Project Overview

The Fashion Concierge service, originally a limited email-based offering, was underutilised and lacked visibility among Farfetch's private clients. Tasked with addressing this gap, I transformed the service into an intuitive in-app experience that significantly enhanced its discoverability and functionality. Targeting Farfetch’s most high-value clients, the project aimed to unlock the full potential of this bespoke service while increasing engagement and revenue.

Step 1: Diagnose Behaviour Patterns

• User Segment: Private clients—1% of the customer base, generating a significant portion of total sales.

• Key Behaviour Insights:

  • Private clients frequently used the wishlist feature but often encountered challenges with out-of-stock items.

  • Awareness of the Fashion Concierge service was minimal, limiting its usage.

• Behavioural Challenge: Despite being high-value, highly engaged users, private clients were not leveraging the Fashion Concierge service due to its limited visibility and email-based access.

Implementation

1. Integration of Fashion Concierge In-App:

   • Transitioned the service from an email-based format to a fully integrated in-app feature.

   • Improved visibility with direct access from "Out of Stock" product pages.

2. Service Discoverability Enhancements:

   • Strategically placed prompts on "Out of Stock" product pages to guide users towards using Fashion Concierge.

3. User-Centric Onboarding Flow:

   • Designed a simplified onboarding process featuring:

     • Personalised messages for private clients.

     • Pre-filled request forms for frequently desired items.

     • Visual progress indicators for a guided, streamlined experience.

4. Enhanced Wishlist Integration:

   • Enabled private clients to directly link their wishlist items to Fashion Concierge requests, creating a cohesive and seamless user experience.

Results

• Increased Engagement: Clients began using the service more actively, with greater interaction through the wishlist and product discovery features.

• Improved Conversion Rates: More private clients successfully used the Fashion Concierge to acquire highly sought-after or out-of-stock items.

• Elevated Client Satisfaction: Positive feedback highlighted the convenience and effectiveness of the revamped service.

Behavioural Insights Validated

1. Loss Aversion: Framing the Fashion Concierge as a tool to avoid missing out on rare items encouraged timely client action.

2. Social Proof: Tailored messaging showcased its value as a trusted service used by other top clients.

3. Simplified Progress: The onboarding flow reduced friction, making it easier for clients to engage with the service.

In the News

The revitalised Fashion Concierge received widespread recognition:

• WWD: Praised the expansion and luxury positioning of the service.

• Fashion Network: Highlighted the enhanced experience tailored for private clients.

This project successfully transformed an underutilised email service into a seamless, engaging, and client-first digital experience, reinforcing Farfetch’s leadership in luxury eCommerce innovation.