Improve customer journey to reduce friction in customer buyer experience
Create a design system with reusable components to reduce time-to-value of new designs Leveraging Adobe Experience Manager and SAP CX (Hybris)
Activities
Customer journey improvements on check-out, order management, user & location management, navigation, cross-selling, product list pages, product detail pages and mobile specific interactions; Harmonising brand an user experience in order to migrate and integrate all digital channels into one.
Recording design decisions in a Design system with core library components, aligning with the new brand proposition brought forwards to its customers off-line.
Carlsberg is one of the largest and most iconic beer brewers in the world. Their products are sold in over 140 countries and their immense brand portfolio includes brands like Carlsberg, Kronenbourg, Grimbergen and Tuborg.
Carlsberg’s vision is to become the leader in Digital within the beer brewing industry, moving from a ‘beer supplier’ relationship to a collaborative ‘partner relationship’. This way, Carlsberg can work together more closely with their partners, growing and driving business to mutual success.
Challenge
Carlsberg chose Osudio to guide their digital transformation process, posing the question: how do you move a traditional B2B client relationship towards a business partner relationship through a digital engagement strategy?
From a UX perspective: How do you design a platform that handles: large and complicated orders, helps reducing the pressure on the customer service department, is flexible enough to be rolled out of multiple countries and brands?
Solution
I was involved in two phases of the project: The initial concept and MVP, and at later stage when we moved from project to product. Adding new features and expanding the to multiple brands and countries.
1. Concept and MVP
To make the first version of Carl’s shop was right on target, me and my colleagues were analysing customer journeys, using personas and customer experience maps. We interviewed the end-customers and spend time in the telesales department observing and listening. The first drafts of the solution was quickly validated in a low-tech way. The detailed designs were validated by customers in the target country.
2. From project to product
At this point the Carl’s shop is running and already proving a succes. New features were being requested, part of the complexity was that the requested features could differ per country. I would always connect the feature to a persona and it’s customer journey. The advantage was that it although the feature could be very complex, the needs and goals of the customer were always taken into account.
Results
Carlsberg’s digital platform goes beyond transaction and strengthens client relationships. It supports Carlsberg’s aspiration to guide and direct their customers in order to adapt/react to the ever-changing marketplace they operate in.
Increase engagement with customers
Template solution to support all markets
Flexibility in terms of driving commerce and creating experiences
Tie-ins to other marketing driven solutions, such as email marketing.
Increase revenue by better customer journeys, clear promotion structure, rewards etc.
In 2018 we launched Carl’s shop – an integrated online ordering platform for on-trade customers – in Western Europe. Carl’s shop will provide superior customer service and reduce costs by digitising processes, globalising platforms and scaling online solutions. It works on all devices, enabling customers to place orders at any time of the day and avoid waiting inline for telesales. The platform gives acces to training and educational material and targeted promotions, and aims to provide advice on bestselling products based on similar outlets. The initial results have been promising, showing visible growth in net revenue per customer.
With colleagues at Osudio redesigned the new e-commerce solution for Bruna.
Bruna is a well-known Dutch retailer owned by PostNL and the ING Group. They sell books, cards and office supplies in their 450 stores. Several stores have an in-house post office and bank.
The challenge Bruna needed a flexible, scalable and future-proof omni-channel solution. Bruna wanted their in-house marketing people to be able to run their own campaigns, A/B testing and bannering, while being independent of a system integrator.
The new webshop should: – conform the new branding – Improve online and offline sales – Be responsive
All viewports. The Product list page on a mobile device
Interactie ontwerp
Ontwerp voor een tweetal internet applicaties voor het SVH. Een is gericht op werknemers (en leerlingen) in de horeca. Het doel is om hun te ondersteunen in hun carriere. De andere is gericht op het middel – en kleine horeca bedrijf. Dit project heb ik uitgevoerd als Interaction designer bij Poort80.
Een interactie ontwerp voor een web-based Checkpoint applicatie van het PreventieKompas. Deze applicatie is te gebruiken door medewerkers van een PreventieKompas Checkpoint. De bedoeling van de applicatie is het ondersteunen van de huidige werkwijze van de medewerkers.
Help Erik de Eend de polders van Flevoland droog te houden, muskusratten te vangen en het water schoon te maken. Speel het spel, scoor zoveel mogelijk punten en wie weet win je ook nog een mooie prijs!
