A Future 50 apparel client with a strategic priority of inclusion and diversity was planning to extend their size offerings to include “plus-sizes” for the first time. Given the complex nature of communication and customer experience design around the launch of extended sizing, BeThink was tasked with helping design an omni-channel experience where all customers would feel welcomed, supported, and validated.
Our team dug deep into behavioural insights research as well as consumer identity and psychology research. We crafted a comprehensive customer journey map that delivered a suite of evidence-informed design principles and tactics. We helped our client gain a deep understanding what makes a customer experience inclusive or not. With this foundation and roadmap, they could move forward in a confident, progressive manner.
Working closely with the client, we focused our energy on designing a CX journey that answered three specific questions.
