F(x)Lab Works | 体验极致，DOE 品牌小程序焕新发布

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举报 2020-01

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近日，DOE 全新微信小程序正式发布。在 120 天的项目时间里，F(x)Lab 与 DOE 携手合作，打造出卓越的数字产品，提供一种更完整、更先锋的购物体验，以此增进 DOE 品牌与新生代消费者的互动。

Recently, the new version of the DOE WeChat Mini Program designed and developed by F(x)Lab has been launched. In 120 workdays, DOE and F(x)Lab co-produced this extraordinary digital product. It provides a more complete and pioneer shopping experience and enhances the interaction between DOE and the new generation consumers.

零售新地标

Streetwear Boutique

2014 年，Himm Wonn 与 Terry Zhu 共同创办了品牌 DOE，同时也是拥有三家同名的实体零售。「在 DOE 的蓝图里，要做三件事情：第一是制造美；第二是做一个地标，成为一个城市的记号之一；第三件事是要改变。」 DOE 目前在中国拥有铜仁路店（上海）、新天地店（上海）、深圳店三家实体店铺，来自世界各地的精选单品和本土设计，与优质的咖啡饮品相得益彰。

In 2014, Himm Wonn and Terry Zhu co-founded DOE, which also owns three retail stores with the same name. “In the blueprint of DOE, there are three things to do: produce beauty, create a city landmark and make the change.” DOE currently owns three boutiques in China, two in Shanghai and one in Shenzhen, where selected products from all over the world and local design items complement each other with quality coffee drinks.

数字转型

Digital Transformation

在急速发展的移动互联网时代，品牌受众的行为、意识和习惯正发生着巨大的变化，品牌的存在方式变得越来越多样化，亟需通过数字转型去应对未来世界的挑战。由此，DOE 立足实体店铺，开辟数字版图，以微信小程序为其近期着力发展的重要方向。

With the rapid development of Mobile Internet, the behavior, consciousness and habits of the brand audience are undergoing tremendous changes. The way of brand existence is becoming more and more diversified. It is urgent to deal with the challenges of the future world through digital transformation. Therefore, based on existing boutiques, DOE takes WeChat Mini Program as an important direction of its recent development in the field of the digital world.

对此， F(x)Lab 提出策略：DOE 以微信小程序为核心数字资产，利用定制化的线上商城释放品牌能量，增进与新生代消费者的互动，传递街头文化的正向影响，为品牌带来良性的增长。

In this regard, F(x)Lab proposed a strategy: DOE will take the WeChat Mini Program as its core digital asset, release brand energy with the customized online store, enhance the interaction with the new generation consumers, transmit the positive influence of street culture, and bring benign growth to the brand.

全面研发

Exhaustive Research & Development

在研发阶段，F(x)Lab 团队全面诊断 DOE 全渠道用户服务及品牌触点体验，获取一手资料，并与 DOE 团队深入讨论，理解设计任务中各个层面的限制与挑战。

In the research and development stage, the F(x)Lab team fully experienced the existing DOE WeChat Mini Program and the services provided by DOE boutiques to obtain first-hand information. In addition, the F(x)Lab team had in-depth discussions with the DOE team to understand the limitations and challenges at all levels of the design task.

经过数轮产品迭代，F(x)Lab 制作出高保真的产品原型，邀请 DOE 团队进行测试与反馈，由此打造出最终的小程序成品。

After several rounds of internal iteration, the hi-fi product prototype was created and the DOE team was invited to test it and give feedback. Based on the product prototype approved by both sides, the final WeChat Mini Program was produced.

The Double Diamond Model

焕新体验

Brand-New Experience

DOE 全新微信小程序，体现了 DOE 品牌「不可复制，隐于无形」的哲学观。简约的交互界面，精致的视觉风格，将实体店铺的先锋气息带入虚拟世界，尽可能完整地表达、还原 DOE 的品牌氛围。

The new version of the DOE WeChat Mini Program sincerely shows the philosophical thinking of DOE brand: Non-replicable and Formless. The simple interactive interface and the exquisite visual style brings the pioneering atmosphere of the physical boutique into the virtual world, restoring and expressing the good vibe of DOE as completely as possible.

焕然一新的小程序兼具商业上功能的完备性与美学上风格的独特性，赋能助力 DOE 在数字化转型时代的品牌成长。

The brand-new WeChat Mini Program achieves commercial functions without losing the unique aesthetic style. It provides a sustainable distribution for the brand growth of DOE in the era of digital transformation.

关键节点

Key Milestones

2019 年 10 月

October 2019

DOE 委任 F(x)Lab 为其数字化转型合作伙伴，打造新版 DOE 微信品牌小程序。

DOE appointed F(x)Lab as its digital transformation partner to co-produce the new version of the DOE WeChat Mini Program.

120 天

120 Days

在 120 个工作日内，DOE 和 F(x)Lab 明确了业务战略和品牌愿景，完善设计，开发小程序。

In 120 workdays, DOE and F(x)Lab built the business strategy and brand vision, refined the design and developed the WeChat Mini Program.

2020 年 2 月

February 2020