Dyson Chitosan
Launching Dyson's expansion into beauty formulations.
The Challenge
The launch of Chitosan represented a massive strategic shift for Dyson, moving from durable hardware engineering into a recurring consumables category.
To support this new category, we needed to execute an intricate, massive omnichannel digital rollout across more than 20 global markets. This required complex integrations across Dyson's existing tech stack including AEM, Magento, and Sitecore and covered everything from global D2C launch pages to full-funnel marketing campaigns, partner retail syndication, and post-purchase customer retention loops.
Project Details
Role: Global Experience Design Lead
Environment: In-House
Deliverables: Information Architecture, Mobile-First UX/UI, Omnichannel Campaign Strategy, A/B Testing, Physical-to-Digital Product Design
Defining the Architecture & Category
Because formulations were completely uncharted territory for the business, we invested heavily in user research to understand consumer sentiment in the luxury beauty consumables market. A major strategic hurdle was Information Architecture: determining whether to position formulations as accessories to existing hair care hardware or as a completely standalone product category. We mapped comprehensive customer journeys and validated structural wireframes with real users to establish a solid foundation before moving to UI design.
Overcoming the "10-Scroll Rule" & Brand Barriers
Behavioural data shows that 80% of mobile users rarely scroll past the tenth fold, meaning high-priority content had to sit incredibly high on the page. We solved this density constraint by utilizing interactive accordions and compact carousels that allowed for deep education without creating visual clutter. Additionally, we successfully evolved long-standing brand guidelines by proving through rigorous A/B testing that adding educational text overlays to image galleries significantly enhanced the mobile experience and clarified product benefits.
Connected Innovation: The NFC Hub
To drive long-term retention and frictionless repurchasing, we designed a personalised web experience accessed directly via an NFC chip embedded inside the physical product cap. When tapped, the system instantly recognises which specific formulation variant the customer owns, serving custom hair care tutorials and an streamlined, one-click repurchase journey. Building this feature required close, agile collaboration between physical hardware product owners and software engineering teams to ensure a seamless physical-to-digital handshake.
Navigating the tech stack
Delivering these digital journeys required navigating Dyson’s complex technical ecosystem, which involved integrating AEM, Magento, and Sitecore across more than 20 global markets.
Working closely with Product Owners and Developers, I helped ship key technical enhancements to manage this complexity, such as an omnichannel "Help Me Choose" tool designed to match users with their correct hair formulation.
This feature presented a unique contextual challenge, requiring the interface to seamlessly adapt depending on whether a user accessed it via the website, an in-store QR code, or by scanning a physical bottle.
Furthermore, we engineered a dynamic product selector that automatically refreshed the entire page's lower content to reflect the specific product variant chosen, ensuring distinct and highly relevant messaging for every single user.
The Marketing Loop: Retargeting & Retention
To drive retargeting and retention beyond the core website, we engineered a full-funnel activation across Display, Social, and CRM channels, including Email, WhatsApp, and SMS. We created a comprehensive suite of animated and static assets built on sequential logic, deploying specific messaging via complex decision trees. By dynamically adapting the content based on whether a user had previously visited the Chitosan pages on dyson.com, we ensured a highly cohesive and personalized narrative across every touchpoint—from their inbox to their social feed—guiding them smoothly from discovery to purchase.
The Impact
50%
Increase in beauty marketing sign-ups achieved through meticulous digital experience optimization and customer journey improvements.
30%
Uplift in add-to-basket rates generated after presenting user data to global leadership and successfully evolving global digital brand guidelines.
20+
Global markets successfully synchronised for a massive concurrent launch spanning global web platforms, digital campaigns, and physical connected retail spaces.