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Harmony

A Small Craft Shop

Project Scope

Harmony is a small craft store in downtown Provo, UT. Those who know little to nothing about Harmony see it as a grandma’s specialty craft store. Those who do know about Harmony see it as Provo’s hidden gem.

We were tasked to conduct research to better understand Harmony’s target market to cultivate a broad sense of community and harness a warm experience for all who come to Harmony. The goal of the company was to increase interest and traffic to Harmony’s store front and website.

Findings

The 'Curious Maker' uses social media to find unique places that makes Provo cool. Through Instagram and Facebook, she looks for her next hobby, next class, and next hidden gem.

The 'Curious Maker' craves connections through creative outlets.

Results

We found that to increase class attendance, Harmony needs to focus on the new target market by engaging with them through social media. To accomplish this, we will enhance online presence, recreate the website, and improve content quality.

The Promise

For the 'Curious Maker' who is looking to enhance her creative possibilities, Harmony is the place to create, be inspired, and make new friends.

My Role

As an account manager, I participated in conducting secondary and primary research of the target market. This included: an online survey, conducting an ethnography, and moderating a friendship group. I also conducted a category review to better understand competitors. I helped compile this research into our final deck for the client.