Dyson – 2023
Haircare to Haircare
Context
Dyson’s haircare range is designed as a system: multiple machines, tools and attachments that work together to support different hair types, textures and styling goals. As part of a global cross-sell campaign spanning web, CRM and TV, our team set out to help users understand this ecosystem and encourage them to build out their styling toolkit over time.
The experience focused on improving how users discovered the broader range - from other machines they might consider to the accessories that could elevate their styling results. Existing Dyson owners were a key audience too, as many weren’t aware when new attachments launched or how additional tools could enhance the machine they already had.
Problem
Drop-off on haircare product pages was high, and the “Recommended for you” section often surfaced irrelevant products - such as vacuums or fans - because it was based on browsing history rather than styling needs. Within the styling guides, content was organised by machine (e.g. “Airwrap styles”), meaning users only saw looks tied to the product they were already viewing or owned, rather than discovering how the wider range of Dyson tools could help them achieve their desired style.
Results
After launching the new cross-sell experience across web and CRM, we saw stronger engagement with the full haircare range and a noticeable rise in users discovering and adding compatible accessories.
24%↑
Increase in visits to the haircare category page
16%
Haircare sales attributed to Help Me Choose tool
14%↑
Increase in accessory adds at checkout
12% ↑
Increase in traffic to accessory pages
Outcome
A new hero section
We refreshed the homepage hero with the campaign film and messaging to help users understand how the haircare range fits together and encourage exploration across machines, tools and accessories.
Help Me Choose tool for clear product recommendations
We introduced the “Help Me Choose” tool and positioned it early in the journey, giving unsure shoppers a guided way to understand differences between machines and find the right one for their hair type and styling goals.
Style guides promoting cross-sell
Styling guides were organised by style users wanted to achieve, rather than the machines used in the tutorials. We added direct links to the tools and accessories featured in each look, making it easy for users to understand what they needed and explore relevant products.
Data-driven recommendations
Using NPP data in CRM and email, we tailored recommendations based on products each customer already owned, making it easier for existing owners to discover compatible machines and attachments.
Get in Touch
This website is just a little peek into my work. I’ve got plenty more I’d love to yap about – if you’d like to hear it more, let’s chat!
Dyson – 2023
Haircare to Haircare
Context
Dyson’s haircare range is designed as a system: multiple machines, tools and attachments that work together to support different hair types, textures and styling goals. As part of a global cross-sell campaign spanning web, CRM and TV, our team set out to help users understand this ecosystem and encourage them to build out their styling toolkit over time.
The experience focused on improving how users discovered the broader range - from other machines they might consider to the accessories that could elevate their styling results. Existing Dyson owners were a key audience too, as many weren’t aware when new attachments launched or how additional tools could enhance the machine they already had.
Problem
Drop-off on haircare product pages was high, and the “Recommended for you” section often surfaced irrelevant products - such as vacuums or fans - because it was based on browsing history rather than styling needs. Within the styling guides, content was organised by machine (e.g. “Airwrap styles”), meaning users only saw looks tied to the product they were already viewing or owned, rather than discovering how the wider range of Dyson tools could help them achieve their desired style.
Results
After launching the new cross-sell experience across web and CRM, we saw stronger engagement with the full haircare range and a noticeable rise in users discovering and adding compatible accessories.
24%↑
Increase in visits to the haircare category page
16%
Haircare sales attributed to Help Me Choose tool
14%↑
Increase in accessory adds at checkout
12% ↑
Increase in traffic to accessory pages
Outcome
A new hero section
We refreshed the homepage hero with the campaign film and messaging to help users understand how the haircare range fits together and encourage exploration across machines, tools and accessories.
Help Me Choose tool for clear product recommendations
We introduced the “Help Me Choose” tool and positioned it early in the journey, giving unsure shoppers a guided way to understand differences between machines and find the right one for their hair type and styling goals.
Style guides promoting cross-sell
Styling guides were organised by style users wanted to achieve, rather than the machines used in the tutorials. We added direct links to the tools and accessories featured in each look, making it easy for users to understand what they needed and explore relevant products.
Data-driven recommendations
Using NPP data in CRM and email, we tailored recommendations based on products each customer already owned, making it easier for existing owners to discover compatible machines and attachments.
Get in Touch
This website is just a little peek into my work. I’ve got plenty more I’d love to yap about – if you’d like to hear it more, let’s chat!
Dyson – 2023
Haircare to Haircare
Context
Dyson’s haircare range is designed as a system: multiple machines, tools and attachments that work together to support different hair types, textures and styling goals. As part of a global cross-sell campaign spanning web, CRM and TV, our team set out to help users understand this ecosystem and encourage them to build out their styling toolkit over time.
The experience focused on improving how users discovered the broader range - from other machines they might consider to the accessories that could elevate their styling results. Existing Dyson owners were a key audience too, as many weren’t aware when new attachments launched or how additional tools could enhance the machine they already had.
Problem
Drop-off on haircare product pages was high, and the “Recommended for you” section often surfaced irrelevant products - such as vacuums or fans - because it was based on browsing history rather than styling needs. Within the styling guides, content was organised by machine (e.g. “Airwrap styles”), meaning users only saw looks tied to the product they were already viewing or owned, rather than discovering how the wider range of Dyson tools could help them achieve their desired style.
Results
After launching the new cross-sell experience across web and CRM, we saw stronger engagement with the full haircare range and a noticeable rise in users discovering and adding compatible accessories.
24%↑
Increase in visits to the haircare category page
16%
Haircare sales attributed to Help Me Choose tool
14%↑
Increase in accessory adds at checkout
12% ↑
Increase in traffic to accessory pages
Outcome
A new hero section
We refreshed the homepage hero with the campaign film and messaging to help users understand how the haircare range fits together and encourage exploration across machines, tools and accessories.
Help Me Choose tool for clear product recommendations
We introduced the “Help Me Choose” tool and positioned it early in the journey, giving unsure shoppers a guided way to understand differences between machines and find the right one for their hair type and styling goals.
Style guides promoting cross-sell
Styling guides were organised by style users wanted to achieve, rather than the machines used in the tutorials. We added direct links to the tools and accessories featured in each look, making it easy for users to understand what they needed and explore relevant products.
Data-driven recommendations
Using NPP data in CRM and email, we tailored recommendations based on products each customer already owned, making it easier for existing owners to discover compatible machines and attachments.
Get in Touch
This website is just a little peek into my work. I’ve got plenty more I’d love to yap about – if you’d like to hear it more, let’s chat!