The Service Design Behind Blended Retail at Volkswagen. Monkeytalk 2016 Living Room Edition

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 is the founder of Love Experience and consults for Tribal Worldwide London, part of Adam&EveDDB leading the service design for Volkswagen Passenger Cars UK and Falabella. 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.

Jonathan Lovatt-Young

The Service Design of Blended Retail MonkeyTalk April 28, 2016

And, Not Or

A story about a lost rug

Contact centre Social media and email

Tracking website

Is it you? the client? someone else?Who is responsible?

Design for digital alone and it will fail. Don’t make a lost rug a nightmare.

Digital is the prime channel, so experience strategists need to plan how all the other channels dovetail in.

UX is not CX. What we’re making is services that connect people. They’re not just personas.

4 things 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

The perfect storm

50% less footfall

Consideration visits down

from 5 to 1.240 million

online reviews

Carwow – anonymous

deals with 25% conversion

Long 2 year service cycles

A changing environment?1950 to today

From 1950 to today very little has changed in the format of a big box, cars and salespeople

50% consumers arrive knowing more than the salesperson.

#powertotheweb

But people have.

26% Start of search

Digital

21% ShortlistDigital

53% Time to purchase

Showroom + Digital

Retail has a lot to live up to

63% of customers don’t make any type of appointment and simply turn up at the showroom, ready to do battle

We need to reinvent the journey

Consumers need help deciding which new car to buy

79%

Thinking in ANDs

Three is the magic number

Bricks and Clicks and People

Rebooting the showroom

My Perfect Volkswagen

Building a shortlist to talk about

Personalised brochure

Finalised car to pore over

Owners app

After sales retailer experience

Data – continued mining

Create the hypothesis

Build the requirements backlog

Plot into ecosystem

Research for the bricks, clicks and people

How we did itOur five activities

Activity 1

Data continued

mining

The truth is out there.In CSV data extracts which drives insight

“It all becomes very complicated unless you know specifically what you want.”

May 2014 verbatim

Activity 2

Create the hypothesis

Concept it in 48 hours.

Make something people can talk

about and point to.

Activity 3

Build the requirements

backlog

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

Don’t generate 10,000 post-it notes, the reality is 90% won’t be usable

Take the workbooks and listen

Activity 4

Plot into ecosystem

Humanconfigurator

History

Share

Startingpoint

Musthaves

My love Shortlist

Take mestraight to

top choices(set to

default spec)

I’m not happywith an itemon spec list

(inc. engines)

I’m readyAnimated and entertaining build

Try another

Dealer and MI

Configurator

Budget

Availability

Importance

Matchcloseness

Mediaeffect

Insight

Budget

Colour

BoxSize

ExtrasEnquiry

My love

Shortlist

Test drive

Initial choices

Colour

Transmission

Size ImmediacyOnboarding

ExplanationFAQs

Model search

Predictiveresults

Social-proofingon answer

Infinity decisiontree

Eastereggs

Completed

I’m done

Straight totop cars

on shortlist

Hero car

Model LandingPage

Option up

Optiondown

Alternative car#1

Alternative car#2

Price

Price

Price

Spec

Topextras

Test drive/locator

Load next 3

Placement

Social validation

Store

1 2

34

Predefinedscenarios

Uploadmy own

Account

Downloadpersonalbrochure

Reviews

Ask anowner

Experience principles

InclusivenessSocial-proofing to show user choice

Personalisation

EndlessOngoing choices, rather than query and answer

TargetedGetting to perfect match by using your data

RewardingEnjoyable to complete with unexpected interesting moments

AdaptiveFlexible 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 byPricePerformanceEfficiencySize

Reminderemail

Offers

Dealer

Previousconfigurations

Help me

Live chat

Personality

Real worldvisual ref

Use othersconfigs

For mydealer

Randomiser

Capability to request multiplehero car test drives

View multipleangles / 360º

Play withcar

Video

Videos

Love flagon options

Process timingsdepending on journey

Availability

History ofmodel

Sneakpreview

Sneakpreview

Rate andreview

Personaliseregistration

Googlestreetview

Include mileage

Coolwall

Classicmodels

Service architecture

Alerts

Linked tocomms

Mandatory

Using the needs to identify features that satisfy the goals

Putting personas to work

Humanconfigurator

History

Share

Startingpoint

Musthaves

My love Shortlist

Take mestraight to

top choices(set to

default spec)


(inc. engines)


Try another

Dealer and MI

Configurator

Budget

Availability

Importance

Matchcloseness

Mediaeffect

Insight

Budget

Colour

BoxSize

ExtrasEnquiry

My love

Shortlist

Test drive

Initial choices

Colour

Transmission


ExplanationFAQs

Model search

Predictiveresults



Eastereggs

Completed

I’m done

Straight totop cars

on shortlist

Hero car

Model LandingPage

Option up

Optiondown

Alternative car#1

Alternative car#2

Price

Price

Price

Spec

Topextras

Test drive/locator

Load next 3

Placement

Social validation

Store

1 2

34

Predefinedscenarios

Uploadmy own

Account


Reviews

Ask anowner

Personalisation


Help me choose

New cars

Test drive

Find a retailer

Homepage


Reminderemail

Offers

Dealer


Help me

Live chat

Personality


Use othersconfigs

For mydealer

Randomiser



Play withcar

Video

Videos

Love flagon options


Availability

History ofmodel

Sneakpreview

Sneakpreview

Rate andreview


Googlestreetview

Include mileage

Coolwall

Classicmodels

Benefit MaximisersDerek

Alerts

Linked tocomms

Mandatory

Core needs– Getting value for money– Making the right choice– Multiple test drives as part of the process

Starting pointDerek 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 hisperfect match. Upon entering the tool his looks through the explanation and FAQs before selecting his initial choices.

Must havesAs 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.

ShortlistDerek 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 loveThe 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 byregistering 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.

Humanconfigurator

History

Share

Startingpoint

Musthaves

My love Shortlist

Take mestraight to

top choices(set to

default spec)


(inc. engines)


Try another

Dealer and MI

Configurator

Budget

Availability

Importance

Matchcloseness

Mediaeffect

Insight

Budget

Colour

BoxSize

ExtrasEnquiry

My love

Shortlist

Test drive

Initial choices

Colour

Transmission


ExplanationFAQs

Model search

Predictiveresults



Eastereggs

Completed

I’m done

Straight totop cars

on shortlist

Hero car

Model LandingPage

Option up

Optiondown

Alternative car#1

Alternative car#2

Price

Price

Price

Spec

Topextras

Test drive/locator

Load next 3

Placement

Social validation

Store

1 2

34

Predefinedscenarios

Uploadmy own

Account


Reviews

Ask anowner

Personalisation


Help me choose

New cars

Test drive

Find a retailer

Homepage


Reminderemail

Offers

Dealer


Help me

Live chat

Personality


Use othersconfigs

For mydealer

Randomiser



Play withcar

Video

Videos

Love flagon options


Availability

History ofmodel

Sneakpreview

Sneakpreview

Rate andreview


Googlestreetview

Include mileage

Coolwall

Classicmodels

Alerts

Written spec,rather than table

Linked tocomms

Mandatory

Car EnthusiastMartin

Core needs– Sharing and discussing with his friends– Validating his choice– Focused approach to exploring

Starting pointMartin 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 havesAs 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.

ShortlistLooking 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 loveMartin 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.

Humanconfigurator

History

Share

Startingpoint

Musthaves

My love Shortlist

Take mestraight to

top choices(set to

default spec)


(inc. engines)


Try another

Dealer and MI

Configurator

Budget

Availability

Importance

Matchcloseness

Mediaeffect

Insight

Budget

Colour

BoxSize

ExtrasEnquiry

My love

Shortlist

Test drive

Initial choices

Colour

Transmission


ExplanationFAQs

Model search

Predictiveresults



Eastereggs

Completed

I’m done

Straight totop cars

on shortlist

Hero car

Model LandingPage

Option up

Optiondown

Alternative car#1

Alternative car#2

Price

Price

Price

Spec

Topextras

Test drive/locator

Load next 3

Placement

Social validation

Store

1 2

34

Predefinedscenarios

Uploadmy own

Account


Reviews

Ask anowner

Personalisation


Help me choose

New cars

Test drive

Find a retailer

Homepage


Reminderemail

Offers

Dealer


Help me

Live chat

Personality


Use othersconfigs

For mydealer

Randomiser



Play withcar

Video

Videos

Love flagon options


Availability

History ofmodel

Sneakpreview

Sneakpreview

Rate andreview


Googlestreetview

Include mileage

Coolwall

Classicmodels

Alerts

Linked tocomms

Mandatory

Speedy ChooserSara

Core needs– Choosing from a short simple list– Straightforward and not time consuming research– Test drive chosen car available

Starting pointSara 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 havesShe 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.

ShortlistSara 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 loveTo 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.

Activity 5

Researchfor love

Get feedback and scoring for individual features

It’s not a usability test.

Key Themes: customer scoresVolkswagen 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

Keyto

scores

22

A D EC FB G

H K LJI

Key Themes: customer scoresVolkswagen Customer App


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

Keyto

scores

22

A D EC FB G

H K LJI

4.25


A: Personalised Finance verbatims 1: Finance Summary WidgetVolkswagen 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

APersonalised

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

“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

Low value High value

1 2 3 4 5

Business Objectives 1 34 43 29 2

MyVolkswagen

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

ValuationDriving Perfor-mance

Running Costs

Use my own

picture of my car

Renew

Expiration/Renewal reminders

Car Health Overview

Demo mode

Live ChatAlerts

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 ScheduleBook 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

ConfigurationSaved

Configurations

Take home configura-

tion

Share

Shop

Stock Availa-bility

Search

Stock Availa-bilityAlerts

Online Purchase

Test DriveCreate 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 &

ExamplesCRM &

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

FamilyContact Details

Live ChatSales 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 / RegisterLogin

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

Customer value 0 15 47 41 6

MyVolkswagen

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

ValuationDriving Perfor-mance

Running Costs

Use my own

picture of my car

Renew

Expiration/Renewal reminders

Car Health Overview

Demo mode

Live ChatAlerts

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 ScheduleBook 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

ConfigurationSaved

Configurations

Take home configura-

tion

Share

Shop

Stock Availa-bility

Search

Stock Availa-bilityAlerts

Online Purchase

Test DriveCreate 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 &

ExamplesCRM &

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

FamilyContact Details

Live ChatSales 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 / RegisterLogin

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

Mapping features to value

Customer Retailer

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

Cus

tom

er V

alue

All features mapped

into a 5x5

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

Cus

tom

er V

alue

0 1 1 4 0

0 4 18 17 2

Focus on features that

customers can’t live without

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

Cus

tom

er V

alue

4 0

17 2

8 0

0 0

0 0

Focus on features that contribute to business goals and

retailer success

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

Cus

tom

er V

alue4 0

17 2

8 0

0 0

0 0

Identify the sweet-spot. You might need to include some

outliers – it’s the Minimum Valuable

Product

12 takeaways for your projects 3 months in 3 minutes.

Month 1Going wide in gathering requirements

Month 2 Prototype and feature selection

Month 3 KPIs and measurement framework

Week 1 Week 2 Week 3 Week 4






Don’t spend strategy time upfront, just understand the desired outcomes

No hardened KPIs

Week 2 Week 3 Week 4



Understand what’s going on today and where failure lies

Love the data

Week 3 Week 4



Shadow the entire customer journey, not just digital

Pay attention and document the linkages between Pre/During/Post

Look at everything and talk to all

Week 4



Who knew parity could be so interesting to owners?

Design things that feel wrong



Make it graphically rich and use transitions, it is not a usability test but you do need people to think this is real

Invest in your prototype

Week 6 Week 7 Week 8


Test with the service provider early as well as end customers

You are not the expert

Week 7 Week 8


Understand the individual features customers love

Document where they are most likely to use them in the pre/during/post

customer journey

Score components, not sections

Week 8


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

Beyond a simple MoSCoW


Now you understand what features work (some may be surprising) for the customer and business it’s the time to

write the business case

Beginning atthe end

Outcomes

Pre Service Period During Service Period

Post Service Period Sales Exec

Macro KPI Macro KPI

Macro KPIs

Micro KPI

The % of Sales Exec utilising the app to

manage prospects correspondence

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

Micro KPIs

The volume of prospects creating a digital brochure as

part of the sales process

The % of prospects who view their digital brochure

Micro KPI

The volume of prospects viewing further content via

My VW and email

The % of prospects who purchase after having a

Showroom 2.0 experience

The volume of prospects visiting a retailer with a

configuration short code

The volume of prospects viewing their digital brochure

(either in print or email form)

The volume of prospects who purchase after having a


Macro KPIs

The volume of Sales Execs utilising the app to manage

correspondence with prospects Week 10 Week 11 Week 12

Outcomes



Macro KPI Macro KPI

Macro KPIs

Micro KPI



Micro KPIs





Micro KPIs




Micro KPI


My VW and email









Macro KPIs


correspondence with prospects

Create a hypothesis of outcomes across the customer journey – using a range to illustrate the potential uplifts

and how they’ll be tracked in detail

Align around outcomes

Outcomes



Macro KPI Macro KPI

Macro KPIs

Micro KPI



Micro KPIs





Micro KPIs




Micro KPI


My VW and email









Macro KPIs



Week 11 Week 12

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

Let the RACI do the work

Outcomes



Macro KPI Macro KPI

Macro KPIs

Micro KPI



Micro KPIs





Micro KPIs




Micro KPI


My VW and email









Macro KPIs



Week 12

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

Plan and communicate

Release 2

Use these techniques to avoid rug disasters

Join up the love with Service Design

Bricks And Clicks And People

Thanks@naughtynorth