Product Strategy and Design März 1, 2015

Toni Sailer

Haute couture and high tech – Toni Sailer is one of the most exclusive brands in ski fashion. Available in +200 hand-selected stores in +30 countries.

Task

Product consultant for the CEO of Toni Sailer to redefine the brand and online identity for the website and e-commerce store.

  • Strategy

    Product and Brand Strategy

  • Design

    UI/UX Design

  • Client

    Toni Sailer

Open Project
// Project Overview

From top athlete
to premium brand

As a product and brand consultant for Toni Sailer, I started by analyzing the company’s values and differentiators from its peers, made market analysis, created user personas and empathy maps to redefine their product mission/vision/roadmap. As a design consultant, I provided recommendations for content (storytelling) and customer journey adjustments and ensured that the website aligned with their brand spirit and purpose. Furthermore, we created a cohesive brand strategy that resonated with their audience and delivered a tailored experience. To drive customer engagement, we integrated a new customer service and clear call to actions that encouraged users to deeper explore the website, reducing churn from 91% to 72%.

// Challenges

Stand out
against competition

Competitive landscape – The e-commerce industry is highly competitive and winter fashion items are no exception. The brand strategy and UX design needed to differentiate the store from competitors while offering a seamless and intuitive shopping experience. We focused on an exclusive and luxurious look and feel, to attract premium customers willing to pay extra for Toni Sailer’s high quality and prices. Additionally, we added subpages describing the production process, company values and concept store explorations to further emphasize the brand. 

// Approach

Premium look and feel for an exclusive brand

// COMPANY overview

Project by the numbers

0

Users

$ 0 k

Investment by Toni Sailer

0

Team Size

0 month

Project span

// Responsibilities

My Roles

Research and Strategy

  1. Market analysis and benchmarking
  2. User interviews, surveys, and usability tests, to understand user preferences and pain points
  3. User personas incl. goals, frustration, motivation, fears, cravings and behaviors of our target audience
  4. Product Strategy: product vision and roadmap, target market/customer, positioning

Brand Design

  1. Consistent and recognizable brand identity that reflects the values and personality of the company to establish a deeper connection with customers
  2. Visual design such as logo, brand guidelines and style guide (typography, color palettes, UI elements)

UX Design

  1. Product structure and strategy
  2. Identifying user needs, conducting customer research 
  3. Content development
  4. Empathy map and customer journey 
  5. Coordination development and UI design 
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