Designers
Designers
Designers
Smart Marketplace
Custom-coded, AI-powered content engine o build engagement, revisitation, and consumer certainty.
Key Words
Designers
Hwan Bo Choi
Brianna He
Joao Felipe De Abreu
SUMMARY
Modern Outlet had a real product advantage. What it lacked was the infrastructure to make people certain enough to buy. Field research revealed their customer isn't a bargain hunter — they're design-literate, value-aware, and motivated by making a smart decision. Four findings shaped our recommendation: outlet shoppers are smart shoppers; inconsistent inventory drives curiosity, revisitation is how demand builds; and certainty is what converts interest into action. The result is a content engine that systematically removes the fears preventing purchase and makes buying from Modern Outlet feel smart and certain.
challenge
The central challenge was reframing operational limitations as strategic opportunities. Inconsistent inventory, a lean team, and developing brand credibility were each perceived as weaknesses internally. Our work was to look at those same constraints through the customer's eyes. The stakeholders who mattered most were the founding team, who had to believe their constraints were assets before acting on them, and the end customer, whose behavior in the field kept validating the opportunity. The customer was already returning, already playing the long game. The business just needed the infrastructure to meet them there.
Outcome
We decided to operate in three phases. Phase one is Content Engine, which builds design authority, humanizes the operation, and reframes unpredictable inventory as a curated weekly discovery event. Phase two is Experiences. AR visualization and TaskRabbit restoration add-ons address certainty at the exact moment of decision, where content alone can't reach. Phase three is Voices. Tastemaker and designer partnerships extend Modern Outlet's reach and cultural relevance. Together the three phases move Modern Outlet from a great product with no infrastructure, to a brand whose audience arrives at purchase already certain.
MEET THE Designers:
Hwan Bo Choi
Brianna He
Joao Felipe De Abreu