Cache Consignment is engaged in the marketing and sale of luxury designer items, jewelry, and watches. During alpha phase, the business wanted to evaluate a clear value proposition, gain user insight, and refine the user flow.
Evaluate current and potential competitors. Using SWOT for competitive marketing analysis, the business's strengths, weaknesses, opportunities, and threats were evaluated. We learned that Cache has many well established competitors with a large user base. Cache's challenge will be to offer a unique buyer and seller experience.
Focused efforts on understanding user behaviors, needs, and motivations through observation techniques, task analysis, and other feedback methodologies. Participant interviews were conducted at bargain department stores i.e. Nordstrom Rack, Bloomingdale Outlet, and Off Saks 5th Avenue.
"I like the idea of sustainable fashion but can not afford designer items."
"I purchased so many high end items and do not want to donate them for free."
User's emotional landscape was plotted to shed light on key opportunities for deepening partnerships.