Omnichannel shopping experience – research, CX & UX

High Street skincare & beauty

Researching the online and offline purchase experiences for this skincare and beauty brand resulted in insights that were impactful both for brand strategy and for the CX and UX.

The problem to solve

Generative research to assess both the in-store and online purchase experiences. Aligning stakeholders around a common vision and digital roadmap. Identifying both ‘bigger picture’ strategic insights and problems with UX to be addressed during the subsequent redesign.

Process

This exploratory research programme commenced with stakeholder interviews to understand the brand and market landscape. Insights from the interviews shaped the subsequent research programme and activities. During the synthesis stage, affinity mapping helped generate strategic insights that helped to tell the ‘as-is’ story on the experience maps. Data from user tests, and other sources, was catalogued and helped shape changes to the online user experience.

  • Research programme

    Research programme.

  • Stakeholder & customer interviews

    Stakeholder & customer interviews.

  • Store visits

    Store visits.

  • User testing

    User testing.

  • Shopper survey

    Shopper survey.

  • Affinity mapping

    Affinity maps.

  • Cataloguing findings

    Cataloguing findings.

  • Journey maps

    Journey maps.

  • Design collaboration

    Design collaboration.

  • Impact of research

    Impact of research.

Case studies

  • Supporting people with their mental health

    Supporting people with their mental health

    Leading the ideation and strategy for an online resource to support people dealing with mental health issues. The platform provides support that is informative, actionable, and different from existing online resources.

    Pharma

  • Attracting, & nurturing, new citizen scientists

    Attracting, & nurturing, new citizen scientists

    Researching, and mapping, the citizen science recording experience enabled the design of experiences that engage, encourage, and reward contributors.

    Citizen Science

  • Defining, & designing for, B2B & B2C audiences

    B2B & B2B content strategy & UX workshops & sprints

    Defining the audiences of this B2B and B2C healthcare brand enabled structure, content and strategy, to be developed that resulted in engaging landing pages and conversion journeys.

    Healthcare