Les Eines
Customer experience analysis and development of an omnichannel strategy.
Year: 2022
My time at Les Eines was a short internship period. While finishing my degree, I was eager to start gaining work experience, so I looked for a brand I could identify with and focused on solving a specific problem.
Les Eines is an atelier and interior design studio whose sales and clients are almost entirely online. I started the project using a user-centered design methodology and analyzed the journey a customer takes through the brand experience. Most importantly, I looked at what generates loyal customers in their case, those who make repeat purchases, recommend the brand, give feedback, and have an emotional commitment.
I quickly discovered that the brand strategy was very consistent on social media, but the user experience when visiting the physical store was very poor. These repeat customers particularly valued visiting the store in person to see new products. (Service Blueprint)
So, I developed a specific action: To create a physical catalog that would reinforce the idea of a serious, established brand with attention to detail. It featured precise, classic layout and premium finishes. This way, we managed to reinforce the "omnichannel strategy." This approach aims to ensure that the customer has a consistent and seamless experience across all touchpoints with the brand, whether in the physical store, on the website, or on social media...