HSL Experience Strategy
UX Strategy & Design
Overview
I created an experience strategy and led concept design to help HSL Chairs stand out in a very competitive market.
The problem
HSL Chairs is a furniture retailer for the older generation. Furniture sales is a competitive landscape, and they wanted to differentiate themselves in the market by telling the story of their heritage and expertise in posture.
The challenge
Following a few updates to their website, HSL still didn’t know the direction they wanted to take to make it a great experience.
I needed to create a strategy that focused on their points of difference in the category. I also needed a few concept pages to demonstrate this new strategic direction through an excellent digital experience and refreshed branding.
My approach
I wanted to create a clear and meaningful experience strategy based on insights.
My strategic approach followed a few steps:
- Research
- Customer context
- Model framework
- Landscape evaluation
- Identifying opportunities
Research
I started by analysing trends across:
- culture
- connections
- category
- consumer
- company
Through that, I was able to identify significant actionable insights that would speak directly to their desired customer and tell the story of the brand.
Customer context
Through moderated interviews I gathered:
- the customers’ intents (what’s really driving the purchase)
- pain points
- their overall goal
I did this with both the end customer and also another customer type that I identified as the ‘influencer’ of a purchase – usually a friend or relative trying to assist a loved one.
Framework & evaluation
Based on my research I created a framework for different experience attributes for HSL.
I then mapped these attributes against competitors to evaluate the landscape. I was able to show where HSL is currently aligned and clearly identify any points of difference.
It also allowed me to see where there were gaps in the landscape that HSL could go after.
The opportunities
I put forward some high level experience concepts showing how HSL could deliver on those opportunities.
Based on their chosen route, being the personalised wellbeing specialist, I planned a roadmap of activities and direction for the digital experience across multiple channels.
Opportunity 1:
Your personal wellbeing specialist
Opportunity 2:
Personalised benefits
The designs
To help bring the experience strategy to life for the client, I designed a few core pages and elements of the website.
I worked with a visual designer to elevate them with the refreshed brand look and feel.
Personalisation & heritage
HSL chairs are very customisable and it was important to highlight the personalisation and wellbeing aspects of the buying experience.
I wanted customers to feel that they are purchasing a luxury product made specifically for them, underpinned by the quality manufacturing tradition and British heritage.
Seamless transitions
HSL pride themselves on excellent service and often build long-standing, personal assistance relationships with their customers.
The new journeys seamlessly connect the digital and physical parts of the experience, keeping all information accessible to customers whilst maintaining the familiarity with the store and the team.
Let’s connect 👋🏻
Email me: hello@heidisnape.com
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