Maison De Joelle - Service Design

Using Data To Create Delight

Project Type
Innovation
- Service Design

Location
Saudi Arabia

Industry
Services

Challenge

In 2017, Maison de Joelle, a leading name in Beauty Salons in the GCC region, was expected to expand into 3 branches in KSA between Riyadh and Jeddah.

Owing to the nature of the new locations, it was important for us to turn our attention this year to the brand promise and explore different solutions that could help MDJ achieve brand consistency across all 3 branches, without compromising on aspects of customization by carefully re-assessing current services offerings and updating them in such a way to fit the new target audiences needs and lifestyles.

Intervention

We created a service-design strategy to tackle the following questions:

How to acquire new clients for every branch
How to design new service experiences to retain MDJ’s customers
How to optimize MDJ’s brand communication with its audience

Results

Through our intervention, we succeeded in enhancing current customer experience by revamping the current loyalty program and using salon data to create delight.

We created specific packages for every branch in order to attract and retain new customers, as well as increase staff productivity during slow working hours

We also set the general direction for brand communication and online reputation to increase awareness about the new branches.