ABOUT THE PROJECT
SITUATION
Havwoods is an hardwood floor supplier with more than 40 years in the market. The family business has grown exponentially and become an institution in the interior design scene. In the last few years they opened showrooms in the best capital in the world. In 2017 a C-suit has been appointed to take the business even further. Tony Lorenz has joined the company as a CMO with the task of transforming the company into a purpose centric one.
MY ROLE
I joined Havwoods with an initial 3 months contract to help the CMO to create a global brand roadmap. The business was in need of a new direction on marketing, branding and new product development at a global level. Human-centred design did not use to be in the agenda and the first problem to tackle was to start creating a culture of design in the whole company. After the first months the company extended my contract in order to have an global insight researcher to strategically inform the marketing department.
ACTIVITIES
With the CMO we have conducted a design audit of Chelsea showroom in order to analyse its current position and identify the future strategic change. As part of the audit we mapped the touchpoints, we carried out customer journey, personas through observation (area / customers) in order to identify new opportunities. A visual audit of all company's touchpoints - 10 meters length – has been laid down as well as a global competitor analysis and a ongoing trend research, in partnership with the trend agency WGSN, to inform the new product development department.
VISUAL AUDIT
UNDERSTANDING CUSTOMERS GROUPS
CUSTOMER JOURNEY
PERSONAS
