Disclaimer: Provided here is a snippet of what we provided to a client. This is not meant to be exhaustive just a preview of suggested interactions based on user and market research, heuristic studies, personality studies etc…

To get to wire frames there was a ton to do:  user/market research, heuristic studies [on competition], customer journey/stories, etc. We took industry standards in ux research and design, agile and typology/personality assessment to determine what motivated clients in their lifestyle choices. This process helped us to identify key components to map a brand loyalty journey.

Customer loyalty is a psychological journey consumers make. If  we understood key emotional/psychological drives beyond purchasing decisions, we could reframe the brand. Reframing would produce  a brand experience never seen in the industry before. Customer loyalty to us meant we needed to package the brand so it could be seen as a need vs. a want, chore or a luxury. We wanted to provide motivations that could turn monthly visits to weekly visits, and weekly visitors into brand ambassadors [which is beyond this scope]. 

As  indicated by a simple demographic study the company had achieved a tremendous amount of momentum through retail interactions. Our desire was to leverage these elements digitally and to increase the speed of that momentum.

Our personality assessments had determined that there were 4 buckets we could group clients in:

Socialites: individuals who wanted experiences to be shared and who wanted to let go of responsibilities and enjoy freedom.
Executives: leaders who wanted to expand their influence and level of responsibility.
Artists: individuals who desired to expand and serve in creative ways.
Sage: those who valued knowledge and personal expansion.

Based on these descriptors it was best to begin introducing packages that could cater to these psychological narratives. Packages would be named for the needs they served and would take a span of time [3, 5, and 7-week treatments]. Each package would combine different elements [ aroma therapies, massage and beauty treatments] that would support the function or the psychological stories (2b). [This could be followed up by producing and selling self-care kits that could be used in between visits to enhance their effects].

[For those who were used to asking for a specific treatment or massage, we provided a section called: a la carte, which would take them to single treatments. (2a)]

Our architecture strategy was simple. We only  reveal links to new information as visitors progressed through the decision trees. It was important that our structure a measure of simplicity.