Dyson pet science campaign
Digital and offline campaign to showcase how Dyson technology can help pet owners and their mess
Problem & challenge
Dyson became aware its competitors in the vacuum market were outperforming them when it came to appealing to pet owners
Dyson vacuums have excellent technology and can meet pet owner needs. The challenge was how to communicate this
The campaign would be live in different European countries, where different models are available. There were many user groups to consider
We needed to discover which types of technology were of greatest importance to pet owners
The final output would be to create an online destination for pet owners to get information relevant for their needs
Approach & method
I conducted user testing and preference tests to discover which Dyson vacuum technology resonated most with pet owners
Mapped out a user journey through the Dyson purchase phases of ‘See, Think, Do’ to show stakeholders how the online journey linked with the offline journey, such as email and social media comms
Worked with UX writers to establish how best we communicate features most important to pet owners
Wireframed final mock-ups to handover to the development team to build
Created three versions for markets to use based on the vacuum models available per market
User testing
I ran several UserZoom tests, to find out which Dyson vacuum technology was most important to pet owners
I ran tests across the 3 x key regions where the campaign would run and recruited pet owners only. I asked them to rank in order of importance, which information would be most important to them when buying a vacuum, with their pets in mind
I used the results to inform the hierarchy of content for the new pet-specific pages for each region
User journey mapping
I created a user journey map to show how the campaign worked across Dyson's online and offline touchpoints
The user journey shows how users go through the Dyson prescribed purchase phases of ‘See, Think, Do’ to show how the online journey linked with the offline journey, such as email and social media comms
Mockups and wireframes
Each vacuum model has different technology available and each market had different models available. I worked with content writers to establish how we best communicate the things most important to pet owners.
I wireframed final mock-ups for desktop, tablet and mobile, with three different version in total based on the models we were promoting to pet owners. I delivered and handed these over to the development team to build the pages.
