As more shoppers go online to take care of their holiday shopping lists, brands are throwing more and more features at them in increasingly frantic attempts to make sure they capture those dollars. However, with more bells and whistles in eCommerce today than ever before, one startup is take more of a minimalist approach to clothes shopping.
TechCrunch reported that Skull Ninja Labs has launched Hit or Miss, a fashion commerce app that presents users with a curated list of items and a simplified interface. Instead of digging through bottomless drop-down menus for the perfect shirt, shoppers look through product catalogs on Hit or Miss simply by swiping left or right. While this might seem like a superficial element, Amber Reyngoudt, cofounder of Skull Ninja Labs, told TechCrunch that the impact of creating a consumer experience that fits with mobile shouldn’t be underestimated.
“It’s more like life — having a fast-paced, short attention span,” Reyngoudt said. “We live on our mobile devices. It’s getting better, but up to this point, it’s not a fun experience to shop on your phone. I just want to be part of that and help solve that shopping.”
Presenting shoppers with one product at a time might be a good way to utilize smaller mobile device screens, but it may make it more difficult for shoppers who have eclectic tastes or like to comparison shop. However, Hit or Miss’ curators might be able to solve that problem by anticipating the styles and designs that individual users prefer. The app can create personalized fashion ecosystems that, while still not perfect, would be more enjoyable to flip through for picky customers.
“We don’t want to overwhelm the users with tons of products. That’s what the problem is now,” Reyngoudt said. “We still want to keep it personal and learn and give them a products that they’ll like.”