Work | Smodesign

Dyson Formulations Global launch

Objective

Deliver Dyson’s first-ever hair care formulations range, creating a seamless and engaging owner experience that highlights the effectiveness of our formulations when used with or without Dyson machines.

Learnings & outcome

Challenge: To launch Dyson's first-ever haircare formulations while ensuring a seamless owner experience that highlighted the synergy between its products and styling devices.
Solution: leveraged digital innovation by optimising product detail pages (PDPs), overview pages, bundling Chitosan with machines and improve sampling in basket.
Takeaway: This digital-first approach ensured a compelling and informative ownership experience.

Results

Successful Dyson's first beauty formulations launch
Optimised product detail pages reduced drop-off rates, improving conversions and user engagement.
53% of registered Chitosan sales came from existing Dyson owners, new-to-Dyson customers grew steadily, demonstrating the range’s ability to attract fresh audiences.
Successful Checkout and sampling strategy enhancements
Successful omni-channel approach

Execution & Refinement

I led the delivery of a seamless and engaging digital experience for the launch of the Chitosan range. Playing a key role in its commercial success by enhancing customer interaction at every digital touchpoint. I identified key friction points in the customer journey for this new product and implemented targeted optimisations to the overview and product detail pages (PDPs), which helped reduce drop-off rates and drive higher conversion. I integrated digital tools such as sampling in the basket page and interactive content to guide users on how Chitosan formulations work with Dyson machines.

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Focus areas

PRESENTING TO KEY STAKEHOLDERS TIME MANAGEMENT VIDEO EDITING UX DESIGN UI DESIGN MANAGING A TEAM PROJECT LEADER WIRE FRAMES USER JOURNEYS & RESEARCH DESIGN SYSTEM COMPONENTS HIGH-FIDELITY DESIGNS PROTOTYPES MULTI-PLATFORM ROLLOUT OMNI-CHANNEL DELIVERY IN BASKET ENHANCEMENTS SAMPLING

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