The client is a luxury fashion brand with headquarters in Europe and has already been present in the Chinese luxury market for multiple years. The client had been operating digital and physical assets in China, including its brand website, its stores on retailer websites (i.e. Tmall), and its physical stores.
The client’s brand website gets a lot of traffic but purchases were rarely made through their website. At the same time, the client had a lack of clarity on who was visiting their other channels like WeChat and Tmall, which is where a majority of purchases were made.
Daxue Consulting advised the client for two consecutive years on two topics:
There were two phases to the research, each with a separate goal. The first phase was focused on data analysis to create a consumer persona design. The second phase consisted of using the consumer persona design to test hypothesis of consumer paths. The first two steps of the research aimed to create a digital consumer persona design to help the client understand the consumers on channels besides their website.
A digital consumer persona design has to be based on the actual product consumers. Therefore we collected data from many angles to piece together who the client’s consumers in China are. This included:
On the base of these three angles of data analysis, we conducted a workshop with the client to co-design a digital consumer persona on which to test various hypotheses and proposed features.
Step one led us to hypotheses and design features to test the consumer journey. We broke the testing of new digital features into:
Based on our findings from testing, we presented the client fixes and functional suggestions for their digital consumer journey. Along with long-term strategy suggestions on: