Karen Millen is another app developed by NN4M, likewise to Oasis, Warehouse and any other brand in the Aurora Fashions group. It follows the same structure as the others yet with slight differentiation regarding the brand image.
By choosing to shop, the user is taken to the category listings. A Karen Millen product image is placed beneath the list in low transparency as further inspiration and allows a clear category view. Moving into a product category, the user is offered the products in horizontal bars listed vertically, consisting of a small thumbnail, a description and the price.
The product pages are alike to the other Aurora brands, with a large image and up to four smaller thumbnails. The large image can be tapped for a full screen view of all of the products, allowing for full product evaluation. From this page, the user can also share the garment and add it to their Wishlist. The description of the garment is placed beneath the images and includes fabric descriptions. Overall, the amount of information is ample and perfect for the mobile consumer. It could probably be improved by linked product videos or 360 views for a full interactive product experience, yet in its current state, the interactivity is adequate.
The 'Front row' tab displays recent promotional images of the garments in rows of three on a white background. Due to such, the garments stand out beautifully and create an aspirational image for the brand. By tapping the thumbnails, the images can be viewed full screen and scrolled horizontally. Unfortunately, the images do not display prices or information concerning the products which would have been useful, but otherwise they are nice to look at and create a brand personality.
The 'My KM' tab is a consumer area on the app. It allows the user to view their order history and reservations, and items in their wishlist. Having these elements placed into a prominent tab on the home screen is nice to see, as often this information is tucked away from view.
A unique element of this application within the 'My KM' tab is the 'My sizes' element - a personalisation tool for the user. By selecting 'My sizes' the user is able to enter their specific top, bottoms and shoe size into the app which is saved for later usage. When the user is shopping within a clothing category, as well as being able to refine or sort the results, they are able to shop via 'my sizes.' The search results are then filtered by the users size, only displaying those sizes available and creating a convenient service. It is a helpful and unique touch and creates a personal service for the Karen Millen consumer.
The store locator is the same as the rest, displaying the nearest KM stores and the nearest concessions, including store logos.
The Karen Millen Blog is the final tab, consisting of an unoptimised layout. It is simply the online blog, viewed through the app, meaning that the writing is too tiny to read comfortably. However, it is not the worst unoptimised blog I have ever seen, and is fitting with the brand design, yet, I would still love to see an optimised page or a blog feed for consumer ease of use.
Overall, the app is perfect for the Karen Millen shoppers mobile experience. It is adequate and suitable for shopping, consisting of the right amount of information and a few added extras. A few extra features could be added to create a full shopping experience, yet the designers may not feel it necessary for the Karen Millen consumer. With the app being similar to those of the other Aurora Fashions brands, I award this app with the same star rating as the rest; 3.5 out of 5.
All images screenshot from the Karen Millen app, April 2012