Customer Journey
Each impression your customer has online or in-person is an opportunity to authentically connect with your brand story. I help micro-brand experiences into a shoppable architecture to simplify information through impactful design. Your customer experience will be not only bespoke, but haptic.
Brand build out?
Sometimes brands have several pillars to navigate. Creating the messaging and architecture that tiers your customer to the next level of product offering is key. Although helping a customer wayfind in a simple way looks easy, it takes approaching your brand with fresh eyes, just like your customer would, to help carve the way.
Just journey mapping?
Strategizing the brand framework to give a solid foundation from which to build is key. Creating essence-capturing, sensory worlds in which the consumer is participatory and actively engaged in understanding the brand and product promises is the dream. The goal is to build an ownable roadmap into a bespoke encounter.
Customer Journey is animated in a variety of ways, but here are a few of my favorite I’ve helped bring a brand to life:
Decision Tree | Wayfinders | Infographics | Demonstrations | Origin story
“Thank you so much for all that you did to make this a success!”
—Stuart MacMillan, MONAT Global President
Three customer journey oversights to avoid:
Not providing one.
In a world of self-prescription, brands who invest in concierge-like guidance stand out. Unless you have an active and talented service team, it can be arduous for a customer to navigate the brand offering on their own. The solution: construct an insightful tour, so the important pieces of your brand culture are not forgotten and one activity neatly unfolds into the next.
Mis-categorization.
Forgetting to arrange your brand in a way that not only captures the feeling but organizes your solutions, can be detrimental and lead to missed product discovery or buried brand pillars. Don’t lose sales by skipping the opportunity to seek your community’s opinion, then pair that with experience. Leave room for innovation and growth while destination a home for everything.
Love vs. Leave.
Peak excitement surrounds a launch or acquisition, but the true value in building brand loyalty stems from engagement and liveliness throughout the customer life-cycle. Whether you want to relaunch existing assets or work together to build foundational onboarding, remember to surprise and delight while uncovering new ways to launch and love your customer vs. launch and leave.
Customer journey drives overall…
Case Study: Meaningful Beauty®
While I’ve articulated the customer journey for a variety of brands, this case study is for Cindy Crawford’s brand, Meaningful Beauty®.
Meaningful Beauty® hired me to build a purposeful experience to navigate the various product offerings while messaging the origin story and paving a path to purchase. I partnered with the team to create an analog in store diagnostic tool, complete with a cost-effective yet distinctive device to build brand activity in a way that animated store visits like never before. Not only did the assets spark conversations with prospects and customers alike, it provided a path to purchase in which the products could truly be consumed as intended, to address the customer concerns they were intended for. By removing the barrier to entry I optimized an easy to follow product adoption. The successful reinvention of this elevated shopping experience led to my work with Crépe Erase®, Anastasia Beverly Hills and MONAT® Global.
“I cannot tell you how many people around the office have been simply blown away by both the simplicity of what you designed and the brilliance with which it achieves the end goal.”
—Guthy | Renker VP Brand Management & Retail Development