ux strat europe, jonathan lovatt-young: "and or not: the service design behind blended retail...
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 currently manages the Service and UX team at Tribal Worldwide London, part of Adam&EveDDB leading the service design for Volkswagen Passenger Cars UK. 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.
The Service Design behind Blended Retail at Volkswagen Jonathan Lovatt-Young
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 designers need to plan how all the other channels co-operate with it.
4 parts of this case study 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 and trouble free
cars with 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.
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
We need to reinvent the journey
Need help deciding which new car to buy
79%
Thinking in ANDs
Three is the magic number
Using bricks, clicks and people to reboot the showroom
My Perfect Volkswagen
Building a shortlist to talk about
Personalised brochure
Finalised car to pore over
Customer services and
app
Aftersales 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 it
Activity 1
Data continued
mining
Always-on data across the experience
Psyma
On site survey post visit – weekly
Site Catalyst
Product and dashboard analytics
Customer satisfaction
Monthly insight into retail
The truth is out there.In CSV data extracts.
Psyma verbatim analysis – May 2014
Feature availability
Compare for my needs
Saved choices and fast
Fun and interesting
"Could not find information on DAB radio availability for the model I chose.”
“ Here's what I want - boot pace & height adjustable passenger seat and find a set of responses”
"I don't dislike it, but maybe it's a bit humourless? There's no personality to it...”
"If I make the wrong choice in the filter, I have to go back to the beginning and start again”
"It all becomes very complicated unless you know specifically want you want.”
"Not sure if I could filter out what I didn't want to see ie manual gearboxes”
"A little dull”
"Configuring section not quick enough to respond”
"Let me first pick diesel or petrol, then reduces choices as too many otherwise - got fed up of trying to find a diesel model.”
"No way to save configurations and compare like for like features and costs of configurations” "The site could certainly profit from a slightly more attractive design.
The current one is a bit gloomy.”
"A cheap alternative”"Why golf blue motion only supplied with one engine and gear box choice”
"Little boring”
"Looking at GTI and GTD and was not clear on wheels and detail differences between them?”
"Maybe a little bit too clinical, no warmth”
"New black cars only”
“Car configurator seems unstable. Sometimes would not display engine choices. Often buttons wouldn't do anything. No explanation as to why the same engine in different models had such different technical specifications (eg 1.4 tsi in golf SE vs golf GT)”
"Certain aspects were slightly confusing like the range of automatic options”
“It would be nice to pick features and then be offered models of car that fit, rather than choose the model then have to go back.”
“Not being able to refine the used car search by transmission”
“Printable concise version of result of configurator"
“It all becomes very complicated unless you know specifically what you want.”
May 2014 verbatim
Just hang around and observe.
Make it part of normal life, not a project task.
No need to write up, just start to internalise the customer experience
through evidence.
Don’t film – usually the police are called…
Mystery shop. All the time.
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
Talk about what’s not working today and how to solve problems to validate
the thinking
Don’t show the concept first
Features I would like to change in the app:
After the customer has left the showroom
On the website and app Either customer or myself
Communication Print, phone, email, notification
Useful insight to me Data, customer behaviour, prediction
Work book
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
1
Feature + use cases Service themeCustomer benefit
Retailer benefit Edinburgh Elgin Swansea Oxford PriorityFeature + use cases Service theme
Customer benefit
Retailer benefit Edinburgh Elgin Swansea Oxford Priority
Shortcode1.1.1. Made the ShortCode more important and visible to customer
Content and fidelity1.1.2. Ensure Motorbility is easy to find and shows the relevant content
Commerce1.1.3. Add a Buy Now function to pay a deposit to the Retailer
1.1.4. Ensure videos are easy to see during a configuration rather going to a separate place
Communication1.1.5. Make it easy for the customer to email the Retailer with any questions following a configuration
Location1.1.6. Show the nearest three retailers at the end of the configuration automatically
Communication1.1.7. Promote live chat available with the nearest retailer at the end of the configuration showing times available until
Content and fidelity1.1.8. Explain the process of creating a configuration, getting a shortcode and taking it to a Retailer
Communication1.1.9. Request an express visit, where the customer has previously done a considerable amount of research and wants a validation and pricing appointment
Content and fidelity1.1.10. Include reviews for that car at the final step
Content and fidelity1.1.11. Suggested accessories and options for the car mapped to customer interests
Hero stock1.1.12. Better details of current stock available with prices personalised to area
Communication1.1.13. Tell the customer to take phone with them for the configuration or print out
Comparison1.1.14. Popular configurations for this model right now
1.1. Configuration
Communication1.2.1. Ask a recent purchased customer what their experience was and what they think of the car and retailer
1.2. Social and trends
Insight1.3.1. Provide regular analytics to the Retailer how many configurations have been made in the area, Short Codes produced and then went on to be entered/used in the Showroom app
Insight1.3.2. Provide the Retailer a regular report with what options customers are adding to their cars in the configurator
Insight1.3.3. If the customer requests a test drive pass whether the customer has created a myVW account
Insight1.3.4. Provide the Retailer with a page view summary report so the Retailer can see what content was of interest to the customer
Insight1.3.5. In my area what are the search terms people are using (monthly)
Insight1.3.6. What showroom configured cars are most viewed
Insight1.3.7. What models are being viewed on the website
Insight1.3.8. Provide monthly trends to the Retailer for key configurator insights
1.3. Retailer insight
Personalisation1.4.1. What cars (including their colours) are in the showroom to view available on the website
Location1.4.2. Show where the nearest retailer is you can have a test drive of a most similar car
Content and fidelity1.4.3. Reviews for the Retailer
Communication1.4.4. Request for the Retailer to get in touch with me (call back)
Location1.4.5. Promoting the nearest Retailer to the customer without having to conduct a postcode lookup
Communication1.4.6. Video of the Retailer and the staff you will meet
Hero stock1.4.7. Promote a star car at the Retailer
1.4.8.1. Webcam live
Location1.4.8. Showroom tour
Communication1.4.9.1. Pick your sales person you want to meet
Communication1.4.9.2. Skype the sales person pre meeting
Communication1.4.9. Names and faces of the sales team on the retailer sub domain site
Communication1.4.10. Street view map of the showroom
Communication1.4.11. Calendar entry, email/text reminder of the appointment
1.4.12.1. What to bring with you for the test drive
Personalisation1.4.12. Choice of test drive routes to choose from with the ability to make it more personal
1.4. Find a retailer
1. Pre service periodWhat the customer is doing before they decide to come to the show room
Realtime data2.1.1. Live stock search available from the home screen
Realtime data2.1.2. Updates to stock notified when last change made if it cannot be live
Content and fidelity2.1.3. When when selecting a car from Stock, loads that in the configurator
Realtime data2.1.4. Showing how many views each car in the results has had in the last 24hours
Content and fidelity2.1.5. Show the price of the car and the accessories
Hero stock2.1.6. Have the capability to print the top results out
Realtime data2.1.7. Show the date and time or minutes past since the stock was refreshed
2.1.8. Include a 4 hour hold function that reserves the car
2.1. Stock search
UI simplification2.2.1. Remove the tabs (e.g. Price) and the functionality below (e.g. slide bar) as it is not used
Comparison2.2.2. Ability to compare two trims for a model
UI simplification2.2.3. Search by feature added to the engine and transmission selection
Link2.2.4. Link to website to show customer the available content from the final configuration screen
Content and fidelity2.2.5. Include a full price for the Model
Content and fidelity2.2.6. Make it clear if the model is available in 2WD and/or 4WD
Commerce2.2.7. Show the from monthly payments under each model
Personalisation2.2.8. Hero the cars as per the ones in the actual showroom
Personalisation2.2.9. Allow the Retailer to change the cars on the Model screen to reflect seasonality
Personalisation2.2.10. Allow the Retailer to choose the colours of the cars
Commerce2.2.11. Filter the cars by monthly payment alongside cash price
Personalisation2.2.12. Allow the Retailer to change the layout/organisation of cars as they see fit
UI simplification2.2.13. More time needed before screensaver kicks in
UI simplification2.2.14. Pinch and zoom gesture
Commerce2.2.15. Outgoing cars (e.g. Passat) are removed too soon whilst they are still being sold
Commerce2.2.16. Highlight the price of the actual cars in the showroom
Content and fidelity2.2.17. Cars should face the left
Communication2.2.18. Highlight the cars the retailer has been actually selling
2.2. Choose Model
UI simplification2.3.1. Hide the search, price range and key features panel (and reveal by swipe or button) as this is rarely used
Hero stock2.3.2. Flag the actual trims the retailer has in stock and available now
Content and fidelity2.3.3. Show the top technology videos for each trim
Comparison2.3.4. Show the actual differences between each Trim so it’s easy to compare what more you get for the money
Comparison2.3.5. Split the key features by safety, technology and economy so it is comparable between trims
Comparison2.3.6. Highlight what has changed on a new model trim vs. existing to help the sales exec with the new features as often they’re invisible technology changes
Comparison2.3.7. List what features a car has over the standard model
UI simplification2.3.8. Do not auto animate the screen loading
UI simplification2.3.9. Search key features (e.g. Bluetooth) with predictive search results to highlight which trims come with that feature
2.3. Choose Trim
Content and fidelity2.4.1. More exterior and interior pictures required on the final configuration screen
Content and fidelity2.4.2. Picture showing the boot open on the final configuration screen with stuff in to give idea of what fits in
Content and fidelity2.4.3. Pinch and zoom any area of the exterior/interior
Content and fidelity2.4.4. Picture showing the bonnet open so you can see the engine on the final configuration screen
Content and fidelity2.4.5. Have a closeup of the interior close in the top right of page so you can see what the fabric looks like
Content and fidelity2.4.6. Show some actual photos of the Model as the renders don’t really show the car off
Content and fidelity2.4.7. Place the Retailers name on the number plate of the car
Content and fidelity2.4.8. Images need to be significantly better as Renault have lifelike images that Retailers are competing against
Content and fidelity2.4.9. Show the car side on as first image, headlights to the left
Content and fidelity2.4.10. For the renders make the tyres wider as they make the car look cheap and like bicycle tyres
Content and fidelity2.4.11. Show the render with accessories attached, especially mudflaps
Content and fidelity2.4.12. Show a 360º of the car
Content and fidelity2.4.13. Sales Exec chooses the colour for each of the cars on the start screen
Content and fidelity2.4.14. Augmented reality to show cars in the showroom especially wheels
2.4. Imagery
Realtime data2.5.1. NPR system makes the sales person on the iPad aware the customer is approaching
Content and fidelity2.5.2. Pylons with screens built in them which display context sensitive content
2.5. Customer arrival
Content and fidelity2.6.1. Videos and social media (to read reviews) on the car the prospect is interested in
Content and fidelity2.6.2. Better prints from the Showroom app to pass to the customer whilst waiting to go on a test drive
Content and fidelity2.6.3. Have a big tablet for the customers to use whilst waiting with all Volkswagen history content on
Communication2.6.4. Welcome the customer on the large TV using airplay or at the reception desk area
Shortcode2.6.5. QR codes on the cars that allow customers to browse the showroom and load the configured car/view video themselves
Content and fidelity2.6.6. Show the Autoglym LifeShine video
Content and fidelity2.6.7. Have a brand video available on the pylons/other screens in the showroom to show the Volkswagen heritage
2.6.8. Interactive wall for the customers to use whilst waiting
2.6. Waiting
Realtime data2.7.1. Show the customer when they could get that car
Shortcode2.7.2. Put the car on my phone - Retailer to install app, setup myVW account and enter Short Code for the customer
Communication2.7.3. Customer to be presented with multiple choices for how they would like to be contacted
Link2.7.4. Ensure all content and functionality the Retailer requires is available on the app, so they don’t need to switch out to different environments
Communication2.7.5. Setup reminder for followup by default following a customer appointment in the calendar by entering the customer details and configuration
Communication2.7.6. Store the meeting analytics (length and date) of visit
Content and fidelity2.7.7. Show the car accessories on it (e.g. roof bars)
Content and fidelity2.7.8. Show the car with the packs applied to it (e.g. sports pack)
UI simplification2.7.9. Make the colour chooser bigger as it’s too small for the customer to tap on
Communication2.7.10. Setup myVW account for the customer
Communication2.7.11. Set the frequency and communication type for the customer for followups
Communication2.7.12. Allow the customer to change their communication preference on myVW
Communication2.7.13. Send the final configuration to more than one person and store multiple email addresses
UI simplification2.7.14. Make the icons for wheels and colour significantly larger
Content and fidelity2.7.15. Have real photos of the car
Content and fidelity2.7.16. Make the colours an accurate representation as possible so customers can see what they really look like
Link2.7.17. Link to Volkswagen Video of the Model
Hero stock2.7.18. Thumbnail of the closest stock match for Retailer after final configuration
Personalisation2.7.19. One-touch loved feature functionality
Content and fidelity2.7.20. Make the pictures of the alloy wheels fill the screen - you can’t see the detail and often the wheels aren’t in the showroom to see
Commerce2.7.21. Show the price of the car broken down with and without VAT
Shortcode2.7.22. Choosing whether to save the configuration or not
Content and fidelity2.7.23. Produce a retailer only view/print that lists the trim codes/options codes
UI simplification2.7.24. Have a full screen version that has pinch and zoom
Content and fidelity2.7.25. Include the customer name on the configuration
Content and fidelity2.7.26. Animation of specs like a pan roof, folding door mirrors, DRL
Content and fidelity2.7.27. Popup labels to detail features
Content and fidelity2.7.28. Included insurance - what the band means to the customer and the average price
Communication2.7.29. Smart customer takeaways that can hold sales exec card
Communication2.7.30. Send all including the finance offer in a PDF
Content and fidelity2.7.31. Present a fly out of more common options
Commerce2.7.32. Push the final configuration to deal optimiser
2.7. Final configuration screen
Link2.8.1. Ensure a link to Motorability cars is available
Personalisation2.8.2.1. Add sales exec contact details
Personalisation2.8.2.2. Add image of salesperson
Personalisation2.8.2.3. Add Salesperson signature
2.8.2. Setup
Personalisation2.8.3. Personalise the screen to the Retailer
Shortcode2.8.4. Have a form to allow Short Code entry
Personalisation2.8.5. Include the sales persons name on the screen
Personalisation2.8.6. When a Retailer has a customer appointment including the name and/or Short Code the start screen should feature the customer name
Personalisation2.8.7.1. For the new customer function add name and / or short code
Personalisation2.8.7. Include the customers name on the start screen
UI simplification2.8.8. Remove the I want to find out about clever technologies button - it’s not used
Content and fidelity2.8.9. Quick feature overview/benefit video of each video available from the bottom slider as the showroom doesn’t have all models available to actually view
Commerce2.8.10.1. Simple finance examples under each model from X per month
Communication2.8.10. Show the Wifi details for the retailer
Communication2.8.11. Link the customers phone and the iPad so the customers can all input into choices to avoid crowding around the iPad
Shortcode2.8.12. Add search for customer by name
UI simplification2.8.13. Redesign the screen to show the three most used functions - new cars, finance and saved cars
Content and fidelity2.8.14. Weather feed automatically highlights models
2.8. Start screen
UI simplification2.9.1. On the full range screen remove the tabs (Price, Boot Space, Efficiency, Performance, Technologies) as they don’t get used
UI simplification2.9.2. Add a Sort function at top of screen to show cars by Body Style
UI simplification2.9.3. On the Model screen change the button <Compare 12 engines> to two buttons the same as the website that has the number of doors
UI simplification2.9.4. On the Model screen say how many Diesel and Petrol engines are available for that given trim
UI simplification2.9.5. Have the ability to hide Trims that are not of interest to the customer and ability to restore them if needed
Content and fidelity2.9.6. Have a toggle for Private/Company car
UI simplification2.9.7. On the Engine/Transmission screen move MPG and Tax higher so it seen without scrolling
UI simplification2.9.8. Have the ability to hide Engines and Transmissions that are not of interest to the customer to enable better comparison and the ability to restore them
UI simplification2.9.9. Write the engine title line out in full and do not trim
Hero stock2.9.10. Flag which cars are in stock that have that particular engine and transmission
Location2.9.11. Flag which car (with engine and transmission) that is available to test drive right now
Comparison2.9.12. Clean up layout to make it simpler to compare
Content and fidelity2.9.13. Play a recording of the engine sound
Comparison2.9.14. Show what the cost of ownership would be in comparison of engine (e.g. fuel use over 10,000 miles)
UI simplification2.9.15. Make it procedural by showing 3 or 5 door first, then the engines/transmissions
UI simplification2.9.16. Present the screens in a grid view with the key engine facts and remove the pictures
2.9. Choosing derivative
Content and fidelity2.10.1.1. Personal message from salesperson
Content and fidelity2.10.1.2. Image of salesperson
Content and fidelity2.10.1.3. Automated Message form salesperson
Content and fidelity2.10.1.4. Contact details
Content and fidelity2.10.1.5. Address of retailer
Content and fidelity2.10.1.6. Your configuration
Content and fidelity2.10.1.7. Copy summary of your car
Content and fidelity2.10.1.8. Your Price including cost to change
Content and fidelity2.10.1.9. Detailed Price Sheet
Content and fidelity2.10.1.10. Rich image from gallery
Content and fidelity2.10.1.11. Your choices
Content and fidelity2.10.1.12. Things you loved
Content and fidelity2.10.1.13. Your specs
Content and fidelity2.10.1.14. Standard equipment
2.10.1. Content
Content and fidelity2.10.2.1. High grade paper
Content and fidelity2.10.2.2. 1 vs 2 double sided sheets
Content and fidelity2.10.2.3. Quality wallet to take pack in
2.10.2. Print Quality
2.10. Physical takeaway
2.11.1.1. Content
2.11.1.2. Social
Content and fidelity2.11.1.3.1. Responsive
2.11.1.3. Design
2.11.1. Initial Email
Content and fidelity2.11.2.1. Individual salesperson photo
Content and fidelity2.11.2.2. Second follow up message relevant to feature you love
Content and fidelity2.11.2.3. Rich image of updated configuration
Content and fidelity2.11.2.4. Link to my VW brochure
Content and fidelity2.11.2.5. Feature Content on one of the things you loved
Content and fidelity2.11.2.6. Link to more content
Content and fidelity2.11.2.7. Other people who like this also liked
Content and fidelity2.11.2.8. Link to view all extras
Content and fidelity2.11.2.9. Rich image of model
Content and fidelity2.11.2.10. Social Links
2.11.2. Follow up email x 3
Content and fidelity2.11.3.1. Navigation bar to jump to sections
Content and fidelity2.11.3.2.1. Image of your configured car
Content and fidelity2.11.3.2.2. Swipe between different views
Content and fidelity2.11.3.2.3. Your price
Content and fidelity2.11.3.2.4. Detailed pricing plan
Content and fidelity2.11.3.2.5. Link to Edit Car
2.11.3.2. Your configuration
Content and fidelity2.11.3.3.1. Image of salesperson
Content and fidelity2.11.3.3.2. Name of salesperson
Content and fidelity2.11.3.3.3. Contact details
Content and fidelity2.11.3.3.4. Address of retailer
Content and fidelity2.11.3.3.5. Google Map of retailer
2.11.3.3. Your retailer
Content and fidelity2.11.3.4.1. Content based on features you loved
2.11.3.4. Things you loved
Content and fidelity2.11.3.5.1. People who liked this also liked this
Content and fidelity2.11.3.5.2. Link to view extra features
Content and fidelity2.11.3.5.3. Link to add extra features to configuration
2.11.3.5. Other People who liked
Content and fidelity2.11.3.6.1. Images of all your choices
2.11.3.6. Your choices
Content and fidelity2.11.3.7.1. List of all your specs
2.11.3.7. Your Specs
Content and fidelity2.11.3.8. ‘Well worth it’ behind the scenes content
Communication2.11.3.9.1. Link to facebook
Communication2.11.3.9.2. Link to twitter
Communication2.11.3.9.3. Download as pdf
Communication2.11.3.9.4. share URL
2.11.3.9. Social
Content and fidelity2.11.3.10. Link to book a test drive if not already done
Content and fidelity2.11.3.11.1. Rich content from gallery
Content and fidelity2.11.3.11.2. Responsive
2.11.3.11. Design
2.11.3. My Volkwagen
2.11. Digital takeaway
Comparison2.12.1. Related models - show how many other people configured a car like this and then went on to buy it
2.12. Social and trends
2. During service periodWhat customers are doing whilst they are in the showroom
Catalogue all the requirements into an OmniOutliner file. We defined our R1 product and already have by themes a backlog ready to be reassessed once we
have data on the initial usage
The future roadmap
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
Research for bricks, clicks and people
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
Include all comments about specific features.
Positive, neutral and negative verbatim
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
Select video proof that summarises the overall sentiment for a feature
Support with evidence
4.25
Personalised Finance
A: Personalised Finance verbatims 1: Finance Summary Widget (video)Volkswagen Customer App
APersonalised
Finance summary
widget
1
26
A D EC FB G
H K LJI
“To break it down into layman terms is really good, so this would be relevant to me when we upgrade the car. I really like that, that would be really useful. I would give it a 5, purely out of the simplicity and breakdown.”
“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
Cust
omer
Val
ue
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
Cust
omer
Val
ue
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
Cust
omer
Val
ue
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
Cust
omer
Val
ue
4 0
17 2
8 0
0 0
0 0
Identify the sweet-spot
Now you can measure itPre service periodMacro KPI The volume of prospects visiting a retailer with a configuration short code
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
During service periodMacro KPI The volume of prospects viewing their digital brochure (either in print or email form)
Micro KPIs The volume of prospects creating a digital brochure as part of the sales process
The % of prospects who view their digital brochure
Post service periodMacro KPI The volume of prospects who purchase after having a Showroom 2.0 experience
Micro KPIs The volume of prospects viewing further content via MyVW and email
The % of prospects who purchase after having a Showroom 2.0 experience
Sales execMacro KPI The volume of Sales Execs utilising the app to manage correspondence with prospects
Micro KPI The % of Sales Exec utilising the app to manage prospects correspondence
Thinking in periods and a cautionary tale
Pre
Current thinking, feeling and doing
During Post
DO
ING
THIN
KIN
GFE
ELIN
G
NORMAL
DELIGHT
UNHAPPY
CONFIGURATOR AT HOME
VISIT RETAILER
WALKTHROUGH TECHNOLOGIES
CONFIGURE
TEST DRIVE
PRICE
GO HOME
REVIEW
“This is good, I’m clear about what
I can afford”
“That’s annoying, I didn’t know there was a shortcode”
“There’s features I didn’t know
about – they’re very good”
INTEREST
“This is very similar to what I
did at home”
“Interesting chat and I really like
the car”
“I really want more for my
trade-in, so will need to think”
“I hope I don’t get a million emails now”
“I can’t read the email on my
phone, it’s the same
configurator…”
ANNOYANCE SURPRISE ACCEPTANCEEXCITEMENTTRUST APPREHENSION DISAPPOINTMENT
Pre During Post
When the tech is cool, research says great but it doesn’t work…
We’re improving that now.
We did not complete the AND
#fail
The technology interrupted the natural flow of conversation
It got in the way and sales people stopped using the iPad despite the clever technology and customer research saying the videos massively helped them
understand the complex technology in the car
Designing a maximum annoyance
Using this approach in your projects
Go wide in gathering requirements
Using a prototype to drive feature selection
Assessing features through multiple lens
Creating KPIs and a measurement framework
Architecting an experience to avoiding a rug disaster…
Takeaway 1
Go wide in gathering
requirements
No hardened KPIs✓ Don’t spend strategy time upfront, just understand the
desired outcomes
Look at everything and talk to all✓ Shadow the entire customer journey, not just digital✓ Pay attention and document the linkages between Pre/
During/Post
Love the data✓ Understand what’s going on today and where failure lies
Design things that feel wrong✓ Who knew parity could be so interesting to owners
Takeaway 2
Using prototypes to drive feature
selection
Invest in your prototype✓ Make it graphically rich and use transitions, it is not a
usability test but you do need people to think this is real
You are not the expert✓ Test with the service provider as well as end customers
Score components, not sections✓ Understand the individual features customers love✓ Document where they are most likely to use them – Pre/
During/Post and is it part of another process
Takeaway 3
Assessing features through
multiple lens
Beyond a simple MoSCoW✓ Look beyond categorising features as Must, Should, Could,
and Won’t✓ 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
Start phase 2✓ 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
Takeaway 4
Creating KPIs and a
measurement framework
The business case starts at the end✓ Now you understand what features work (some may be
surprising) for the customer and business it’s the time to write the business case
✓ Create a hypothesis of outcome – using a range to illustrate the potential uplifts and how they’ll be tracked in detail
Let the RACI do the work✓ 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
Good work takes time
Contact centre Social media and email
Tracking website
Join up the love
with Service Design
Thanks. Questions?Enjoy UXStrat Europe
@naughtynorth