Tommy John rebranded all assets to reflect the luxuriousness of the product, and as Branding Associate I played a crucial role in helping the company elevate its brand identity. From ideation to implementation, I worked closely with the marketing and design teams to ensure that all deliverables accurately conveyed the new brand image.
We assembled a team of experts to assist in the rebrand - including Brand Strategist- to assist in the interview process to help understand the values and preferences of existing customers, market opportunity for the company, and to define an authentic brand identity. In order to discover these insights, we conducted tons of research:We chose to conduct surveys and interviews with existing customers to uncover new insights about their impression of the product, the brand and online shopping experience.
Our questions included learning about their online experience, their product differentiation knowledge, and understanding buying behaviors in more depthWe interviewed over 30 repeat customersWe were very curious to learn if the luxuriousness of the product was reflected in the online experience, packaging, and customer journeyWe discovered the brand recognition was weak, and we had ample opportunity to strengthen the brand through all touch pointsMost crucially, we discovered the product benefits were being lost on potential clients because of an confusing website design
As a marketing and UX professional, I was tasked with conducting competitive research for Tommy John Underwear. The goal was to audit the existing men's underwear market and identify opportunities for TJ to stand out among competitors.To begin the research process, I explored the customer journey from start to finish for over 25 different brands. I documented each step of the way, from initial awareness to post-purchase satisfaction.
This helped us to understand how each brand was positioning itself in the market and where there may be opportunities for TUI to differentiate itself.After documenting the customer journey for each brand, we plotted them on a matrix of higher-end to fundamental and functional to beneficial. This allowed us to see where each brand fell in terms of pricing and benefits. We then compared this matrix to the unique value proposition of TJ and found a white space for the brand excel.
This research was instrumental in helping us to position TJ in the market and create a marketing strategy that effectively communicated the brand's unique value proposition to potential customers. By understanding the competition and identifying areas where TJ could differentiate itself, we were able to create a more compelling brand story and drive increased sales and brand awareness.
Once we had an MVP with the updated design and product information hierarchy, we selected a group of users to participate in virtual surveys. We sent these surveys via email and received responses from over 250 participants, including both existing and potential customers. We included questions that were tailored to particular subsets of customers, to ensure we received feedback from a representative sample of the user base.
Our results showed that emphasizing the different fabric categories on the website led to much less customer confusion. This confirmed our hypothesis that the product information hierarchy was a crucial element of the website design. By presenting the information in a clear and structured way, we were able to reduce customer confusion and ultimately increase sales.
Overall, the customer experience surveys were an important part of our UX methodology for Tommy John Underwear. They allowed us to gather feedback from users on the website's design and product information, and helped us to make informed decisions about how to improve the user experience. By listening to our users' feedback and adjusting the website accordingly, we were able to create a more user-friendly and effective e-commerce platform for Tommy John.
The Tommy John Underwear rebrand project was a resounding success, resulting in an intuitive and cohesive customer experience that elevated the brand's positioning in the luxury men's underwear market. Despite the initial challenge of meeting ambitious goals while working with a skeleton crew at a breakneck pace, we were able to achieve a lasting rebrand that is continuing to attract customers and deliver a branded experience that matches the quality of the products.
The results confirmed that our hypothesis was correct and that reducing customer confusion led to increased sales. Personally, this project was a valuable learning experience that solidified my passion for customer advocacy through UX. From research to discovery to execution, I gained a deeper understanding of the UX process and the importance of incorporating user feedback into design decisions. Overall, the Tommy John Underwear rebrand project was a successful example of the power of a well-executed UX strategy in elevating a brand's positioning and delivering an intuitive and cohesive customer experience.