Choosing where to start a kitchen and bath brand’s experience redesign

The question

A home products company was redesigning how it serves the people who buy its kitchen and bath fixtures, and every touchpoint was a candidate for investment.

Choosing where to begin meant understanding the emotional side of a fixture purchase and the moments that tip the decision. The brand already had a segmentation of its buyers, which raised a harder question: would each segment need a journey of its own?

Our approach

We built the qualitative and quantitative work as one program, so one built what the other measured.

Digital ethnography, in-home visits and shop-alongs set out the stages of buying a fixture, and a national survey of recent fixture buyers, across every segment, measured each stage so the team could see whether one journey served them all.

Along the way, the brand’s own people walked through the emerging picture station by station, with video and product in hand, and a core team helped shape the survey before it went out.

What the team came away with

The customer experience team had a buyer journey framework measured nationally, with a driver model behind it.

The model linked each stage to how likely people were to buy, as an association, never an effect. That gave the team one consistent basis for comparing where the redesign might start and where investment might go.

The final shareout brought colleagues from across the business into the framework, with stations to work through and a wall for their own reactions. The redesign could start from a picture many of its teams had already worked through themselves.