Strategic Design to deepen Nua’s Customer Relationships
Design Research | Innovation Strategy | Stakeholder Interaction
Time Period : Feb '22 - June '22
Brand Community - Customer Integration!
As a collaborative venture, I partnered with Nua Woman on a 2 month, real-time exploratory project. The objective was to enhance the customer’s experience with the brand by identifying opportunities to integrate them into its large existing community on Instagram.
Industry Collaboration
About the Brand
Nua is a direct to consumer women’s wellness brand that supports its customers through thoughtfully designed personal care products like sanitary pads, intimate washes, and wellness supplements. It has a vibrant community on Instagram that fosters open, relatable conversations around health, hygiene, and holistic well-being.
Project Goal
My objective was to enhance the overall brand experience by bridging the gap between its customers and the community.
The focus was on proficiently conveying the initiatives of the Nua community to ensure that its customers are informed about their efforts.
Need
To encourage long term brand loyalty and make its customers feel seen and valued.
Purpose
As a wellness brand, Nua must aim to provide a holistic experience to its customers. It could help with the following :
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• Education amongst uninformed customers
• Post Purchase Engagement
• Word of mouth marketing
• Provide a platform for women to interact
Potential Business Impact
Stronger brand credibility
Enhanced customer engagement with brand
Generating monetary value over time
Higher rate of customer retention
Project Structure & Timeline
1 week
2
The project unfolds over a two-month timeline with defined stages.
Design Research
1. Mind Mapping
Mind mapping was used as an exploratory tool to unpack and broaden the meanings of "community" and "consumers" within the context of the brand, encouraging a more holistic and inclusive approach to understanding stakeholder relationships and brand impact.
2. Market Research
A desk study was conducted across Indian and global brands from various sectors—including wellness, analysing their customer-community integration strategies. This was done to help position Nua within a broader landscape and inform the strategic direction of the project.
Royal Enfield
Gymshark​
Nordstorm
Chic Nutrix
Urban Company
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Lego
Nike
Harley Davidson
Lululemon
Inkbox​
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Bliss Club
​Glow Recipie
Carmesi
Cora
Sephora
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Key Takeaways
Offline-Online Ecosystems Strengthen Identity & Loyalty among people
Rituals, Routines & Emotional Resonance Builds Belonging amongst people
Treating Community as Co-Creators, Not Just Consumers
3. Understanding Customer needs
Research was conducted through virtual semi-structured interviews to explore participants’ expectations around information-seeking and their perceptions of community. This qualitative inquiry aimed to uncover user needs and inform effective communication strategies that foster meaningful engagement within the Nua community.
Insights
4. Exploring Nua Community Perspectives
Research involved Thematic Analysis of transcribed conversations with existing Nua community members to identify key motivators for participation and pathways of discovery. Insights from this qualitative study informed strategies to strengthen community engagement and growth.
Form sisterhood
Insights
4. Existing Customer Journey Map
A user journey map was developed to highlight key communication touchpoints across each stage of the customer experience. This aimed at identifying strategic intervention opportunities to increase awareness of the Nua community and encourage meaningful participation.
Journey Touchpoints & Intervention Opportunities
Process Documentation
Interventions on Product Packaging were indentified as strategic communication touchpoints for further exploration, given its easy implementation and feasibility from the logistics point of view.
Product Intervention
A communication intervention was explored through Print and Product Packaging, focusing on Nua’s best-selling Sanitary Napkin Boxes.
This pilot aimed to create an engaging, interactive, and strategically designed touchpoint to broaden ideation and enhance community connection, applying principles of user-centered design and experiential communication.
Ideation Documentation
Finalised Approach
Interactive Card Collectable Design Concepts
Final Outcome
Nua Spill Card
Card Variations
