Cracking the Code of the DIY Kitchen Makeover
The Challenge
Our client wanted to understand the full journey of DIY kitchen renovators—from Pinterest-fueled inspiration to the final install. What excites them? What overwhelms them? And how can stores and online experiences better meet their hopes, worries, and decision-making processes? The goal: reimagine their customer experience to truly fit the DIYer mindset.
Our Approach
We stepped into the DIY world, following renovators through every stage of their projects:
In-Depth Interviews
We uncovered what sparks their kitchen dreams, what keeps them up at night (hello, budget stress), and why finding the perfect faucet is a surprisingly big deal.
Shop-Alongs
We joined them in stores and online, observing every debate over style, fit, and finish—and the struggles of navigating endless options.
Kitchen Journey Map
We transformed these insights into a vibrant journey map, highlighting:
The highs (“I’m so inspired!”) and lows (“Why are there 800 types of faucets?!”).
Their key questions, big hopes, and biggest fears.
Which retailers nailed it and which ones missed the mark.
The Outcome
The journey map became the client’s blueprint for change:
Reimagined Stores
Improved layouts, clear signage, and displays that showcase products in action.
Supercharged Online Tools
Smart filters, comparison features, and easy-to-follow installation guides.
Dreamer-Friendly Marketing
Messaging that balances beauty, practicality, and affordability, connecting with DIYers’ emotions.
"Helping DIYers build their dream kitchen starts with understanding their journey—and when you do, you’re not just selling products. You’re making dreams come true."
