Painpoint

"I need a gown for an event that's not mine. I can afford to buy one but I'll probably not wear it twice."
Local context

Events like weddings and D&D are common in Singapore, but most of us also don't have real estate for larger wardrobes. The standard wardrobe built in Singapore is a 2-3 door. Another common thought amongst our ladies, could be the maintenance and storage of such bulky and delicate garments.

How might we?

[ We might achieve success when each gown gets more mileage.
Rightfully so for its artistry and time taken to fabricate.]

[ We might achieve success when busy women in Singapore can access quality evening gowns for a fraction of the retail prices and yet contribution to a controlled carbon footprint.]
Competitors

Gown rental stores prior to One By One App, operates closely like any wedding dress rental store. Customers would have to dedicate good hours fitting various gowns from store to store. None of which provides dress recommendations, speed or privacy for our leading ladies.
Hypothesis

Browsing first by category (colours/theme) then by size ranges, this deters wasted travels to the store. If we do not have the theme/colour you need in your size, there is no reason for customers to visit our boutique.

We offer private fittings with our seamstress/stylist, each appointment takes place one by one to ensure privacy and attention. Each lease spans across 5 days and includes minor alteration adjustments, dry cleaning and an option for doorstep delivery + pick up.

There's no reason to spend additional time finding a gown when it's not your wedding - we concur.

[ One by One Club is no longer operating, but has seen success. ]
UX Analysis

Our competitors were heavy with floor staffs (higher operating costs) and their appointments online were not being communicated well in-store.

Making the booking:
Online bookings are accepted for all gown rental stores we chanced upon and adopted a mandatory "By Appointment Only" system. The cost of each fitting appointment ranges from $15 to $20 but would similarly be waived upon successful gown lease. This was a factor we carried over as it was identified to be user recognition ( a theory from Heuristic Evaluation, Nielsen Norman Group)

During my visit:
 I was asked 'When is the date of your event' 5 times although this was the primary input field on their online booking albeit 
Name and Contact Number. After trying on 15 - 20 dresses of various sizes for 2 hours, all the dresses I had shortlisted or could fit me were not available on my event date.
I really liked 3 dresses and requested to book either of them for another 2 different dates but was left disappointed. 


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