Discover your fashion DNA
Lyst is one of the most celebrated breakthrough stories in fashion retail. Established in 2010 from a small shed in London. Lyst emerged to become the largest global fashion search platform, bringing together 5 million products from 12,000 of the world’s leading brands and retailers, all in one place. Lyst continues to innovate e-commerce with a curated customer experience and partnered with a DEPT® to conceptualise their latest campaign. Fulled by data and brought forward with award-winning creativity, an interactive quiz encouraging users to ‘Discover your Fashion DNA’ was launched.
Using data to fuel creativity
DEPT® took a strategic, data-led approach towards developing the campaign concept. The structure and narrative of the quiz were cleverly designed to compel users, prevent drop-offs and encourage social sharing.
Using relatable, scenario-led questions in a quiz format, Lyst was able to effectively gather lifestyle-oriented data to generate a better understanding of its users, based on their preferences. As this information was gathered, it was directly linked into
Lyst’s existing database of website analytics, paths to purchase, onsite user journeys, and favourited products or categories. Adding this new data and filtering results into categories enables Lyst to formulate well-rounded user personas to frame future marketing campaigns with highly personalised touchpoints.
Enhancing UX with micro-interactions
Experience at the forefront
Innovative technical workarounds
DEPT® worked in collaboration with the client throughout the project in an agile way; being reactive to budget and timing changes, as well as iteratively releasing demos and digital modules as they were being developed. With this partnership, creative assets were produced in-line with Lyst’s tone of voice, and points of sign-off were streamlined, allowing the team to continuously progress.
It was important for a timely launch of the campaign, which required a technical workaround to maintain the original creative concept. It would have been best practise to build each animation in code however, time constraints meant that we used an alternative method involving video that worked just as well.
Upon completing a question, a video is triggered to play for the duration of the timing gap leading into the next page. On mobile, videos were swapped for GIFs. The end result was a seamless transition, demonstrating how DEPT®’s dynamic teams of design, motion and code experts can release digital products, to brief, when the pressure is high and time is of the essence.
AWWW Honourable Award
AWWW Site of The Day
DEPT® created a highly engaging campaign for Lyst that recognises the differences between countries and people, celebrating the individuality of nations and people alike.
The quiz indulges users in an interactive experience that eventually gives them insight into how their lifestyle preferences position them on a global scale; a fair value exchange for Lyst to gather user data.
Launched in March 2020, The ‘Discover Your Fashion DNA’ campaign was translated in 8 languages. There are over 200 possible clothing items that are displayed on the results page and many, many more found within the quiz.
Jonas Roland Therkildsen
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