FARFETCH Limited is the leading global platform for the luxury fashion industry. Our mission is to be the global platform for luxury fashion, connecting creators, curators and consumers. Founded in 2007 by José Neves for the love of fashion, and launched in 2008, FARFETCH began as an e-commerce marketplace for luxury boutiques around the world.
FARFETCH Limited is the leading global platform for the luxury fashion industry. Our mission is to be the global platform for luxury fashion, connecting creators, curators and consumers. Founded in 2007 by José Neves for the love of fashion, and launched in 2008, FARFETCH began as an e-commerce marketplace for luxury boutiques around the world.
FARFETCH Limited is the leading global platform for the luxury fashion industry. Our mission is to be the global platform for luxury fashion, connecting creators, curators and consumers. Founded in 2007 by José Neves for the love of fashion, and launched in 2008, FARFETCH began as an e-commerce marketplace for luxury boutiques around the world.
Strategy, Creative Direction
and UX & UI
Farfetch into the Metaverse
To support our company's growth and innovation strategy, we faced a challenge that could be described as a high-integrity commitment.
We needed to work on proof of concepts (POCs) to demonstrate that we are at the forefront of innovation and a leader in the luxury fashion marketplace. Specifically, we had to quickly tap into the world of the Metaverse/Web3 by a certain future date, as other competitors move into the space swiftly.
Role
Farfetch into the Metaverse
Farfetch into the Metaverse
Senior Principal Designer
To support our company's growth and innovation strategy, we faced a challenge that could be described as a high-integrity commitment.
We needed to work on proof of concepts (POCs) to demonstrate that we are at the forefront of innovation and a leader in the luxury fashion marketplace. Specifically, we had to quickly tap into the world of the Metaverse/Web3 by a certain future date, as other competitors move into the space swiftly.
To support our company's growth and innovation strategy, we faced a challenge that could be described as a high-integrity commitment.
We needed to work on proof of concepts (POCs) to demonstrate that we are at the forefront of innovation and a leader in the luxury fashion marketplace. Specifically, we had to quickly tap into the world of the Metaverse/Web3 by a certain future date, as other competitors move into the space swiftly.
Delivery
Role
Role
Value Proposition, Archetype, Research Insights, Strategy, Creative Direction (Include Branding), Website UX and UI
Senior Principal Designer
Senior Principal Designer
Delivery
Value Proposition, Archetype, Research Insights, Strategy, Creative Direction (Include Branding), Website UX and UI
Team
Team
Delivery
Product Designer
UX Research Team
Future Lab Engineering Team
Product Manager
Creative Technologist
Value Proposition, Archetype, Research Insights, Strategy, Creative Direction (Include Branding), Website UX and UI
Team
Product Designer
UX Research Team
Future Lab Engineering Team
Product Manager
Creative Technologist
Start with Why
The Future of Retail Lab Team proposed tapping into the Metaverse/Web3 opportunities to expand our platform into a global luxury fashion destination in both digital and physical realms. However, we needed to clarify the business requirements, target audiences, and goals.
To do this, we conducted interviews with experts and stakeholders and held a workshop to align our understanding and vision for Farfetch's Web3 Metaverse Strategy. Our main focus was on creating a meaningful experience that connects the brand, boutique, and customers.
Defining and Understanding Audience
During our workshop, we identified an opportunity to tap into a gap in the market at the intersection of fashion, gaming, and cryptocurrency. We prioritised our target audiences and assumptions, defined our research methodology and recruitment criteria, and created a simple and cost-effective set of questions to learn more and validate our hypotheses for activation plans, including token design, marketing activities, and communication plans.
Defining and Understanding Audience
During our workshop, we identified an opportunity to tap into a gap in the market at the intersection of fashion, gaming, and cryptocurrency. We prioritised our target audiences and assumptions, defined our research methodology and recruitment criteria, and created a simple and cost-effective set of questions to learn more and validate our hypotheses for activation plans, including token design, marketing activities, and communication plans.
Beauty beyond physical boundaries
As part of The Farfetch Beauty Launch campaign, we have introduced our inaugural Metaverse initiative. We collaborated with a community of digital creators in The Sims 4 and Roblox to delve into their perception of beauty and its influence on virtual self-expression. Together, we explored the creation of 2D and 3D skins as a means of artistic representation.
The Goal
To raise brand awareness and engage with a new audience.
To become a native to the gaming industry via collaboration with Digital Creators and World Builders.
To build new digital touch-points to increase excitement and brand affinity.
Expert Interview
We have so far gathered insights around our existing audiences - luxury fashion lovers to gamers through existing insights and recent gamer profiling interviews and surveys, however, we have non to little -insights around new/existing crypto audiences. Hence we conducted an expert interview focusing on the below aspects of crypto culture;
Community / Discord
Cryptocurrency
Virtual possessions & NFTs
Gamer Interview
To further understand our gamer customers’ needs and expectations, we have conducted a follow-up interview on the back of an annual customer survey for whom has answered to either play gaming or own crypto. The interview questions focused on:
Motivation
Avatar/Character
In-Game Purchase
Expert Interview
We have so far gathered insights around our existing audiences - luxury fashion lovers to gamers through existing insights and recent gamer profiling interviews and surveys, however, we have non to little -insights around new/existing crypto audiences. Hence we conducted an expert interview focusing on the below aspects of crypto culture;
Community / Discord
Cryptocurrency
Virtual possessions & NFTs
Gamer Interview
To further understand our gamer customers’ needs and expectations, we have conducted a follow-up interview on the back of an annual customer survey for whom has answered to either play gaming or own crypto. The interview questions focused on:
Motivation
Avatar/Character
In-Game Purchase
Beauty beyond physical boundaries
As part of The Farfetch Beauty Launch campaign, we have introduced our inaugural Metaverse initiative. We collaborated with a community of digital creators in The Sims 4 and Roblox to delve into their perception of beauty and its influence on virtual self-expression. Together, we explored the creation of 2D and 3D skins as a means of artistic representation.
The Results
Both Roblox and The Sims’s community sentiment was very positive - resulting in our amplifiers tweeted more than they have contracted to work with us to engage with their peers and Missy Elliot tweeting Ebonix’s UGC post.
FARFETCH Beauty x Gaming campaign drove 213 times higher engagement than the average engagement on twitter - Roblox alone.
If you have any other Web 3 related strategy work, please feel free to contact me. I would be happy to guide you through it during a call.
The Goal
To raise brand awareness and engage with a new audience.
To become a native to the gaming industry via collaboration with Digital Creators and World Builders.
To build new digital touch-points to increase excitement and brand affinity.
Start with Why
The Future of Retail Lab Team proposed tapping into the Metaverse/Web3 opportunities to expand our platform into a global luxury fashion destination in both digital and physical realms. However, we needed to clarify the business requirements, target audiences, and goals.
To do this, we conducted interviews with experts and stakeholders and held a workshop to align our understanding and vision for Farfetch's Web3 Metaverse Strategy. Our main focus was on creating a meaningful experience that connects the brand, boutique, and customers.
Farfetch Conscious Luxury Report 2021
In April 2021, we launched our very first Conscious Luxury Trends 2021 - using our global platform data for positive change, helping businesses and their customers understand the opportunity to invest in sustainability. To help tell the complex story of the data, we introduced animated infographics, and audio narration to AR Virtual Shoe.
View it here
Farfetch Kidswear Report 2021
Designed Farfetch first-ever Luxury Kidswear Report, exploring how the effects of the Covid crisis and social media-savvy parents are shaping the category. The FARFETCH Luxury Kidswear Report is a mini-series of stories, based on the real-life perspectives of members of the FARFETCH community - from brands and boutiques to customers and influencers. It's packaged up in fun, bite-sized narratives, inspired by the format of Instagram stories. Each story is supported by data from the FARFETCH marketplace and consumer research. For the desktop experience, we utilised the additional space to offer a more immersive, engaging way of combining videos and web technology to inform and emphasise the key messages.
View it here
Farfetch Conscious Luxury Report 2022
Using the design template established from previous report, 2022 report was designed to offer a low-carbon emissions mode - removing higher resolution images and animations, and disabling video.
View it here
Interactive Experiences / AR,VR and MR
Working closely with creative technologist, creating projects and POCs that push the boundaries of traditional web interactions by harnessing cutting edge technologies like WebGL and interactive gamified experiences. To more interactive projects that can blend different mediums and tools, such as SMS, RFIDs and location based triggers.
Defining and Understanding Audience
During our workshop, we identified an opportunity to tap into a gap in the market at the intersection of fashion, gaming, and cryptocurrency. We prioritised our target audiences and assumptions, defined our research methodology and recruitment criteria, and created a simple and cost-effective set of questions to learn more and validate our hypotheses for activation plans, including token design, marketing activities, and communication plans.
Gamer Interview
To further understand our gamer customers’ needs and expectations, we have conducted a follow-up interview on the back of an annual customer survey for whom has answered to either play gaming or own crypto. The interview questions focused on:
Motivation
Avatar/Character
In-Game Purchase
Expert Interview
We have so far gathered insights around our existing audiences - luxury fashion lovers to gamers through existing insights and recent gamer profiling interviews and surveys, however, we have non to little -insights around new/existing crypto audiences. Hence we conducted an expert interview focusing on the below aspects of crypto culture;
Community / Discord
Cryptocurrency
Virtual possessions & NFTs
Beauty beyond physical boundaries
As part of The Farfetch Beauty Launch campaign, we have introduced our inaugural Metaverse initiative. We collaborated with a community of digital creators in The Sims 4 and Roblox to delve into their perception of beauty and its influence on virtual self-expression. Together, we explored the creation of 2D and 3D skins as a means of artistic representation.
The Goal
To raise brand awareness and engage with a new audience.
To become a native to the gaming industry via collaboration with Digital Creators and World Builders.
To build new digital touch-points to increase excitement and brand affinity.
The Results
Both Roblox and The Sims’s community sentiment was very positive - resulting in our amplifiers tweeted more than they have contracted to work with us to engage with their peers and Missy Elliot tweeting Ebonix’s UGC post.
FARFETCH Beauty x Gaming campaign drove 213 times higher engagement than the average engagement on twitter - Roblox alone.
If you have any other Web 3 related strategy work, please feel free to contact me. I would be happy to guide you through it during a call.
Start with Why
The Future of Retail Lab Team proposed tapping into the Metaverse/Web3 opportunities to expand our platform into a global luxury fashion destination in both digital and physical realms. However, we needed to clarify the business requirements, target audiences, and goals.
To do this, we conducted interviews with experts and stakeholders and held a workshop to align our understanding and vision for Farfetch's Web3 Metaverse Strategy. Our main focus was on creating a meaningful experience that connects the brand, boutique, and customers.
The Results
Both Roblox and The Sims’s community sentiment was very positive - resulting in our amplifiers tweeted more than they have contracted to work with us to engage with their peers and Missy Elliot tweeting Ebonix’s UGC post.
FARFETCH Beauty x Gaming campaign drove 213 times higher engagement than the average engagement on twitter - Roblox alone.
If you have any other Web 3 related strategy work, please feel free to contact me. I would be happy to guide you through it during a call.
Farfetch Kidswear Report 2021
Designed Farfetch first-ever Luxury Kidswear Report, exploring how the effects of the Covid crisis and social media-savvy parents are shaping the category. The FARFETCH Luxury Kidswear Report is a mini-series of stories, based on the real-life perspectives of members of the FARFETCH community - from brands and boutiques to customers and influencers. It's packaged up in fun, bite-sized narratives, inspired by the format of Instagram stories. Each story is supported by data from the FARFETCH marketplace and consumer research. For the desktop experience, we utilised the additional space to offer a more immersive, engaging way of combining videos and web technology to inform and emphasise the key messages.
View it here
Farfetch Conscious Luxury Report 2021
In April 2021, we launched our very first Conscious Luxury Trends 2021 - using our global platform data for positive change, helping businesses and their customers understand the opportunity to invest in sustainability. To help tell the complex story of the data, we introduced animated infographics, and audio narration to AR Virtual Shoe.
View it here
Packaging Machine Learning
This prototype explores the unboxing experience and how web-based machine vision could help consumers quickly and easily gather insights and suggestions for their new beauty products.
Interactive Experiences / AR,VR and MR
Working closely with creative technologist, creating projects and POCs that push the boundaries of traditional web interactions by harnessing cutting edge technologies like WebGL and interactive gamified experiences. To more interactive projects that can blend different mediums and tools, such as SMS, RFIDs and location based triggers.
Farfetch Conscious Luxury Report 2022
Using the design template established from previous report, 2022 report was designed to offer a low-carbon emissions mode - removing higher resolution images and animations, and disabling video.
View it here
Farfetch Kidswear Report 2021
Designed Farfetch first-ever Luxury Kidswear Report, exploring how the effects of the Covid crisis and social media-savvy parents are shaping the category. The FARFETCH Luxury Kidswear Report is a mini-series of stories, based on the real-life perspectives of members of the FARFETCH community - from brands and boutiques to customers and influencers. It's packaged up in fun, bite-sized narratives, inspired by the format of Instagram stories. Each story is supported by data from the FARFETCH marketplace and consumer research. For the desktop experience, we utilised the additional space to offer a more immersive, engaging way of combining videos and web technology to inform and emphasise the key messages.
View it here
Farfetch Conscious Luxury Report 2021
In April 2021, we launched our very first Conscious Luxury Trends 2021 - using our global platform data for positive change, helping businesses and their customers understand the opportunity to invest in sustainability. To help tell the complex story of the data, we introduced animated infographics, and audio narration to AR Virtual Shoe.
View it here
Farfetch Conscious Luxury Report 2021
In April 2021, we launched our very first Conscious Luxury Trends 2021 - using our global platform data for positive change, helping businesses and their customers understand the opportunity to invest in sustainability. To help tell the complex story of the data, we introduced animated infographics, and audio narration to AR Virtual Shoe.
View it here
Farfetch Conscious Luxury Report 2022
Using the design template established from previous report, 2022 report was designed to offer a low-carbon emissions mode - removing higher resolution images and animations, and disabling video.
View it here
Using the design template established from previous report, 2022 report was designed to offer a low-carbon emissions mode - removing higher resolution images and animations, and disabling video.
View it here
Interactive Experiences / AR,VR and MR
Working closely with creative technologist, creating projects and POCs that push the boundaries of traditional web interactions by harnessing cutting edge technologies like WebGL and interactive gamified experiences.
Packaging Machine Learning
This prototype explores the unboxing experience and how web-based machine vision could help consumers quickly and easily gather insights and suggestions for their new beauty products.
To Be Studio: Product Design, Design Strategy & Direction
© 2023
© 2024
Packaging Machine Learning
This prototype explores the unboxing experience and how web-based machine vision could help consumers quickly and easily gather insights and suggestions for their new beauty products.
To Be Studio: Product Design, Design Strategy & Direction
