WORK
Product designer
The Challenge.
Rethink the sales strategy of Image and Style Consulting services on an e-commerce platform.
The Client.
Patrícia Teodoro is an Image and Style consultant who aims to improve the commercialization and presentation of her services, as well as expanding her client base. Her goal is to formalize the business model and make it more professional.
Market and business analysis.
The project began with a market research and business analysis to better understand the universe of image and style consulting and its position in the Brazilian market. The research allowed for the analysis of the business's strengths, weaknesses, opportunities, and threats and prepared the team for the stakeholder interview.
User interviews.
After understanding the business and the needs and values of the stakeholder, the team interviewed Patrícia's clients to understand how they arrived at the service, how the process and purchase decision were made, their frustrations and satisfaction with the service provided, and what would be the differential of consultant Patrícia Teodoro.
User survey.
After the interviews with the clients, a survey was conducted to validate some points that caught the team's attention, such as the factors that lead to the decision to purchase image and style consulting services and how the professional is chosen. It was also understood how potential buyers see the service and how they would choose the professional.
Affinity mapping and empathy mapping.
In this phase, the team consolidated the findings and began to identify patterns. After the research and interviews, an extensive affinity mapping session was held to highlight the trends found and design opportunities that would later translate into key product features.
Research Takeaways.
"Performing an image consulting is rescuing people's essence."
It was understood that the image and style consulting business transits between two worlds, fashion, and well-being. Patrícia Teodoro's brand strengths were her empathetic and welcoming posture towards her clients' history and moment, her flexibility, her availability to answer questions, and her clear and confident way of speaking. People who sought this service were going through a personal transformation and seeking to improve their self-image and confidence. Most of the hires were made through recommendations, highlighting the need to educate potential buyers about the service.
Solution.
By creating an informative e-commerce page that brings potential buyers closer to the service provider, it would be possible to attract more clients and convey a professional image that conveys the brand's credibility and empathetic strength.
Patrícia Teodoro's service page was developed with strengths that explain each service offered in detail, including its stages, delivery time, and number of meetings. In addition, videos of the consultant herself were added, explaining each product in more depth.
To increase the credibility of the consultancy, video testimonials from clients were included, sharing their experiences and the transformations that the services brought to their lives.
Understanding that the consultant had an empathetic speaking power that was one of the brand's strengths, a calendar was incorporated into the page's design, with the possibility of scheduling a free 15-minute meeting with the consultant. This option allows a potential client to feel more welcomed and have a space to express their doubts and approach the consultant.
What I learned.
During the creation process, we learned the importance of stakeholder and client interviews to deepen our knowledge and create solutions centered on user and business needs.
We discovered that information is the basis of engagement and that reviewing the insights obtained with the design thinking tools used in the creation process helps create user-centered design solutions capable of empowering them.
