Case study: D&G's digital transformation
D&G needed to improve the customer experience and reduce operating costs by digitising sales and service capabilities.​​​​​​​
The effective digital creative strategy implemented built and optimised capabilities, improved user experience and conversion.
Key outcomes
✓ All key sales and service journeys have an online touchpoint
✓ Digital CSAT scores increased by 32%
 The team launched and maintained over 20 B2C/B2B2C websites 
 Products reached numerous conversion milestones (73% of customers arrange their product replacement online)
Reduced operating costs and improved customer experience
Background
D&G needed to improve various customer journeys to match their expectations, support the contact centre and reduce operating costs by digitising sales (Purchasing policies and plans) and services capabilities (Making a claim). 
The company's focus was on Digital and consequently on my team to deliver on this transformation strategy and objectives
My role and responsibilities
As Digital Creative Lead I was responsible for creating and guiding the UX, UI, product design, content and digital creative process and approach. 
I oversaw the Digital Creative Team of the company and reported to the Director of E-Commerce. My latest team structure was a group of 13 multi-disciplinary creatives in these roles: 
Creative leads (UX, UI and Content)
UX, Product and UI designers
​​​​​​​Copywriters and a Creative content manager
I work towards delivering consistent value, I responded to requirements and identified opportunities by:​​​​​​​
Understanding and defining requirements, refining them to be business and creative-ready.
Creating and presenting innovative ideas, deliverables, designs, processes and structures to solve problems.
Output relevant, future-proofed work implementing best practices.
Connecting the dots between projects and people.
Supporting and leading an aligned-high performing team.
​​​​​​​Improving the design maturity and function of the company.
Key Projects
✓ My Account 
✓ Online Claims platform
✓ Appliance Maintenance Portal
✓ Product Replacement platform
✓ New Sales: Quote & Buy journey
✓ New Comms strategy: service and marketing emails and SMS
✓ Customer self-serve signposting optimisation
✓ Data-based CRO testing
Online claims platform

D&G's first responsive, modular, white-labelled product; offered customers' a channel to book and track repairs digitally. The online claims journey had consistently high usability and experience scores. 
My Account App
Providing D&G's customers with another way to easily log in to their account.
D&G My Account App
D&G My Account App
D&G My Account App
D&G My Account App
D&G My Account App
D&G My Account App
D&G My Account App
D&G My Account App
GoFix / Repair & Care
 

Websites to serve customers with uncovered broken-down appliances, where to buy a plan and book an engineer.
All featured work – Creative Lead: Gabriella Bello • UX, UI, Content: In-House Digital Creative Team • My Account App: External Agency + In-House Product Team • Product Replacement UI: In-House Team + External Agency • Digital style guide: In-House Team + External Agency • Other credits: Mockup PSD by pmvchamara – ForeSee Case Study – D&G's Reports
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