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The Service Design Behind Blended Retail at Volkswagen. Monkeytalk 2016 Living Room Edition.

Jonathan Lovatt Young — The Service Design Behind Blended Retail at Volkswagen.

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The Service Design Behind Blended Retail at Volkswagen. Monkeytalk 2016 Living Room Edition.

  1. 1. Jonathan combines 20 years experience of digital design, brand strategy with user experience. He has been lead within a number of high profile agencies and consultancies including Accenture Digital, LBI and Fortune Cookie for a range of high profile clients including Asda, Argos, BT, UEFA and National Rail. He is analytical, strategic and creative with a full understanding of the user-centred design process for digital transformation projects. Jonathan holds a 1st BA(Hons) Interactive Systems Design from Staffordshire University and holds awards from Creative Review to Gartner for his work. He is the founder of Love Experience and consults for Tribal Worldwide London, part of Adam&EveDDB leading the service design for Volkswagen Passenger Cars UK and Falabella. He lives with his family in Kent, England, where he is a self-confessed petrol head frequently enjoying wax-on, wax-off time listening to psychology podcasts. Jonathan Lovatt-Young
  2. 2. The Service Design of Blended Retail
 MonkeyTalk April 28, 2016 And, Not Or
  3. 3. A story about a lost rug
  4. 4. Contact centre Social media
 and email Tracking website
  5. 5. Is it you? the client? someone else? Who is responsible?
  6. 6. Design for digital alone and it will fail. Don’t make a lost rug a nightmare. Digital is the prime channel, so experience strategists need to plan how all the other channels dovetail in. UX is not CX. What we’re making is services that connect people.
 They’re not just personas.
  7. 7. 4 things today The perfect storm – the problem to solve Thinking in ANDs Service periods and how to get it all wrong Using this approach in your projects
  8. 8. The perfect storm
  9. 9. 50% less footfall Consideration visits down from 5 to 1.2 40 million online reviews Carwow – anonymous deals with 25% conversion Long 2 year service cycles
  10. 10. A changing environment? 1950 to today
  11. 11. From 1950 to today very little has changed in the format of a big box, cars and salespeople
  12. 12. 50% consumers arrive knowing more than the salesperson. #powertotheweb But people have.
  13. 13. 26% Start of search Digital 21% Shortlist Digital 53% Time to purchase Showroom + Digital Retail has a lot to live up to 63% of customers don’t make any type of appointment and simply turn up at the showroom, ready to do battle
  14. 14. We need to reinvent the journey Consumers need help deciding which new car to buy 79%
  15. 15. Thinking in ANDs
  16. 16. Three is the magic number Bricks and Clicks and People
  17. 17. Rebooting the showroom My Perfect Volkswagen Building a shortlist to talk about Personalised brochure Finalised car to pore over Owners app After sales retailer experience
  18. 18. Data – continued mining Create the hypothesis Build the requirements backlog Plot into ecosystem Research for the bricks, clicks and people How we did it
 Our five activities
  19. 19. Activity 1 Data continued mining
  20. 20. The truth is out there. In CSV data extracts which drives insight
  21. 21. “It all becomes very complicated unless you know specifically what you want.” May 2014 verbatim
  22. 22. Activity 2 Create the hypothesis
  23. 23. Concept it in 48 hours. Make something people can talk about and point to.
  24. 24. Activity 3 Build the requirements backlog
  25. 25. 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
  26. 26. Don’t generate 10,000 post-it notes, the reality is 90% won’t be usable Take the workbooks and listen
  27. 27. Activity 4 Plot into ecosystem
  28. 28. Human configurator History Share Starting point Must haves My love Shortlist Take me straight to top choices (set to default spec) I’m not happy with an item on spec list (inc. engines) I’m ready Animated and entertaining build Try another Dealer and MI Configurator Budget Availability Importance Match closeness Media effect Insight Budget Colour BoxSize Extras Enquiry My love Shortlist Test drive Initial choices Colour Transmission Size Immediacy Onboarding Explanation FAQs Model search Predictive results Social-proofing on answer Infinity decision tree Easter eggs Completed I’m done Straight to top cars on shortlist Hero car Model Landing Page Option up Option down Alternative car #1 Alternative car #2 Price Price Price Spec Top extras Test drive/ locator Load next 3 Placement Social validation Store 1 2 34 Predefined scenarios Upload my own Account Download personal brochure Reviews Ask an owner Experience principles Inclusiveness Social-proofing to show user choice Personalisation Endless Ongoing choices, rather than query and answer Targeted Getting to perfect match by using your data Rewarding Enjoyable to complete with unexpected interesting moments Adaptive Flexible 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 by Price Performance Efficiency Size Reminder email Offers Dealer Previous configurations Help me Live chat Personality Real world visual ref Use others configs For my dealer Randomiser Capability to request multiple hero car test drives View multiple angles / 360º Play with car Video Videos Love flag on options Process timings depending on journey Availability History of model Sneak preview Sneak preview Rate and review Personalise registration Google streetview Include mileage Cool wall Classic models Service architecture Alerts Linked to comms Mandatory
  29. 29. Using the needs to identify features that satisfy the goals Putting personas to work
  30. 30. Human configurator History Share Starting point Must haves My love Shortlist Take me straight to top choices (set to default spec) I’m not happy with an item on spec list (inc. engines) I’m ready Animated and entertaining build Try another Dealer and MI Configurator Budget Availability Importance Match closeness Media effect Insight Budget Colour BoxSize Extras Enquiry My love Shortlist Test drive Initial choices Colour Transmission Size Immediacy Onboarding Explanation FAQs Model search Predictive results Social-proofing on answer Infinity decision tree Easter eggs Completed I’m done Straight to top cars on shortlist Hero car Model Landing Page Option up Option down Alternative car #1 Alternative car #2 Price Price Price Spec Top extras Test drive/ locator Load next 3 Placement Social validation Store 1 2 34 Predefined scenarios Upload my own Account Download personal brochure Reviews Ask an owner Personalisation Returning visitor acknowledged Help me choose New cars Test drive Find a retailer Homepage Informaed by Price Performance Efficiency Size Reminder email Offers Dealer Previous configurations Help me Live chat Personality Real world visual ref Use others configs For my dealer Randomiser Capability to request multiple hero car test drives View multiple angles / 360º Play with car Video Videos Love flag on options Process timings depending on journey Availability History of model Sneak preview Sneak preview Rate and review Personalise registration Google streetview Include mileage Cool wall Classic models Benefit Maximisers Derek Alerts Linked to comms Mandatory Core needs – Getting value for money – Making the right choice – Multiple test drives as part of the process Starting point Derek 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 his perfect match. Upon entering the tool his looks through the explanation and FAQs before selecting his initial choices. Must haves As 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. Shortlist Derek 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 love The 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 by registering 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.
  31. 31. Human configurator History Share Starting point Must haves My love Shortlist Take me straight to top choices (set to default spec) I’m not happy with an item on spec list (inc. engines) I’m ready Animated and entertaining build Try another Dealer and MI Configurator Budget Availability Importance Match closeness Media effect Insight Budget Colour BoxSize Extras Enquiry My love Shortlist Test drive Initial choices Colour Transmission Size Immediacy Onboarding Explanation FAQs Model search Predictive results Social-proofing on answer Infinity decision tree Easter eggs Completed I’m done Straight to top cars on shortlist Hero car Model Landing Page Option up Option down Alternative car #1 Alternative car #2 Price Price Price Spec Top extras Test drive/ locator Load next 3 Placement Social validation Store 1 2 34 Predefined scenarios Upload my own Account Download personal brochure Reviews Ask an owner Personalisation Returning visitor acknowledged Help me choose New cars Test drive Find a retailer Homepage Informaed by Price Performance Efficiency Size Reminder email Offers Dealer Previous configurations Help me Live chat Personality Real world visual ref Use others configs For my dealer Randomiser Capability to request multiple hero car test drives View multiple angles / 360º Play with car Video Videos Love flag on options Process timings depending on journey Availability History of model Sneak preview Sneak preview Rate and review Personalise registration Google streetview Include mileage Cool wall Classic models Alerts Written spec, rather than table Linked to comms Mandatory Car Enthusiast Martin Core needs – Sharing and discussing with his friends – Validating his choice – Focused approach to exploring Starting point Martin 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 haves As 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. Shortlist Looking 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 love Martin 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.
  32. 32. Human configurator History Share Starting point Must haves My love Shortlist Take me straight to top choices (set to default spec) I’m not happy with an item on spec list (inc. engines) I’m ready Animated and entertaining build Try another Dealer and MI Configurator Budget Availability Importance Match closeness Media effect Insight Budget Colour BoxSize Extras Enquiry My love Shortlist Test drive Initial choices Colour Transmission Size Immediacy Onboarding Explanation FAQs Model search Predictive results Social-proofing on answer Infinity decision tree Easter eggs Completed I’m done Straight to top cars on shortlist Hero car Model Landing Page Option up Option down Alternative car #1 Alternative car #2 Price Price Price Spec Top extras Test drive/ locator Load next 3 Placement Social validation Store 1 2 34 Predefined scenarios Upload my own Account Download personal brochure Reviews Ask an owner Personalisation Returning visitor acknowledged Help me choose New cars Test drive Find a retailer Homepage Informaed by Price Performance Efficiency Size Reminder email Offers Dealer Previous configurations Help me Live chat Personality Real world visual ref Use others configs For my dealer Randomiser Capability to request multiple hero car test drives View multiple angles / 360º Play with car Video Videos Love flag on options Process timings depending on journey Availability History of model Sneak preview Sneak preview Rate and review Personalise registration Google streetview Include mileage Cool wall Classic models Alerts Linked to comms Mandatory Speedy Chooser Sara Core needs – Choosing from a short simple list – Straightforward and not time consuming research – Test drive chosen car available Starting point Sara 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 haves She 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. Shortlist Sara 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 love To 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.
  33. 33. Activity 5 Research
 for love
  34. 34. Get feedback and scoring for individual features It’s not a usability test.
  35. 35. Key Themes: customer scores Volkswagen 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 Key
 to
 scores 22 A D EC FB G H K LJI
  36. 36. Key Themes: customer scores Volkswagen 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 Key
 to
 scores 22 A D EC FB G H K LJI 4.25 Personalised Finance A: Personalised Finance verbatims 1: Finance Summary Widget Volkswagen 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 A Personalised
 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
  37. 37. “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
  38. 38. Low value High value 1 2 3 4 5 Business Objectives 1 34 43 29 2 My Volkswagen 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 Valuation Driving Perfor- mance Running Costs Use my own picture of my car Renew Expiration /Renewal reminders Car Health Overview Demo mode Live Chat Alerts 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 Schedule Book 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 Configuration Saved Configurat ions Take home configura- tion Share Shop Stock Availa- bility Search Stock Availa- bility Alerts Online Purchase Test Drive Create 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 & Examples CRM & 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 Family Contact Details Live Chat Sales 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 / Register Login 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 value 0 15 47 41 6 My Volkswagen 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 Valuation Driving Perfor- mance Running Costs Use my own picture of my car Renew Expiration /Renewal reminders Car Health Overview Demo mode Live Chat Alerts 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 Schedule Book 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 Configuration Saved Configurat ions Take home configura- tion Share Shop Stock Availa- bility Search Stock Availa- bility Alerts Online Purchase Test Drive Create 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 & Examples CRM & 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 Family Contact Details Live Chat Sales 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 / Register Login 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
  39. 39. 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 CustomerValue All features mapped into a 5x5
  40. 40. 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 CustomerValue 0 1 1 4 0 0 4 18 17 2 Focus on features that customers can’t live without
  41. 41. 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 CustomerValue 4 0 17 2 8 0 0 0 0 0 Focus on features that contribute to business goals and retailer success
  42. 42. 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 CustomerValue 4 0 17 2 8 0 0 0 0 0 Identify the sweet-spot. You might need to include some outliers – it’s the Minimum Valuable Product
  43. 43. 12 takeaways for your projects 3 months in 3 minutes.
  44. 44. Month 1
 Going wide in gathering requirements Month 2 Prototype and feature selection Month 3 KPIs and measurement framework Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12
  45. 45. Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12
  46. 46. Don’t spend strategy time upfront, just understand the desired outcomes No hardened KPIs
  47. 47. Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12
  48. 48. Understand what’s going on today and where failure lies Love the data
  49. 49. Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12
  50. 50. Shadow the entire customer journey, not just digital Pay attention and document the linkages between Pre/During/Post Look at everything and talk to all
  51. 51. Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12
  52. 52. Who knew parity could be so interesting to owners? Design things that feel wrong
  53. 53. Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12
  54. 54. Make it graphically rich and use transitions, it is not a usability test but you do need people to think this is real Invest in your prototype
  55. 55. Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12
  56. 56. Test with the service provider early as well as end customers You are not the expert
  57. 57. Week 7 Week 8 Week 9 Week 10 Week 11 Week 12
  58. 58. Understand the individual features customers love Document where they are most likely to use them in the pre/during/post customer journey Score components, not sections
  59. 59. Week 8 Week 9 Week 10 Week 11 Week 12
  60. 60. Assess all features through three core lens – the business, the service provider and the end customer Use a 5x5 framework to ring fence sweet-spot requirements that work perfectly for all Assess the next tier and how these features can enhance your product Beyond a simple MoSCoW
  61. 61. Week 9 Week 10 Week 11 Week 12
  62. 62. Now you understand what features work (some may be surprising) for the customer and business it’s the time to write the business case Beginning at
 the end
  63. 63. Pre Service Period During Service Period Post Service Period Sales Exec Macro KPI Macro KPI Macro KPIs Micro KPI The % of Sales Exec utilising the app to manage prospects correspondence Micro KPIs The volume of prospects generating short codes after completing a configuration The % of short codes generated that are passed to a retailer by prospects Micro KPIs The volume of prospects creating a digital brochure as part of the sales process The % of prospects who view their digital brochure Micro KPI The volume of prospects viewing further content via My VW and email The volume of prospects visiting a retailer with a configuration short code The volume of prospects viewing their digital brochure (either in print or email form) The volume of prospects who purchase after having a Showroom 2.0 experience Macro KPIs The volume of Sales Execs utilising the app to manage correspondence with prospectsWeek 10 Week 11 Week 12
  64. 64. Pre Service Period During Service Period Post Service Period Sales Exec Macro KPI Macro KPI Macro KPIs Micro KPI The % of Sales Exec utilising the app to manage prospects correspondence Micro KPIs The volume of prospects generating short codes after completing a configuration The % of short codes generated that are passed to a retailer by prospects Micro KPIs The volume of prospects creating a digital brochure as part of the sales process The % of prospects who view their digital brochure Micro KPI The volume of prospects viewing further content via My VW and email The volume of prospects visiting a retailer with a configuration short code The volume of prospects viewing their digital brochure (either in print or email form) The volume of prospects who purchase after having a Showroom 2.0 experience Macro KPIs The volume of Sales Execs utilising the app to manage correspondence with prospects Create a hypothesis of outcomes across the customer journey – using a range to illustrate the potential uplifts and how they’ll be tracked in detail Align around outcomes
  65. 65. Outcomes Pre Service Period During Service Period Post Service Period Sales Exec Macro KPI Macro KPI Macro KPIs Micro KPI The % of Sales Exec utilising the app to manage prospects correspondence Micro KPIs The volume of prospects generating short codes after completing a configuration The % of short codes generated that are passed to a retailer by prospects Micro KPIs The volume of prospects creating a digital brochure as part of the sales process The % of prospects who view their digital brochure Micro KPI The volume of prospects viewing further content via My VW and email The % of prospects who purchase after having a Showroom 2.0 experience The volume of prospects visiting a retailer with a configuration short code The volume of prospects viewing their digital brochure (either in print or email form) The volume of prospects who purchase after having a Showroom 2.0 experience Macro KPIs The volume of Sales Execs utilising the app to manage correspondence with prospects Week 11 Week 12
  66. 66. By this stage the project will have grown in visibility, create a formal RACI (who is Responsible, Accountable, Consulted and Informed) and meet with those needed and they will distribute the news on the project behalf Let the RACI do the work
  67. 67. Outcomes Pre Service Period During Service Period Post Service Period Sales Exec Macro KPI Macro KPI Macro KPIs Micro KPI The % of Sales Exec utilising the app to manage prospects correspondence Micro KPIs The volume of prospects generating short codes after completing a configuration The % of short codes generated that are passed to a retailer by prospects Micro KPIs The volume of prospects creating a digital brochure as part of the sales process The % of prospects who view their digital brochure Micro KPI The volume of prospects viewing further content via My VW and email The % of prospects who purchase after having a Showroom 2.0 experience The volume of prospects visiting a retailer with a configuration short code The volume of prospects viewing their digital brochure (either in print or email form) The volume of prospects who purchase after having a Showroom 2.0 experience Macro KPIs The volume of Sales Execs utilising the app to manage correspondence with prospects Week 12
  68. 68. It’s not a Minimum Viable Product, but a Minimum Valuable Product – the first release needs to be useful Don’t include too many requirements, communicate what is coming in the next release at this early stage Plan and communicate Release 2
  69. 69. Use these techniques to avoid rug disasters
  70. 70. Join up the love with Service Design Bricks And Clicks And People
  71. 71. Thanks
 @naughtynorth

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