Rent the Runway
Wear it, like you own it...
Overview
My Role
Research: Interview, Persona creation, Secondary research
Design: Wireframe, Prototyping
Project Management
Team
Anuskha Jain
Sunali Ravella (Myself)
Duration
Feb 2022 - Feb 2022
4 Weeks
Rent the Runway is a company operating in the sharing economy, specifically in the fashion and apparel rental market. The sharing economy has transformed traditional consumer demographics by attracting a wider variety of customer profiles . This business model allows middle-income consumers to access luxury goods without having to save for long periods, and enables users to circulate fashion items among themselves
Trust Problem
In the rapidly growing fashion rental market, users struggle to navigate the complex array of choices and trust the quality of rented items. The diverse customer base and wide spectrum of brands make it difficult for consumers to determine which rental options provide the best value and reliability. Complex rental models and pricing structures further complicate users' ability to consistently get full value from these services, potentially hindering wider adoption of the "rent don't buy" trend
"I love the idea of renting clothes, but I'm never sure if the outfit will fit properly or arrive in time for my event, which makes me hesitant to rely on the service for important occasions."
Digging into trust problem
After looking at both qualitative and quantitative data on churn and conducting customer interviews, we found out that people sometimes didn't trust the rental service because they didn't know what to expect from the clothes.
Primarily, customers needed two things: a shared understanding of size and fit across different brands, for both new and returning customers and verification that the rented items would arrive in time and in good condition for their events.
How we can solve this?
What if users had a single place for understanding the rental process so everyone is on the same page? Create a "Rental Guide" page that allows users to learn about how the rental system works, from browsing to returning items.
What if users did not have to work too hard to understand how an item would fit? Implement a virtual try-on feature that uses AR technology to show users how clothes might look on them before renting.
What if users had guidance for which items they could trust? Develop a "Reliability Score" for each item, combining factors like condition ratings, on-time delivery stats, and user reviews to help renters make informed decisions.
Return
Issues
Proper clothes
sanitization
Lack of
communication
Size & Fit
issues
Replacement
issues
Last time
changes
User Research
User research for our new fashion rental app focused on understanding user behaviors, needs, and motivations within the sharing economy context. Our simple process aimed to uncover the user's point of view regarding fashion rentals.
Qualitative Research
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How might a clothing rental service change your approach to managing your wardrobe?
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What factors would influence your decision to use a clothing rental app?
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How do you envision integrating rented items into your daily lifestyle?
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What concerns do you have about renting clothing, and what would increase your trust in such a service?
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How appealing is the concept of accessing a variety of clothing through rentals, and how might this affect your consumption patterns?
68%
of respondents indicated that a clothing rental service would change their approach to managing their wardrobe
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64%
of respondents from varied demographics show interest in clothing rental services.
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70%
of respondents from varied demographics show interest in clothing rental services.
SWOT Analysis
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User Persona
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“As a college student, I want to be able to lend/borrow clothes from other students, so that we can create a healthy and friendly social space when we engage with one another.”
Shanelle Barboza
User Stories
“As an office-going woman, I want to be able to find variety in my clothing for friends gatherings, so that I can diversify my knowledge regarding different styles and help others in cases regarding formal clothing.”
Gayatri Menon
User Stories
“ As a part-time work and frequent traveler, I want to be able to lend or get clothes for a cheaper price, so that I can get to spend more time on my trips rather than wasting money on buying new clothes. And this would be quite a sustainable option and increase the local economy.”
Jahnavi Reddy
User Stories
Testing our hypotheses
We shared out cliackble prototype with a limited number of users to validate the idea and get data back on how well our features solved their problems.
We watched, through product analytics, to learn how these users integrated Rent the Runway into their fashion choices and rental decisions.
"I really appreciate how easy it is to find stylish outfits for events without committing to buying them. It saves me a lot of space in my closet and I get to wear something new for each occasion."
Tara John
User Stories
