Launching the first digital fashion brand that allows users to dress their online avatars as they do in real life.

Type

New Venture

client

Tommy Hilfiger

role

Project Manager & Consultant

Date

May 16, 2023

Responsibilities

development estimation & scoping based on design wireframes
resource planning
scope creep and budget management
stakeholder management.

Goals

Create an e-commerce flow that would make it easy for users to navigate through different virtual garments and outfits, purchase and redeem them on another platform.

Identify the Optimal Shopify Solution: Develop a feature that allows users to view both the physical garment (as seen on TommyHilfiger.com) and its corresponding digital and limitless twins.
Design and Develop an Intuitive Redemption Flow: Create a seamless code redemption process that lets users, after purchasing an item on Shopify, redeem it in a virtual world.
Validate the Business Model: Test the assumption that customers would buy clothes for their online avatars in games or other virtual environments to match their Tommy Hilfiger apparel in real life.

Results

Following four months of design, architectural planning, and code development, the website was successfully launched on time and within the allocated budget.

No technical issues in the e-commerce flow: Users followed the intended funnel seamlessly, grasped the concept with ease, and had no trouble adding products to their carts

Purchases and successful code redemptions within a few minutes after launching: Users could purchase and redeem their garments on external platforms without any reported interruptions or issues in the redemption process.

Validated learning outcome: Three months after launch, the sales volume indicated that there was not enough demand to validate the business model.

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