CX design for Which?
I worked with Which? to help them improve the effectiveness of their winter sales campaign.
Design lead • User research • CX/UX • User testing
The brief
Lead research to understand how Which? can improve the effectiveness of their winter sales campaign and then design a concept we can test with customers.
Approach
While there were no set metrics for this project, I wanted to ensure we followed an evidence-based process in the initial research phase, so we’d have a solid base from which to produce solutions that would deliver value for Which?’s sales customers and the business.
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I setup and ran interviews with sales shoppers, to get better insight into their needs and pain-points.
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Following on from initial research, I mapped out the existing campaign, customer journeys, adding pain-points, for both customers and Which? teams.
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I organised and ran a one week design sprint, with key stakeholders, to produce a concept we could test with customers.
Research
Review previous research and create a research plan.
Interview sales shoppers to better understand their needs and pain-points.
Run a survey to corroborate qualitative research findings at scale.
Create sales shopper personas.
The customer interviews informed a larger customer survey, which generated hugely valuable data, showing clear evidence of sale shopper needs and pain-points.
Map existing experience
I visually mapped the insights from research to illustrate the current experience of sale shoppers.
Created personas for the distinct sales shopper profiles we’d found.
Designed an ‘as-is’ blueprint to visualise the current way winter campaigns work, including each department that supports the campaign.
I created an ‘as-is’ CX blueprint for Which?’s winter campaign, so we could see how internal teams work together and how the campaign contributes to Which? subscription sign-up and retention, as well as where pain-points existed in the CX lifecycle, for both customers and internal teams.
Design sprint
Lightning talks, understand & sketch sessions
Solution sketch & Experience map
Capabilities deep-dive (comms, data, CRM)
‘To-be’ user journeys & UX prototype
Our sprint concept to test
Deal Tracker.
From our research, we knew that sales shoppers wanted a way to find, research, compare and then track the price of products they’re interested in, so they can find the best deal in sales periods.
We also knew that sales shoppers saw Which? as a trusted source of product information.
In the design sprint, we’d iterated our thinking into a solution we all had confidence in.
Deal Tracker would give sales shoppers the ability to find products using search filters to suit their specific needs. They could then compare deals for specific products and track price changes, so that they could decide to buy when they felt they had a good deal.
I refined the experience map we’d created in workshops to a customer journey map. The free to signup to Deal Tracker feature would drive subscription signup as well as customer retention.
Outcomes
The prototype tested well. There was also broad consensus from stakeholders that the process had provided value to the business. In fact, design sprints were subsequently rolled out as a standard practice within Which?
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The prototype tested well with customers.
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As a result of this project, design sprints were rolled out as standard practice at Which?