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Madison­Reed Instagram Feed
Author: James O’Connell
Change History
August 18, 2017: Updated from notes format to formalized PRD
August 15, 2017: Second draft
August 2, 2017: First draft
Overview
One of Madison Reed’s biggest pain point is the initial trial of the products, and convincing new
customers to try the products for the first time. The main goal of the Feed is to reduce
customers’ apprehension, thereby increasing customer acquisition. The Instagram Feed will
both add engaging content to Madison­Reed’s ecommerce site as well as incorporate the social
aspect into the site.
Customers can see real photos of other customers who have used M­R’s products and have
achieved great results, had an easy time with M­R support, and did not have to deal with harsh
chemicals and smell. These real testimonials will assure many customers who are in the
consideration phase that they can achieve great results with M­R’s products. Some of these
customers will see pictures of women with hair similar to them, and this will be relatable. Other
customers will see pictures of women who have tried something completely different and new,
and this will inspire many of them to try something new out for themselves.
Another goal of the Instagram Feed is to increase subscription based purchases. If customers’
apprehensions are reduced based on the reasons above, there is a strong likelihood that they
will also sign up for a subscription.
Social media, particularly photo­sharing sites, are critical for building a brand within the beauty
industry. M­R can integrate this content in order to help tell customer stories and give that
social aspect to the products and experience.
Objectives
1. Showcase a “gallery” of customer success stories, proving the Madison­Reed
experience is exciting and easy and that the end result will have women looking their
best with hair they are proud of.

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2. Reinforce Madison­Reed’s selling points that the products do not consist of harsh
chemicals and result in damaged hair.
3. Reduce apprehension in new customers who are considering using MR’s products for
the first time.
4. Increase subscription rates.
Messaging
The Instagram Feed is a great way to show off your amazing hair, and your pictures and
experience may just show up on Madison­Reed’s website.
Success Metrics
● New customer acquisition ­ increase goal of 10%
● Increase subscription rates ­ increase goal of 20%
● NPS score improves or remains unchanged
Customer Scenarios
Customers Who Already Color Their Hair At Home:​ Laurie is a blonde who colors her hair at
home once a month using a kit she usually purchases from a nearby drugstore. She really
values having hair color that suits her. But, she does not like the actual process of coloring her
hair because of the strong chemical smells, the mess that it makes in her bathroom, and
because she frequently has hair damage due to coloring. Plus, it’s inconvenient to have to go to
the store sometimes when she is ready to color her hair. Laurie heard about Madison­Reed,
and she came to the site and was reassured by the social posts she saw in the social media
feed where customers had boasted that there was no chemical smell, and their hair felt healthy
and fantastic after it was colored. The results also looked great. Laurie also liked the fact that it
would be more convenient to have the color kit delivered to her house, and she really liked the
fact that she could sign up to have it delivered once a month if she liked the way it turned out.
The subscription comes with a discount, so that’s a bonus.
Customers Who Go To Salons:​ Jill is a redhead who always gets complimented on her hair.
goes to a salon to have her hair professionally colored once every two months. It costs her
$130 per session, and she really values having a quality coloring job. This is always a stretch
for her financially, and she has to make up the money by cutting costs elsewhere. Jill feels as
though it’s a treat to go to the salon, but she wishes she could get the quality without having to
pay so much. Jill heard about Madison­Reed and she went to the site to learn more. She took
the color quiz and was taken to a product page that matched her desired color pretty well. On
the product page, she saw several Instagram posts, and one post in particular showed a woman
who had red hair and was taking a selfie in her bathroom and had hair that looked AMAZING. It
looked just like Jill’s hair right after one of her salon visits. If this woman can do it, so can Jill, so

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she decided to give Madison­Reed’s coloring at home kit a shot. Her hair coloring job looked
just like it had been done professionally, and the best part is that Jill has $100 more in her
pocket to treat herself to a nice dinner out on the town with her girlfriends.
First Timers:​ Marie is a latina girl with dark hair, and she has always wanted to try something
different with the color of her hair. She has another friend who is latina who tried dying her hair
at home and had a horrible experience, and her friend suspected that it was because the
coloring kit she bought was not compatible with her hair type. But, Marie was still interested in
trying something different, so she was doing some research online and came across
Madison­Reed. She filled out the color consultation and was taken to a product page that
recommended a certain color based on her current color and hair type. She saw that there
were social posts on the page, and many of the women in the posts were latina. This gave
Marie a feeling of reassurance that it is possible to try something new by coloring her hair at
home, and it’s not just something that works out for women with lighter hair colors to start with.
Marie decided to give Madison­Reed a shot, and was blown away by the level of customer
service. Marie posted her color job on Instagram, and hash tagged it, and was overjoyed when
she saw her post show up on the exact same color page that initially sold her on the coloring
product in the first place. Marie immediately signed up for a subscription and now receives a
coloring kit every three months.
Repeat Customers:​ Alison is a brunette who loves Madison­Reed’s products, and she colors
her hair every month. But, Alison is getting a little bored with her brunette color and style. She
considers getting it cut a different way, but while she was poking around on the M­R website,
she noticed a new feature that showed other customers’ Instagram posts. She saw a picture of
a girl who had managed to layer in notes of cherry into her brunette hair and thought it looks
stunning. She clicked on the post to read the details, and found the exact color the girl had
used. She purchased the color once, and went through the coloring routine just as she had
several times before. The result was gorgeous, and she even took a picture of herself and
Instagrammed it. Alison became a life­long Madison­Reed advocate, and when she saw the
picture of herself show up on the website, she posted about the experience to her 500 friends
on Facebook and continues to sing the praises of Madison­Reed to her friends and online.
Repeat Customers:​ Josie is a blonde who has been blown away by the results she has had
coloring her hair with Madison­Reed. The first time she colored her hair using M­R, it didn’t
come out so well. But, when M­R reached out to her to find out how she liked the experience,
she gave them honest feedback that it did not come out as expected. M­R immediately
arranged a video chat session between Josie and one of their profession hair colorists, Maggie.
Maggie listed to all of Josie’s concerns, and was able to identify how they could take steps to
get Josie’s hair looking amazing. Josie and Maggie went through the steps together, and the
end result was more beautiful that Josie had imagined. Josie became a fan of the products, and
has colored her hair five times using M­R products and will continue to use them in the
foreseeable future. Josie was on M­R’s site the other day and noticed a new social media
section on the product page. One of the women had posted her results, which looked

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incredible, and she had written “Thanks so much for your amazing help, Maggie!” in the
comments. Josie had a big smile on her face when she thought about how helpful Maggie was,
and how she would probably still just be settling for sub­par hair or paying a lot of money to a
salon if it wasn’t for Maggie’s help. Josie posted her own picture and hashtagged it, and posted
“Maggie is a true color genius!”, and checked the next day and was pleasantly surprised to see
her post displayed.
Features In
[M] ​denotes minimum viable requirement
Note: this is a high level list of features, and many of these will have their own separate specs
with more details. The purpose of the lists below are to describe the features as well as list
them in order of priority by category.
Product Listing Page: Desktop View
● [M] View of several pictures pulled in from Instagram from real customers, default view is
only the pictures themselves where text is not visible whenever possible
● [M] Hover state of each image increases the size of the image by ~30%, poster’s
Instagram account handle as well as number of likes is viewable upon hover
● [M] Image pops out in centered view and user can see all details from the post
● [M] Posts will be tagged for analytics and reporting purposes
● [M] Posts will be crawlable and provide relevant content for SEO
● Pages are tagged by color type, so if users hashtag their posts they can be mapped to
specific page types (example, #redhead could pull in content on all color product listing
pages for red coloring)
● Exact product/color used by poster is linked to post, user can be directed to Product
Description Page by clicking the link
● User is linked to poster’s Instagram post in new tab if poster’s handle is clicked
Product Listing Page: Mobile/Tablet View
● [M] View of same pictures from desktop, except the order and format is rearranged to fit
mobile
● [M] User can expand Instagram post on mobile click, image pops out in centered view
and user can see all details from the post
● [M} Posts will be tagged for mobile for analytics and reporting purposes
● Exact product/color used by poster is linked to post, user can be directed to Product
Description Page by clicking the link
● User is linked to poster’s Instagram post if handle is clicked

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General
● [M] Develop a simple interface where Madison­Reed can internally approve or reject
posts
● Interface will have capability to group posts by hashtag
● Interface will have capability to push posts to page type depending on appropriate
hashtag grouping
● Develop logic to automatically group photos based on hashtags and other content within
the post
Features Out
● The feed is Instagram only at this time (no Snapchat, Twitter, etc.)
● The feed will not include video at this time.
Designs / Wire Frames
Wireframes with full product listing pages and enlarged views included below:

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Image 1: Full product listing page with feed at bottom in grid with different sized images:

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Image 2: Full product listing page with hover state example 1:

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Image 3: Full product listing page with hover state example 2:

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Image 4: Full product listing page with post enlarged when clicked:

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Image 5: Enlarged view of feed at bottom of product listing page:

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Image 6: Enlarged view of feed at bottom of product listing page with hover state example 1:

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Image 7: Enlarged view of feed at bottom of product listing page with hover state example 2:

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Image 8: Enlarged view of feed at bottom of product listing page expanded when clicked:

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Open Issues
None yet ­ TBD.
Q&A
What is criteria and training required for approving and rejecting posts? Some posts will be
obvious reject/approve, but other posts may have some ambiguity and/or have poor image
quality.