There is currently a great experience for customers who want to speak to a colleague, as they are trained to give advice, but customers who prefer to self-serve were not getting the same experience, I wanted to explore opportunities to improve this. To help deliver the right solution I assisted the research team with targeted user interviews and then led a number of workshops with product, engineering, design and business stakeholders.
Role
UX Design, UX Research, Workshop Leader
Skills
User research, JTBD identification workshop, prioritization workshop, creative ideation workshop, wireframing & prototyping
Outcome
Delivering a solution that aligned with customer needs and with business goals
Date
March 2025
Workshops I worked with the research team to conduct interviews with customer who prefer not speaking to colleagues. The findings from this research along with some data from the customer insights team were used as the basis of the first workshop. I worked with squad members from product, design and research to synthesise the research findings into JTBD statements. In another workshop I presented the JTBD statements to business stakeholders and engineering, we openly discussed impact, viability and confidence of each. I took all the feedback and identified 3 key areas to ideate around (reviews & recommendations, omnichannel, store layout navigation). I ran a crazy 8s session for each of these, the outcome being a product comparison tool that had to clearly communicate stock availability and customer reviews. I then began wireframing and prototyping.
Outcomes This case studies shows how I successfully delivered a project that met customer needs and aligned with business goals. The product was built by engineering and is currently waiting to be trialed in store. Early in-store-colleague feedback has been positive, an 'alpha group' were included during the process, their feedback helped shape the product.
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