beautyheaven

Discovery

To create the best experience for our customers, I started off with gathering as much secondary data as possible to understand old service offerings as well as customer sentiment around the brand.

Research undertaken:

• collecting insights from beautyheaven’s forums

• competitor analysis to understand what worked well

• process sessions with our distribution partners to map out the operational journey

• stakeholder workshop sessions to understand goals and the definition of success from a marketing and brand perspective

Define

This research provided insights that demonstrated a high level of loyalty for long term customers as well as a want for prestige, exclusivity and recognition.

We saw this as an opportunity to ideate ways of creating new service offerings using our existing digital infrastructure.

Ideation

Involving the brand and marketing teams, we created a series of ideation sessions, focusing on how we could address the feelings of how we wanted our customers to feel after engaging with our services. Activities involved:

• crazy eights

• mind mapping

• using the worst idea method

Delivery, Testing and Refining

Using our current design system, we created hi-fi designs for a Rewards Room that equipped customers with the ability to access a user friendly interface. We updated the points system, creating a new points system that promoted a lower entry barrier but higher exclusivity for platinum customers.

Upon opening the first Rewards Room session, we gathered feedback and learnings for the next round, iterating the service from an operational and technical perspective.