F(x)Lab Works | 體驗極致，DOE 品牌小程序煥新發布

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舉報 2020-01

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近日，DOE 全新微信小程序正式發布。在 120 天的項目時間里，F(x)Lab 與 DOE 攜手合作，打造出卓越的數字產品，提供一種更完整、更先鋒的購物體驗，以此增進 DOE 品牌與新生代消費者的互動。

Recently, the new version of the DOE WeChat Mini Program designed and developed by F(x)Lab has been launched. In 120 workdays, DOE and F(x)Lab co-produced this extraordinary digital product. It provides a more complete and pioneer shopping experience and enhances the interaction between DOE and the new generation consumers.

零售新地標

Streetwear Boutique

2014 年，Himm Wonn 與 Terry Zhu 共同創辦了品牌 DOE，同時也是擁有三家同名的實體零售。「在 DOE 的藍圖里，要做三件事情：第一是制造美；第二是做一個地標，成為一個城市的記號之一；第三件事是要改變。」 DOE 目前在中國擁有銅仁路店（上海）、新天地店（上海）、深圳店三家實體店鋪，來自世界各地的精選單品和本土設計，與優質的咖啡飲品相得益彰。

In 2014, Himm Wonn and Terry Zhu co-founded DOE, which also owns three retail stores with the same name. “In the blueprint of DOE, there are three things to do: produce beauty, create a city landmark and make the change.” DOE currently owns three boutiques in China, two in Shanghai and one in Shenzhen, where selected products from all over the world and local design items complement each other with quality coffee drinks.

數字轉型

Digital Transformation

在急速發展的移動互聯網時代，品牌受眾的行為、意識和習慣正發生著巨大的變化，品牌的存在方式變得越來越多樣化，亟需通過數字轉型去應對未來世界的挑戰。由此，DOE 立足實體店鋪，開辟數字版圖，以微信小程序為其近期著力發展的重要方向。

With the rapid development of Mobile Internet, the behavior, consciousness and habits of the brand audience are undergoing tremendous changes. The way of brand existence is becoming more and more diversified. It is urgent to deal with the challenges of the future world through digital transformation. Therefore, based on existing boutiques, DOE takes WeChat Mini Program as an important direction of its recent development in the field of the digital world.

對此， F(x)Lab 提出策略：DOE 以微信小程序為核心數字資產，利用定制化的線上商城釋放品牌能量，增進與新生代消費者的互動，傳遞街頭文化的正向影響，為品牌帶來良性的增長。

In this regard, F(x)Lab proposed a strategy: DOE will take the WeChat Mini Program as its core digital asset, release brand energy with the customized online store, enhance the interaction with the new generation consumers, transmit the positive influence of street culture, and bring benign growth to the brand.

全面研發

Exhaustive Research & Development

在研發階段，F(x)Lab 團隊全面診斷 DOE 全渠道用戶服務及品牌觸點體驗，獲取一手資料，并與 DOE 團隊深入討論，理解設計任務中各個層面的限制與挑戰。

In the research and development stage, the F(x)Lab team fully experienced the existing DOE WeChat Mini Program and the services provided by DOE boutiques to obtain first-hand information. In addition, the F(x)Lab team had in-depth discussions with the DOE team to understand the limitations and challenges at all levels of the design task.

經過數輪產品迭代，F(x)Lab 制作出高保真的產品原型，邀請 DOE 團隊進行測試與反饋，由此打造出最終的小程序成品。

After several rounds of internal iteration, the hi-fi product prototype was created and the DOE team was invited to test it and give feedback. Based on the product prototype approved by both sides, the final WeChat Mini Program was produced.

The Double Diamond Model

? Design Council

煥新體驗

Brand-New Experience

DOE 全新微信小程序，體現了 DOE 品牌「不可復制，隱于無形」的哲學觀。簡約的交互界面，精致的視覺風格，將實體店鋪的先鋒氣息帶入虛擬世界，盡可能完整地表達、還原 DOE 的品牌氛圍。

The new version of the DOE WeChat Mini Program sincerely shows the philosophical thinking of DOE brand: Non-replicable and Formless. The simple interactive interface and the exquisite visual style brings the pioneering atmosphere of the physical boutique into the virtual world, restoring and expressing the good vibe of DOE as completely as possible.

煥然一新的小程序兼具商業上功能的完備性與美學上風格的獨特性，賦能助力 DOE 在數字化轉型時代的品牌成長。

The brand-new WeChat Mini Program achieves commercial functions without losing the unique aesthetic style. It provides a sustainable distribution for the brand growth of DOE in the era of digital transformation.

關鍵節點

Key Milestones

2019 年 10 月

October 2019

DOE 委任 F(x)Lab 為其數字化轉型合作伙伴，打造新版 DOE 微信品牌小程序。

DOE appointed F(x)Lab as its digital transformation partner to co-produce the new version of the DOE WeChat Mini Program.

120 天

120 Days

在 120 個工作日內，DOE 和 F(x)Lab 明確了業務戰略和品牌愿景，完善設計，開發小程序。

In 120 workdays, DOE and F(x)Lab built the business strategy and brand vision, refined the design and developed the WeChat Mini Program.

2020 年 2 月

February 2020