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.
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.
Providing D&G's customers with another way to easily log in to their account.
GoFix / Repair & Care
Websites to serve customers with uncovered broken-down appliances, where to buy a plan and book an engineer.
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