PROBLEM 1 : Data from Google Analytics

A limited range of customers

The company targets predominantly male audiences by adopting a masculine image. However, according to the results, the company's marketing efforts attracted more female than male customers.

PROBLEM 2 : Data from Google Analytics

Target audience was different from its ideal audience

The E-commerce platform only reaches a particular group of customers who are Peeta's fans. It has limited the customer base and made it difficult to attract new customers.

PROBLEM 3 : Data from Google Analytics

More than half of members have never made a purchase

Getting a "discount code" by registering an account encourages people to be a member. However, only 52% of members have purchased our products.

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Lessons Learned

I really enjoyed this project. I was glad that my manager, Jack, trusted my skills, allowing me to lead the team. This project offered us insight into the creation of business models from the ground up, particularly within the context of a startup. I learned a lot beyond what is typical for a product designer. Here are a few things I learned and want to improve.

Establishing consensus before teamwork is important

I spent two weeks helping the company find their brand philosophy. After doing this, I noticed that my colleagues from the marketing and design departments had a clearer direction for their work.

Asking critical questions in interviews is a skill

I must say, in this project, there are aspects we could improve in the group interview process. For example, I observed that people are easily influenced by the answers of other interviewees. Finding ways to prevent this issue is crucial.

Gained many insights during the research process

I realized that solving company problems and reaching a wider user base involves more than just a rebranding project. For instance, through detailed market analysis and customer feedback, we identified key areas where our product could be improved to meet the evolving needs of our target audience. I assisted my colleagues in learning how to use Google Analytics, which provided them with a better way to create marketing strategies that resonate with users' preferences.

Interactive Embroidery

APP @STEP X