The most valuable products and services are designed and developed together. With an acute focus on how well they help the user complete their missions, in the context of their lives. All touchpoints and interactions over time and channel need to be considered and designed. This includes:
Operational touchpoints like Customer Service
Marketing & Social engagements
Digital user experience
Physical products and spaces
Digital and physical communications
Everything customers sees and feels needs to be considered.
The users total experience compounds to inform how they feel about using a product or service. Ultimately, their experience consciously and sub conciously informs whether they will engage with a brand again.
Service & Product
Omni-Channel Experiences
Examples:
Global Returns Product & Service
Services dont always need transforming, sometimes they need fixing or enhancing. It’s important they’re effortless and do want they promise to do. There is value for both customers and businesses for making services work at a foundational level.
Through analysis of failure rates, NPS and sales we discovered that Customers were 22% less likely to repurchase if they experience unwanted or unexpected friction returning items.
I led a human-centered programme with my team to redesign the service and digital products for an ehanced returns experience.
Deliverying:
New communications
Enhanced user experience which included fewer clicks and a guided flow to returning items
Created new self-serve pages with intelligent FAQ’s to help customers find their own answers
New Returns Policy
New QR Code led process established with logistic partners - This removed complications of return labels and made returns paperless in mature markets
Increased flows to exchanges and additional purchases with free delivery proposition
IMPACT & RESULTS (£)
Increased self-serve and decreased Contacts Per Order (CPO) giving annualised benefit of 95k
Increased Average Order Value in trial markets which delivered first year benefits of 180k with forcassted benefits (with growth to additional markets) to deliver ~480k annual benefit
I have subsequently led programmes with similar nature for Argos, Tu and Habitat.
Drop Marketing & Pre-Order Service
Marketing | Digital | Service
In collaboration with a group of Marketeers, Product, Technology and Design teams I led the design of an end-to-end omni-channel proposition. We sort to combine the excitement of a monthly marketing campaign, pre-order service and an exclusive membership service. We called this Beats.
The launch of FARFETCH BEAT, was a new series of concepts that introduces exclusive product experiences in collaboration with the most progressive voices in fashion and culture to an international audience. The first series brought to fashion curators, brands for exclusive collaboration, available only on FARFETCH.
Utilising an unconstrained and ad-hoc drop schedule, FARFETCH BEAT highlighted FARFETCH’s unique ability to give customers access to luxury products, brands, services, and a community of the best curators in the world which cannot be found elsewhere in luxury fashion
IMPACT & RESULTS
Increased Socials engagements, Brand Conisderation and affinity in all trial markets
Total NPS Increased by 8 ppts in all trial markets with marked improvement on target drivers on ‘Delivering unexpected value’ and ‘Keeps me engaged’
Innovation of the luxury market
Increased Average Order Value (AOV) and General Merchandiing Value (GMV) *Financials are confidential as they involve the inclusion of partners data