Red Elephant was invited to the project as Design Consultant and applied service design, augmented UX/UI, and infused principles of omnichannel in creating a superior end-to-end customer experience.The aim was not just to launch technology for technology's sake but to enhance people-centric interactions at each point of contact to create a seamless experience online/offline.
We achieved an improved customer experience, increased VIP and loyalty membership retention, enhanced user experience, and a seamless integration of online and in-store customer journeys.
Client
Fabletics
Sector
Sportswear
Lifestyle
Apparel
Retail
Services
Workshops
Service Design
Service Blueprint
Customer Journey Mapping
UX/UI Enhancements
Technology Int. Proposal
Omnichannel Strategy
Concepts and Proposals
Omnichannel Retail
Fabletics, a leader in high-performance active-lifestyle sportswear and workout products, is a fashion brand with 100+ locations in the US, undertook an innovative transformation of customer experience through blending online and offline interactions.
Challenges
Customer Journey Alignment
We identified the need for both online and offline experiences to blend together in perfect harmony. We wanted all channels aligned in one direction toward building a cohesive customer journey in sync with our brand values and enhancing satisfaction in general.
Defining Membership Value
Membership programmes can be a maze of complications and have therefore encouraged streamlining the long-term value they bring. The aim of this project was to build understanding and appreciation for the programme and ultimately promote increased loyalty and retention from customers.
Improving In-store Experience
To improve the in-store experience, we aimed to increase pricing transparency and reduce the reliance on associates for information. This effort resulted in a more simplified, rewarding, and independent shopping experience, fostering a deeper level of customer engagement.
Solutions
Service Design Workshops
A sequence of design and ideation workshops were held in order to design a cohesive and people-focused customer experience. The design and ideation workshops were key in integrating digital and physical touchpoints while ensuring a seamless customer experience.
Service Blueprint Design
We designed a highly detailed service blueprint that mapped out all aspects of the customer experience. The blueprint identified key interaction points that required improvement, enabling us to focus energy on refining the customer experience in a targeted manner.
Technological Integration
We explored a range of technologies, from motion sensors intended for shoppers in the store to sensors tracking merchandise on display, all with a view to enhancing the shopping experience. The emphasis was always on keeping it human-centred, with technology as an enriching tool and not a passing gimmick.
Improvements in UX/UI
Embodied an extraordinary shift towards building an effortless user experience in all avenues. We worked in refining content and recommendations that were distinctively personalised, building a user-focused formula that resonated deeply in response to each individual client’s particular needs and aspirations.
Omnichannel Strategy
A comprehensive omnichannel strategy was executed in order to synchronise online and offline experiences. The project included deploying digital signage, e-poster displays, touchscreen displays, QR codes, app functionalities, and customised website UI/UX, all intended to create an integrated and unified ecosystem for customers’ experiences.
Development of Concepts and Proposals
We prepared a range of concepts designed to connect online and in-store experiences effectively. This involved developing personas, customer journey maps, storyboards, goal statements, and crafting key messages. Our focus was on addressing store pain points, aligning with brand priorities, and achieving design goals. Additionally, we crafted ‘experience proposals’ to enhance the VIP/loyalty programme, driving customer engagement and satisfaction.
Achievements
Enhanced Customer Experience
The overall customer experience saw significant improvement as every point of contact—from online interactions to in-store interactions—was carefully crafted to deliver a seamless and people-focused experience. This all-encompassing approach resulted in an enhanced and richer experience for customers.
Improved Membership Retention
By improving our communication of membership benefits and streamlining sign-up procedures, we saw a notable improvement in retention rates. This new transparency fostered a stronger sense of loyalty and commitment among the customers of the brand.
Improved User Experience
The redesigned UX/UI has significantly improved usability and satisfaction for customers while providing a more intuitive, personalised, and pleasant buying experience for all users.
Seamless Integration
The seamless blending of virtual and physical retail spaces made it easy for customers to transition from offline to online mediums. The seamless integration proved highly beneficial in enhancing overall customer satisfaction and loyalty.
Conclusion
Through service design and user experiences embedded in technology, we have redesigned the customer experience. The project showcases the key importance of merging design thinking and an omnichannel approach in order to enhance both user and customer experiences across all touchpoints. Our process ensured technology would make the human experience richer and meaningful rather than complicated.
