The AirFriends Group is one of the brands included in the FUHBP Group, which is the market leader and creator of brands such as Obag. The AirFriends brand has a fragrance product in its portfolio that stands out in terms of utility and unconventional design, comparable to Italian designers.
Socjomania proposed a solution based on a process that takes into account the development of strategic directions of change for both the brand and the e-commerce ecosystem. It also took into consideration the knowledge and competencies of the team in various areas.
In the first step, our UX team and Customer Journey & Service Design Leaders audited the www.airfriends.pl website in terms of:
During workshop sessions with the team, challenges for the brand were defined and business knowledge was standardized.
In the next stages, the workshop groups focused on redefining the product. This means giving the product a new, non-obvious meaning, which resulted in the creation and validation of target groups.
Based on their experiences, potential customer paths with the described activities, emotions and problems were defined. An ideological session was conducted for selected ideas, which resulted in innovative solutions that can be implemented on the client’s path and translated into improving their experience.
All possible solutions have been prioritized in relation to the business reality and set in time.
As a final result, a new methodology for the team’s work was implemented. In addition to that, we prepared a report with strategic recommendations and guidelines on how to implement them.
They covered the following scope and answered the following questions:
In addition, it was presented how to create storytelling for a selected target group. At Socjomania, we focus on practice and implementation, which is why we have proposed an action plan for 3, 6 and 12 months. Specific guidelines were included to be implemented as part of the e-commerce ecosystem (65 in total).
For this purpose, a methodological guide was created along with a description of the process, workshop elements and mapping of the team’s current competencies. It also identified places that need to be improved in order to properly use the service design methodology in the organization.
What both parties appreciated in the cooperation was the flexibility and iteration of the use of Design Thinking and Service Design as well as Customer Journey Mapping tools. Depending on the workshop needs, various tools were synthesized with each other in order to achieve the desired result.
