Ted Baker
Seymourpowell

We used Ted as an omni-presence - the delivery mechanic, unifying the wider shopper experience with a consistent brand voice in order to make shoppers feel that Ted is always present at whatever touch-point the customer is connecting with.

Brief

How could Ted Baker use mobile to enhance in store experience?

Solution

The Seymourpowell team looked beyond mobile, considering the whole journey by the customer. This encompassed looking at how each touch-point is currently connected, considering pain-points and opportunities, whether through store, mobile or campaign. The end goal was creating a seamless, enhanced and integrated experience for TB customers that utilised current touch-points with new opportunities.

My Role

To create a solution we needed to fully understand the brand essence, the current pain-points within the retail and brand experience, as well as identify new opportunities.

To do this I undertook initial research into the retail offering provided by Ted Baker both online and in store. I identified a range of current services they provided, and also considered the competitor landscape and how Ted compared. I considered ways to resolve pain-points, and identified new opportunities.

Through researching, I was able to understand brand values, their history and what their personality is – allowing us to see that ‘Ted‘ is very much an omnipresence for the brand.

My research resulted in a range of information, which I turned into a structured output of infographics. I also collated a reference library of images and video content. I used all of these assets to present back my findings to the wider creative and strategy team.
 

 
 


I worked with the wider creative and strategy team to draft a refined shopper journey, encapsulating Pre, During and Post purchase, that removed the identified pain-points, unifying the current shopper touch-points, adding new opportunities such as mobile currency and rewards, and connecting previously silo'd touch-points such as advertising campaigns.
 
We used Ted as an omni-presence - the delivery mechanic, unifying the wider shopper experience with a consistent brand voice in order to make shoppers feel that Ted is always present at whatever touch-point the customer is connecting with.

The outcome was a wider seamless shopper strategy where TED would be given the narrative of a real person. This was brought to life through Interactive Screens in-store, interactive iPad magazines, and a Mobile App.

Summary

The strategy was presented to the client, and feedback from the client was very positive, stating that we had fully understood Ted as a brand and successfully recreated the emotional connection they wanted their customers to have.

The Ted Baker project was one of the most enjoyable that I took part in, it once again allowed me to branch out and experience design in different areas. 

  • Research
  • Infographics
  • Moodboards
  • Self-Initiated work and Team work
  • Shopper Experience
  • User Journeys
  • App functionality scoping
  • Campaign Design