Strategic Product & Expereince Design
05.
DWR Design ServicesEstablishing a high-touch design service to make expertise approachable, repeatable, and scalable.
Role & Services⤷ Experience Lead
Research, Strategy, CXD, Visual Design
Collaborators⤷ DWR Marketing, Retail and Product Development Teams
As part of an extended collaboration with Design Within Reach, a focused body of work addressed how the brand’s interior design services functioned as a system. The goal was not to invent a new offering, but to make existing expertise legible, navigable, and usable across the customer journey.
I defined the end-to-end structure of Design Services by mapping how customers discover, engage with, and follow through on design support. This clarified when and how expertise should appear, what customers needed at each moment, and how design guidance could be structured across the journey.
That structure informed decisions across studio, in-home, and supporting touchpoints, shaping how design services were introduced and framed in live customer interactions.
The result was a clear service model that preserved the authority and humanity of DWR’s design expertise while creating a shared foundation for how design services could be experienced within the broader business.
Design Services JourneyAn end-to-end blueprint translating design expertise into a cohesive, repeatable service across digital, in-store, and in-home touchpoints.Lorem Ipsum...Activating EntrypointsDesign Services was brought to the studio’s front door, transforming a previously implicit offering into a visible, intentional invitation at the point of entry.
Design Services, where decisions are made
Swatch booklets doubled as a touchpoint for service awareness. By embedding Design Services into materials used during active decision-making, the offering was introduced at a moment of consideration—supporting confidence without disrupting the client experience.Tools for in-home co-creationA co-branded Herschel kit equipped associates with the materials needed to deliver Design Services consistently during in-home consultations.Site EnhancementsInterrupting the site grid with questions that make sense in context, promoting and educating the user on the avilability of in-home services for designing a home they love.
