Ralph’s buyers were regularly running out of time and inventory before completing their pre-planned purchases for the season. Realizing their clients were literally leaving money on the table, I set out to help modernize the ways of working in the showroom while amplifying the excitement of a new release season.
The showroom featured cramped corridors, wrinkled piles of merchandise, paper-heavy wokflows, and sales reps who relied on their own homegrown workarounds to help their buyers.
Research was captured in a journey map illustrating the end-to-end experience with a focus on key areas for improvement.
Personas further highlighted needs, behavior and frustrations. This combination of research artifacts ensured new innovations would honor and empower the customer.
I brought client stakholders together from across the business, mixing front line sales representatives with tenured senior executives in a day of sharing and "blue sky" creative activites.
This innovation workshop generated scores of new ideas that would serve to better engage the customer and solve process problems while properly honoring this iconic brand.
Innovative ideas from the workshop were constructed into a cohesive blueprint with specific focus placed on how new digital products, services, platforms and processes could support a next level customer experience in the showroom.
In order to turn vision to reality, I set out to create a compelling visual narrative of the new service model.
The estimated value of new innovation was projected to return £15M in the first year alone. This figure was easily achieved by enabling buyers to self-serve ahead of open market, by using aggregate client data to predict purchasing decisions, and through the automation of key workflows. By eliminating time spent doing arduous tasks, the new showroom would leave abundant opportunity for deeper brand engagement and relationship building.
MY ROLE: Client & Solution Lead, Creative Director, Service & Experience Design, Photography, Visual Design
PROJECT TEAM: Digital Strategist, Technical PM, Visual Interaction Designer
CLIENT TEAM: Executive Sponsor, Product Owner, Brand & Domain Subject Experts
MY ROLE: Client & Solution Lead, Creative Director, Service & Experience Design, Photography, Visual Design
PROJECT TEAM: Digital Strategist, Technical PM, Visual Interaction Designer
CLIENT TEAM: Executive Sponsor, Product Owner, Brand & Domain Subject Experts
MY ROLE: Client & Solution Lead, Creative Director, Service & Experience Design, Photography, Visual Design
PROJECT TEAM: Digital Strategist, Technical PM, Visual Interaction Designer
CLIENT TEAM: Executive Sponsor, Product Owner, Brand & Domain Subject Experts