Our team visited the Amarah storefront to explore the physical studio and understand the business. We conducted observational research and contextual interviews with locals to gauge community opinions and the reasons for choosing or avoiding the store. We found that the fitness studio and classes are not prominently visible, as they are located downstairs. We also concluded that Amarah needs to highlight its services more effectively to attract new customers and improve community engagement to maintain a diverse client base.

After understanding general challenges in comprehending Amarah's services and small business constraints, I led internal design workshops with our team with exercises such as "Abstraction Laddering" and "Worst Ideas" to generate a broad variety of service innovation ideas.
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From studio critique of our explorations, we identified the Brookline self-care pass as an experience that could provide comprehensive exposure of Amarah's multiple services and effectively bring customers from other businesses.

💌 Physical passports and checksheets document experiences and provide motivation for completion

I conducted research into other successful multi-business partnerships in the area, namely the long-running Pittsburgh coffee passport. Its physical passport allows people to record and remember their time participating in a service and visiting storefronts.

Our team then adopted a stamp sheet design to provide physical evidence of the service experience and motivate customers to book and complete services. Visually, we also iterated on the pass to align the aesthetics with the Amarah brand and make it "wallet sized" for customers to comfortably carry it around.

🚩 Client Concerns about Risks 🚩
After pitching this service idea to the client, we received questions about possible partners for this service and price breakdowns. I addressed this issue in the next iteration by crafting risk mitigation strategies and identifying potential community partners for the pass.