the service design behind blended retail at volkswagen. monkeytalk 2016 living room edition
TRANSCRIPT
Jonathan combines 20 years experience of digital design, brand strategy with user experience. He has been lead within a number of high profile agencies and consultancies including Accenture Digital, LBI and Fortune Cookie for a range of high profile clients including Asda, Argos, BT, UEFA and National Rail. He is analytical, strategic and creative with a full understanding of the user-centred design process for digital transformation projects. Jonathan holds a 1st BA(Hons)
Interactive Systems Design from Staffordshire University and holds awards from Creative Review to Gartner for his work. He is the founder of Love Experience and consults for Tribal Worldwide London, part of Adam&EveDDB leading the service design for Volkswagen Passenger Cars UK and Falabella. He lives with his family in Kent, England, where he is a self-confessed petrol head frequently enjoying wax-on, wax-off time listening to psychology podcasts.
Jonathan Lovatt-Young
The Service Design of Blended Retail MonkeyTalk April 28, 2016
And, Not Or
A story about a lost rug
Contact centre Social media and email
Tracking website
Is it you? the client? someone else?Who is responsible?
Design for digital alone and it will fail. Don’t make a lost rug a nightmare.
Digital is the prime channel, so experience strategists need to plan how all the other channels dovetail in.
UX is not CX. What we’re making is services that connect people. They’re not just personas.
4 things today
The perfect storm – the
problem to solve
Thinking in ANDs
Service periods and how to get
it all wrong
Using this approach in
your projects
The perfect storm
50% less footfall
Consideration visits down
from 5 to 1.240 million
online reviews
Carwow – anonymous
deals with 25% conversion
Long 2 year service cycles
A changing environment?1950 to today
From 1950 to today very little has changed in the format of a big box, cars and salespeople
50% consumers arrive knowing more than the salesperson.
#powertotheweb
But people have.
26% Start of search
Digital
21% ShortlistDigital
53% Time to purchase
Showroom + Digital
Retail has a lot to live up to
63% of customers don’t make any type of appointment and simply turn up at the showroom, ready to do battle
We need to reinvent the journey
Consumers need help deciding which new car to buy
79%
Thinking in ANDs
Three is the magic number
Bricks and Clicks and People
Rebooting the showroom
My Perfect Volkswagen
Building a shortlist to talk about
Personalised brochure
Finalised car to pore over
Owners app
After sales retailer experience
Data – continued mining
Create the hypothesis
Build the requirements backlog
Plot into ecosystem
Research for the bricks, clicks and people
How we did itOur five activities
Activity 1
Data continued
mining
The truth is out there.In CSV data extracts which drives insight
“It all becomes very complicated unless you know specifically what you want.”
May 2014 verbatim
Activity 2
Create the hypothesis
Concept it in 48 hours.
Make something people can talk
about and point to.
Activity 3
Build the requirements
backlog
Through evidence of what is going on today expose the tools and processes that are in to facilitate the moments between pre, during and post periods.
Bring on the confessions
Don’t generate 10,000 post-it notes, the reality is 90% won’t be usable
Take the workbooks and listen
Activity 4
Plot into ecosystem
Humanconfigurator
History
Share
Startingpoint
Musthaves
My love Shortlist
Take mestraight to
top choices(set to
default spec)
I’m not happywith an itemon spec list
(inc. engines)
I’m readyAnimated and entertaining build
Try another
Dealer and MI
Configurator
Budget
Availability
Importance
Matchcloseness
Mediaeffect
Insight
Budget
Colour
BoxSize
ExtrasEnquiry
My love
Shortlist
Test drive
Initial choices
Colour
Transmission
Size ImmediacyOnboarding
ExplanationFAQs
Model search
Predictiveresults
Social-proofingon answer
Infinity decisiontree
Eastereggs
Completed
I’m done
Straight totop cars
on shortlist
Hero car
Model LandingPage
Option up
Optiondown
Alternative car#1
Alternative car#2
Price
Price
Price
Spec
Topextras
Test drive/locator
Load next 3
Placement
Social validation
Store
1 2
34
Predefinedscenarios
Uploadmy own
Account
Downloadpersonalbrochure
Reviews
Ask anowner
Experience principles
InclusivenessSocial-proofing to show user choice
Personalisation
EndlessOngoing choices, rather than query and answer
TargetedGetting to perfect match by using your data
RewardingEnjoyable to complete with unexpected interesting moments
AdaptiveFlexible paths to be useful to each of the three audience types
Returning visitor acknowledged
Help me choose
New cars
Test drive
Find a retailer
Homepage
Informaed byPricePerformanceEfficiencySize
Reminderemail
Offers
Dealer
Previousconfigurations
Help me
Live chat
Personality
Real worldvisual ref
Use othersconfigs
For mydealer
Randomiser
Capability to request multiplehero car test drives
View multipleangles / 360º
Play withcar
Video
Videos
Love flagon options
Process timingsdepending on journey
Availability
History ofmodel
Sneakpreview
Sneakpreview
Rate andreview
Personaliseregistration
Googlestreetview
Include mileage
Coolwall
Classicmodels
Service architecture
Alerts
Linked tocomms
Mandatory
Using the needs to identify features that satisfy the goals
Putting personas to work
Humanconfigurator
History
Share
Startingpoint
Musthaves
My love Shortlist
Take mestraight to
top choices(set to
default spec)
I’m not happywith an itemon spec list
(inc. engines)
I’m readyAnimated and entertaining build
Try another
Dealer and MI
Configurator
Budget
Availability
Importance
Matchcloseness
Mediaeffect
Insight
Budget
Colour
BoxSize
ExtrasEnquiry
My love
Shortlist
Test drive
Initial choices
Colour
Transmission
Size ImmediacyOnboarding
ExplanationFAQs
Model search
Predictiveresults
Social-proofingon answer
Infinity decisiontree
Eastereggs
Completed
I’m done
Straight totop cars
on shortlist
Hero car
Model LandingPage
Option up
Optiondown
Alternative car#1
Alternative car#2
Price
Price
Price
Spec
Topextras
Test drive/locator
Load next 3
Placement
Social validation
Store
1 2
34
Predefinedscenarios
Uploadmy own
Account
Downloadpersonalbrochure
Reviews
Ask anowner
Personalisation
Returning visitor acknowledged
Help me choose
New cars
Test drive
Find a retailer
Homepage
Informaed byPricePerformanceEfficiencySize
Reminderemail
Offers
Dealer
Previousconfigurations
Help me
Live chat
Personality
Real worldvisual ref
Use othersconfigs
For mydealer
Randomiser
Capability to request multiplehero car test drives
View multipleangles / 360º
Play withcar
Video
Videos
Love flagon options
Process timingsdepending on journey
Availability
History ofmodel
Sneakpreview
Sneakpreview
Rate andreview
Personaliseregistration
Googlestreetview
Include mileage
Coolwall
Classicmodels
Benefit MaximisersDerek
Alerts
Linked tocomms
Mandatory
Core needs– Getting value for money– Making the right choice– Multiple test drives as part of the process
Starting pointDerek created a list of all the cars and models he was interested in – his long list. He is anxious about making the right choice so he started with a wide range of cars he felt he had to look at. He is open to looking at a range of models to get the most for his money so he views New Cars on the VW site. As he has been here three times now, he is recognised as a returning visitor, having viewed three different models. The site prompts him to explore the cars to find hisperfect match. Upon entering the tool his looks through the explanation and FAQs before selecting his initial choices.
Must havesAs Derek progresses through selecting choices including what type of person he is, he is mindful if he answers too many of these then his results may be narrow so he may miss out. After answering a few and tagging those as features he can’t live without like heated seats, he jumps straight into the top cars on the shortlist to have plenty to choose from and play around with.
ShortlistDerek is able to look at options for the tool recommended car, it gives him a deeper understanding for that one car how by adjusting the specification it changes the prices and importantly the availability. He’s able to come back at a later date and pick up where he left off as his historical choices are saved for him. Appealing to his sense of not missing out, Derek can load a whole new three choices related to his starting point choices but ignoring his must haves. He can also use other visitors configurators and chat at any point to get help.
My loveThe devil is in the detail for Derek, he keeps comprehensive notes on each of the cars on his consideration list so he saves the car he has finally settled on byregistering for an account. He sets a reminder email to come back to finalise any options after looking through other manufacture sites for a number of shortlist cars. By uploading his own picture he can visualise each of these and is able to locate test drives for all these cars by choosing where the nearest dealer is that are the closest match.
Humanconfigurator
History
Share
Startingpoint
Musthaves
My love Shortlist
Take mestraight to
top choices(set to
default spec)
I’m not happywith an itemon spec list
(inc. engines)
I’m readyAnimated and entertaining build
Try another
Dealer and MI
Configurator
Budget
Availability
Importance
Matchcloseness
Mediaeffect
Insight
Budget
Colour
BoxSize
ExtrasEnquiry
My love
Shortlist
Test drive
Initial choices
Colour
Transmission
Size ImmediacyOnboarding
ExplanationFAQs
Model search
Predictiveresults
Social-proofingon answer
Infinity decisiontree
Eastereggs
Completed
I’m done
Straight totop cars
on shortlist
Hero car
Model LandingPage
Option up
Optiondown
Alternative car#1
Alternative car#2
Price
Price
Price
Spec
Topextras
Test drive/locator
Load next 3
Placement
Social validation
Store
1 2
34
Predefinedscenarios
Uploadmy own
Account
Downloadpersonalbrochure
Reviews
Ask anowner
Personalisation
Returning visitor acknowledged
Help me choose
New cars
Test drive
Find a retailer
Homepage
Informaed byPricePerformanceEfficiencySize
Reminderemail
Offers
Dealer
Previousconfigurations
Help me
Live chat
Personality
Real worldvisual ref
Use othersconfigs
For mydealer
Randomiser
Capability to request multiplehero car test drives
View multipleangles / 360º
Play withcar
Video
Videos
Love flagon options
Process timingsdepending on journey
Availability
History ofmodel
Sneakpreview
Sneakpreview
Rate andreview
Personaliseregistration
Googlestreetview
Include mileage
Coolwall
Classicmodels
Alerts
Written spec,rather than table
Linked tocomms
Mandatory
Car EnthusiastMartin
Core needs– Sharing and discussing with his friends– Validating his choice– Focused approach to exploring
Starting pointMartin and his friends talk about cars most times they meet. He enjoys research-ing, owning and actively sharing his views on forums. The next car to own is always part of the conversation he has with his friends so he maintains a mental short list, with a few dream cars in it. He could stretch his budget for the right car, so is keen from the site Homepage to explore. After a short onboarding he steps through the initial choices recognising the car colours from the recent TV campaign.
Must havesAs Martin is interested in the heritage of the brand as much as the current models he doesn’t want to spend an excessive amount of time choosing be-tween options – it’s better for him to choose his personality type and see across the upper range of VW cars what he can get that will make it special.
ShortlistLooking through the shortlist, Martin is able to read through comprehensive specifications that go beyond a table – this isn’t an overly simplified comparison. For alternative cars he can see a sneak peak of what’s coming as well the back catalogue to the model. At any time Martin can enter the configurator tool to get into the detail of pricing down at the personalisation level, it’s easy to jump straight into the tool without starting from scratch.
My loveMartin can really go to town here with each of his selected hero cars by applying his personalised registration and uploading his own house picture to see each of the cars in-situ. It’s particularly awesome seeing his chosen car drive by in a video in addition to a range of pictures and playful tools. Downloading his final choice is important, especially to look at on his iPad as he shares this brochure with his friends ahead of their next meetup to get their opinion in addition to social reviews.
Humanconfigurator
History
Share
Startingpoint
Musthaves
My love Shortlist
Take mestraight to
top choices(set to
default spec)
I’m not happywith an itemon spec list
(inc. engines)
I’m readyAnimated and entertaining build
Try another
Dealer and MI
Configurator
Budget
Availability
Importance
Matchcloseness
Mediaeffect
Insight
Budget
Colour
BoxSize
ExtrasEnquiry
My love
Shortlist
Test drive
Initial choices
Colour
Transmission
Size ImmediacyOnboarding
ExplanationFAQs
Model search
Predictiveresults
Social-proofingon answer
Infinity decisiontree
Eastereggs
Completed
I’m done
Straight totop cars
on shortlist
Hero car
Model LandingPage
Option up
Optiondown
Alternative car#1
Alternative car#2
Price
Price
Price
Spec
Topextras
Test drive/locator
Load next 3
Placement
Social validation
Store
1 2
34
Predefinedscenarios
Uploadmy own
Account
Downloadpersonalbrochure
Reviews
Ask anowner
Personalisation
Returning visitor acknowledged
Help me choose
New cars
Test drive
Find a retailer
Homepage
Informaed byPricePerformanceEfficiencySize
Reminderemail
Offers
Dealer
Previousconfigurations
Help me
Live chat
Personality
Real worldvisual ref
Use othersconfigs
For mydealer
Randomiser
Capability to request multiplehero car test drives
View multipleangles / 360º
Play withcar
Video
Videos
Love flagon options
Process timingsdepending on journey
Availability
History ofmodel
Sneakpreview
Sneakpreview
Rate andreview
Personaliseregistration
Googlestreetview
Include mileage
Coolwall
Classicmodels
Alerts
Linked tocomms
Mandatory
Speedy ChooserSara
Core needs– Choosing from a short simple list– Straightforward and not time consuming research– Test drive chosen car available
Starting pointSara is looking to buy a small car for personal use and travelling to work. She has been looking at newer cars on the road as well as skimming through the car features in the weekend papers. The function and design of the interior is im-portant to her so she wants to see what styles she can get a Polo in, as the only images she has seen so far are conservative compared to others on her shortlist. She starts at the homepage and is able to jump straight into the Human Config-urator by typing Polo in to the search form.
Must havesShe is able to set the items as mandatory in the must-have choices, so it makes it faster to compare similar features across her shortlist. Once this is done she can move straight to the top cars selected for her.
ShortlistSara spends the most amount of time on the Shortlist step out of the whole pro-cess. This tool shows her a recommended hero car – showcasing offers, top extras and a wealth of videos all related to the car. She’s able to see other alter-native choices as well as adjusting options. Using other peoples configurations speeds up the process. Once she’s done she can locate a similar car to test drive at a nearby dealer.
My loveTo understand the entertainment touchscreen better she can see a short video how can dock her iPhone easily. As Sara has decided to see the car in person, she doesn’t bother to spend any more time on creating personalised content or sharing it at this stage, she simply wants to have a look at one in the flesh now she’s familiar with all the options and styles the car comes in.
Activity 5
Researchfor love
Get feedback and scoring for individual features
It’s not a usability test.
Key Themes: customer scoresVolkswagen Customer App
Personalised Finance
Individual Showroom
contact follow-up
Personalised Order
tracking
Personalised Service tracking
Auto Check-in/check-out
Personalised Service booking
Daily Life
A B C D E F G
4.25 4.34 4.12 3.75 4.17 3.63 3.25
4-5 3-4 1-3
Keyto
scores
22
A D EC FB G
H K LJI
Key Themes: customer scoresVolkswagen Customer App
Personalised Finance
Individual Showroom
contact follow-up
Personalised Order
tracking
Personalised Service tracking
Auto Check-in/check-out
Personalised Service booking
Daily Life
A B C D E F G
4.25 4.34 4.12 3.75 4.17 3.63 3.25
4-5 3-4 1-3
Keyto
scores
22
A D EC FB G
H K LJI
4.25
Personalised Finance
A: Personalised Finance verbatims 1: Finance Summary WidgetVolkswagen Customer App
“The finance details … are a good idea, to keep track of it.” Female, 52: Second-hand owner (over 3 years old) with service plan
APersonalised
Finance summary
widget
1
“(It’s) nice to know where you are on your PCP, … because obviously you are looking at other cars, you'd want to know if you can afford it..” Male, 42: New VW more than 1 year and less than 3 years, no service plan
“I would also like insurance as an update based on what car I'm choosing under the finance summary.” Female, 43; New VW more than 1 year and less than 3 years, no service plan
“I satisfy myself … that I can afford it — how I am going to pay for it — before I get to this stage really.” Female, 43; New VW more than 1 year and less than 3 years, no service plan
“It is quite a good sales tool, … showing you that you don't necessarily have to go to the end of your agreement.” Female, 58; New VW, less than 1 year old, on finance
“I'm wary about financial details on the app.” Female, 51; Second hand over 3 years old, no service plan
“It is really useful — in the past there are so many figures and so many different things, (but) actually these are the only figures that influence that decision. It saves you having to have these discussions in store if it's all here.” Female, 31: New VW less than 1 year old, with Ffinance
25
A D EC FB G
H K LJI
“I like it! I would definitely use it.” – Customer verbatim
But our retailers told us about non availability of courtesy cars on a single day – they’d never see the customer again.
We got it all wrong
Low value High value
1 2 3 4 5
Business Objectives 1 34 43 29 2
MyVolkswagen
Offers & Updates
Offers
News
Events
My Current Volkswagen
Warranties & Plans
Buy Service
Plan
Warranties
Service Plans
Registra-tion
Financing
ManualTips & Advice
Overview of
Features
FAQsRoadside Assistance
Help / Ask Question
Howto Guide
Car Status
ValuationDriving Perfor-mance
Running Costs
Use my own
picture of my car
Renew
Expiration/Renewal reminders
Car Health Overview
Demo mode
Live ChatAlerts
Share
Community
Friends
Leaderboards
Interests
VW Club
Model Club
Retailer Club
Reviews
Connect existing social media
Address book
Others with app installed
Profile
Preferences
Address
Communi-cations
Notifi-cations
My Retailers Social Channels
Service
Service ScheduleBook a Service
Service History
Checkin
Service Reminders
Recall Notifi-cations
Reminder of booked
service
Overview of Red / Amber work
Competi-tor Prices
Live diary time slot
Choose Work
Add Service
Plan
Add Notes/Attach-ments
Involve-ment Prefs.
Travel / Conve-nience Prefs.
1-click booking
Service Preview
Pick up estimate
Online checkin
Auto checkin
Live Chat
EVHC
Progress Updates
Approve Work
Self Checkout
Pay
Service Details
Digital Invoice
Feedback
Next Big Thing
(service)
Oil change etc.
reminders
Checkout
My New Volkswagen
My Showroom Visit
Showroom presentati
on
Take home content
Followup after visit
Finance Calculator
Upgrade
ConfigurationSaved
Configurations
Take home configura-
tion
Share
Shop
Stock Availa-bility
Search
Stock Availa-bilityAlerts
Online Purchase
Test DriveCreate My
Route
Choose retailer route
Test Drive Preferen-
ces
Take home test drive summary
Sales Live Chat
Ask VW
Delivery Tracking
Progress Status
Back-ground Content
Progress Updates
Accesso-ries
Leave review
Defer Work
Compare Prices
Service Progress
Visual Compari-
son
Service Summary
Booking Confirmati
on
Content Library
Techno-logy
videos
Service Videos
Digital Assets
Guidelines &
ExamplesCRM &
Customer Insight
Content Viewed
Targeting
Interests
Retailer and MI
App/MyVW Usage
Communi-cation HistoryPreferen-
ces
Purchase History
Business Insight
OSB
App Usage
My VW impact
Offers Content usage
App Installs by
retailer
Car Offers
Accesso-ries
Finance Offers
Service OffersSeasonal
Offers
Exclusive Offers
Driving
Cars
Retailers
Perfor-mance
Fuel Economy
Drivers like me
New Owners Commu-
nity
FamilyContact Details
Live ChatSales Events
VIP Events
Invitations
New models
Persona-lised news
Articles
Feedback
Loyalty Rewards
CarNet
Remote Control
App Connect
Naviga-tion
Route Import
Web Portal
Configurator
Save
New
Showroom App
Save
Book Test Drive
Track my Order
Vehicle Purchased
Used Car Locator
Book a service App installed during service visit
Upgrade
Login / RegisterLogin
Forgot Password
Create Account
StoreMerchan-dise
Add friends / interests
Service History
Use Car Net data where available
My POIs (CarNet)
Health Check
CarNet Mobile Subs-
cription
In-showroom technology
Showroom App
Large Screens
Finance Calculator
Connect
Service Desk Backend
Service Preferen-
ces
Booked Service
Progress Updates
Live chat
Approval Status
Sales & Support
Live Chat
VDT
Insurance
In-car driving
visualisa-tion
Car avatar/persona
Roadside Assistance
sub-scription
Car-pooling
Clubs
Low value High value
1 2 3 4 5
Customer value 0 15 47 41 6
MyVolkswagen
Offers & Updates
Offers
News
Events
My Current Volkswagen
Warranties & Plans
Buy Service
Plan
Warranties
Service Plans
Registra-tion
Financing
ManualTips & Advice
Overview of
Features
FAQsRoadside Assistance
Help / Ask Question
Howto Guide
Car Status
ValuationDriving Perfor-mance
Running Costs
Use my own
picture of my car
Renew
Expiration/Renewal reminders
Car Health Overview
Demo mode
Live ChatAlerts
Share
Community
Friends
Leaderboards
Interests
VW Club
Model Club
Retailer Club
Reviews
Connect existing social media
Address book
Others with app installed
Profile
Preferences
Address
Communi-cations
Notifi-cations
My Retailers Social Channels
Service
Service ScheduleBook a Service
Service History
Checkin
Service Reminders
Recall Notifi-cations
Reminder of booked
service
Overview of Red / Amber work
Competi-tor Prices
Live diary time slot
Choose Work
Add Service
Plan
Add Notes/Attach-ments
Involve-ment Prefs.
Travel / Conve-nience Prefs.
1-click booking
Service Preview
Pick up estimate
Online checkin
Auto checkin
Live Chat
EVHC
Progress Updates
Approve Work
Self Checkout
Pay
Service Details
Digital Invoice
Feedback
Next Big Thing
(service)
Oil change etc.
reminders
Checkout
My New Volkswagen
My Showroom Visit
Showroom presentati
on
Take home content
Followup after visit
Finance Calculator
Upgrade
ConfigurationSaved
Configurations
Take home configura-
tion
Share
Shop
Stock Availa-bility
Search
Stock Availa-bilityAlerts
Online Purchase
Test DriveCreate My
Route
Choose retailer route
Test Drive Preferen-
ces
Take home test drive summary
Sales Live Chat
Ask VW
Delivery Tracking
Progress Status
Back-ground Content
Progress Updates
Accesso-ries
Leave review
Defer Work
Compare Prices
Service Progress
Visual Compari-
son
Service Summary
Booking Confirmati
on
Content Library
Techno-logy
videos
Service Videos
Digital Assets
Guidelines &
ExamplesCRM &
Customer Insight
Content Viewed
Targeting
Interests
Retailer and MI
App/MyVW Usage
Communi-cation HistoryPreferen-
ces
Purchase History
Business Insight
OSB
App Usage
My VW impact
Offers Content usage
App Installs by
retailer
Car Offers
Accesso-ries
Finance Offers
Service OffersSeasonal
Offers
Exclusive Offers
Driving
Cars
Retailers
Perfor-mance
Fuel Economy
Drivers like me
New Owners Commu-
nity
FamilyContact Details
Live ChatSales Events
VIP Events
Invitations
New models
Persona-lised news
Articles
Feedback
Loyalty Rewards
CarNet
Remote Control
App Connect
Naviga-tion
Route Import
Web Portal
Configurator
Save
New
Showroom App
Save
Book Test Drive
Track my Order
Vehicle Purchased
Used Car Locator
Book a service App installed during service visit
Upgrade
Login / RegisterLogin
Forgot Password
Create Account
StoreMerchan-dise
Add friends / interests
Service History
Use Car Net data where available
My POIs (CarNet)
Health Check
CarNet Mobile Subs-
cription
In-showroom technology
Showroom App
Large Screens
Finance Calculator
Connect
Service Desk Backend
Service Preferen-
ces
Booked Service
Progress Updates
Live chat
Approval Status
Sales & Support
Live Chat
VDT
Insurance
In-car driving
visualisa-tion
Car avatar/persona
Roadside Assistance
sub-scription
Car-pooling
Clubs
Mapping features to value
Customer Retailer
0 1 1 4 0
0 4 18 17 2
1 22 16 8 0
0 7 8 0 0
0 0 0 0 0
Business Value
Cus
tom
er V
alue
All features mapped
into a 5x5
0 1 1 4 0
0 4 18 17 2
1 22 16 8 0
0 7 8 0 0
0 0 0 0 0
Business Value
Cus
tom
er V
alue
0 1 1 4 0
0 4 18 17 2
Focus on features that
customers can’t live without
0 1 1 4 0
0 4 18 17 2
1 22 16 8 0
0 7 8 0 0
0 0 0 0 0
Business Value
Cus
tom
er V
alue
4 0
17 2
8 0
0 0
0 0
Focus on features that contribute to business goals and
retailer success
0 1 1 4 0
0 4 18 17 2
1 22 16 8 0
0 7 8 0 0
0 0 0 0 0
Business Value
Cus
tom
er V
alue4 0
17 2
8 0
0 0
0 0
Identify the sweet-spot. You might need to include some
outliers – it’s the Minimum Valuable
Product
12 takeaways for your projects 3 months in 3 minutes.
Month 1Going wide in gathering requirements
Month 2 Prototype and feature selection
Month 3 KPIs and measurement framework
Week 1 Week 2 Week 3 Week 4
Week 5 Week 6 Week 7 Week 8
Week 9 Week 10 Week 11 Week 12
Week 1 Week 2 Week 3 Week 4
Week 5 Week 6 Week 7 Week 8
Week 9 Week 10 Week 11 Week 12
Don’t spend strategy time upfront, just understand the desired outcomes
No hardened KPIs
Week 2 Week 3 Week 4
Week 5 Week 6 Week 7 Week 8
Week 9 Week 10 Week 11 Week 12
Understand what’s going on today and where failure lies
Love the data
Week 3 Week 4
Week 5 Week 6 Week 7 Week 8
Week 9 Week 10 Week 11 Week 12
Shadow the entire customer journey, not just digital
Pay attention and document the linkages between Pre/During/Post
Look at everything and talk to all
Week 4
Week 5 Week 6 Week 7 Week 8
Week 9 Week 10 Week 11 Week 12
Who knew parity could be so interesting to owners?
Design things that feel wrong
Week 5 Week 6 Week 7 Week 8
Week 9 Week 10 Week 11 Week 12
Make it graphically rich and use transitions, it is not a usability test but you do need people to think this is real
Invest in your prototype
Week 6 Week 7 Week 8
Week 9 Week 10 Week 11 Week 12
Test with the service provider early as well as end customers
You are not the expert
Week 7 Week 8
Week 9 Week 10 Week 11 Week 12
Understand the individual features customers love
Document where they are most likely to use them in the pre/during/post
customer journey
Score components, not sections
Week 8
Week 9 Week 10 Week 11 Week 12
Assess all features through three core lens – the business, the service provider and the end customer
Use a 5x5 framework to ring fence sweet-spot requirements that work
perfectly for all
Assess the next tier and how these features can enhance your product
Beyond a simple MoSCoW
Week 9 Week 10 Week 11 Week 12
Now you understand what features work (some may be surprising) for the customer and business it’s the time to
write the business case
Beginning atthe end
Outcomes
Pre Service Period During Service Period
Post Service Period Sales Exec
Macro KPI Macro KPI
Macro KPIs
Micro KPI
The % of Sales Exec utilising the app to
manage prospects correspondence
Micro KPIs
The volume of prospects generating short codes after
completing a configuration
The % of short codes generated that are passed to a
retailer by prospects
Micro KPIs
The volume of prospects creating a digital brochure as
part of the sales process
The % of prospects who view their digital brochure
Micro KPI
The volume of prospects viewing further content via
My VW and email
The % of prospects who purchase after having a
Showroom 2.0 experience
The volume of prospects visiting a retailer with a
configuration short code
The volume of prospects viewing their digital brochure
(either in print or email form)
The volume of prospects who purchase after having a
Showroom 2.0 experience
Macro KPIs
The volume of Sales Execs utilising the app to manage
correspondence with prospects Week 10 Week 11 Week 12
Outcomes
Pre Service Period During Service Period
Post Service Period Sales Exec
Macro KPI Macro KPI
Macro KPIs
Micro KPI
The % of Sales Exec utilising the app to
manage prospects correspondence
Micro KPIs
The volume of prospects generating short codes after
completing a configuration
The % of short codes generated that are passed to a
retailer by prospects
Micro KPIs
The volume of prospects creating a digital brochure as
part of the sales process
The % of prospects who view their digital brochure
Micro KPI
The volume of prospects viewing further content via
My VW and email
The % of prospects who purchase after having a
Showroom 2.0 experience
The volume of prospects visiting a retailer with a
configuration short code
The volume of prospects viewing their digital brochure
(either in print or email form)
The volume of prospects who purchase after having a
Showroom 2.0 experience
Macro KPIs
The volume of Sales Execs utilising the app to manage
correspondence with prospects
Create a hypothesis of outcomes across the customer journey – using a range to illustrate the potential uplifts
and how they’ll be tracked in detail
Align around outcomes
Outcomes
Pre Service Period During Service Period
Post Service Period Sales Exec
Macro KPI Macro KPI
Macro KPIs
Micro KPI
The % of Sales Exec utilising the app to
manage prospects correspondence
Micro KPIs
The volume of prospects generating short codes after
completing a configuration
The % of short codes generated that are passed to a
retailer by prospects
Micro KPIs
The volume of prospects creating a digital brochure as
part of the sales process
The % of prospects who view their digital brochure
Micro KPI
The volume of prospects viewing further content via
My VW and email
The % of prospects who purchase after having a
Showroom 2.0 experience
The volume of prospects visiting a retailer with a
configuration short code
The volume of prospects viewing their digital brochure
(either in print or email form)
The volume of prospects who purchase after having a
Showroom 2.0 experience
Macro KPIs
The volume of Sales Execs utilising the app to manage
correspondence with prospects
Week 11 Week 12
By this stage the project will have grown in visibility, create a formal
RACI (who is Responsible, Accountable, Consulted and
Informed) and meet with those needed and they will distribute the
news on the project behalf
Let the RACI do the work
Outcomes
Pre Service Period During Service Period
Post Service Period Sales Exec
Macro KPI Macro KPI
Macro KPIs
Micro KPI
The % of Sales Exec utilising the app to
manage prospects correspondence
Micro KPIs
The volume of prospects generating short codes after
completing a configuration
The % of short codes generated that are passed to a
retailer by prospects
Micro KPIs
The volume of prospects creating a digital brochure as
part of the sales process
The % of prospects who view their digital brochure
Micro KPI
The volume of prospects viewing further content via
My VW and email
The % of prospects who purchase after having a
Showroom 2.0 experience
The volume of prospects visiting a retailer with a
configuration short code
The volume of prospects viewing their digital brochure
(either in print or email form)
The volume of prospects who purchase after having a
Showroom 2.0 experience
Macro KPIs
The volume of Sales Execs utilising the app to manage
correspondence with prospects
Week 12
It’s not a Minimum Viable Product, but a Minimum Valuable Product – the first release needs to be useful
Don’t include too many requirements, communicate what is coming in the
next release at this early stage
Plan and communicate
Release 2
Use these techniques to avoid rug disasters
Join up the love with Service Design
Bricks And Clicks And People
Thanks@naughtynorth