Wig Doctor is a bespoke wig-making studio known for its individually crafted, perfectly fitted wigs. Each piece is handmade by the founder, whose craftsmanship and artistry quickly gained a following on social media. As her work went viral, demand surged resulting in a three-year order backlog and customers travelling from across the U.S. and beyond to her London studio for fittings.

Project:
The focus was to redesign the shopping experience to support greater self-service while preserving the premium, bespoke nature of the product. The aim was to standardise key moments—shopping, fitting, and aftercare—without losing the brand’s personal touch. This also meant tailoring the experience to meet the distinct needs of both medical and beauty-focused customers.

Challenge:
While clients were willing to wait over a year for a bespoke wig, they still wanted visibility into the progress of their order. Premium customers also expected personalised care and styling guidance. However, research revealed that three-quarters of customers would consider a pre-designed wig in exchange for faster delivery and a lower price.

Solution:
The project developed a business case for a pre-designed collection and mapped out what the online shopping experience could look like. This included integrating a finance option, designing a customer area to track order progress, and ensuring a high-touch, personalised feel through timely communication. Alongside this, the team supported the founder in rethinking internal workflows to standardise production and customer engagement. The result was a full UX and UI design of the end-to-end experience, from exploration to booking and aftercare, validated through usability testing.

Outcome:
The work built confidence in launching a pre-designed offering without compromising on the brand’s premium values. By making the experience tangible and testable, the project helped accelerate decision-making while preserving the founder’s ability to deliver her craft at scale.

Bugdet range: £4-6K

Service

Sector

Turning wait into excitement

Shopping experience redesign

Shopping journey mapping