Mission objective
Build a unified, end-to-end customer experience across Versuni’s retail lifecycle, from pre-purchase to post-purchase.
Context & Background
Versuni, formerly Philips Domestic Appliances, is a global consumer brand behind leading kitchen and home appliances like air fryers, coffee machines, and vacuum cleaners.
Despite strong product quality and market presence, the customer experience didn’t match the brand promise. Gaps across the purchase lifecycle—especially in product discovery, onboarding, and after-sales engagement—were creating friction, leading to service requests, lower satisfaction, and missed loyalty opportunities.
Versuni engaged TCXA to redesign the customer journey across key product categories, with the goal of transforming isolated touchpoints into a connected, experience-driven ecosystem.
The Challenge
Versuni’s customer experience was falling short of its product quality and brand promise. The journey was fragmented, inconsistent, and overly reliant on third-party resellers—limiting control over critical customer moments. Several key pain points emerged:
Unclear product discovery: Shoppers struggled to find and compare the right appliances due to inconsistent messaging and limited support across retail and digital touchpoints.
Disjointed onboarding: Many customers were left guessing how to use or care for their products, resulting in unnecessary service calls and avoidable frustration.
Lack of post-purchase connection: After purchase, customers received little proactive support, guidance, or value-added engagement, leading to missed opportunities for loyalty, upsell, and brand advocacy.
Beyond these tactical gaps, the broader challenge was strategic: Versuni needed to shift from a traditional, reseller-driven model to a direct-to-consumer, digital-first approach—one that offered seamless, connected experiences across the entire lifecycle. Without this transformation, customer lifetime value would remain capped, and trust diluted—despite a premium market position.
TCXA's approach
TCXA led a cross-functional engagement to reimagine the end-to-end customer journey—grounded in customer insight, stakeholder alignment, and digital-first experience design.
Voice of Customer & Experience Research : Through in-depth customer interviews, surveys, and data analysis, we captured real-world expectations, habits, and emotional drivers. This Voice of Customer (VoC) insight guided prioritization across the experience—from product clarity and usability to post-purchase reassurance.
Competitive Benchmarking : To define what “great” looks like, we benchmarked leading D2C and connected appliance brands across onboarding, support, and loyalty strategies. This ensured that Versuni’s future experience was not only frictionless—but differentiated.
Stakeholder Workshops : We conducted co-creation sessions with global and local teams across CX, marketing, digital, product, and after-sales. These workshops aligned teams on customer needs, internal pain points, and cross-functional opportunities—laying the groundwork for an actionable and shared CX vision.
Customer Journey Mapping : We mapped the complete lifecycle for key product categories—spanning awareness, purchase, onboarding, support, and repurchase. These visual journeys identified pain points and moments of opportunity, serving as a foundation for redesign across functions.
Experience Design & Implementation Framework : We translated customer insights into a full CX design system—spanning the end-to-end customer lifecycle. Rather than limiting our scope to strategic recommendations, we developed concrete design deliverables across key touchpoints. From website product pages and e-commerce journeys to in-app onboarding flows and digital support modules, our team delivered high-fidelity experience assets aligned with Versuni’s brand and technical infrastructure. hese modular design files were handed over to internal teams and agency partners to ensure consistent implementation across regions and channels—allowing for rapid deployment, localization, and iteration.
Results
Improved satisfaction : Customers experienced a more intuitive and supportive journey—reporting smoother onboarding, clearer expectations, and fewer post-purchase frustrations.
Increased retention : Enhanced engagement strategies led to higher repeat purchase rates across key categories, strengthening long-term customer value.
Greater operational efficiency : Improved onboarding and support content reduced avoidable service inquiries, freeing up internal teams and streamlining cost-to-serve.
Deeper brand loyalty : Customers reported feeling more supported and understood, resulting in stronger advocacy signals and greater emotional connection to the brand.