Company: Doku

Product: E-commerce Platform for Global Fashion

Role: Product Manager, Creative Director, and Stylist

Objective: Launch a unique e-commerce platform showcasing global designers to connect fashion-forward consumers with exclusive, globally sourced collections.

Background

Doku set out to fill a gap in the e-commerce fashion space by introducing collections from designers worldwide. The goal was to create a platform where users could shop a “global closet” and access high-quality, unique pieces not widely available in traditional markets. With the project’s mission clear, my role at Shft Product Consulting was to shape a unique user experience, cohesive brand, and operational strategy that would bring Doku’s vision to life.

Challenges

Differentiating in a Crowded Market: Doku needed to stand out among luxury e-commerce platforms while promoting a mission of global inclusivity.

1. Highlighting Cultural Storytelling: The platform’s goal was to connect users with designers’ stories and cultural roots, requiring a blend of visually appealing, user-friendly design and engaging content.

2. Balancing Luxury with Accessibility: Doku aimed to maintain an exclusive feel while being approachable for a wide audience interested in global fashion.

Approach

1. Brand Identity and Strategy

• Vision Development: I worked closely with Doku’s founders to articulate a brand identity that celebrated diversity and craftsmanship. We positioned Doku as a platform for both established and emerging designers, emphasizing the platform’s commitment to global perspectives.

• Aesthetic Consistency: From logo design to website aesthetics, I ensured the brand’s visual style would appeal to fashion-savvy users seeking unique, story-rich products, making the platform instantly recognizable.

2. User Experience and Product Management

• User-Centric Design: Designed intuitive user flows that guided visitors through Doku’s curated collections, emphasizing the connection between users and the designers’ backgrounds. The layout encouraged exploration, allowing users to dive into the story behind each product.

• Curation and Product Sourcing: Collaborated with designers to build a cohesive collection, balancing diversity in cultural representation with consistent quality and luxury feel.

3. Marketing and Community Engagement

• Social Media Strategy: Crafted a content plan showcasing Doku’s mission and collections. I leveraged visual storytelling to highlight featured designers and share their stories, attracting a loyal following of culturally conscious, style-driven users.

• Influencer Partnerships: Collaborated with influencers to amplify the brand’s reach and appeal, engaging fashion-conscious users who valued unique, globally sourced fashion.

Outcome

With Shft Product Consulting’s guidance, Doku successfully launched, resonating with users drawn to its distinctive aesthetic and mission-driven approach. The brand gained traction in the e-commerce space, receiving positive feedback for its unique shopping experience and thoughtful curation. Although the platform is no longer active, Doku stands as a testament to the power of blending cultural storytelling with luxury e-commerce.