Design the foundation for a learning platform that immerses beauty specialists in the world of the brand and allows for the Tom Ford education team to increase their impact.
Tom Ford Beauty
IXD, ECD, ACD, PM
Design Research, Visual Directions, Design Language Library, Hero Screens, Copy Writing, Communication with Client & Development Partner.
Across the board, we heard that the current on-boarding and in-person training is helpful, but can be dense and daunting. Specialists are active, outgoing, and thrive on constant bursts of interaction — as such they crave learning materials that are inspired by that same behavior.
“The initial in-person classes were helpful, but it was a lot of information all at once.”
– Beauty Specialist, Bloomingdales
REVIEW & REINFORCE
We focused on creating a platform that allows for flexible, active, and visual learning. We broke down the content into smaller chapters that fit more easily into the free time of the specialists. The introduction of quizzes facilitates incremental learning to encourage active recall.
“Everyone on my team retails information differently. I give my team pop quizzes during our downtime.”
– Manager, Bloomingdales
BUILD ON EXISTING HABITS
Specialists’ educational needs evolve throughout their career with the brand. We sought to complement their journey from on-boarding core brand and technical product narratives to developing intuitive client service and merchandising expertise over time.
“Before lunch, my team will often have downtime to learn something new, without the traffic of customers.”
–Manager, Travel Retail
STRENGTHEN BRAND LOYALTY & COMMUNITY
There’s a huge opportunity to build a more reciprocal dialogue with Specialists, recognizing their expertise as influencers and fostering a more engaged, collaborative community that supports knowledge sharing and personal growth.
“I am proud to represent the brand even when I’m not behind the counter.”
– Specialist, Saks Fifth Avenue