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FOCAL

Empowering fashion designers to tell their stories.

 

The first fashion mobile app was launched for the fashion program at Toronto Metropolitan University, formerly known as Ryerson. The first iteration of this app was created in 2016 to accompany the Focal fashion show. In 2023, it's been revamped to improve useability and functionality.

Type of project: Mobile App - IOS

Role: UI/UX Designer

 

Responsibilities: User research, wireframing, visual design

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Focal is a mobile IOS application created for fashion designers to help communicate the story of their clothing to their audience. This was the first app created for TMU, formerly known as Ryerson University, fashion showcase. The first iteration was available for users to download from the Apple App Store in 2016.

 Problem: 

  • For fashion designers showcasing during fashion week, it can be difficult to communicate their stories purely through a 15 minute fashion show.

  • The combination of lights, sounds, and visual stimulation within a short timeframe can be overwhelming for audiences.

 Goals: 

  • Empower fashion designers to effectively communicate their collections to their audience.

  • Create an app that is user-friendly and captures garment details.

 Eco-system + Pain Points: 

  • App Clients: Designers and Event planners

    • Communicating their full creative vision. ​

    • Time limitations of a fashion show.
       

  • End Users: Stakeholders (Public Relations connections, Stylists, Buyers, Clients, Personal Connections)

    • Overstimulation of a fashion show and fashion week. ​

    • Being able to refer back to multiple collections and pieces.

2016 Focal Fashion Showcase

The Focal fashion showcase was held on April 7, 2016. The event showcased four designers with three outfits in each collection. This mimicked the structure of a night during fashion week where designers' shows would be shown back to back.

 

The models stood on platforms for 12 minutes for each designer. The audience then could go around and scan the assigned QR codes in the stands next to the platforms using the first version of the Focal mobile app, available on the IOS app store. 

Once the QR codes were scanned, they would get in-depth information about the clothing being shown. This included the images, descriptions, textile details, hours of labour, care instructions, etc. 

 Research 

Focal 2016: Iteration 1

Focal 2021: App User Interviews

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Som Kong
Fashion Designer, 31

“When you had something planned in your mind and it doesn't translate the way you imagined.”

Would you consider incorporating technology to enhance communication with your audience at a show?

“Yes, you see the models walk and it just so fast that you don't really know what you're looking at. I prefer more of an installation, over a runway. You prepare for 6 whole months just for a 5 minute runway and I prefer more of an interactive presentation. The show also never translates the same on video and fashion shows are very expensive.”

Som Kong

Fashion Designer, 31

Do you have any concerns as a designer when having or being a part of a fashion show?

"Produce a collection that's sellable, ensure there is a return on investment, get exposure, credibility and, get sales."

Christopher Paunil

Fashion Designer, 35

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Kirthiga Rajanayagam

Media Coordinator for TFW, 30

“Designers are limited to one space because logistically you have one space run fashion shows back to back. You have options in ways of doing something but unless you're the closing night show, then they have to use other elements to create their vision.”

For industry stakeholders invited, what details about the collections do you find they each focus on the most?

“The way they translate the collection for themselves. From a buyer's perspective, they're trying to figure out what they can sell. What in this collection is something that the market will want and people will buy? Stylists take and create visions. What would look good on somebody or what will look good in editorials? Influencers look for what they like for themselves. Each person takes something different.”

Kirthiga Rajanayagam

Media Coordinator for TFW, 30

Would you consider incorporating technology to enhance communication with your audience at a show?

“Yes, because fashion shows go by very quickly. It’s sensory overload. Details do get missed or misinterperted and certain pieces may be convertible.”

Christopher Paunil 

Fashion Designer, 35

 Focal 2021: Empathy Map

Som Kong (Fashion Designers): Planning his next collection’s fashion show.

Says

  • What's my budget?

  • What’s the best way to highlight this season’s collection?

  • Who needs to be there?

  • Who can make the vision of my show come to life?

Does

  • Preparing budget and sponsorships for the show

  • Confirms the show logistics

  • Finalize collection details and pieces

  • Reaches out to media and press

Thinks

  • How much time do I have to show the collection?

  • Which piece should I start and end with?

  • What is my vision for this show?

  • Who needs to be added in VIP?

Feels

  • Anxious to get everything done for the show on time

  • Nervous about how the new collection will be received

  • Stressed about how to make this show stand out among the other collections showing

  • Excited for the opportunity to release a new collection

 Focal 2021: User Flows

 Key Learnings 

  • The user flow and interface are significantly different for the end user (audience members) and the clients (designers and event planners).
     

  • Designers and planners are interested in using technology to enhance their events, however, sometimes design changes are made minutes before a show. This is something I want to consider as updates are made to the app. 

Would you consider incorporating technology to enhance communication with your audience at a show?

“Yes, although some things are very last minute and some details don't get communicated until the garment is fully complete.”

Christoper Paunil

Fashion Designer, 35

  • Audience members and stakeholders focus on different things when at a fashion show. Therefore, saved looks within the app for every end user will look different. 
     

  • Focal gives designers an opportunity to continue to share details about their collections, even after the show is over. It also allows stakeholders to reference memorable pieces after viewing multiple collections.

For industry stakeholders invited, what details about the collections do you find they each focus on the most?

“The way they translate the collection for themselves. For a buyers perspective, they're trying to figure out what they can sell. What from this collection is something that the market will want and people will buy. Stylists take and create visions. What would look good on somebody or what will look good in editorial. Influencers look for what they like for themselves. Each person takes something different.”

Kirthiga Rajanayagam

Media Coordinator for TFW, 30

 Hi-Fi Mockup 2022: Designer + Event Planner User Interface 

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Loading Screen: 

The loading screen is the first visual that the user sees before entering the app. The background is a brand image that emphasizes the fact that this is a fashion app and what they can expect to see moving forward. The Focal logo is centered and clear to familiarize the user with the brand at the beginning of their journey. 

Account Selection: 

The are two different audiences that will be using this app. The organizers (designers and event planners) are clients and the attendees (audiences and stakeholders) are end users who will be engaging with the app during shows. This screen is where the user distinguishes which group they belong to. There's also a register option at the bottom for users who have yet to create an account. 

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