ux strat europe, jonathan lovatt-young: "and or not: the service design behind blended retail...

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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.

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Page 1: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

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.

Page 2: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

The Service Design behind Blended Retail at Volkswagen Jonathan Lovatt-Young

And, Not Or

Page 3: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

A story about a lost rug

Page 4: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"
Page 5: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

Contact centre Social media and email

Tracking website

Page 6: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

Is it you? the client? someone else?Who is responsible?

Page 7: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

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.

Page 8: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

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

Page 9: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

The perfect storm

Page 10: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

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

Page 11: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

A changing environment?1950 to today

Page 12: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

From 1950 to today very little has changed in the format of a big box, cars and salespeople

Page 13: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

50% consumers arrive knowing more than the salesperson.

But people have.

Page 14: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

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

Page 15: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

We need to reinvent the journey

Need help deciding which new car to buy

79%

Page 16: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

Thinking in ANDs

Page 17: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

Three is the magic number

Page 18: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

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

Page 19: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

Data – continued mining

Create the hypothesis

Build the requirements backlog

Plot into ecosystem

Research for the bricks, clicks and people

How we did it

Page 20: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

Activity 1

Data continued

mining

Page 21: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

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

Page 22: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

The truth is out there.In CSV data extracts.

Page 23: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

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"

Page 24: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

“It all becomes very complicated unless you know specifically what you want.”

May 2014 verbatim

Page 25: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

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.

Page 26: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

Activity 2

Create the hypothesis

Page 27: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

Concept it in 48 hours.

Make something people can talk

about and point to.

Page 28: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

Activity 3

Build the requirements

backlog

Page 29: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

Talk about what’s not working today and how to solve problems to validate

the thinking

Don’t show the concept first

Page 30: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

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

Page 31: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

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

Page 32: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

Don’t generate 10,000 post-it notes, the reality is 90% won’t be usable

Take the workbooks and listen

Page 33: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

Activity 4

Plot into ecosystem

Page 34: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

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

Page 35: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

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

Page 36: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

Using the needs to identify features that satisfy the goals

Putting personas to work

Page 37: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

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.

Page 38: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

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.

Page 39: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

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.

Page 40: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

Activity 5

Research for bricks, clicks and people

Page 41: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

Get feedback and scoring for individual features

It’s not a usability test.

Page 42: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

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

Page 43: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

Include all comments about specific features.

Positive, neutral and negative verbatim

Page 44: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

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

Page 45: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

Select video proof that summarises the overall sentiment for a feature

Support with evidence

Page 46: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

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.”

Page 47: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

“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

Page 48: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

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

Page 49: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

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

Page 50: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

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

Page 51: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

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

Page 52: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

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

Page 53: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

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

Page 54: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

Thinking in periods and a cautionary tale

Page 55: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

Pre

Current thinking, feeling and doing

During Post

Page 56: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

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

Page 57: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

When the tech is cool, research says great but it doesn’t work…

We’re improving that now.

Page 58: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

We did not complete the AND

#fail

Page 59: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

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

Page 60: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

Using this approach in your projects

Page 61: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

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…

Page 62: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

Takeaway 1

Go wide in gathering

requirements

Page 63: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

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

Page 64: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

Takeaway 2

Using prototypes to drive feature

selection

Page 65: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

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

Page 66: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

Takeaway 3

Assessing features through

multiple lens

Page 67: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

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

Page 68: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

Takeaway 4

Creating KPIs and a

measurement framework

Page 69: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

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

Page 70: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

Good work takes time

Page 71: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

Contact centre Social media and email

Tracking website

Join up the love

with Service Design

Page 72: UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"

Thanks. Questions?Enjoy UXStrat Europe

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