Launching a new luxury commerce experience for travellers in Asia
Building a luxury travel brand from the ground up, delivering a unique omnichannel commerce experience for high-quality travel essentials
Client
Ulo
Industry
Fashion, E-Commerce
Services
Research & Insights, Design & Delivery
The challenge
As a new idea to provide luxury travel products around Asia with fast delivery, Ulo first approached PSYKHE to develop an investor pitch deck as the new brand sought to find funding and onboard partners.
PSYKHE took the partnership further by delving deeper in customer needs, defining a clearer brand proposition and then designing the ecommerce platform itself and a full spectrum of brand collaterals.
The approach
Throughout the entire project, PSYKHE worked alongside Ulo founders to understand their strategic vision of the business and target audience. Our team then conducted a comprehensive audit of existing documentation to get a complete internal perspective. We then looked externally by reviewing competitive and best practices from the online travel landscape to understand the range of propositions, positionings and consumer trends in the market today.
This view allowed us to conduct a quantitive survey among 110 frequent travellers in Asia to understand their travel and online shopping preferences to help to shape Ulo's offering and product range.
Key findings included: a heightened willingness to try new brands while travelling (65%), a preference for sustainable products (75%), skincare as most popular product category (77%) and an overall receptiveness to the Ulo brand proposition (90%).
Using the data from our research, we were able to develop a customer journey map to determine which areas Ulo could focus on, to deliver the best brand experience via their platform or other services. This allowed the Ulo team to prioritise feature roll-outs in their roadmap to more accurately estimate investment requirements.
Given a clear direction of touchpoints and collateral design requirements, PSYKHE ran conceptual workshops with creative references and physical materials to stimulate ideation and discussion around creative execution to truly represent the Ulo brand values and personality.
This provided a strong basis to develop the brand logo, brand guides, marketing collaterals, the marketing website and the ecommerce platform itself.
The impact
110
Frequent travellers surveyed ✈️
1
Customer journey map 📍
1
E-commerce platform design & delivered 🖥️
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you see?
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