Fortnum and Mason
Fortnum and Mason

Design a customer experience journey for Fortnum & Mason most famous category

Fortnum and Mason Hampers

Following our consumer insights project, TYC were appointed to address the over-complicated customer journey for Hampers. This included in-store customer research, flow studies, key stakeholder engagement and staff interviews. The outcome was a redesign of the category to create a unified commerce experience that was seamless O2O and back.

The team reinvigorated everyone’s focus around the product line so that we could see it through new eyes.

Zia Zareem-Slade
Customer Experience Director

Fortnum and Mason

Question

To find the solution, you first have to identify all the blockers and obstacles. The team undertook our process of research, insight and audit in both the physical store experience and online purchasing to define the current status and identify the opportunities to improve the experience.

Push

Thinking about all the touchpoint across both the physical and digital worlds, how do all the various purchasing and sku options combined with the multiple customer profiles, mindsets and decision triggers come together to create one holistic engaging shopping experience that hero’s one of the brands most prestigious and signature products.

Change

The outcome was an immersive and responsive experience design that can service any customer journey seamlessly between their own device, the physical retail spaces back on to online. The experience design focusses more on the customers journey rather than the walls, floor and fixtures. This allows the F&M team to get behind the theory without focusing on the look and feel to ensure its commercial success.

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Project breakdown:

  • Research
  • Strategy
  • Experience mapping
  • Interior concept design
  • Front-end digital