Inspiring Yogis from the Mat up.

The Problem

Leading yoga brand Manduka was on a quest to transform its business with ambitious direct to consumer growth goals. In addition to expanding its soft goods line, Manduka needed a more robust brand expression and ecommerce experience to elevate the brand story and increase transaction performance.

The Solution

The Office of Experience (OX) dug deep into customer research to discover key insights in service of driving a new ecommerce experience and brand voice. By connecting customer values to the purposeful design, technical details and performance features of Manduka’s product, OX created a holistic digital and brand experience. This work resonated with consumers on emotional, personal and functional levels—and built extreme brand loyalty in the process.


Digital Transformation Strategy
Roadmap Planning & Prioritization
Usability Analysis
KPI Planning
B2C Commerce Strategy
Identity & Voice
Product & Service Design
Solution Architecture

Customer Research

OX performed extensive primary research to understand Manduka’s customers and the yogi mindset. Heuristic analysis, a full competitive audit, first-person customer interviews and product environment research armed OX with the insights needed to understand customer motivations, mindsets and challenges.

Brand Voice

Using customer research, brand positioning and category insights, OX developed a uniquely ownable and resonant brand voice that framed product and brand benefits in uniquely emotional ways. This authentic voice reflected Manduka’s aspirational values and leading position in the marketplace and became the foundation for Manduka brand copywriting.


Ecommerce Experience

OX developed a holistic customer acquisition strategy for Manduka, with a new ecommerce site at its core. OX re-designed the Magento site experience to maximize performance and better communicate product features and benefits. On-site merchandising, cross-selling and up-selling of categories and accessories, improved product assets and storytelling, and better product selection and carting all led to dramatic increases in average order value and total ecommerce revenue.


Email Marketing Strategy

Once customers interacted with the Manduka brand, OX helped Manduka keep them engaged and transform them into brand loyalists through a segmented and multi-stream email marketing strategy and creative campaign. From lifestyle content to creative merchandising and seasonal promotions, the OX email engagement strategy served tailored content and relevant offers to yogis at different points on their customer lifecycle journey.

Brand Advertising

Activating the Manduka brand in print and digital advertising portrayed the customer as the hero of her or his own journey and Manduka as a means to achieving personal fulfillment and performance goals. Approachable, inspirational and non-judgemental, the Manduka voice and brand expression invited audiences to engage with the brand in authentic and enduring ways.


Contact Us

What problem are you trying to solve?

New Business Inquiries:
Matt Quinn
Director of Business Development
+1 312-815-9611

General Information:
+1 312-815-9610

125 S. Wacker Dr. STE 3000
Chicago, Illinois 60606