Client
CosmoProf Beauty
Year

2016

Mapping customer experience with journey-led strategy

CosmoProf Beauty is a leading full-service distributor offering exclusive salon products and equipment to licensed professionals in the salon and spa industry. They provide access to 25,000+ products from the best brands in the industry. Customers can purchase from over 1,040 stores, 600 salon consultants and a robust e-commerce website. Additionally, they help professionals stay on trend and current on techniques through in-store, in-salon, and online classes, and inspirational content. There is an engaged and ever-growing community of followers through their social channels and sponsored shows that bring leadership expertise to the forefront. Following this momentum, CosmoProf realized this was a key moment to evaluate their customer experience and operational capabilities.

Client
CosmoProf Beauty
Year

2016

Mapping customer experience with journey-led strategy

CosmoProf Beauty is a leading full-service distributor offering exclusive salon products and equipment to licensed professionals in the salon and spa industry. They provide access to 25,000+ products from the best brands in the industry. Customers can purchase from over 1,040 stores, 600 salon consultants and a robust e-commerce website. Additionally, they help professionals stay on trend and current on techniques through in-store, in-salon, and online classes, and inspirational content. There is an engaged and ever-growing community of followers through their social channels and sponsored shows that bring leadership expertise to the forefront. Following this momentum, CosmoProf realized this was a key moment to evaluate their customer experience and operational capabilities.

Roles
  • Researcher
  • Strategist
  • Designer
Project Responsibilities
  • Workshops
  • Customer Interviews
  • Store Visits
  • Touchpoint Grid
  • Journey Mapping
  • Information Design

The Situation

CosmoProf Beauty was in the process of undergoing improvements to their experience and capabilities across multiple channels within their digital ecosystem. In order to ensure their investments were in alignment across all departments and that they were on a path to smooth transformation, they needed research and data to help inform their decisions. With the goals of getting internal buy-in, key stakeholder buy-in, reducing friction across touchpoints, and identifying priority areas of improvement, they engaged our team to jump in and assist in creating the roadmap to success.

You know, one of our partners told us that, in general, we’re hard to do business with [for our customers]. This really highlights where our problems are and helps us understand why and how to fix them.

VP, Beauty Systems Group

Bridging gaps in customer expectations and business objectives.

Customer Research

Gain an understanding of customer needs and chart the touchpoints where they interact with the company

Unified Infrastructure

Include department leaders to gather a unified voice and alignment on the vision for a transformative roadmap

Gap Analysis

Review the findings to discover unmet needs and areas of friction across all every moment in the journey

Future-Proofing

Provide insights to help leadership prioritize and unlock actionable steps to digital transformation

Research & Learn

Current state analysis

We began by diving deep into research to gain loads of qualitative and quantitative data for analysis. Through customer and employee interviews, surveys, store visits, cross-channel data analysis, we were able to gain the information we needed to review and begin organizing for insights.

Synthesize and identify patterns

After gathering our research data, we regrouped and posted up our feedback from all interviews, surveys, and observations. We worked together to identify significant phases during the customer journey and then placed each notation within the correct moment. We kept each other in check as we made our cases for where many items belonged and the insights we gleaned. At this point, we began to understand the core structure of the journey and uncovered themes that arose and begged to be addressed with the roadmap.

Visual Presentation

In order to carry home the key insights, we were purpose-driven and thoughtful in how we visually represented our findings for maximum impact and quick comprehension. We presented an overview to show how the journey was cyclical, and then pulled through a linear version to show the phases in order. Then a touchpoint grid acted as a heat map to show what phases had the most interaction and areas to improve the customer experience. It was vital that we provided a balance of information that gave enough context without becoming overwhelmingly complex.

Project Team
  • Rachel DeFriend
  • Mike Parra
  • Maggie Lucas
  • Michelle Hagen