TEAM
Associate UX Director
Angira Chokshi
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Lead UX Designer
Silvia Fernandez
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+ a talented team of UX/UI designers, strategist, project management and dev
Providing an uber luxurious experience across digital touch points to match La Prairie’s premium in-store customer first experience
Worked with La Prairie (one of the world’s most luxurious skincare product brands) to revamp their digital retail strategy across all their digital channels - specifically focused on driving on-line conversion by transitioning to a customer first experience (from an item lead experience). Currently partnering with them to develop the 2023-24 roadmap across all digital touch points.
PROBLEM / BUSINESS NEED
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La Prairie, one of the world’s most exclusive, luxurious, state-of-the-art skincare products, was not able to produce a digital experience that matched their uber premium in-store customer first experience.
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Basket creation (number of customers adding items to their basket) and conversion rate metrics for La Prairie’s digital operations were significantly lower then targets
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La Prairies in-store customer retention was very high - how could La Prairie better serve their existing customers digitally
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La Prairie was set-up to provide similar levels of bespoke consultation online as they did in the store (through sales persons) - how could we drive further adoption
Ultimately, our objective was to partner with La Prairie to provide the best digital retail strategy across its various digital channels.
SO WHAT DID WE DO?
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I was responsible for leading the team (UX and UI designers, strategists, BA, data scientists, developers) to develop and implement a new E2E experience strategy. I worked very closely with La Prairie's Head of global digital operations and her team to understand the La Prairie ethos, their requirements and what vision they have for the business. This ensured our experience strategy is aligned with their business objectives. Some of the key themes of the updated experience strategy were as follows:​
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Transition to a customer first experience (from a item led experience): We recommended transitioning to an experience where customers could find products by skin type (instead of the erstwhile collections)
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Customers were not able find the right products (low add to basket rates) - existing flow worked only if customers knew exactly what they wanted
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However, research suggested La Prairie customers would rather view products based on skin type (this is also how it was managed in-store)
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We redesigned the entire E2E experience to allow customers to seamlessly browse by skin type (and transition through collections based on tags)
Analysing the research done across multiple geographies for what various skin needs were
Driving adoption of bespoke consultation services: La Prairie had a consultation service to mimic in-store service, but it was not perceived as premium and had low adoption rates
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By benchmarking the service (and reviewing entry points) with other premium services it was positioned more as a support chat - however, it was so much more
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Modified the entry points for the bespoke consultation service significantly further up the customer journey funnel - this drove a significant uptake in adoption
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Also differentiated the approach for existing vs. new users, and used newly designed modals to explain the service to new customers better
Benchmarking bespoke entry points and live chat
Driving further engagement to improve conversion: La Prairie prides itself on the scientific integrity of its products (a key driver of customer appeal) - we redesigned the user journey to drive engagement leading to better awareness and conversion
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When customers landed on the home page clients would be shown products from various collections but customers didn’t fully understand what collections were and how they were grouped
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We worked with La Prairie to identify and bring to the front the most engaging content such as the science behind the skincare, the rituals etc.
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We redesigned the entire navigation experience (across PLP, CLP, sticky elements) to make it easier for the customers to get the required information across the board while ensuring easy transitions
Redesigning the navigation experience
IMPACT
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Our updated experience strategy has already received significant positive customer feedback, and an uptick in key metrics (add to basket, conversion and engagement with consultation).
However, the biggest vote of confidence was the client asking us to be their thought partner and develop their 2023-24 e-commerce roadmap. We worked closely together with the Client Digital team to strategise the approach and prioritise the roadmap. We are excited to continue to work on delivering against that roadmap in the new year.
