Aveda Pure Pro
Aveda Pure Pro an online education platform for artists & salon owners.
My Role
Executive Creative Director: Led digital concept & ideation, experience design, and brand expression
Team Size
8 Humans (Design, UX, Strategy, Copy, Video Production)
Tools Used
Adobe CC, Sketch, Premiere Pro
TL;DR
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.
The Solution
I led the concept, design, and creative direction of Aveda PurePro, shaping it as both a learning hub and a loyalty ecosystem. I introduced Ven as a shared currency to make education more engaging and to create value for both employees and guests. To bring the idea to life, I developed a clickable prototype, designed the loyalty and education framework, and produced a master video that secured stakeholder buy-in. I also created the Aveda Purists, a group of artists and owners who tested and refined the platform, ensuring the story belonged to them as much as it did to us. By connecting skills development with recognition and rewards, I positioned PurePro as an indispensable tool for growth across the Aveda community.
Mapping the ideal journey
First, we mapped out the ideal state and journey for artists, owners, and guests. This gave us a clear picture of how education, recognition, and rewards could come together in a seamless experience. By defining what “great” looked like up front, we had a north star to guide design decisions and a shared vision to align both the Aveda team and the Purists who helped us pressure-test the concept.
Co-Creation with Aveda employees
We enlisted a panel of Aveda artists to act as co-creators in shaping the platform. Through collaborative sessions, we shared wireframes and high-fidelity prototypes, refining each detail based on their feedback. This process ensured the final experience was built around real needs and felt authentic to the community it was designed to serve.
Uncovering insights that matter
By immersing ourselves in user stories through interviews, empathy mapping, and journey mapping, we uncovered both the pain points holding people back and the opportunities that could move them forward. These insights shaped the foundation of PurePro, ensuring the platform addressed real challenges while opening the door to new possibilities for growth.
From vision to business case
After four months working with Aveda and Barbara De Laere’s team, I created the design and loyalty strategy behind PurePro and packaged it into a business case that included clickable prototypes, ROI modeling, and a master video to generate excitement. The video became a centerpiece for leadership and investor meetings, helping to secure alignment and momentum. Although I moved on from Bond Brand Loyalty before development began, Aveda adopted the program and advanced it into full implementation, validating the strength of the vision and the foundation we built.
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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