Interflora

Assignment:
How do we design a dialog flow that get customers to engage with the brand content?

Process:
Being involved in the process from the beginning was key. Since this assignment was a pitch (that we won) we did not have any user data, meaning that we have to make some assumptions. That’s why I developed 2 personas:
The passionated flower girl, who loves buying gifts and gets excited about getting flowers to grow.
The panicking man how use Interflora to buy presents for his mom and wife when he is about to forget a birthday or anniversary. 

Based on the 2 personas, we started to develop a communication flow for new and exciting customers. Depending on our knowledge of the customer we would design the message to be directed to one of the personas interest in the brand. If we didn't know anything about the customer we would present them for a genetic flow. We defined some data rules on how we would make assumption of which persona the visiting customer would relate to. The data was based on previously bought items, time on the site, amount of clicks, gender, age, location.

Flow overview

Result: 
Beside winning the pitch, the team (copywriter, technical solution manager, social strategist, UX strategist and digital designer) worked great together on creating a fully functional customer concept that identified what channel to use for what purpose.

Customer Journey

Agency: Ogilvy Denmark