Case study: D&G's product replacement
A self-serve 'retail' experience. An appliance replacement platform optimised for all devices.
SHORTLISTED
Best Effect on Business Goals | Best Transactional Experience
D&G's Product Replacement Platform
Problem: The process to replace appliances needed an urgent update. It was largely telephone-based, lacked product options, and needed modularity and mobile optimisation. It was a poor customer experience and was expensive to run.
The UX discovery and strategy process
Core user flow
It was crucial for the online journey to study the offline process, see it in context and aim to deliver a comparable and aligned experience.
The data and business learnings taken from an earlier tactical version were carefully considered for this new version of the product.
Interviewing Contact Centre agents and the core Service Team provided key insights into what the digital product needed.
My role and responsibilities
As a Creative Lead, I developed, managed and drove the product's creative direction and experience strategy:
▸ Refined and guided the product brief from a creative perspective, confirming experience objectives (measurable and feasible), branding and UI approach, content design and content management, tech feasibility and other potential constraints.
▸ Planned and/or supported the planning of outputs and deliverables, timelines and roadmap commitments (what, why and how). Helping my team develop and implement best practices to deliver a successful product.
▸ Helped identify and resolve gaps in the process, creating and reviewing relevant design tasks as needed, iterating and pushing the design forward.
▸ Team guidance and support, reviews of ongoing work (design, research and content) continuous design feedback and team demos and critiques.
▸ Supported the completion of ongoing tasks or reprioritise or re-assigned them. Presented progress and coordinated with key stakeholders and points of contact planning updates.
▸ Encouraged a dynamic where the Creative Team worked collaboratively within our team and with the wider Product team, this was the case for this release and the following iterations.
Design capabilities deliverables
Objectives: To offer customers a platform where they can choose a replacement for their appliance online. Expanding the reach and in conjunction with the Contact Centre, it becomes a multi-channel service journey. Aiming to increase customer satisfaction scores, be more efficient and reduce friction.
Product features and achievements
✓ More product choices
✓ Options to upgrade
✓ Flexible delivery slots
✓ Installation and disposal services
✓ Option to buy insurance cover
The product replacement platform significantly improved the end-to-end customer experience driving fundamental business value.
✓ Increased NPS and CSAT scores
✓ Reduced operational costs
✓ Sales conversion increased
✓ Reduced complaints
✓ 73% of customers arrange their product replacement online by 2021
