Member-only story
Applying the DNVB playbook to consumer services
A new wave of startups is using aesthetic intelligence to infuse delight into brick and mortar experiences. But are they disruptive?
Millennials and younger generations have vastly different expectations around aesthetics, customer experience, and values, which has led to an emerging class of DTC brands reinventing legacy product categories — think eyeglasses, mattresses, shampoo (a handy list of such companies is here).
Now, a new wave of companies is applying that playbook to consumer services, the brick and mortar locations that make up cities (think your therapist, nail salon, primary care doctor).
Tend, Dntl, and Henry the Dentist are applying this model to the dental experience. Brella (which I covered in a previously newsletter issue here) is building beautiful, on-demand childcare centers. Alma and Two Chairs are redesigning the in-person therapy experience. Kindbody is rethinking fertility care and in particular the egg freezing experience while Tia is a beautiful integrated wellness and gynecology clinic. Parsley Health and Forward use tech and design to offer a better primary care experience. Everbody is the “Drybar for Botox” while Wthn is dubbed the “Drybar for acupuncture”. Chillhouse is the swoony NYC destination rethinking the spa experience and The Wing, a coworking space and social club for women is a designer’s dream.
