You Spoke, And Here’s What You Said
One thing we absolutely love about our little Indyx community is how thoughtful and self-reflective you all are. You’re just really interesting AND interested, you know?!
We recently sent a big survey to our users to learn more about who you are and how you use Indyx. We thought some of the results were super interesting…so, why not share it with you all, too? After all, you were the ones to give us all this juicy data.
I just know it’ll spark some fun conversation, especially in our Insiders-only Slack channel.
Who is the (average) Indyx user?
Ah, the questions we all ask ourselves: am I normal??? And do I belong here?!?
Rest assured that we wholeheartedly welcome to Indyx anyone who gets dressed (hint: that’s everybody!).
But if you’re curious as to the current makeup of our users, this survey showed that you are on average…
A woman (95% of you!)
A Millennial woman (57% Millennial, 20% Gen Z, 20% Gen X)
Who lives in an urban or suburban area (51% urban, 41% suburban)
With household income between $100-150k
Who works full-time (64%), and quite a bit from home
Without children under 18 (77% childless cat ladies checking in!)
Sound familiar? Congratulations: you are average! On Indyx, at least.
All you want is something to wear
Is that so hard??? It is. It’s why Indyx exists, like at all. Because we all know that having a closet full of clothes doesn’t at all mean that you know what to wear.
When we asked about your closet goals, it was resounding agreement: nearly 75% of you strongly agreed that you would “always have something to wear”.
Here are the results for all the things we tested:
You were - on average! - in less consistent agreement about wanting to have a very curated, sustainable, or regularly worn closet.
To us, this means that the form of the “ideal closet” may look quite different from person to person. It may be very small or very large. It might be chock full of fast fashion or secondhand-only. It might all be very well-worn, or maybe you find extreme joy in owning “just because!” pieces.
But what we all want out of that closet is the same: to be fluent in your style so that you love everything you own and it’s easy to get dressed in the morning. To “always have something to wear”.
There’s no one single path to that goal! This is exactly why we can’t (and won’t ever!) give advice like:
“You should shop only from *these* brands”,
“The ideal wardrobe is 50 items: 5 pants, 5 tops, 3 dresses….”, or
“Everyone should aim for 80% closet utilization or better”
Because if we’re here to maximize closet joy and getting-dressed happiness…it just isn’t true for everyone!
We also found that last question quite interesting: you are pretty well distributed in how much you want to be thinking about clothes. Some of you aim to minimize the brain space clothes take up, and Indyx is helpful as a tool to put it on “set it and forget it” mode. Others LOVE thinking about this stuff, for whom Indyx is more of a creative playground.
We love that she’s versatile (hair flip).
Not to start a generational or class war, but…
We did see some interesting differences in how people of different generations and different income levels answered these questions.
Baby Boomers were more likely to say they want a “very curated” closet and to “not think about clothes very much”. They’re just over it, lol.
Unsurprisingly, Gen Z is most likely to say they want “a very sustainable” closet. Gen X (always the contrarian!) is the least likely to say they want “a very sustainable” closet.
And…the higher their income, the less likely respondents were to say they want “a very sustainable closet” (yikes!).
Indyx’s 50-50 issue: your intention behind getting dressed
One thing about me: I love a 50-50 issue. No matter how “mundane” the topic, it always gets me going when folks are split down the middle on something. For us Indyx users, that question seems to be: what is your intention behind what you choose to wear?
Okay, so it’s not exactly 50-50….but, it’s close!
And regardless of the intention behind getting dressed, Indyx users mostly agree that it’s important to them to be an active participant in that process.
But, this might be a bit of a chicken-or-the-egg situation.
We have built Indyx from our founders’ point of view that style is a journey. That traditional “style makeovers” don’t really work, because the only person who can tell you what your personal style is, is YOU.
And, that perspective has undoubtedly influenced our product. We have focused on building creative self-styling tools vs. rushing straight to an AI outfit generator. We have designed our styling services to be a prompt for reflection rather than a service that tries to tell you exactly what you should wear day-by-day. All of this was a choice!
Does this survey reflect the overall sentiment out in the world right now is it biased to the type of people that our product point-of-view has attracted? I can’t say the former for sure, but I know the latter is true.
Regardless, such a clear answer from our users will continue to influence what we build towards.
Indyx changes your shopping habits (for the better!)
We have to admit we’re a bit proud of this one.
Nearly 60% of you say that the pace at which you buy clothing has slowed down since starting to use Indyx. Less than 10% say it has increased.
This metric improves the longer you’ve been on Indyx. It is also even higher for Indyx Insiders!
I know that “this product pays for itself!” is a common refrain that often (and, often justifiably!) elicits an eyeroll. But…it really does seem to be the case with Indyx Insider! A $5-a-month investment in your digital wardrobe produces outsized results in shopping and spending less overall.
Note: this question was only asked of respondents who have been on Indyx for at least a month.
Indyx makes it easier to get dressed
A whopping 41% of you strongly agree that Indyx has made it easier to get dressed.
And, once again: Insiders agree more strongly with all of these statements than non-Insiders.
If you’ll humor me one last Insider stat: only 2.5% of current Insiders think that what they paid for their membership was “a poor value”. It’s challenging to get 97.5% of people to agree that the sky is blue! I frankly don’t think this can get much better.
Where you want Indyx to go from here
When it comes to new features, here’s how you ranked the options to make indexing your closet easier:
A little context: given our (very small!) team of just 3.5 people, we have made the strategic choice to focus on making what happens after you index your closet an awesome experience. Because even if we were able to make indexing your closet as easy as the click of a button, that’s not worth anything if there isn’t anything helpful to do with it afterward. If we got the day-to-day product experience to work first, we could always go back to massively improve the uploading experience later.
At this point, we have over 10 million (!) items manually uploaded to Indyx without having made any optimizations to the indexing process. That’s already a lot, and it only gets better from here! We’re quite happy having taken this route, but it’s about time for us to turn back to this “problem”.
But keep in mind: like above, these results reflect the natural filtering of our current product!
If you’ve already gotten your closet onto Indyx, you are someone who is willing to do manual work. Thank you for that! But that means you can argue that more “manual” options like bulk upload are more appealing to our existing users than the average person on the street who we still need to convince to come onto Indyx. Just some food for thought!
Let’s talk about your ‘quality of life’ on the app...
We also asked: what is your #1 annoyance with Indyx that you wish we fixed?
We analyzed the verbatims and here were the top 5 categories of answers.
UX: Calendar
UX: Outfit Builder
More / Better / Custom Categories
Desktop Version
Outfit Variants (i.e., “I have a lot of outfits with small variations and it gets overwhelming”)
We hear you! This definitely feeds into our product roadmap. In the meantime…
A quick aside on the calendar:
We know the calendar doesn’t currently allow for easy editing of outfits that you’ve already added to the calendar. Here’s why.
The specific action that tracks your wears is when you assign or unassign an outfit to the calendar. When you edit an outfit, it doesn’t change any of the item wear counts that already exist from the calendar.
We built it this way so that changes to a saved outfit wouldn’t impact your past wear counts from a week, a month, a year ago, etc. That would be confusing!
But, this setup is annoying if you schedule your week in outfits ahead of time and then make any day-of changes to your outfit details. If this is you, the flow you need to take to keep your wear counts 100% accurate right now is to:
Unassign the outfit from the calendar
Find the outfit in your “outfits” tab and make your changes
Re-assign the outfit to the calendar
We know this isn’t ideal, and we want to find a fix. It’s your #1 annoyance, after all! But for now, this is how you keep your counts accurate.
A PSA: THESE THINGS EXIST!
Finally, a few verbatims were daggers in my heart because they requested features that already exist!!! As Indyx’s one and only product marketer, this hurts haha.
So, I won’t miss this opportunity to say it in case the people who need to hear it are reading this:
You can organize your wardrobe in whatever order you want (“custom sort”, as an Insider)
You can set which sort automatically appears when you open the app (“default sort”, as an Insider)
You can see when you last wore an outfit (under Outfit > Selfies as an Insider)
You can replace item photos (just tap on the image under Item Details!)
You can tag items by location (Item Details > Tags > Location)
You can favorite outfits (long press on the outfit > Favorite)
You can view outfits by item (Item Details > Outfits)
You can duplicate outfits (Outfit Details > Duplicate)
You can delete and edit outfit tags (Profile > Wardrobe Settings > Outfit Tags)
You can change your currency (Profile > Wardrobe Settings > Currency)
Devon is a co-founder of Indyx and currently leads Growth for the company from San Francisco. She enjoys admiring other people’s gardens and sleeping in with her French Bulldog, Reggie.
