While the client wanted to focus solely on tweens and teens, through intercepts and research we quickly realized that parents, younger children, and bulk shoppers couldn't be ignored. Mobile signals inside stores were a also challenge and site traffic was driven almost exclusively by eNewsletter notifications. Finally, the client’s use of mobile capabilities was rudimentary.

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By launching an intensive discovery phase including intercepts and stakeholder interviews, competitive and data analysis, persona creation and journey mapping, we were able to gain critical insights into the behaviors and needs of their customers and begin ideation on potential strategies. 

Overview