TEAM
UX Director
Angira Chokshi
Lead UX Designer
Fábio Rúben Luz
+ a talented team of UX/UI designers, strategist, project management and dev
Developed a holistic digital strategy for b_together to support a launch of an local hangout / club for families in London and Singapore
b_together is the brainchild of Maggie Bolger, one of the most progressive thought leaders in early childhood education and founder and ex-CEO/Creative Director of London’s first family members’ club, Maggie & Rose.
Worked hand-in-hand with her team to develop an experience strategy that ensured the physical and digital products working in sync.
PROBLEM / BUSINESS NEED
We were tasked with creating an experience strategy, and assisted on developing the roadmap to deliver that strategy. This ensured b_together's digital ecosystem across its various platforms, technologies and 3rd party systems worked in-sync.
CHALLENGES
The key product here was the physical store, and not the digital product. It was very interesting to try and get the physical and digital products working in sync, while having a consistent feel - how could we get the digital products to push the business to greater heights. A few more of the other challenges were
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Creating a loyalty program that would work in both London and Singapore
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Understanding the target audience in order to design an effective digital strategy that would do just enough (without being overbearing) to drive the desired business goals
SO WHAT DID WE DO?
I led the team to develop the experience strategy working very closely with the founder. My team ran user research, and pulled together the key analytics to connect existing research and our design approach with the tech teams. I also guided the team in creating information architecture, user journeys, and wireframes for all digital platforms.
Brand Concept
We relished the challenge of working on a very new proposition: there are few member clubs out there targeting families.
Working with b_together founder Maggie Bolger, we first created a premium yet accessible brand, aimed at families of all shapes and sizes.
Exploring brand concept for the b_together brand
Digital Experience
We formulated a strategy leveraging digital channels to create a holistic b_together community.
As well as a mobile app, emails, in-store and staff digital experiences, we created a website integrating multiple booking systems (for their classes, restaurants and rooms).
Detailed sitemap for the digital touchpoint of Customer Website and Member Portal
Customer Experience
We structured workshops and activities to understand the primary and secondary audiences along with their needs, expectations and pain points. Our goal was to make b_together the best members clubs for families out there. We proposed approach was:
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Proactively supporting and recommending things
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How is the UX enriching simple tasks
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How are we gathering data to continually refine the experience?
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Book (classes, restaurants etc.) with utmost ease
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Providing for a community and connections
Workshops to explore audiences
IMPACT
The efforts undertaken helped b_together launch an effective and successful digital ecosystem for their exclusive local hangout for families in London's St. John's Wood and Singapore. The digital platforms and loyalty program helped the business attract and retain customers, leading to revenue growth.
