Maison De Joelle - Service Design
Using Data To Create Delight
Project Type
Innovation
- Service Design
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.
MDJ Olaya Branch, Riyadh
Evania Ladies Club in Park Hyatt, Jeddah
Photo Credit: https://jeddah.park.hyatt.com
MDJ Park Hyatt Branch, Jeddah
Photo Credit: http://r-ec.bstatic.com
MDJ Al Khayatt Branch, Jeddah (coming soon)
Photo Credit: http://www.khayyatcenter.com
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