Improving men’s shaving experiences across digital and physical touchpoints
Role
UX researcher
Year
2023-2024
Client
Philips
Context
At Philips Grooming - Digital Solutions, our team was tasked with finding opportunities to improve the overall men's grooming experience by integrating digital touchpoints with physical products. Our goal was to enhance user value and satisfaction throughout the grooming journey.
Approach
We began by analysing previous research to identify key themes and gaps in our understanding. Our team conducted over 20 user interviews across three countries, enriching our user profiles and bridging knowledge gaps. We then rigorously analysed the data to refine our Mindset profiles and pinpoint unmet needs
To further prioritize opportunities, we surveyed more than 1,000 individuals to identify critical Jobs-To-Be-Done (JTBD). This data-driven focus allowed us to update our strategic priorities for grooming apps effectively. We also explored and tested new shaving propositions, paving the way for next-generation user experiences that not only meet user expectations but also drive more online engagement and sales.
Results
Updated our strategic roadmap based on validated JTBD insights
Shifted from traditional personas to more inclusive, behaviour focused, mindsets
Enhanced digital product features across platforms, leading to improved satisfaction and sales among a more diverse user base
