Discover our Customer Journey Mapping work with Sephora, an in-depth initiative designed to illuminate how different client segments navigate the brand experience across physical and digital channels.
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Sephora was on a mission to elevate personalization across channels. To do this effectively, they needed a deeper understanding of how different customer segments actually shop the brand.
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Uncover led a strategic journey mapping initiative to capture the real paths clients take, from inspiration to post-purchase.
For each of Sephora’s three core client segments we:
Explored their journeys across digital and physical channels
Identified key phases, moments of inflection, pain points, and opportunity areas
We brought these journeys to life through clear, visual storytelling
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We delivered a visual framework showing:
The individual journey of each client segment
An overview of where journeys converged, and where they diverged
What mattered most at each touchpoint
Opportunities to tailor the Sephora experience for each group
This clear picture of each client’s journey was used by Sephora to craft a personalized brand experience that spoke directly to their needs at every step of the client experience.
We have had the privilege of working with some of the world’s best brands to uncover the critical insights that propel them forward.
See how Uncover partnered with ThirdLove to lead a Customer Deep Dive that reshaped how the brand connects with its core customer.
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Thirdlove is a lingerie company focused on offering size-inclusive bras and half-cup sizes.
The brand has a robust direct-to-consumer business as well as a small fleet of retail stores. The brand has successfully launched a range of products and generated a loyal following.
To drive continued, strategic growth, Thirdlove engaged Uncover to help them more deeply understand their core Thirdlove customer, her shopping habits and her critical product needs.
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We designed an approach to deeply understand Thirdlove’s core consumer both independently and within the context of the lingerie category.
Exceptional recruitment is always our first step. We recruited directly from Thirdlove’s customer database to ensure we had a representative sample of core customers.
This group of customers was asked first to provide an independent view into their lives, wardrobes and shopping habits.
• Using a virtual platform to lead customers through a defined process, we did a day in the life analysis, conducted lingerie inventories and had participants shop to fill unmet needs in their personal bra assortments.
We then conducted discussion groups where participants engaged in deep discussion of category norms, delights and pain points.
• Participants were led through a series of exercises designed to understand how Thirdlove fits into their lives and wardrobes and identify opportunities to strengthen their place as the trusted brand for size-inclusive lingerie.
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Leveraging insights from each stage of the research, we were able to deliver a comprehensive and nuanced understanding of Thirdlove’s core customer.
The brand team leveraged these insights to drive loyalty, direct product development and drive marketing efforts.
Discover how Uncover worked to inform Packaging Development for client, Duke Cannon, as they elevated their presence inside retail giant, Target.
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Duke Cannon’s original packaging was designed for the specialty environment and each product’s packaging was designed to stand on its own.
As the company scaled and launched at Target, Duke Cannon identified a need to evolve brand presentation and packaging to work effectively in the mass retail environment.
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Duke Cannon engaged Uncover to support the packaging refresh process from the onset.
We applied our proven approach to leveraging insights to inform, rather than validate, packaging development.
We started in store, shopping with customers to understand how they approached the personal care aisle, what cues signaled a brand was/wasn’t for them and how the existing Duke Cannon packaging performed in the mass retail environment.
A framework of insights was delivered to inform the development of a series of potential new design directions for the brand.
Once initial design ideas were drafted, we conducted a second round of research designed to gather feedback on each direction and identify the critical themes that resonated with consumers and differentiated Duke Cannon within the competitive landscape.
These insights were used to further refine and develop Duke Cannon’s new package design
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Duke Cannon debuted a new, modern, clean, cohesive brand presence and packaging on shelves at Target in February, 2025 and immediately saw a bump in sales.
Explore a Concept Exploration project we led for Welly, a popular first aid brand we partnered with for several years before their acquisition by Unilever in 2021.
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Welly was conceived as a brand to disrupt the first aid category. The brand’s founder, Eric Ryan, engaged Uncover at the brand’s nascent stage to:
Explore the concept with consumers and gather foundational insight.
Understand what consumer problem is solved.
Identify opportunities to delight the consumer in this stale category.
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We prioritized an approach that would foster co-creation with consumers, inviting them to develop the concept with us rather than simply validate it. We asked moms to host groups of friends in their homes and we worked with these groups to:
Understand their current views on the first aid category including shopping habits, inventory and storage and most importantly, pain points.
Build out the concept to create something they’d be excited to purchase and share including product, packaging and messaging elements
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We were able to validate the concept and clearly identify an opportunity to add joy and style to this commodity category.
Leveraging insights from this round of research, Welly developed a product assortment and packaging that we further developed in additional rounds of research.
Uncover and Welly continued to partner through every step of the brand’s development from concept to launch to acquisition, ensuring the customer was at the center of every step of the brand journey.
Welly launched in 2019 and Unilever acquired a majority stake in Welly in 2021 just two years later.
See how Uncover led a Customer Deep Dive to help Nad’s sharpen its edge in a crowded U.S. market.
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After 25 years of category-leading success across multiple countries, the competitive landscape for the hair removal category had become crowded, particularly in the U.S. To ensure it maintained its edge, Nad’s engaged Uncover to deeply understand is it’s U.S. customer today, including:
Who they are
What their lives look like
How they approach the hair removal category
How they perceive the Nad’s brand
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We took a layered approach to deeply understand this customer target
First we explored their approach to hair removal individually via self-made video demos.
Next we explored how they talked about the category via unaided conversations with friends.
We shopped with them to explore how they reacted to different brands both in store and in group conversations.
Finally we explored current perceptions of the Nad’s brand and tracked how those perceptions changed as customers learned more about the brand’s story.
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We delivered a nuanced understanding of Nad’s U.S. customer including:
Her unique approach to the hair removal category
Her perception of the competitive landscape
Opportunities Nad’s has to better resonate with her
Nad’s has leveraged these insights to refine their U.S. marketing, social media strategy and product pipeline.
