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

Jonathan combines 20 years experience of digital design,
brand strategy with user experience. He has been lead within
a number of high proﬁle agencies and consultancies including
Accenture Digital, LBI and Fortune Cookie for a range of high
proﬁle clients including Asda, Argos, BT, UEFA and National
Rail. He is analytical, strategic and creative with a full
understanding of the user-centred design process for digital
transformation projects. Jonathan holds a 1st BA(Hons)
Interactive Systems Design from Staffordshire University and
holds awards from Creative Review to Gartner for his work.
He is the founder of Love Experience and consults for Tribal
Worldwide London, part of Adam&EveDDB leading the
service design for Volkswagen Passenger Cars UK and
Falabella. He lives with his family in Kent, England, where he
is a self-confessed petrol head frequently enjoying wax-on,
wax-off time listening to psychology podcasts.
Jonathan Lovatt-Young

The Service Design of Blended Retail 
MonkeyTalk April 28, 2016
And, Not Or

Contact centre
Social media 
and email
Tracking website

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

Design for digital alone and it will fail. Don’t make a lost rug a nightmare.
Digital is the prime channel, so
experience strategists need to plan how
all the other channels dovetail in.
UX is not CX. What we’re making is services that connect people. 
They’re not just personas.

4 things today
The perfect
storm – the
problem to solve
Thinking
in ANDs
Service periods
and how to get
it all wrong
Using this
approach in
your projects

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

A changing environment?
1950 to today

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

50% consumers arrive knowing more
than the salesperson.
#powertotheweb
But people have.

26%
Start of search
Digital
21%
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

We need to reinvent the journey
Consumers need help deciding which new car to buy
79%

Three is the magic number
Bricks and Clicks and People

Rebooting the showroom
My Perfect
Volkswagen
Building a shortlist
to talk about
Personalised
brochure
Finalised car to
pore over
Owners app
After sales retailer
experience

Data – continued mining
Create the hypothesis
Build the requirements backlog
Plot into ecosystem
Research for the bricks, clicks and people
How we did it 
Our ﬁve activities

Activity 1
Data
continued
mining

The truth is out there.
In CSV data extracts which drives insight

“It all becomes very complicated unless
you know speciﬁcally what you want.”
May 2014 verbatim

Activity 2
Create the
hypothesis

Concept it in
48 hours.
Make something
people can talk
about and point to.

Activity 3
Build the
requirements
backlog

Through evidence of what is going on today expose the tools and processes
that are in to facilitate the moments between pre, during and post periods.
Bring on the confessions

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

Activity 4
Plot into
ecosystem

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

Using the needs to identify features that
satisfy the goals
Putting personas to work

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
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
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
View multiple
angles / 360º
Play with
car
Video
Videos
Love flag
on options
Process timings
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.

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
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
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
View multiple
angles / 360º
Play with
car
Video
Videos
Love flag
on options
Process timings
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.

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
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
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
View multiple
angles / 360º
Play with
car
Video
Videos
Love flag
on options
Process timings
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.

Activity 5
Research 
for love

Get feedback and scoring for
individual features
It’s not a usability test.

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

Key Themes: customer scores
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
“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

“I like it! I would deﬁnitely use it.” – Customer verbatim
But our retailers told us about non availability of courtesy cars on a single day
– they’d never see the customer again.
We got it all wrong

Low value High value
1 2 3 4 5
Business Objectives 1 34 43 29 2
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

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

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

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

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

12 takeaways for your projects
3 months in 3 minutes.

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

Don’t spend strategy time upfront, just
understand the desired outcomes
No hardened KPIs

Week 2 Week 3 Week 4

Understand what’s going on today and
where failure lies
Love the data

Week 3 Week 4

Shadow the entire customer journey, not
just digital
Pay attention and document the linkages
between Pre/During/Post
Look at everything
and talk to all

Week 4

Who knew parity could be so
interesting to owners?
Design things that
feel wrong

Make it graphically rich and use
transitions, it is not a usability test but
you do need people to think this is real
Invest in your
prototype

Week 6 Week 7 Week 8

Test with the service provider early as
well as end customers
You are not the
expert

Week 7 Week 8

Understand the individual features
customers love
Document where they are most likely
to use them in the pre/during/post
customer journey
Score components,
not sections

Week 8

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

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

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

Post Service Period
Sales Exec
Macro KPI Macro KPI
Macro KPIs
Micro KPI
Micro KPIs
Micro KPIs
Micro KPI
My VW and email
Macro KPIs
correspondence with prospects
Create a hypothesis of outcomes
across the customer journey – using a
range to illustrate the potential uplifts
and how they’ll be tracked in detail
Align around
outcomes

Outcomes
Post Service Period
Sales Exec
Macro KPI Macro KPI
Macro KPIs
Micro KPI
Micro KPIs
Micro KPIs
Micro KPI
My VW and email
The % of prospects who purchase after having a
Macro KPIs
Week 11 Week 12

By this stage the project will have
grown in visibility, create a formal
RACI (who is Responsible,
Accountable, Consulted and
Informed) and meet with those
needed and they will distribute the
news on the project behalf
Let the RACI do
the work

Outcomes
Post Service Period
Sales Exec
Macro KPI Macro KPI
Macro KPIs
Micro KPI
Micro KPIs
Micro KPIs
Micro KPI
My VW and email
The % of prospects who purchase after having a
Macro KPIs
Week 12

It’s not a Minimum Viable Product,
but a Minimum Valuable Product –
the ﬁrst release needs to be useful
Don’t include too many requirements,
communicate what is coming in the
next release at this early stage
Plan and
communicate
Release 2

Use these techniques to
avoid rug disasters

Join up the love with Service Design
Bricks And Clicks And People

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

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