This classic sportswear brand required a brand refresh and website re-platform with enhanced functionality and merchandising opportunities to relaunch their iconic brand to a new generation of customers.
A full workshop of discovery activities was completed in order to understand existing Champion consumers, recognise who they are and how they currently interact with the website. Additionally, we needed to identify a new generation of potential customers and their needs in order to grown the base and increase retention. The workshop included empathy mapping, customer interviews and top level analysis of existing customer behaviour and creation of protocol personas.
Analytics
A dive into analytics to helped us understand the current Champion customer demographics and behaviours and to identify underperforming segments.
Proto-Personas
The outcomes and discoveries of our workshops helped us form four distinct proto-personas that helped us formulate the needs of existing and new customers.
