Developing a digitally enhanced customer experience for a large-scale manufacturer

Back to example work

Role: Service designer

In collaboration with: Fjord 

#Design research, #Behavioural insights, #Service design

Background

A manufacturer of architectural surface materials was going through a companywide digital transformation process to enhance client engagement and retention while streamlining internal processes for greater efficiency.

My role focused on defining the customer-facing service experience taking into account the diverse needs and expectations of different customer types. These included architects, builders, stone masons, and homeowners, each with distinct preferences and requirements.  

Objective

The objective was to define the key touchpoints where digitalisation could add value to the experiences of each customer type and flesh out a holistic user journey that aligned with the ongoing transformation of the service provider's internal processes.

Achieving a smooth transformation also required an engagement strategy that seamlessly integrated digital tools into the existing day-to-day operations and experiences of each customer type. 

To foster stakeholder buy-in, we organised a co-creation workshop with key stakeholders where we presented research results through user personas and current state journeys. These insights provided a basis for ideation while we guided stakeholders in creating their own prototypes. We followed the co-creation session with weekly design sprint with teams of stakeholders to test and iterate these prototypes and incorporate them into the workstream.

Throughout this process, we worked hand in hand with the technical product development team to feed our insights and recommendations into the iterative product development process. This synchronized approach ensured that our work directly influenced the development of customer-centric solutions.

Results

Our deliverables included:

• Vision and design principles outlining the framework for the digital transformation process
• Insights and opportunity spaceshighlighting areas for enhancement within internal processes, aimed at optimizing efficiency and effectiveness.
• Identified and prioritized customer needs, providing a roadmap for addressing key pain points and driving customer satisfaction.
• Personas defining key customer profiles, enabling a deeper understanding of customer preferences and behaviours.
• New designs for both B2B and B2C customer journeys, incorporating front-end and back-end functionalities to deliver seamless and intuitive experiences.
• Wireframes and design suggestions for key screens, offering visual representations of proposed solutions and user interfaces (example image on the left).
• Key performance indicators (KPIs) for tracking and measuring success, providing a framework for assessing the impact of implemented changes and ensuring alignment with organizational objectives.