For many customers, Aesop's store experience will be the most tangible expression of the brand and its promise. With the emphasis on digital due to the pandemic and with high expectations in place, the challenge was to capture the spirit of ‘intelligent interactions’ beyond our stores and across all touchpoints.
To bring the strategy to life, I facilitated and series of workshops to gather domain knowledge from leaders and products teams across the world. At the heart of our process was a transparent, iterative and collaborative approach to set the stage for a successful cross functional partnership.
With an intimate knowledge of the customer and ambitions of the company as inspiration, we crafted several short stories to articulate a vision of our customer's journey in the future.
These were communicated through short films and a micro-site. The experience visions helped to align and drive our teams to deliver better-designed products, services and memorable experiences. We crafted the speculation by asking—if we did a good job, how might we improve our customer's lives?
To push the boundaries of current thinking and gain CEO buying, I created native prototypes to communicate the quality of the experience for certain value propositions.
Since launching the out of the box e-commerce experience has been rolled out to three international regions and has enabled over $500k of online trade.