WHAT PEOPLE DO:
Kids don't always have the money to buy, but they're always browsing - and often do so in groups. What they look at and like is a part of how they create an identity. They are social fiends. They thrive on platforms like instagram that have a small but ownable creative input and a big public/social feedback response.
The existing Wishlist platform for American Eagle was user-facing only, and sharable only by email. It saw high usage only during holidays, when kids were likely just adding items to the list and sending to parents.
WHAT WE PROPOSED:
Harness currently wasted eyeballs and time-on-site and provide an easy outlet for our kid to create, scope and share her style. Move content prompt away from holiday-centric wishlists and into everyday looks - e.g. "weekend netflix marathon" "hoodie season" "date night" etc.
To build Favorites right, we engaged in frequent worksessions with our clients on-site. We also immersed ourselves in the other platforms our kid was using, since their expectations are set by technology - what functionality appealed to them on platforms like Pinterest, lookbook.nu, Polyvore, and how should we bring technological norms and appealing features into the list?
We also explored the idea of making this platform the user’s aeo.com identity epicenter - a public place where she could start to build, and be rewarded for, her reputation. The product was also versatile enough to be able to support the brand’s fierce cycle of campaigns, while being able to hold its own as a campaign-agnostic evergreen platform.
AEO's competitors pretty uniformly foster a culture of sameness and "fitting in" - I found the opportunity to take a different path to be a really rewarding one. Between Favorites, and its sibling, the Project Live Your Life contest, we were able to give kids a platform to do their own thing, and to reward them for it. Using brand powers for good instead of evil, especially in the teenage retail market, felt like a million bucks.