Defining the role of digital integration within a predominantly two-handed, physically operated product category.

Introduction

As UX Lead for Garment Care at Philips Domestic Appliances, I spearheaded a project to define a comprehensive digital strategy for the category.

Brief

To create a digital innovation strategy that is relevant for both the target audiences and Versuni. Looking at the holistic experience of Garment Care, our competitive landscape, trends and users. 

“What role should digital play for the Garment Care category?”

Outcome

A future-proof all-around digital strategy, focusing on social media, the role of the web, and a strategy for the development of an engaging app that enhances the user experience.

Client
Philips Domestic Appliances (Versuni)

Role
UX Lead

Services

This project is under NDA 🔒

I’m happy to discuss my role as a UX Design Lead at Philips Garment Care over a call. Get in touch at iriselineritsma@gmail.com and we’ll speak soon!

Process

Story telling & easy-to-understand early-phase concepts

In the early stages, several opportunity areas emerged. To help stakeholders from Marketing, Business, and Design envision these directions, I created simple illustrations. These were intentionally kept high-level to avoid premature objections, as the concepts were still in an early phase.

“It’s really impressive. You help people empathise with the user and then walk them to a solution. We should standardise this process.”

-User Experience Lead Philips DA

The result

The strategy as a roadmap

From easy & crucial to implement to more advanced future strategies.

Each roadmap phase was supported with a complete user journey.

This user journey demonstrates how Philips can enhance the user experience at every step of the way.

*These are dummy screens to illustrate the fidelity of the final deliverable.

  • "I am very happy with the explanation and the outcome, brilliant work. Refreshing, dummy proof, easy to follow and very clear. This is much more fitting than anything else we have tried, in terms of digital strategy, but especially related to ****** in the past 2 years."

    Business Leader

  • "There is gold in the second direction"

    UX lead

  • "Fantastic job, this is on a company wide level our biggest dilemma. "

    Design Business Lead

  • "Its really impressive. You really help people empathise with the user and then walk them to a solution. We should standardise this process"

    UX Lead

Deliverables

Digital strategy containing:

  • Trend Report

  • Opportunity Roadmap from MVP to Advanced Digital Utilisation

  • Tested Web & App Concept

  • Social Media Utilisation Proposal