Kayanee - Omnichannel product strategy
The challenge: The Kingdom of Saudi Arabia and the Public Interest Fund (PIF) kickstarted and funded Kayanee, a company for inspiring and motivating Saudi women to reimagine lifestyle opportunities, opening up an opulent world of joy, learning and unique, memorable experiences. It's a phygital ecosystem that provokes movement, creates community, and provides tools for achieving an ultimate wellbeing state.
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My role: Service Design Lead
During the Definition of Kayanee ecosystem business proposition we establish 6 business pillars that represent the differentiated value the brand will provide to their customers. Each of these pillars is a potential way of entry into the Kayanee ecosystem and from there on, our customers can explore the different additional alternatives that play a part in their wellbeing from the brand's offer
The different journeys here represented show the different entry points to the Ecosystem for each user persona when joining Kayanee. Additionally, the most critical moments in the customer journey for each Persona to create Awareness, enable Exploration, create the Engagement needed and what is most valued at the moment of Evaluation of the experience for loyalty and continuity of the an optimal experience.
Navigating through the ecosystem
This example shows a Persona who is most likely interested initially in the fitness activities associated with Activating my body. However, once that pillar is experienced, the customer can be drawn to explore fitness garments, know more about eating healthy, and get more insight into her body type, characteristics and how to get where they want to be in Knowing my body.
The Omnicahnnel was a crucial aspect for the success of the business, having physical locations and an online environment. The orchestration of the different touchpoints, physical, online and phygital on the venues be see here, along with the back end of the processes, the support systems that enable them and the human aspect of this processes.
The Storyboarding of the usecases for Omnichannel helped define the service between staff and users in different scenarios so the details of actions, stakeholders involved, systems, analytics and opportunities for monetization were poperly planned.
The Information architecture developed in collaboration shown here shows the flow of the administrative platfomrs used by the staff in the venunes.
The User interface of the phygital and digital platfors followed the guidelines of the work shown previously. Here are some exmaples of the result developed by the product design team.
Outcomes
This project, the first one of its kind in Saudi Arabia represents a step forward in a more modern, culturally respectful and innovative space for women in Saudi. It was incredibly challenging as well as rewarding.