Digital products
Success in digital through lean experiments, that gather data in the real world with real customers. This is service design thinking applied to digital products for customer outcomes.
Websites, apps, kiosks & in-store tech.
Whatever you need, the journey begins with your customer story and measurable hypotheses.
There are countless case studies that show how throwing tech at a problem doesn’t typically solve it well, and has many unintended consequences.
Try a different, less risky approach: We embed in your team and we map your customer experiences, find your pain points & opportunities and build lean, rapid experiments to learn-by-doing in the real world, with your actual customers.
You get the data that proves the case for digital. You have the voice of your customers to add weight to it, and you get the operational blueprint as route to confident and cost-managed delivery.
From big-picture to small details.
How do you prove that your investment in digital is going to deliver what you need?
We have the experience and tools to help you prove the case for your app, website, or other digital touchpoint, and to find ways to deliver the value sooner.
We use service design methods to look at the whole customer and business picture, to ensure you are designing for ongoing value.
Mapping the customer journeys across all of the systems, roles and touchpoints means you can tell the complete story — after all, digital is about the entire customer experience, and we ensure that it works for your people, your customers and your infrastructure.
Deliverables here include customer experience maps and service blueprints. A service blueprint is essentially a storyboard which details the discrete steps completed by a user across the systems, people and processes. It provides the necessary detail so that the whole team can develop to meet those needs.
Find the opportunity & prove it
We identify where the pain points and opportunities are, and form hypotheses that can be tested with lean experiments: as surveys, prototypes, beta trials and more… to get data that informs outcomes.
Establish context, tell the story.
We discover all the moving parts, and map customer journeys across all of the systems, roles and touchpoints to tell the broad story in your customer’s language.
User journey design & delivery
We design for those proven outcomes, drilling down into specific behaviours and needs in line with the broad story, ensuring everything works seamlessly. Our approach is collaborative and delivery focussed.
The actual process we follow is tailored to your needs and budget. We work quickly, and minimise wastage so you get to outcomes faster.
Service design is a holistic view of all parts and inter-related connections that make up the entire product or service. From business processes to people to product & brand.
Customer experience design shows a customer focussed view of the business outcomes, and the structures/processes that enable them. Digital Experience is a version of that for digital products.
Behaviours & needs are desired outcomes from the product or service at an interaction level.
How we helped Merlin Entertainments
We helped Merlin Entertainments establish a successful app platform and experience strategy to deliver on guest & business goals.
What did we do?
As part of this we worked on the redesign of a global mobile app platform to deliver an improved guest experience, and the business processes to support them. It is enabled in six LEGOLAND® Resorts, plus four more well-known resort theme parks (e.g. Alton Towers) across the United States, Europe and Asia, and deliver a seamless guest experience including specific focus on ticketing, wayfinding, F&B ordering & more.
Desk research & competitive analysis
Context-of-use studies
Persona development
Technology & vendor evaluation
Validation of ideas in the field with contextual enquiry, on-site user research & more
Customer experience mapping to drive actionable insight from pain points & opportunities
Design & evaluation of lean experiments to prove the case from hypotheses.
Detailed design input across LEGO and Merlin brand IP
What are the outcomes?
Moved from 1* to 4.5* reviews on launch, and over 2M downloads as at Sept 2019
App installs — Huge uplift in the number of guests arriving at the parks with the app pre-installed
Marketing opt-in up by >30% — Significant increase in GDPR compliant opt-in.
Improved wayfinding & POI discoverability — guests love the new maps!
Active collaboration into multiple vendors — New features & products surfaced regularly through collaborative approach: mobile ticketing, photo retrieval, room booking, table reservation and more.
Helping Vodafone Business to sell better
We helped make content easier to discover and enable better b2b marketing on vodafone.com/business
Vodafone Global Enterprise were moving their portfolio of websites over to a new CMS platform. This was the ideal opportunity to review and optimise the content, structure and presentation. We aimed to improve the site usability, as well as protect or enhance our natural search rankings as part of the migration exercise.
What did we do?
Research user types & needs unique to each portfolio area of the business.
Stakeholder research — deep dive with all of the specialist lines of business into their marketing activities, products, customer types and how they integrate with the wider Vodafone business portfolio.
Detailed structural audit of the existing site leading to user validated & SEO approved site structure — iterative design with rounds of user testing & SEO input.
UX design recommendations to make content easier to discover, navigate and manage within the constraints of the new platform.
Technology & vendor support to ensure delivery matches vision
What are the outcomes?
Measurably improved customer experience
Better-qualified leads into CRM
Ten point increase in SUS metric (A) with a highly positive perception of the site
Recent work — defining digital products
A website fit for a community bank
We’re helping a high-street bank with private banking, commercial and business banking with a project to restructure and present their content in a way that properly represents who they are — the people behind the brand. We’re doing this with research & discovery across the people, the technology and the products.
An effective quote-to-order journey for enterprise networks.
We worked with Arthur D. Little Digital Problem Solving to define a new way to quote and order ethernet connectivity between points, allowing buyers to compare quotes and do so in a way that makes them the easiest provider to do business with.
Making the right choice for your pensions & investments
We have been working in collaboration with Etch UK on a series of projects for a financial services organisation to define digital products that help their clients and advisor-network to make informed decisions about their finances.
Low-risk engagement
Need a short-sharp hit of expertise? Engage at any point in your process.
Doing something big? We can engage at any point, but you’ll get the best outcomes the earlier you start, as we work with you to define the case, the measures by which you prove it and start to bring the good news stories in from the field through research and storytelling.
Meet our team, and find out how we can help your business