To increase social engagement and turn those conversations into conversions and brand loyalists.
Process & Methods
We analyzed all of the market data provided by HSN, to have an understanding of who their customer is: The Consumer Mom. We then dug deeper by researching lifestyle, interests, and extracted opportunities to fulfill her needs that were currently not addressed.
Establishing The Need:
We came up with three insights: Make Her Care, If She Cares – She Shares, and Connect Her To Her Home
An idea for a concierge service was born! We wanted to connect Moms to each other, help them get their daily household problems solved, and create content programs that keep them engaged.
This was not just in the form of an app, but also using a full Omni-Channel approach: TV, an online destination, an app, live events and using social media.
HSN LOVED the idea! They weren’t prepared to spend quite this much, so we were tasked with tailoring down the program with a potential to scale up if it was successful. Unfortunately we were not given financial parameters prior to the pitch, but intentionally crafted an experience that could start small and grow if proving successful.
Design Boards: Myself, Daniel Frydman, Todd Ryan, Mike Calamusa