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How can we facilitate acceptance of body enhancing procedures?
The Context
A global aesthetics brand wanted to gain a deeper understanding of the patient experience in non-invasive body contouring procedures.
Business Challenge
To continue to grow the brand and facilitate positive word of mouth, the client sought to identify key emotional drivers and barriers throughout the customer journey, along with corresponding strategic opportunities.
Our Approach
Through experience design and ethnographic interviewing techniques, we created a comprehensive body contouring customer journey that brought to life the complex relationship people have with their bodies and how they contemplate changing them.
Our Impact
We reframed the client's understanding of how their users feel about their bodies and how they feel about altering their bodies. By encouraging our clients to embrace the complexity and seeming contradictions of our relationships with our bodies, we opened up new ways of thinking for marketing and communications strategy that challenge industry convention, and that have the potential to create meaningful connections with users and prospective users.
"This gives me the confidence to go into our planning with insights that are current,...to be their advocates"
- Senior Director, Research
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