F(x)Lab Works | 體驗(yàn)極致，DOE 品牌小程序煥新發(fā)布

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舉報(bào) 2020-01

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近日，DOE 全新微信小程序正式發(fā)布。在 120 天的項(xiàng)目時(shí)間里，F(xiàn)(x)Lab 與 DOE 攜手合作，打造出卓越的數(shù)字產(chǎn)品，提供一種更完整、更先鋒的購物體驗(yàn)，以此增進(jìn) DOE 品牌與新生代消費(fèi)者的互動(dòng)。

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(biāo)

Streetwear Boutique

2014 年，Himm Wonn 與 Terry Zhu 共同創(chuàng)辦了品牌 DOE，同時(shí)也是擁有三家同名的實(shí)體零售。「在 DOE 的藍(lán)圖里，要做三件事情：第一是制造美；第二是做一個(gè)地標(biāo)，成為一個(gè)城市的記號(hào)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(shí)體店鋪，來自世界各地的精選單品和本土設(shè)計(jì)，與優(yōu)質(zhì)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(shù)字轉(zhuǎn)型

Digital Transformation

在急速發(fā)展的移動(dòng)互聯(lián)網(wǎng)時(shí)代，品牌受眾的行為、意識(shí)和習(xí)慣正發(fā)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(shù)字轉(zhuǎn)型去應(yīng)對(duì)未來世界的挑戰(zhàn)。由此，DOE 立足實(shí)體店鋪，開辟數(shù)字版圖，以微信小程序?yàn)槠浣谥Πl(fā)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(duì)此， F(x)Lab 提出策略：DOE 以微信小程序?yàn)楹诵臄?shù)字資產(chǎn)，利用定制化的線上商城釋放品牌能量，增進(jìn)與新生代消費(fèi)者的互動(dòng)，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(fā)

Exhaustive Research & Development

在研發(fā)階段，F(xiàn)(x)Lab 團(tuán)隊(duì)全面診斷 DOE 全渠道用戶服務(wù)及品牌觸點(diǎn)體驗(yàn)，獲取一手資料，并與 DOE 團(tuán)隊(duì)深入討論，理解設(shè)計(jì)任務(wù)中各個(gè)層面的限制與挑戰(zhàn)。

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(jīng)過數(shù)輪產(chǎn)品迭代，F(xiàn)(x)Lab 制作出高保真的產(chǎn)品原型，邀請(qǐng) DOE 團(tuán)隊(duì)進(jìn)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(yàn)

Brand-New Experience

DOE 全新微信小程序，體現(xiàn)了 DOE 品牌「不可復(fù)制，隱于無形」的哲學(xué)觀。簡約的交互界面，精致的視覺風(fēng)格，將實(shí)體店鋪的先鋒氣息帶入虛擬世界，盡可能完整地表達(dá)、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(yè)上功能的完備性與美學(xué)上風(fēng)格的獨(dú)特性，賦能助力 DOE 在數(shù)字化轉(zhuǎn)型時(shí)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(guān)鍵節(jié)點(diǎn)

Key Milestones

2019 年 10 月

October 2019

DOE 委任 F(x)Lab 為其數(shù)字化轉(zhuǎn)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(gè)工作日內(nèi)，DOE 和 F(x)Lab 明確了業(yè)務(wù)戰(zhàn)略和品牌愿景，完善設(shè)計(jì)，開發(fā)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