Challenge

• Douglas wanted to increase its online business and develop a ‘beauty ecosystem’, leading with a beauty booking service as one of the first new verticals.

• AKQA was chosen to create a value proposition and North Star for the product, then build and launch an MVP.

Solution

• We adopted a test-and-learn approach, beginning with user research into both sides of the platorm - beauty consumers and professional salons.

• After segmenting and profiling, we identified the three key dimesions of the product that would differentiate and make it compelling.

• Our multi-disciplinary team worked with Douglas and its partners to prepare the MVP, with AKQA leading the design, prototyping and build of the new platform.

Learning & Impact

• I’m going to steal a quote from AKQA’s founder and CEO, Ajaz Ahmed: “It’s good to be first, it’s better to be best, it’s best to be both.”

• Douglas is the first retailer to create a beauty services marketplace, and our customer-centricity and design thinking allowed us to build in features that really matter - and that competitive services don’t offer.

• A friends and family round in Berlin during January 2019 led on to a March MVP release, with 6 Douglas stores and 80 external salons. The service achieved a 90% booking rate, with 400 beauty bookings in the first two months.

Team

• I helped to scope and define the approach, recruit and set up the team, provide direction and ongoing strategic oversight.

• Outstanding team with creative director Anthony Lui at the helm, product owner Nina Mannheimer, experience designer Diana Arizmendi and product designer Aga Sowinska.