THE ICONIC has a diverse customer base across Australia and New Zealand, and is constantly growing the amount of products and brands featured on their website and iOS and Android apps. With over 60,000 products and more than 1200+ local and international brands, customers have a wealth of options to choose from when shopping at THE ICONIC.
However, with an increased amount of choice, comes an increased amount of frustration. Shopping online is convenient - but when there is too much choice, and when customers do not know they want - there comes complexity; and THE ICONIC's role is to help to support our customer's fashion journey through the many stages of their life.
In the past, THE ICONIC's product teams had attempted to help customers find what they want quickly, by personalising their shopping experience through machine learning and an algorithmic approach. However, they discovered this process would not be able to deliver value quickly for their customers - so I was involved in pivoting away from this approach and working in tandem with developers, data analysts and a PO to create an experience where customers would be able to control what they wanted to see, as opposed to THE ICONIC trying to predict this behaviour.