Omnichannel Concept Development

Magnolia

From partnership idea to omnichannel experience.

A conceptual experience strategy exploring how a new scent-bead dispensing system could extend across the consumer journey, connecting product innovation, commerce, content, and brand storytelling to build leadership buy-in.

Role:
UX Designer & Researcher

Project Type:
Omnichannel · Creative Strategy · Innovation

Timeline:
3 months

The Challenge:

Turning a product partnership into an experience.

OXO and Downy Unstopables had developed a new dispensing concept for scent beads. But to evaluate the potential of the partnership, leadership needed to see how the idea could extend beyond the physical product.

‍Our challenge was to envision a connected experience across the consumer journey, showing how the partnership could come to life through brand, commerce, and digital touchpoints.

Understanding the Opportunity:

Looking beyond the laundry category.

We benchmarked experiences both within and outside the category to understand how brands introduce new behaviors, elevate everyday products, and connect physical innovation to digital experiences.

Mapping the Consumer Journey

We mapped multiple consumer journeys to understand how people might discover, consider, purchase, and re-engage with the product across different contexts and touchpoints.

‍Each journey helped uncover opportunities to connect consumer needs, channel behavior, and the right brand message at the right moment.

From journeys to opportunities.

The journeys revealed opportunities to connect consumer needs, channel behavior, and messaging at key moments throughout the experience.

Defining the Strategy:

Finding where the partnership comes together.

OXO and Unstopables each brought their own channels, audiences, and brand strengths. We mapped both ecosystems to identify where the partnership could create a shared consumer experience.

One partnership.
A connected ecosystem.

The partnership brought together OXO’s functional design expertise and Unstopables’ sensorial approach to freshness, creating a shared idea that could extend across the consumer experience.

The Red Thread:

One idea, carried across every touchpoint.

We developed a central creative idea that could flex across channels while keeping the partnership recognizable, consistent, and connected throughout the consumer journey.

Red thread: “Better Dispensed, Unstopable Scents”

Bringing It to Life

One strategy, expressed across the ecosystem.

We translated the red thread into conceptual executions across key digital touchpoints, adapting the message and experience to the role of each channel while maintaining one connected idea.

Leaning into AI

Making an upstream idea tangible.

We used AI alongside existing brand assets to rapidly visualize how the partnership could come to life across different touchpoints, helping stakeholders see and react to an experience that didn’t yet exist.

Results + Validation

Driving desirability and viability.

The conceptual experience was evaluated with consumers to understand whether the partnership felt intuitive, engaging, memorable, and compelling enough to drive consideration.