Aveda Pure Pro
Aveda Pure Pro an online education platform for artists & salon owners.
Overview
Aveda wanted to build deeper, more meaningful connections between their artists, clients, and the brand. I led the creative for a new loyalty program concept that blended community, rewards, and purpose. The experience was designed to go beyond transactions—fostering long-term relationships through shared values, beauty rituals, and real recognition.
My Role
Executive Creative Director: Led digital concep & ideation, experience design, and brand expression
Team Size
8 Humans (Design, UX, Strategy, Copy, Video Production)
Tools Used
Adobe CC, Sketch, Premiere Pro
A global platform offering lessons, resources, products, and a vibrant community—purpose-built to help Aveda artists and salon owners thrive. By integrating human-centric design, data insights, and loyalty strategies, we elevated the experience and fostered more meaningful connections.
By immersing ourselves in user stories—via interviews, empathy mapping, and journey mapping—we discovered the real challenges and fresh opportunities that will propel the platform forward.
We enlisted a panel of Aveda artists to guide our vision, using both wireframes and high-fidelity prototypes to refine each detail—ensuring the final platform resonates with genuine user needs.
By applying neuroscience-based design principles, we crafted new engagement levers—Goal Setting, Lesson Plans, My Profile, Badges, and Points—to encourage meaningful participation and elevate overall platform usage.
Future Experience Concept Journey
Activities & Deliverables
Stakeholder Interviews
Customer Journey Maps
Co-creation Workshops
Design Strategy
Content Strategy
Low - High Fidelity Concepts
Rapid Prototypes
Usability Test Facilitation
Comms Planning
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