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

The question

Behind the brand’s questions was a customer experience redesign: which moments to improve first, and which touchpoints to invest in.

To choose, the team wanted to understand the emotional side of buying a new fixture and the tipping points in the decision. It already had a segmentation of its buyers, so a further question followed: would each segment need a journey of its own?

Our approach

We built on the client’s earlier journey research, and designed the qualitative and quantitative work together, so one built what the other measured.

We followed homeowners across the segments through their own projects, in digital and in-home ethnography. From it we built a framework to map the buying journey: its stages, and the gates a buyer must pass to move from one to the next.

A national survey of recent fixture buyers, across every segment, then set out to measure each stage: the touchpoints people used, what helped and hindered, and how they felt.

We modeled how closely each gate is associated with stated likelihood to buy. It is an association within the survey answers, built to point a redesign to where effort is likely to count most.

What the team came away with

The customer experience team had one journey framework, measured nationally, and a model of how each gate relates to likelihood to buy.

Both were built for the decision in front of the team: where a redesign should start, and which touchpoints deserve the investment.