CLIENT
Amazon Fashion, in collaboration with Make Associates
SERVICES
Voice interface design Data storytelling Retail experience Interactive installation
RECOGNITIONS
Exhibited as part of Amazon Fashion retail experiences Featured in retail and design press
Can data and voice technology enable a more personal shopping experience?
For Amazon’s first physical fashion festival, Destination Denim in Berlin, we created Find My Perfect Pair — an interactive fitting room powered by Alexa. Over the course of a two-minute styling session, shoppers could discover their ideal jeans from Amazon’s vast denim catalogue, guided by a voice-enabled personal stylist.
Challenge
Buying denim is harder than it seems. Cuts vary across brands, sizes aren’t consistent, and personal style preferences complicate the process. Nearly half of consumers say they struggle to find a pair that fits as it should. The challenge was to design a seamless experience that made navigating Amazon’s huge denim range simple, personal, and fun.
Solution
We studied how stylists in high-end stores guide customers and translated those insights into Alexa’s voice flow — conversational, approachable, and knowledgeable. Built with Amazon Lex, branching narrative trees replicated a stylist’s decision-making process, asking about cut, colour, wash, and waist-rise to narrow down options naturally. Where product data was incomplete, we applied image recognition to analyse thousands of jeans, capturing details like shade and distress level to ensure results felt authentic.
Impact
The project reframed how voice and data can shape retail. Find My Perfect Pair proved that voice interfaces can be more than functional — they can be engaging, personal, and a new way to express brand personality. The journey began with the phrase, “Alexa, discover my perfect pair.” In less than two minutes, Alexa surfaced up to three denim matches. Using Amazon SmileCodes, shoppers could instantly scan their results and complete the purchase through their own Amazon app — private, seamless, and secure. Meanwhile, analytics provided Amazon with valuable insights into buying patterns, showing not only what was chosen, but why.
Want to transform how people engage with your brand through data?
Let’s reimagine the shopping experience to guide, delight, and deliver.
CREDITS
Creative Direction & Data Design: Valentina D'Efilippo Agency Partner: Make Associates, Alphabet
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