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The End-to-End Shopper Journey
From Storyboard to Movie

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Our VP of Product was looking for a way to illustrate our own 360º view of the shopper and how the various components of the Demandware e-Commerce product line come into play in this tight integration. For this to happen data needs to flow seemlessly.

 

Late 2014 I started storyboarding how Samantha, a business woman, would shop in a seamless manner as she traveled for work. The sketches helped fund a full video animation by Product Marketing as they became interested in the outcome. We then collaborated on nailing down the details of the experiences to highlight the power of the platform.

The animation was created by the animation studio Plus One based in Amsterdam. The version posted here still needed work in smoothing out human motion and expressions.

Movie proposal

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Initial storyboarding

Samantha shops from a desktop computer at the airport lounge.

 

She asks for items to be held for her in a store in Rome.

Once she arrives, she pays a visit to the store where a store associate has set aside the items. She gives her personalized attention. Some items are ordered to be delivered to her hotel.

I created the storyline and sketched key scenes based on conversations with product marketing.

 

We wanted to illustrate with sufficient detail experiences our platform would enable within a few years like "buy online pick up in store" or "order on behalf". Mixing the digital and in store experiences where inventory is track online and in store.

We also wanted to use this to align teams internally with a shared vision.

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Preliminary scene sketches

Once at the store, an associate checks Samantha's request on a tablet.


Our partner, Plus One, then created early renderings of the scenes as we kept refining the narrative. One challenge was integrating user interactions in the story in context. You see here the interface superimposed as she uses a tablet.

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Final scene rendering

Samantha tries out a few items.

 

An interactive mirror provides full access to the catalog with inventory details. She places an order to be delivered at her hotel. It's confirmed on her phone.

Colors, audio treatment, camera angles, lightning and animation were added in the last round. 

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