positivebecause I have seen it in practice, and you have many options, i really like browsing by occasion

Outside, because at home I can use my PC... It depends on how crowded it is the store... if I have a place to seat and i can do it there...You can not have always access to the internet ( PC) but you can always use your phone

Browse by occasion and all the filters, I would use that mainly

User Willing to use it Where would they use it?What would they use it for? / functions

155

I think the advantage of this it is an advisor, it doesn’t let you do a puzzle about what looks good, it shows you what it is considered to look good, So in that sense it is not an advice if it lest you play with it

I really like this function about the occasion, I also like that it has the ability to rate, and customize the outcome

I think the more options you have, the better it will be customized

I think It can also be very helpful for tourists, because sometimes you are just visiting the city and you don’t know where the shops can be...

find a balance team in people who are not too hip but also not too lain in their styleI think i would immediately connect it to a Tv sell commercial , It is not necessaryFor example in the NL we have this guy Umberto Tan, and a lot of men consider him as a well dress guy and you could involve him but then when they see the product they are gonna see his style, so if you don’t use a person, or different persons with different styles... I would either chose no character or several characters. As a person you have to be able to identify yourself with the exampleI think it is independent because I showed you have Hugo Boss, but also HM. You have to make sure that it is a prince range involved, then everyone can find something and it wouldn’t bother me if someone would have pay you to be in the database, because I would consider the other brands stupid to not have it doneI can imagine it works better the longer you used the application.. it depends on how long you use it.. I wouldn’t mind to be busy with that , because if it learns in each step

I guess it depends on how often you go shopping with it.. I guess after 5 times or using or 5 times of shopping with it, it should workWhen I was watching the video, I think this a great tool for marketing.. but if you wouldn’t have any information about where to go, , the store it wouldn’t make biased,Now that makes it biased, for me it is fine,I think if I would be a manger of Zara, it would be a high priority to give you as much as information

trousers, they have many ornaments, and you want to zoom it

I think it works fine, and it si fast.. it depends how long it takes to load all the information in the shop

consider it too gay to do it in the store, so they would do it at home, just browse thought it and just see whatever they like best and then when they are downtown they found the item they were looking for and if they don’t really like it, then they can look for something else

think it would be easier on a webesite because you have a bigger screen, you have your mouse... it is more user-friendly,But on the other hand, it is also good, cause you have your smartphone.I could also use something in the store, why not? the screen would be bigger...You also saved time if you use in a terminal, because you just want to check a jacket and shows you exactly where to find it.

because I would only use a few of them and it can be distractingI could even like the detailing of clothes, and then look for it as wellI wouldn’t like to share, because it is also your friends that you want to surprise with your new outfit. I think men have too much pride to get recommendations from a friend, I would not recommend my friend to wear.. That’s girl stuff. ( and share with your girlfriend) , Oh no, I wouldn’t need that option, I think that it is too much.Maybe for me that are more insecure about their choices they would like to have some feedback. Even it was anonymously, because it think the quality of this application is that if allows you to do .. you don’t want anyone to know that you are doing this.. like in online dating. I think connection with other people can be confrontingIf would be fun, if you could have a sort of surprise option, where stimulates the user to expand his style further

Maybe make it more accurate per age.. because you have something 23 to 35.. I think it is different what you want.. Because there are some differences between a person who have just started to work, and person who has been working for 10 years

I would not share things..I think that it is a waste of time, I wouldn’t ask people... If I like it I would buy it..( and with your girlfriend)

Benefits, needs, desires Trustworthiness Usability Suggestions

Ease of use / platform

156

F, 25, designer

R, 27, Designer, Medium fashion involvement

I could use it, yeah it can shows you what it is inside the store without looking through everything, then it is good. Cause otherwise you have always to look for your size, see everything, I don’t know it is tiring. If it can show you based on your recommendations then it is good.I would pay just a few euros, but I think if you are in relation to stores.. I think it should pay itself, because it is very useful for them to have it...

Yeah definitely, it seems interesting why not?

I would use in the stores and at home depending on the need

Before going to the store, to see where they have the clothing that I would like to see, (what not do it in a website then?)...this has a lot of functions that the internet does not provide..

I would filter by size, and I want to see if they have my size in the store.With trousers, you can not buy anymore regular ones.. If i could have it now to just look for trousers then I would use it.. because with trousers it is difficultThe most useful one I think it is browse by event.. I think it is the most practical one for dinners, and meetings..

I guess just in general , I can see in advance already , and if you can narrow this whole thing down instead of having to go to every store, and see what it is in the stores, you can already know in which stores they have something that would suit you, then you can go to specific stores

Select only clothing stores that fits you.. It is a problem for me, my choice is already much narrow down, then I can already go to stores which have my size... and also for my proportion, cause I am long and slim

User Willing to use it Where would they use it?What would they use it for? / functions

157

..

... then you see items that are adjusted to your preferences, then this do the process faster, it is more narrow down

I imagine stores wouldn’t put all they have in the stores.. it depends how much effort the stores are willing to put everything online..For online stores they have already the sytem...but they only show you the newest collectionThey should be honest, because if you only see things that you dislike...you stop using the application, It is in their own interest they show you things you like

I always go shopping with my sister or with another girl, and I was wondering till what extent it is a substitute of that person...I think all these options are more to select things, but for making decisions , I was thinking that perhaps that I can connect with someone, a friend, to help me decide..because I think at some point I still want to have some advice from a person

It is really simple, quite easy, fast.. you see the picturesDone was not clear directly because it is on topIt depends on your smartphone, because here you don’t have the go back button like in this one (android)

You have these dots blue an red fro colour indication do you think is it really clear for the user, those dots

Smartphone is good, you always have it with you

I don’t have a smartphonebut I think it is easy to use, I ,mean I have used it it seems simple

That’s a different story.. if I have doubts about buying something, specially if I ma buying a present

If I need something that fits me with something that I already have..On sales it is also practical to know...maybe introducing words: like a theme for party, or these kind of unusual events you have..Or choose by fabric,or where it is made, it for example you are against labour, like you know in Bangladesh people are,, then you can also select by that, an it is mentioned in all the clothes, so it is not a secret

I would make some compositions together with my siter and then just go to the store and buy it, and see what fits best..

Benefits, needs, desires Trustworthiness Usability Suggestions

Ease of use / platform

158

6.4.5 Data analysis in PASW

And how many do you estimate you will try with the fashion advisor? 2

And how many do you estimate you will try with the fashion advisor? 1

4. How many items do you

usually try before you

findsomething

that pleases you?2

4. How many items do you

usually try before you

findsomething

that pleases you? 1

3. Which feature will have the greatest

influence on the length of

your/theshopping

process? 2ValidMissing

N00000

1717171717

Statistics

And how many stores

do you estimate you

will check with the fashion advisor? 1

6. How many stores do you check when

trying to find a certain item?2

6. How many stores do you check when

trying to find a certain item?1

5. Make a ranking of your top 3 features: 2

5. Make a ranking of your top 3 features: 1

ValidMissing

N00000

1717171717

Statistics

8. Which feature will

help most in increasing

convenience?2

8. Which feature will

help most in increasing

convenience?1

7. What feature will be of the greatest help in making

decisions?2

7. What feature will be of the greatest help in making decisions? 1

And how many stores

do you estimate you

will check with the fashion advisor?2

ValidMissing

N00000

1717171717

Statistics

Frequency Table

CumulativePercentValid PercentPercentFrequency

<510-1515--20>20Total

Valid

100,0100,017100,023,523,5476,529,429,4547,141,241,275,95,95,91

2. Normally, how long does it take you to to browse and select items in a store? 1

Page 3

CumulativePercentValid PercentPercentFrequency

<510-1515--20>20Total

Valid

100,0100,017100,023,523,5476,535,335,3641,235,335,365,95,95,91

2. Normally, how long does it take you to to browse and select items in a store? 2

CumulativePercentValid PercentPercentFrequency

<510-1515--20>20Total

Valid

100,0100,017100,017,617,6382,423,523,5458,829,429,4529,429,429,45

And how long do you estimate will it take you with the fashion advisor? 1

CumulativePercentValid PercentPercentFrequency

<510-1515--20>20Total

Valid

100,0100,017100,017,617,6382,423,523,5458,829,429,4529,429,429,45

And how long do you estimate will it take you with the fashion advisor? 2

CumulativePercentValid PercentPercentFrequency

by filterby occasionfind similar itemsmight likescanningTotal

Valid

100,0100,017100,05,95,9194,129,429,4564,717,617,6347,123,523,5423,523,523,54

3. Which feature will have the greatest influence on the length of your/the shopping process? 1

Page 4

159

CumulativePercentValid PercentPercentFrequency

<510-1515--20>20Total

Valid

100,0100,017100,023,523,5476,535,335,3641,235,335,36

5,95,95,91

2. Normally, how long does it take you to to browse and select items in a store? 2

CumulativePercentValid PercentPercentFrequency

<510-1515--20>20Total

Valid

100,0100,017100,017,617,6382,423,523,5458,829,429,4529,429,429,45

And how long do you estimate will it take you with the fashion advisor? 1

CumulativePercentValid PercentPercentFrequency

<510-1515--20>20Total

Valid

100,0100,017100,017,617,6382,423,523,5458,829,429,4529,429,429,45

And how long do you estimate will it take you with the fashion advisor? 2

CumulativePercentValid PercentPercentFrequency

by filterby occasionfind similar itemsmight likescanningTotal

Valid

100,0100,017100,05,95,91

94,129,429,4564,717,617,6347,123,523,5423,523,523,54

3. Which feature will have the greatest influence on the length of your/the shopping process? 1

Page 4

CumulativePercentValid PercentPercentFrequency

by filterby occasionfind similar itemsmight likeTotal

Valid

100,0100,017100,017,617,6382,435,335,3647,123,523,5423,523,523,54

3. Which feature will have the greatest influence on the length of your/the shopping process? 2

CumulativePercentValid PercentPercentFrequency

123Total

Valid

100,0100,017100,058,858,81041,229,429,4511,811,811,82

4. How many items do you usually try before you find something that pleases you? 1

CumulativePercentValid PercentPercentFrequency

123Total

Valid

100,0100,017100,070,670,61229,423,523,545,95,95,91

4. How many items do you usually try before you find something that pleases you?2

CumulativePercentValid PercentPercentFrequency

123Total

Valid

100,0100,017100,041,241,2758,841,241,2717,617,617,63

And how many do you estimate you will try with the fashion advisor? 1

CumulativePercentValid PercentPercentFrequency

123Total

Valid

100,0100,017100,047,147,1852,941,241,2711,811,811,82

And how many do you estimate you will try with the fashion advisor? 2

Page 5

160

CumulativePercentValid PercentPercentFrequency

1by filter; 2by occasion; 3might like1by filter; 2find similar; 3might like1by filter; 2match; 3by occasion1by filter; 2might like; 3find sinilar1by filter; 2things you migth like; 3find similar items1by occasion; 2find similar; 3match1by occasion; 2match; 3might like1by occasion; 2might like; 3find similar1by occasion; 2you might like; 3 find similar1find siilar; 2match; 3might like1find similar; 2by filter; 3by occasion; 31find similar; 2might like; 3match1find similar; scanning; 3information1match; 2by filter; 3 by occasion1match; 2might like; 3find simlar1might like; 2find similar; 3matchTotal

Valid

100,0100,017

100,05,95,91

94,15,95,91

88,25,95,91

82,45,95,91

76,55,95,91

70,65,95,91

64,75,95,91

58,85,95,91

52,95,95,91

47,15,95,91

41,25,95,91

35,35,95,91

29,45,95,91

23,55,95,91

17,611,811,82

5,95,95,91

5. Make a ranking of your top 3 features: 1

Page 6

161

CumulativePercentValid PercentPercentFrequency

1by filter; 2by occasion; 3might like1by filter; 2find similar; 3by occasion1by filter; 2find similar; 3might like1by filter; 2match; 3find similar1by occasion; 2by filter; 3find similar1by occasion; 2find similar; 3by filter1by occasion; 2find similar; 3match1by occasion; 2matching possibilities; 3 might like1find similar; 2match; 3might like1find similar; by occasion; match1findsimilar; 2match; 3might like1match; 2by filter; 3might like1match; 2might like; 3by occasion1might like; 2by filter; 3find similar1might like; 2match; 3by occasion1Things you; 2browsingby filter;3Browsing by occasionTotal

Valid

100,0100,017

100,05,95,91

94,15,95,91

88,25,95,91

82,45,95,91

76,55,95,91

70,65,95,91

64,75,95,91

58,85,95,91

52,95,95,91

47,15,95,91

41,25,95,91

35,311,811,82

23,55,95,91

17,65,95,91

11,85,95,91

5,95,95,91

5. Make a ranking of your top 3 features: 2

CumulativePercentValid PercentPercentFrequency

12-33-5Total

Valid

100,0100,017100,023,523,5476,564,764,71111,811,811,82

6. How many stores do you check when trying to find a certain item?1

Page 7

162

CumulativePercentValid PercentPercentFrequency

1by filter; 2by occasion; 3might like1by filter; 2find similar; 3by occasion1by filter; 2find similar; 3might like1by filter; 2match; 3find similar1by occasion; 2by filter; 3find similar1by occasion; 2find similar; 3by filter1by occasion; 2find similar; 3match1by occasion; 2matching possibilities; 3 might like1find similar; 2match; 3might like1find similar; by occasion; match1findsimilar; 2match; 3might like1match; 2by filter; 3might like1match; 2might like; 3by occasion1might like; 2by filter; 3find similar1might like; 2match; 3by occasion1Things you; 2browsingby filter;3Browsing by occasionTotal

Valid

100,0100,017

100,05,95,91

94,15,95,91

88,25,95,91

82,45,95,91

76,55,95,91

70,65,95,91

64,75,95,91

58,85,95,91

52,95,95,91

47,15,95,91

41,25,95,91

35,311,811,82

23,55,95,91

17,65,95,91

11,85,95,91

5,95,95,91

5. Make a ranking of your top 3 features: 2

CumulativePercentValid PercentPercentFrequency

12-33-5Total

Valid

100,0100,017100,023,523,5476,564,764,71111,811,811,82

6. How many stores do you check when trying to find a certain item?1

Page 7

CumulativePercentValid PercentPercentFrequency

12-33-5Total

Valid

100,0100,017100,029,429,4570,664,764,711

5,95,95,91

6. How many stores do you check when trying to find a certain item?2

CumulativePercentValid PercentPercentFrequency

12-33-5More than 5Total

Valid

100,0100,017100,017,617,6382,411,811,8270,652,952,9917,617,617,63

And how many stores do you estimate you will check with the fashion advisor? 1

CumulativePercentValid PercentPercentFrequency

12-33-5More than 5Total

Valid

100,0100,017100,017,617,6382,45,95,9176,564,764,71111,811,811,82

And how many stores do you estimate you will check with the fashion advisor?2

CumulativePercentValid PercentPercentFrequency

by filterby occasionfind similarmatchmight likeTotal

Valid

100,0100,017100,023,523,5476,55,95,9170,617,617,6352,923,523,5429,429,429,45

7. What feature will be of the greatest help in making decisions? 1

Page 8

163

CumulativePercentValid PercentPercentFrequency

12-33-5Total

Valid

100,0100,017100,029,429,4570,664,764,711

5,95,95,91

6. How many stores do you check when trying to find a certain item?2

CumulativePercentValid PercentPercentFrequency

12-33-5More than 5Total

Valid

100,0100,017100,017,617,63

82,411,811,8270,652,952,9917,617,617,63

And how many stores do you estimate you will check with the fashion advisor? 1

CumulativePercentValid PercentPercentFrequency

12-33-5More than 5Total

Valid

100,0100,017100,017,617,63

82,45,95,9176,564,764,71111,811,811,82

And how many stores do you estimate you will check with the fashion advisor?2

CumulativePercentValid PercentPercentFrequency

by filterby occasionfind similarmatchmight likeTotal

Valid

100,0100,017100,023,523,5476,55,95,9170,617,617,6352,923,523,5429,429,429,45

7. What feature will be of the greatest help in making decisions? 1

Page 8

CumulativePercentValid PercentPercentFrequency

by filterby occasionfind similarmatchmight likeTotal

Valid

100,0100,017100,035,335,3664,75,95,9158,811,811,8247,123,523,5423,523,523,54

7. What feature will be of the greatest help in making decisions?2

CumulativePercentValid PercentPercentFrequency

by filterby occasionfind similarmatchTotal

Valid

100,0100,017100,011,811,8288,247,147,1841,217,617,6323,523,523,54

8. Which feature will help most in increasing convenience? 1

CumulativePercentValid PercentPercentFrequency

by filterby occasionfind similarmatchmight likeTotal

Valid

100,0100,017100,011,811,8288,25,95,9182,435,335,3647,123,523,5423,523,523,54

8. Which feature will help most in increasing convenience? 2

Page 9

164

Std. Error MeanStd. DeviationNMean

1. How “adaptable to the user’s needs” do you consider the fashion advisor to be? 11. How “adaptable to the user’s needs” do you consider the fashion advisor to be? 210. The fashion advisor will help me to pick the appropriate outfit for different events 110. The fashion advisor will help me to pick the appropriate outfit for different events211. In-store browsing and selection of clothes becomes simpler with the fashion advisor 111. In-store browsing and selection of clothes becomes simpler with the fashion advisor 213. The different features of the fashion advisor will help me to make fashion decisions more easily113. The different features of the fashion advisor will help me to make fashion decisions more easily214. I could see myself using the fashion advisor on a regular basis 114. I could see myself using the fashion advisor on a regular basis215. The fashion advisor will help me to select the clothes that aesthetically fit me best 115. The fashion advisor will help me to select the clothes that aesthetically fit me best216. The use of the smartphone as the type of platform is convenient 116. The use of the smartphone as the type of platform is convenient2

Pair 1

Pair 2

Pair 3

Pair 4

Pair 5

Pair 6

Pair 7

,226,931174,35

,2651,091174,24

,214,883173,82

,210,866174,00

,239,985173,71

,209,862173,65

,169,697174,12

,143,588174,29

,208,857173,88

,2841,169173,65

,154,636174,18

,181,748173,94

,135,556174,06

,218,899173,94

Paired Samples Statistics

Page 5

165

Std. Error MeanStd. DeviationMean

Paired Differences

1. How “adaptable to the user’s needs” do you consider the fashion advisor to be? 1 - 1. How “adaptable to the user’s needs” do you consider the fashion advisor to be? 210. The fashion advisor will help me to pick the appropriate outfit for different events 1 - 10. The fashion advisor will help me to pick the appropriate outfit for different events211. In-store browsing and selection of clothes becomes simpler with the fashion advisor 1 - 11. In-store browsing and selection of clothes becomes simpler with the fashion advisor 213. The different features of the fashion advisor will help me to make fashion decisions more easily1 - 13. The different features of the fashion advisor will help me to make fashion decisions more easily214. I could see myself using the fashion advisor on a regular basis 1 - 14. I could see myself using the fashion advisor on a regular basis215. The fashion advisor will help me to select the clothes that aesthetically fit me best 1 - 15. The fashion advisor will help me to select the clothes that aesthetically fit me best216. The use of the smartphone as the type of platform is convenient 1 - 16. The use of the smartphone as the type of platform is convenient2

Pair 1

Pair 2

Pair 3

Pair 4

Pair 5

Pair 6

Pair 7 ,169,697-,118

,196,809,176

,160,659-,059

,128,529,176

,2781,147-,235

,202,831-,235

,169,697-,118

Paired Samples Test

Page 7

166

Sig. (2-tailed)df1. How “adaptable to the user’s needs” do you consider the fashion advisor to be? 1 - 1. How “adaptable to the user’s needs” do you consider the fashion advisor to be? 210. The fashion advisor will help me to pick the appropriate outfit for different events 1 - 10. The fashion advisor will help me to pick the appropriate outfit for different events211. In-store browsing and selection of clothes becomes simpler with the fashion advisor 1 - 11. In-store browsing and selection of clothes becomes simpler with the fashion advisor 213. The different features of the fashion advisor will help me to make fashion decisions more easily1 - 13. The different features of the fashion advisor will help me to make fashion decisions more easily214. I could see myself using the fashion advisor on a regular basis 1 - 14. I could see myself using the fashion advisor on a regular basis215. The fashion advisor will help me to select the clothes that aesthetically fit me best 1 - 15. The fashion advisor will help me to select the clothes that aesthetically fit me best216. The use of the smartphone as the type of platform is convenient 1 - 16. The use of the smartphone as the type of platform is convenient2

Pair 1

Pair 2

Pair 3

Pair 4

Pair 5

Pair 6

Pair 7 ,49616

,38216

,71816

,18816

,41016

,26016

,49616

Paired Samples Test

Page 9