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

Shopping experience redesign

Shopping journey mapping