What metrics would you use to evaluate SSENSE's mobile app shopping experience?

Introduction

Evaluating SSENSE's mobile app shopping experience requires a comprehensive approach to product success metrics. To address this challenge effectively, I'll follow a structured framework that covers core metrics, supporting indicators, and risk factors while considering all key stakeholders. This approach will help us gain a holistic understanding of the app's performance and identify areas for improvement.

Step 1

Product Context

SSENSE's mobile app is a luxury fashion e-commerce platform that offers a curated selection of designer clothing, accessories, and lifestyle products. The app caters to fashion-forward consumers who value high-end brands and unique styles.

Key stakeholders include:

1. Customers: Seeking a seamless shopping experience and access to exclusive products
2. SSENSE: Aiming to increase sales, customer loyalty, and brand awareness
3. Fashion brands: Looking to showcase and sell their products to a targeted audience
4. App development team: Responsible for maintaining and improving the app's functionality

User flow:

1. Browse: Users explore curated collections, new arrivals, and personalized recommendations
2. Search: Customers use filters and search functionality to find specific items
3. Product details: Users view high-quality images, descriptions, and sizing information
4. Add to cart: Customers select size, color, and quantity before adding items to their cart
5. Checkout: Users provide shipping and payment information to complete their purchase

The mobile app fits into SSENSE's broader strategy of providing a seamless omnichannel experience, connecting their online and offline presence. It also allows for personalized marketing and exclusive mobile-only offers.

Compared to competitors like Farfetch and Net-a-Porter, SSENSE's app focuses more on editorial content and a curated selection, appealing to a younger, trend-setting audience.

Product Lifecycle Stage: The app is in the growth stage, with a established user base but still expanding its features and market reach.