D2C Wearable Technology

The science was solid. The customer journey wasn’t.

TouchPoint Solution makes patented wearable devices that use gentle vibrations, grounded in bilateral stimulation research, clinically proven to help people manage stress, improve focus, and sleep better.

THE CHALLENGE

Customers didn’t understand what TouchPoints did or if they could trust them

TouchPoint Solution had something genuinely compelling: patented wearable devices with clinical research behind them, designed to reduce the physical effects of stress through bilateral stimulation. The problem was that none of that was landing with customers.

People arriving at the site couldn’t quickly grasp what the product was, how it worked, or when to use it. The science existed, but it just wasn’t being communicated in a way that built confidence. Without clarity, browsers weren’t converting to buyers, and customers who did purchase were flooding support with questions that a better experience should have answered.

RESULTS AT A GLANCE

⁺30^%

^–35^%

THE APPROACH

Rebuilt the journey around how customers actually think

I led customer discovery research to identify exactly where and why the journey was breaking down, then overhauled the brand positioning and site experience from the ground up.

Customer discovery research to map confusion points: what people misunderstood, what they needed to feel confident, and where they were dropping off
Brand repositioning away from product mechanics and toward specific use scenarios like stress, sleep issues, ADHD, and autism
Elevated clinical evidence throughout the journey to give skeptical buyers the credibility signals they needed to convert
Rebuilt product usage guidance so customers understood exactly when and how to use TouchPoints, reducing ambiguity at every stage
Expanded the B2B channel strategy to include therapists, educational institutions, corporate wellness programs, and insurers

ENGAGEMENT TYPE

Chief Marketing Officer D2C Wearables Brand Strategy Conversion Optimization Journey Architecture B2B Channel

“We have a neuroscientific wearable backed by real science, but couldn’t get customers to understand why they needed it. Melissa came in, quickly identified the problem, and rebuilt how we present the brand and the customer experience. Conversions improved significantly and customer confusion dropped. Not only is Melissa an incredible person, She has a rare ability to take something complicated and make it clear, and she does it without losing the credibility that made the product worth buying in the first place. I highly recommend her!”

Vicki Mayo
CEO, TouchPoint Solution

THE RESULTS

30% higher conversions and 35% fewer customers needing help

Conversions increased 30% year over year. The drop in customer service inquiries — down 35% — is the metric that tells the fuller story: when the customer journey actually explains the product, people stop converting confused and start converting confident.

For a high-AOV product selling an unfamiliar concept, that combination — more buyers, fewer questions — is exactly the outcome a better brand experience is supposed to produce.