The Skinny Empathy Sprint

Project Partners

The Skinny
The Skinny audience

The Project

amity delivered design research and stakeholder sessions to clarify the needs and motivations of The Skinny’s audience. 

The Challenge

Use audience focus to support a strong networked team to create responsive and taste-making content

The Approach

A process of audience understanding to examine in detail what The Skinny delivers for people and how best to meet their needs moving forwards - synthesised as Audience Insights, Strategic Suggestions and Key Focus Areas.

The Outcome  

Business clarity from a greater understanding of challenges and opportunities facing the business
Increased sales conversion through the use of customer profiles
Improved messaging and communication with audience
A stronger idea of brand, audience and language around what The Skinny offers

 "It got us thinking about things in new ways and ultimately we left with new ideas and ways to change things. It takes the right question asked at the right time - especially from an outside perspective - to provoke an unexpected realisation. These sessions have been very illuminating" - The Skinny Staff member 
"Working with amity gave us a greater understanding of challenges and opportunities facing our business.
The sales team are utilising the customer profiles within sales conversations, and the whole team are looking at the challenges and what small steps we can take to work towards resolving our messaging and communication with our audience. The overall experience provided a range of learning opportunities for the whole team (to) develop a stronger idea of our brand, audience and language around what The Skinny offers.”

— Lara Moloney, COO, The Skinny

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