The Swedish Fashion Council’s digital universe

Debrief

The goal: “create a digital solution that enables The Swedish Fashion Council to distribute trends and inspiration to their clients”. The organization had been delivering their fashion forecasts, trend analysis and inspirational materials as tangible books.

We discovered that selling those books was the only way for the SFC to survive. And, It has kept them from completely fulfilling their original mission — to support fashion designers and promote Swedish fashion. So we decided to challenge the brief and instead create "a digital solution to communicate trends in a profitable way".

We conducted a co-creation workshop. We prepared three exercises in advance to facilitate the process.

1. One was based on the Johari Window model that helped us to reveal their perception of themselves and how they think their customers perceived them. Armed with insights from the user research we were able to point out some gaps between how the SFC perceives themselves and how fashion designers perceive them.
2. A second was used to define the core audience and other potential beneficial groups of users.
3. And the final one was User Journey which allowed us to observe the holistic production process of different user groups, to see pain points, and to discuss where the most value could be added for the user.

We received positive responses from the users which meant that our solution was reasonable and efficient. Also the feedback we received enabled us to improve our concept.