Jonathan combines 20 years of experience in digital design, brand strategy, and user experience. He has led teams at major agencies and consultancies for clients such as Asda, Argos, BT, UEFA, and National Rail. Jonathan is analytical, strategic, and creative with expertise in user-centered design for digital transformation projects. He currently manages the Service and UX team at Tribal Worldwide London, leading service design for Volkswagen Passenger Cars UK.
UX STRAT 2014: Jim Kalbach, "Applying 'Jobs to be Done' to UX Strategy"UX STRAT
A case study of how Turner Broadcasting approached creating a multichannel experience for March Madness Live that extended from Android and iPhones to iPads and desktops. The presentation will cover how the pillars of the cool project where implemented in the product, what worked and what did not work and how the UX design strategy set the team up for continued success.
The user-centered view of the interactions and experience led to the fulfillment of the business goals of improving the brand image which is expressed in the title of the presentation "March Madness is my BFF!" This is one of thousands of tweets expressing the joy fans felt while using the application.
Demystifying UX, CX and Digital TransformationMelissa Wilfley
I presented this talk for the WPP/Wunderman Thompson Singapore educational series.
In order to get your organisation, team and/or agency to enable digital transformation through customer experience you need to level-set definitions and get everyone on the same page on what these terms mean. This talk is meant to help you understand:
1. The difference between UI / UX / CX
2. Importance of Customer Experience Management and CX Business Strategies
3. How CX fits into Digital Transformation
The term digital transformation has been bandied about too much, covering everything from business transformation, the creation of efficiencies and new websites to playing with new digital platforms. In reality, it’s business transformation – but with a focus on customers and stakeholders with digital technologies as the catalyst for change. Success is determined by an organisation’s ability to unite and empower their people, processes and products. Only this will generate customer-centric experiences that perform effectively. Danny’s talk explores Cyber-Duck’s top tips for successful digital transformations, drawing on his experience guiding clients through risks and opportunities.
UX STRAT 2014: Jim Kalbach, "Applying 'Jobs to be Done' to UX Strategy"UX STRAT
A case study of how Turner Broadcasting approached creating a multichannel experience for March Madness Live that extended from Android and iPhones to iPads and desktops. The presentation will cover how the pillars of the cool project where implemented in the product, what worked and what did not work and how the UX design strategy set the team up for continued success.
The user-centered view of the interactions and experience led to the fulfillment of the business goals of improving the brand image which is expressed in the title of the presentation "March Madness is my BFF!" This is one of thousands of tweets expressing the joy fans felt while using the application.
Demystifying UX, CX and Digital TransformationMelissa Wilfley
I presented this talk for the WPP/Wunderman Thompson Singapore educational series.
In order to get your organisation, team and/or agency to enable digital transformation through customer experience you need to level-set definitions and get everyone on the same page on what these terms mean. This talk is meant to help you understand:
1. The difference between UI / UX / CX
2. Importance of Customer Experience Management and CX Business Strategies
3. How CX fits into Digital Transformation
The term digital transformation has been bandied about too much, covering everything from business transformation, the creation of efficiencies and new websites to playing with new digital platforms. In reality, it’s business transformation – but with a focus on customers and stakeholders with digital technologies as the catalyst for change. Success is determined by an organisation’s ability to unite and empower their people, processes and products. Only this will generate customer-centric experiences that perform effectively. Danny’s talk explores Cyber-Duck’s top tips for successful digital transformations, drawing on his experience guiding clients through risks and opportunities.
UX STRAT 2014: Matthew Holloway, "Design Your Strategy"UX STRAT
Some say that design is to strategy, what the Knight is to Chess, but its well understood to win the game you need to design a successful strategy. With organizations taking design more seriously, and viewing their design < both the people and artifacts, as a critical market differentiator, it is easy to image a seat at the table with your name on it. Design can play a dual role; both in the realization as well as the definition of strategy. Ideally this should make it even easier to promote the value of design‹unfortunately the difference is often lost on most people, most often on designers themselves. When you image sitting there with your CEO, what will you say? What will be your POV?
SDL added strategists to a UX team (UX STRAT Europe 2015)Peter Boersma
This presentation shows how UX strategists contribute to the way SDL helps the world's best brands deliver exceptional customer experiences. Using several of our enterprise software product releases as examples, Peter shows how he and his fellow UX strategists are promoting service design and design thinking, how they develop visions and roadmaps for products and cross-product capabilities, and how they collect user and usage data. He also talks about the link between UX Strategy and Product Management, and the future of UX Strategists at SDL.
A practical look on design change management and the digitalization process in general.
Juho Paasonen, Head of Design, SC5
ICTexpo 15 fair, Helsinki, Finland, 24th of April, 2015
Mobile App User Experience Myths, DebunkedApteligent
What data science can teach you about app performance & user experience.
Myth #1: Crash Data is All I Need
Myth #2: Release Planning Happens Once
Myth #3: User Behavior & Business Insights are separate from App Performance
Top 3 ways to use your UX team - producttank DFW MeetupJeremy Johnson
As a product owner or manager how should you be using your User Experience team? In this quick talk I go over the top three ways to use your UX team to support you in building better products.
UX STRAT 2014: Bill Rattner, "Creating a Long-Term, Unified Plan for Digital ...UX STRAT
US-based gas and electricity utility Dominion has spent several years implementing digital experience enhancements across various business areas and functions such as IVR, mobile outage reporting and bill pay, power-outage maps, online customer service portals, text and email messaging, social media, and the like. Dominion had enhanced and sometimes increased the use of digital to engage with its 2.4 million customers, but the work was not linked by a long-term, unified plan for digital customer experience. Each area of the business had its own processes supported by its own software, and IT systems and staff. Dominion and CapTech defined several critical success factors the company should follow for successful digital experience outcomes, which in turn impact how technology professionals (and others) collaborate and do their jobs. This presentation is a case study describing this transformation, and will describe practical steps for creating a Digital Strategy as well as real-world examples with success and failures.
“Digital Transformation: Going Beyond Buzzwords” - ConveyUX Boston 2019 Keyno...Jaime Levy Consulting
Digital Transformation is not about applying the latest trending technology to your company’s value proposition out of fear of falling behind. Instead, it’s an overarching strategy with measurable milestones for reshaping the way that the business runs in order to provide a better customer experience. This requires senior leadership, product owners and cross-functional teams to evolve their corporate culture into one where collaboration, rapid experimentation, and process optimization is the norm. This talk provides a theoretical foundation along with practical techniques for the implementation of real Digital Transformation.
In this presentation and workshop Cyber-Duck take delegates through building blocks of developing a user centric brand and marketing strategy and introduce exciting new marketing channels such as artificial intelligence, bots, micro-moments and SEO as well as virtual and augmented reality. The presentation is concluded by exploring the importance of data and analytics.
Aimed at the connected homes, this presentation aims to educate hackathon goers on where UX is framed within the context of product and technology and provide quicks tips and tools to get started with UX.
Businesses Want Results, Not Empathy Maps — #cxtalks Dallas 10 minute talkJeremy Johnson
While design is becoming ever more important in the business world, we’re at a crossroads where if we can't connect customer understanding to actionable themes or business results we’re going to lose our seat at the table. Customer Experience professionals need to become masters at blending customer, business, and technology to give teams a clear path ahead.
Key Takeaways
1. CX Pros need to get really good at understanding design, business AND technology
2. CX Pros need to get good at connecting customer insights to tangible features and products
3. CX Pros need to help design teams connect to business teams in an effective way
This is the updated version of my successful Interaction 14 talk: http://www.slideshare.net/folletto/the-shift-ux-designers-as-business-consultants
UX is a broad field and designers are increasingly playing a strategic role in many companies. Be that designer.
Businesses are increasingly adopting user-centered approaches to create experiences, moving UX design to be one of the core activities driving the company strategy and operations.
This is an incredibly valuable opportunity that we designers can take to step up and contribute to create the great experiences and services they envision, taking our vision, tools and understanding to a different level. But we need to learn the new skills to play at this table, a table that's often speaking a different language with a lot of politics and different stakeholders.
UX STRAT 2014: Matthew Holloway, "Design Your Strategy"UX STRAT
Some say that design is to strategy, what the Knight is to Chess, but its well understood to win the game you need to design a successful strategy. With organizations taking design more seriously, and viewing their design < both the people and artifacts, as a critical market differentiator, it is easy to image a seat at the table with your name on it. Design can play a dual role; both in the realization as well as the definition of strategy. Ideally this should make it even easier to promote the value of design‹unfortunately the difference is often lost on most people, most often on designers themselves. When you image sitting there with your CEO, what will you say? What will be your POV?
SDL added strategists to a UX team (UX STRAT Europe 2015)Peter Boersma
This presentation shows how UX strategists contribute to the way SDL helps the world's best brands deliver exceptional customer experiences. Using several of our enterprise software product releases as examples, Peter shows how he and his fellow UX strategists are promoting service design and design thinking, how they develop visions and roadmaps for products and cross-product capabilities, and how they collect user and usage data. He also talks about the link between UX Strategy and Product Management, and the future of UX Strategists at SDL.
A practical look on design change management and the digitalization process in general.
Juho Paasonen, Head of Design, SC5
ICTexpo 15 fair, Helsinki, Finland, 24th of April, 2015
Mobile App User Experience Myths, DebunkedApteligent
What data science can teach you about app performance & user experience.
Myth #1: Crash Data is All I Need
Myth #2: Release Planning Happens Once
Myth #3: User Behavior & Business Insights are separate from App Performance
Top 3 ways to use your UX team - producttank DFW MeetupJeremy Johnson
As a product owner or manager how should you be using your User Experience team? In this quick talk I go over the top three ways to use your UX team to support you in building better products.
UX STRAT 2014: Bill Rattner, "Creating a Long-Term, Unified Plan for Digital ...UX STRAT
US-based gas and electricity utility Dominion has spent several years implementing digital experience enhancements across various business areas and functions such as IVR, mobile outage reporting and bill pay, power-outage maps, online customer service portals, text and email messaging, social media, and the like. Dominion had enhanced and sometimes increased the use of digital to engage with its 2.4 million customers, but the work was not linked by a long-term, unified plan for digital customer experience. Each area of the business had its own processes supported by its own software, and IT systems and staff. Dominion and CapTech defined several critical success factors the company should follow for successful digital experience outcomes, which in turn impact how technology professionals (and others) collaborate and do their jobs. This presentation is a case study describing this transformation, and will describe practical steps for creating a Digital Strategy as well as real-world examples with success and failures.
“Digital Transformation: Going Beyond Buzzwords” - ConveyUX Boston 2019 Keyno...Jaime Levy Consulting
Digital Transformation is not about applying the latest trending technology to your company’s value proposition out of fear of falling behind. Instead, it’s an overarching strategy with measurable milestones for reshaping the way that the business runs in order to provide a better customer experience. This requires senior leadership, product owners and cross-functional teams to evolve their corporate culture into one where collaboration, rapid experimentation, and process optimization is the norm. This talk provides a theoretical foundation along with practical techniques for the implementation of real Digital Transformation.
In this presentation and workshop Cyber-Duck take delegates through building blocks of developing a user centric brand and marketing strategy and introduce exciting new marketing channels such as artificial intelligence, bots, micro-moments and SEO as well as virtual and augmented reality. The presentation is concluded by exploring the importance of data and analytics.
Aimed at the connected homes, this presentation aims to educate hackathon goers on where UX is framed within the context of product and technology and provide quicks tips and tools to get started with UX.
Businesses Want Results, Not Empathy Maps — #cxtalks Dallas 10 minute talkJeremy Johnson
While design is becoming ever more important in the business world, we’re at a crossroads where if we can't connect customer understanding to actionable themes or business results we’re going to lose our seat at the table. Customer Experience professionals need to become masters at blending customer, business, and technology to give teams a clear path ahead.
Key Takeaways
1. CX Pros need to get really good at understanding design, business AND technology
2. CX Pros need to get good at connecting customer insights to tangible features and products
3. CX Pros need to help design teams connect to business teams in an effective way
This is the updated version of my successful Interaction 14 talk: http://www.slideshare.net/folletto/the-shift-ux-designers-as-business-consultants
UX is a broad field and designers are increasingly playing a strategic role in many companies. Be that designer.
Businesses are increasingly adopting user-centered approaches to create experiences, moving UX design to be one of the core activities driving the company strategy and operations.
This is an incredibly valuable opportunity that we designers can take to step up and contribute to create the great experiences and services they envision, taking our vision, tools and understanding to a different level. But we need to learn the new skills to play at this table, a table that's often speaking a different language with a lot of politics and different stakeholders.
With new technology continuing to drive the future direction of the automotive industry and with the explosion of e-commerce, retailers of all kinds are scrambling to create compelling shopping experiences that will get customers into their stores.
Access this presentation to help you understand how integrating relevant digital customer experiences into your dealership’s sales and service processes can drive revenue and improve customer satisfaction.
We will show you how you can:
● Create a unique customer experience with onsite touchscreen kiosks and in-store connectivity to guest phones and tablets.
-Strengthen customer loyalty with touchscreen applications that make dealer service more efficient and more transparent.
● Examine opportunities for extending your reach by placing digital kiosks in a shopping mall or other public space.
● Consider key factors when choosing equipment, including size, sound, format, placement and light.
To learn more visit: https://www.viewpointkiosks.com
Automotive Social Media Marketing Presentation from 2010 NADA ConventionRalph Paglia
This is the Automotive Social Media Marketing, Online Reputation Management, Internet Reputation Management, and Car Dealer Reputation Management Presentation from Ralph Paglia's workshops at the 2010 NADA Convention in Orlando, FL... Learn more about automotive social media and how car dealers can successfully leverage this channel to achieve their marketing, communication and customer relationship management (CRM) objectives at http://www.ADPsocial.com/ and check out the official site at http://www.SocialDealer.BZ
Slides from the usability seminar delivered by Paul Rouke, Head of Usability at PRWD, and Chris Bush, UX Consultant at Sigma, looking at usability and user experience for web and mobile
Presentation at the European Search Conference 2018 (June 27, 2018).
Synopsis: Content and SEO landscapes are constantly evolving. With search engines and social platforms taking a user-first approach… it’s vital that brands and businesses truly engage their audiences. We’ve gone from writing for algorithms to writing for the user. Being challenged to land position #1 (or zero), to actually maintaining ranking once you’re there. Does your content experience live up to your visitor expectations?
8 User Experiences to Build an Effective Experimentation Program_VWO_WorkshopVWO
Your company’s options for optimizations along the entire user journey are unlimited and many companies stumble into the field of experimentation without a plan or a reasonable roadmap for an effective CRO program.
In this workshop, Jan offers a hands-on framework and break down the entire customer journey into 8 fundamental experiences which altogether convert a visitor into a client:
Usability: whats the use? Presented by We are Sigma and PRWDNexer Digital
For websites, good usability is a matter of survival. If a website is difficult to use, people leave. If the homepage fails to clearly state what a company offers and what users can do on the site, people leave. If users get lost on a website, they leave. For intranets and applications the question is one of productivity. In many organisations employees waste inordinate amounts of time searching for and assimilating the information they need to do their jobs. This lost time has a real, tangible value so ROI for designing internal systems with User Experience in mind, and spending some time testing and improving the usability of the system, is pretty compelling.
As people with a strong User Experience focus we don’t need to be convinced of the value of good usability, but for many companies who are thinking of revamping their site, intranet or portal it isn’t quite so clear cut.
Presented by Chris Bush, www.wearesigma.com and
Paul Rouke, www.prwd.co.uk
Turning Automotive Marketing Ideas Into ActionsBrian Pasch
Brian Pasch leads dealers through marketing strategies and products that can impact sales, increase profits, and grow market share. Brian explains the "WHY" behind his recommendations and the video recording is also available to go along with these slides. Contact Brian Pasch for the video link at: brian@pcgcompanies.com. PCG is proud to be an authorized reseller for marketing automation tools Lotlinx, which enhances our ability to create effective marketing campaigns for our clients. We receive a commission for LotLinx sales and support.
Is that true possibility of successfully use best B2C eCommerce solutions for Automotive to gain more clients?
Observed changes in car sales model
Omnichannel model for automotive
The omnichannel sales model in the automotive branch refers clients to experience coherent and unified elements of engaging, sales and services processes regardless of channel or contact form with distributor or vender.
Adoption of B2C retail experienc
Find out how Auckland Airport's digital strategy drove an online increase of 400% by using website personalisation, at this webinar recorded December 2013. If you are interested in Sitecore or what goes on behind the scenes of a top quality CMS, this is a must! To listen in to the webinar visit http://www.bullseye-digital.com/our-thinking
Similar to UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen" (20)
UX STRAT Online 2021 Presentation by Sudha JamtheUX STRAT
These slides are for the following session presented at the UX STRAT Online 2021 Conference:
"AIX: Framework for Designing Human-Centric AI"
Sudha Jamthe
Stanford University: Artificial Intelligence Instructor
UX STRAT Online 2021 Presentation by Jessa Parette, Capital OneUX STRAT
These slides are for the following session presented at the UX STRAT Online 2021 Conference:
"How to Measure Design Quality"
Jessa Parette
Capital One: Head of Design - Strategy, Research & Systems
UX STRAT Online 2021 Presentation by Rina Tambo JensenUX STRAT
These slides are for the following session presented at the UX STRAT Online 2021 Conference:
"How to Incorporate Mixed Methods Research"
Rina Tambo Jensen
UX STRAT Online 2021 Presentation by Gideon Simons, ZinierUX STRAT
These slides are for the following session presented at the UX STRAT Online 2021 Conference:
"Progressive Design with AI"
Gideon Simons
Zinier: Senior Director of Product Design & User Research
UX STRAT Online 2021 Presentation by Mike Kuniavsky, AccentureUX STRAT
These slides are for the following session presented at the UX STRAT Online 2021 Conference:
"Niche Manufacturing, AI and Computational Design at Accenture Labs"
Mike Kuniavsky
Accenture: Technology R&D Senior Principal
UX STRAT Online 2021 Presentation by Carolyn Chang and Christine Liao of Link...UX STRAT
These slides are for the following session presented at the UX STRAT Online 2021 Conference:
"Designing Human-Centered AI Experiences at LinkedIn"
Carolyn Chang
LinkedIn: Principal User Experience Researcher
Christine Liao
LinkedIn: Product Design Lead
UX STRAT Online 2021 Presentation by Dr. Jofish Kaye, AnthemUX STRAT
These slides are for the following session presented at the UX STRAT Online 2021 Conference:
"Strategy & Organization for AI & UX in Healthcare"
Dr. Jofish Kaye
Anthem: Senior Director of Interaction Design & AI
UX STRAT Online 2021 Presentation by Carol Smith, Carnegie Mellon UniversityUX STRAT
These slides are for the following session presented at the UX STRAT Online 2021 Conference:
"Mixed Methods in UX Research in the Fields of Design, Data, and AI"
Carol Smith
Carnegie Mellon: Sr. Research Scientist
UX STRAT Online 2021 Presentation by Dr. Hsien-Hui Tang and Michael T LaiUX STRAT
"Shifting the Value of Experience: From Design to Strategy"
Dr. Hsien-Hui Tang
Tang UX Consultancy: Experience Strategy Expert
Michael T Lai
X Thinking University: Dean
UX STRAT Online 2021 Presentation by Paul-Jervis Heath, Modern HumanUX STRAT
These slides are for the following session presented at the UX STRAT Online 2021 Conference:
"Finding a Compelling Value Proposition for Emerging Technologies"
Paul-Jervis Heath
Modern Human: Chief Creative Officer & Founding Partner
UX STRAT Online 2021 Presentation by Jos-Marien Jansen, PhilipsUX STRAT
These slides are for the following session presented at the UX STRAT Online 2021 Conference:
"Mixed Methods in UX Research in the Fields of Design, Data, and AI"
Jos-Marien Jansen
Philips: Sr. Design Researcher
UX STRAT Online 2021 Presentation by Adilakshmi Veerubhotla, IBMUX STRAT
These slides are for the following session presented at the UX STRAT Online 2021 Conference:
"Design Tools to Get the Most from AI"
Adilakshmi Veerubhotla
IBM: UX Architect
UX STRAT Online 2021 Presentation by Nur Karadeniz, Publicis SapientUX STRAT
These slides are for the following session presented at the UX STRAT Online 2021 Conference:
"Designing Systemic Transformation"
Nur Karadeniz
Publicis Sapient: Group Director - Industry Head of Experience
These slides are for the following session presented at the UX STRAT Online 2021 Conference:
"Uncertain Times as Drivers of Innovation"
Remko Vermeulen
Koa Health: VP of Product
UX STRAT Online 2021 Presentation by Maryna Razakhatskaya, ConsultantUX STRAT
These slides are for the following session presented at the UX STRAT Online 2021 Conference:
"Design Framework for Spatial Immersive Experiences"
Maryna Razakhatskaya
Consultant: Creative Technologist
UX STRAT Online 2021 Presentation by Josephine Scholtes, MicrosoftUX STRAT
These slides are for the following session presented at the UX STRAT Online 2021 Conference:
"Designing Conversational AI at Microsoft: A Design Toolkit"
Josephine Scholtes
Microsoft: User Experience Consultant
UX STRAT Online 2021 Presentation by Sander Bogers, PhilipsUX STRAT
These slides are for the following session presented at the UX STRAT Online 2021 Conference:
"Designing Meaningful Human-AI Interactions"
Sander Bogers
Philips: Data-Enabled Design Consultant
UX STRAT Online 2021 Presentation by Veena Sonwalkar, frogUX STRAT
These slides are for the following session presented at the UX STRAT Online 2021 Conference:
"Crowdsourcing & Outsourcing Research During the Pandemic
Veena Sonwalkar
frog: Assoc. Design Director
These slides are for the following session presented at the UX STRAT Online 2021 Conference:
"Strategic Design Methods for Business Impact"
Angel Brown
Digitas Health: Group Director Experience Strategy
Transforming Brand Perception and Boosting Profitabilityaaryangarg12
In today's digital era, the dynamics of brand perception, consumer behavior, and profitability have been profoundly reshaped by the synergy of branding, social media, and website design. This research paper investigates the transformative power of these elements in influencing how individuals perceive brands and products and how this transformation can be harnessed to drive sales and profitability for businesses.
Through an exploration of brand psychology and consumer behavior, this study sheds light on the intricate ways in which effective branding strategies, strategic social media engagement, and user-centric website design contribute to altering consumers' perceptions. We delve into the principles that underlie successful brand transformations, examining how visual identity, messaging, and storytelling can captivate and resonate with target audiences.
Methodologically, this research employs a comprehensive approach, combining qualitative and quantitative analyses. Real-world case studies illustrate the impact of branding, social media campaigns, and website redesigns on consumer perception, sales figures, and profitability. We assess the various metrics, including brand awareness, customer engagement, conversion rates, and revenue growth, to measure the effectiveness of these strategies.
The results underscore the pivotal role of cohesive branding, social media influence, and website usability in shaping positive brand perceptions, influencing consumer decisions, and ultimately bolstering sales and profitability. This paper provides actionable insights and strategic recommendations for businesses seeking to leverage branding, social media, and website design as potent tools to enhance their market position and financial success.
Can AI do good? at 'offtheCanvas' India HCI preludeAlan Dix
Invited talk at 'offtheCanvas' IndiaHCI prelude, 29th June 2024.
https://www.alandix.com/academic/talks/offtheCanvas-IndiaHCI2024/
The world is being changed fundamentally by AI and we are constantly faced with newspaper headlines about its harmful effects. However, there is also the potential to both ameliorate theses harms and use the new abilities of AI to transform society for the good. Can you make the difference?
White wonder, Work developed by Eva TschoppMansi Shah
White Wonder by Eva Tschopp
A tale about our culture around the use of fertilizers and pesticides visiting small farms around Ahmedabad in Matar and Shilaj.
You could be a professional graphic designer and still make mistakes. There is always the possibility of human error. On the other hand if you’re not a designer, the chances of making some common graphic design mistakes are even higher. Because you don’t know what you don’t know. That’s where this blog comes in. To make your job easier and help you create better designs, we have put together a list of common graphic design mistakes that you need to avoid.
Expert Accessory Dwelling Unit (ADU) Drafting ServicesResDraft
Whether you’re looking to create a guest house, a rental unit, or a private retreat, our experienced team will design a space that complements your existing home and maximizes your investment. We provide personalized, comprehensive expert accessory dwelling unit (ADU)drafting solutions tailored to your needs, ensuring a seamless process from concept to completion.
Book Formatting: Quality Control Checks for DesignersConfidence Ago
This presentation was made to help designers who work in publishing houses or format books for printing ensure quality.
Quality control is vital to every industry. This is why every department in a company need create a method they use in ensuring quality. This, perhaps, will not only improve the quality of products and bring errors to the barest minimum, but take it to a near perfect finish.
It is beyond a moot point that a good book will somewhat be judged by its cover, but the content of the book remains king. No matter how beautiful the cover, if the quality of writing or presentation is off, that will be a reason for readers not to come back to the book or recommend it.
So, this presentation points designers to some important things that may be missed by an editor that they could eventually discover and call the attention of the editor.
UX STRAT Europe, Jonathan Lovatt-Young: "And Or Not: The Service Design Behind Blended Retail at Volkswagen"
1. 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 currently manages the Service and UX team at Tribal
Worldwide London, part of Adam&EveDDB leading the
service design for Volkswagen Passenger Cars UK. 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.
2. The Service Design behind Blended Retail at Volkswagen
Jonathan Lovatt-Young
And, Not Or
6. Is it you? the client? someone else?
Who is responsible?
7. Design for digital alone and it will fail. Don’t make a lost rug a nightmare.
Digital is the prime channel, so
experience designers need to plan how
all the other channels co-operate with it.
8. 4 parts of this case study 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
18. Using bricks, clicks and people to
reboot the showroom
My Perfect
Volkswagen
Building a shortlist
to talk about
Personalised
brochure
Finalised car to
pore over
Customer
services and
app
Aftersales retailer
experience
19. Data – continued mining
Create the hypothesis
Build the requirements backlog
Plot into ecosystem
Research for the bricks, clicks and people
How we did it
21. Always-on data across the experience
Psyma
On site survey post
visit – weekly
Site Catalyst
Product and
dashboard analytics
Customer
satisfaction
Monthly insight
into retail
23. Psyma verbatim analysis – May 2014
Feature
availability
Compare for
my needs
Saved choices
and fast
Fun and
interesting
"Could not find information on DAB radio availability for the model I chose.”
“ Here's what I want - boot pace & height adjustable passenger seat and find a set
of responses”
"I don't dislike it, but maybe it's a bit humourless? There's no personality to it...”
"If I make the wrong choice in the filter, I have to
go back to the beginning and start again”
"It all becomes very complicated unless you
know specifically want you want.”
"Not sure if I could filter out what I didn't want to see
ie manual gearboxes”
"A little dull”
"Configuring section not quick enough to
respond”
"Let me first pick diesel or petrol, then reduces choices as too many
otherwise - got fed up of trying to find a diesel model.”
"No way to save configurations and compare like for like features and
costs of configurations”
"The site could certainly profit from a slightly more attractive design.
The current one is a bit gloomy.”
"A cheap alternative”"Why golf blue motion only supplied with one
engine and gear box choice”
"Little boring”
"Looking at GTI and GTD and was not clear on wheels and detail differences
between them?”
"Maybe a little bit too clinical, no warmth”
"New black cars only”
“Car configurator seems unstable. Sometimes would not display engine choices. Often
buttons wouldn't do anything. No explanation as to why the same engine in different
models had such different technical specifications (eg 1.4 tsi in golf SE vs golf GT)”
"Certain aspects were slightly confusing like the range of automatic options”
“It would be nice to pick features and then be offered models of car that fit, rather than
choose the model then have to go back.”
“Not being able to refine the used car search by transmission”
“Printable concise version of result of configurator"
24. “It all becomes very complicated unless
you know specifically what you want.”
May 2014 verbatim
25. Just hang around and observe.
Make it part of normal life, not a project
task.
No need to write up, just start to
internalise the customer experience
through evidence.
Don’t film – usually the police are called…
Mystery shop.
All the time.
29. Talk about what’s not working today
and how to solve problems to validate
the thinking
Don’t show the concept first
30. Features I would like to
change in the app:
After the customer has left the showroom
On the website and app
Either customer or myself
Communication
Print, phone, email, notification
Useful insight to me
Data, customer behaviour, prediction
Work book
31. 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
32. Don’t generate 10,000 post-it notes, the
reality is 90% won’t be usable
Take the workbooks and listen
34. Feature + use cases Service theme
Customer
benefit
Retailer
benefit Edinburgh Elgin Swansea Oxford PriorityFeature + use cases Service theme
Customer
benefit
Retailer
benefit Edinburgh Elgin Swansea Oxford Priority
Shortcode1.1.1. Made the ShortCode more important and visible to customer
Content and fidelity1.1.2. Ensure Motorbility is easy to find and shows the relevant content
Commerce1.1.3. Add a Buy Now function to pay a deposit to the Retailer
1.1.4. Ensure videos are easy to see during a configuration rather going to
a separate place
Communication1.1.5. Make it easy for the customer to email the Retailer with any
questions following a configuration
Location1.1.6. Show the nearest three retailers at the end of the configuration
automatically
Communication1.1.7. Promote live chat available with the nearest retailer at the end of the
configuration showing times available until
Content and fidelity1.1.8. Explain the process of creating a configuration, getting a shortcode
and taking it to a Retailer
Communication1.1.9. Request an express visit, where the customer has previously done a
considerable amount of research and wants a validation and pricing
appointment
Content and fidelity1.1.10. Include reviews for that car at the final step
Content and fidelity1.1.11. Suggested accessories and options for the car mapped to customer
interests
Hero stock1.1.12. Better details of current stock available with prices personalised to
area
Communication1.1.13. Tell the customer to take phone with them for the configuration or
print out
Comparison1.1.14. Popular configurations for this model right now
1.1. Configuration
Communication1.2.1. Ask a recent purchased customer what their experience was and what
1.2. Social and trends
1. Pre service period
What the customer is doing before they decide to come to the show room
Catalogue all the requirements into an OmniOutliner file. We defined our R1
product and already have by themes a backlog ready to be reassessed once we
have data on the initial usage
The future roadmap
35. 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
36. Using the needs to identify features that
satisfy the goals
Putting personas to work
37. 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
Personalisation
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
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.
38. 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
Personalisation
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
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.
39. 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
Personalisation
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
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.
41. Get feedback and scoring for
individual features
It’s not a usability test.
42. 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
43. Include all comments about
specific features.
Positive, neutral and negative verbatim
44. 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
4.25
Personalised
Finance
A: Personalised Finance verbatims 1: Finance Summary Widget
Volkswagen Customer App
“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
45. Select video proof that summarises
the overall sentiment for a feature
Support with evidence
46. 4.25
Personalised
Finance
A: Personalised Finance verbatims 1: Finance Summary Widget (video)
Volkswagen Customer App
A
Personalised
Finance
summary
widget
1
26
A D EC FB G H K LJI
“To break it down into layman
terms is really good, so this
would be relevant to me when
we upgrade the car. I really like
that, that would be really useful. I
would give it a 5, purely out of
the simplicity and breakdown.”
47. “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
48. 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-
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Mapping features to value
Customer Retailer
49. 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
50. 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
51. 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
53. Now you can measure it
Pre service period
Macro KPI
The volume of prospects visiting a retailer with a
configuration short code
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
During service period
Macro KPI
The volume of prospects viewing their digital brochure
(either in print or email form)
Micro KPIs
The volume of prospects creating a digital brochure as
part of the sales process
The % of prospects who view their digital brochure
Post service period
Macro KPI
The volume of prospects who purchase after having a
Showroom 2.0 experience
Micro KPIs
The volume of prospects viewing further content via
MyVW and email
The % of prospects who purchase after having a
Showroom 2.0 experience
Sales exec
Macro KPI
The volume of Sales Execs utilising the app to manage
correspondence with prospects
Micro KPI
The % of Sales Exec utilising the app to manage
prospects correspondence
56. DOINGTHINKINGFEELING
NORMAL
DELIGHT
UNHAPPY
CONFIGURATOR
AT HOME
VISIT RETAILER
WALKTHROUGH
TECHNOLOGIES
CONFIGURE
TEST DRIVE
PRICE
GO HOME
REVIEW
“This is good, I’m
clear about what
I can afford”
“That’s annoying,
I didn’t know
there was a
shortcode”
“There’s features
I didn’t know
about – they’re
very good”
INTEREST
“This is very
similar to what I
did at home”
“Interesting chat
and I really like
the car”
“I really want
more for my
trade-in, so will
need to think”
“I hope I don’t
get a million
emails now”
“I can’t read the
email on my
phone, it’s the
same
configurator…”
ANNOYANCE SURPRISE ACCEPTANCEEXCITEMENTTRUST APPREHENSION DISAPPOINTMENT
Pre During Post
57. When the tech is cool, research
says great but it doesn’t work…
We’re improving that now.
59. The technology interrupted the natural flow of conversation
It got in the way and sales people stopped using the iPad despite the clever
technology and customer research saying the videos massively helped them
understand the complex technology in the car
Designing a maximum annoyance
61. Go wide in gathering requirements
Using a prototype to drive feature selection
Assessing features through multiple lens
Creating KPIs and a measurement
framework
Architecting an experience to
avoiding a rug disaster…
63. No hardened KPIs
✓ Don’t spend strategy time upfront, just understand the
desired outcomes
Look at everything and talk to all
✓ Shadow the entire customer journey, not just digital
✓ Pay attention and document the linkages between Pre/
During/Post
Love the data
✓ Understand what’s going on today and where failure lies
Design things that feel wrong
✓ Who knew parity could be so interesting to owners
65. Invest in your prototype
✓ Make it graphically rich and use transitions, it is not a
usability test but you do need people to think this is real
You are not the expert
✓ Test with the service provider as well as end customers
Score components, not sections
✓ Understand the individual features customers love
✓ Document where they are most likely to use them – Pre/
During/Post and is it part of another process
67. Beyond a simple MoSCoW
✓ Look beyond categorising features as Must, Should, Could,
and Won’t
✓ 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
Start phase 2
✓ 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
69. The business case starts at the end
✓ Now you understand what features work (some may be
surprising) for the customer and business it’s the time to
write the business case
✓ Create a hypothesis of outcome – using a range to illustrate
the potential uplifts and how they’ll be tracked in detail
Let the RACI do the work
✓ 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