COUNTRY
DURATION
YEAR
Stenströms
Internal Application Design
UK
2 month
2018
Stenströms, a family-owned shirt factory founded in Sweden in 1899, has built a reputation for unparalleled quality and attention to detail over its 100-year history. Today, their product range includes women's blouses, knitwear, accessories, boxers, and ties, all reflecting their enduring commitment to excellence.
MY ROLE
UX Designer
WHAT I DID
Research
Workshop Facilitation
Design
Usabiliity Testing
OUR TEAM
Business Analyst
Project Manager
UX Designer
Developers
PROJECT BACKGROUND
Before the project, retailers relied on a cumbersome paper-based form to create unique shirts with specific measurements and styles, leading to delays, measurement errors, and hindering company growth.
Recognizing the need to reduce mistakes and issues with form filling, the digitization of Stenströms' custom-made shirt production process, known as Made-to-Measure (MTM), was identified as a crucial area for improvement.
PROBLEM STATEMENT
The current process of shirt ordering using paper forms for B2B customers is inefficient and time-consuming. The manual conversion of these forms into digital records requires multiple steps, leading to delays and operational inefficiencies.
One major issue is that end customers cannot visualize the product they are ordering under the Made-to-Measure concept, resulting in potential dissatisfaction and uncertainty.
Furthermore, the production and delivery processes are plagued by surplus time requirements, impacting timely order fulfillment and customer satisfaction.
These challenges highlight the need for a streamlined, digital solution that addresses the inefficiencies in measurement input, order processing, visualization, and production timelines
GOAL
-
Expand market reach by engaging more B2B customers and fostering growth in the market.
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Enhance B2C customer satisfaction by providing visual feedback on their orders, improving the overall customer experience.
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Increase daily shirt production while reducing labor requirements to improve operational efficiency.
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Optimize efficiency by leveraging existing integration systems and services for seamless operations.
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Develop a user-friendly product with a focus on simplicity to ensure ease of use for customers and stakeholders.
DISCOVERY
The first step in the project was to conduct thorough research to understand the current booking system and identify areas of improvement. This included:
Paper Form
Analysis
The paper form analysis conducted by our team involved reviewing forms sent by Stenströms' stakeholders, typically filled in by retailers during measurement sessions in stores. We meticulously examined these forms, discussed their limitations, and identified opportunities for improvement in the digitization process
User
Interview
We conducted user interviews during our visits to Stenströms stores, engaging with customers, retailers, and the Stenströms team responsible for manually checking filled-in forms. These interactions provided valuable insights into the user flow, helping us gain a deeper understanding of user needs and preferences.
Workshop Facilitation
We conducted a series of workshops with stakeholders to comprehensively understand their needs and define the scope of the project. These collaborative sessions were instrumental in aligning everyone's expectations and laying a solid foundation for the project's direction and goals.
PAPER FORM ANALYSIS
WORKSHOP SESSIONS
In Workshop 1, we walked through the current process of measuring customers for MTM shirts, highlighting pain points and discussing potential improvements. This session also focused on identifying the expected benefits of the MTM solution according to Stenströms' management.
Moving to Workshop 2, we engaged in discussions around the rule engine, B2B customer management flow, and integrations with AXFredrik and Voyado CRM systems.
Workshop 3 centered on the development of the admin panel within the MTM framework, import of essential data like materials and prices, and the digital transformation of paper forms.
Workshop 4 delved into the intricacies of sales and purchase order processes, communication protocols with the Elva manufacturer, and the efficient calculation of fabrics with proactive "run-out-of" notifications.
Transitioning to Workshop 5, we transitioned from conceptualization to concrete design work, focusing on wireframes and detailed requirements. This phase also marked the start of collaboration with the team for requirement definition.
Throughout these sessions, we maintained an open dialogue to address identified issues promptly, prioritized business benefits for early implementation, established a common project terminology for consistency, and fine-tuned project management processes for streamlined execution.
DESIGN
The design stage of the Stenströms Made-to-Measure (MTM) project was an iterative process characterized by continuous feedback and refinement to ensure the solution met all user needs and business objectives. Here's an overview of how the iterative design process unfolded:
Wireframing and Prototyping
Building on the insights gained from the workshops, we created initial wireframes and prototypes of the MTM application. These wireframes served as visual representations of the user interface, helping stakeholders visualize the proposed solution and provide early feedback.
Feedback and Iteration
The iterative process involved multiple rounds of feedback from stakeholders. Each iteration incorporated this feedback to refine and enhance the design. We prioritized usability and user experience, ensuring the design was intuitive and aligned with the needs of both B2B customers and end customers.
Usability Testing As the wireframes evolved, we conducted usability testing sessions to observe how users interacted with the prototypes. These sessions helped identify usability issues and areas for improvement, guiding further iterations of the design.
Integration and Technical Considerations
Simultaneously, we worked on integrating the design with existing systems and technical frameworks, such as AXFredrik and Voyado CRM. This integration ensured a seamless flow of information and supported the overall efficiency of the MTM application.
Final Design and Handoff
The iterative design process culminated in a final design that was thoroughly tested and refined. The detailed requirements and final wireframes were then handed off to the development team for implementation.
OUTCOMES AND IMPACT
1
Improved Efficiency
The digitization of the MTM process eliminated the need for time-consuming paper forms, significantly reducing manual errors and streamlining order processing. This automation allowed for quicker data entry and processing, saving valuable time and resources. As a result, Stenströms reduced order processing time by 34% and decreased manual data entry errors by 85%.
2
Enhanced Customer Experience
The introduction of visual feedback for end customers greatly improved their shopping experience. Customers could now see a digital representation of their custom-made shirts, increasing satisfaction and confidence in their purchases. This enhancement addressed a major pain point, making the ordering process more transparent and user-friendly, and boosting overall customer satisfaction.
3
Increased Production Capacity
With the streamlined digital process, Stenströms significantly increased its daily production of custom-made shirts. The automation and optimization of the workflow allowed for higher output with less labor, effectively supporting the company’s growth and scalability. This increase in production capacity ensured that Stenströms could meet growing demand and continue to expand its market presence.
