Going for a new market
Soma is an established, intimates brand with a loyal but aging customer base. They plan to launch a new digital forward brand targeting a younger demographic. Earlier ethnographic research showed that millennial women are confident, body-positive, and do not compromise between comfort and style. We were tasked to deliver the experience strategy and working prototypes to guide the team toward a successful launch.
Data-fuelled co-creation
We had a lot of unknowns to deal with, but we had a large and talented team. So, I prioritized gaining a good understanding of our audience, identifying what matters the most, and getting a broad array of talents to imagine the future experience of TellTale.
First, it meant creating personas from qualitative and qualitative data and mapping each persona’s journey to align everyone on critical opportunities.
Once everyone got on board, I facilitated a 2-day design workshop with Soma’s team and other brand agencies to ideate around our selected design opportunities.
Breaking the barrier of shopping for bras online
With a selection of concepts, I switched focus to brand expression. I wanted to create a sensual experience that doesn’t take itself too seriously. It meant genuine and confident models, positively expressive copy, and colorful and quirky details. The experience was unapologetically social and mobile-first.
The experience concepts we developed were used as the starting point of the current telltale site. Most are still used to this day.
