Jonathan Lovatt-Young's UX STRAT Europe presentation

1. 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 currently manages the Service and UX team at Tribal
Worldwide London, part of Adam&EveDDB leading the
service design for Volkswagen Passenger Cars UK. 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.

2. The Service Design behind Blended Retail at Volkswagen
Jonathan Lovatt-Young
And, Not Or

3. A story about a lost rug

5. Contact centre
Social media
and email
Tracking website

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

7. Design for digital alone and it will fail. Don’t make a lost rug a nightmare.
Digital is the prime channel, so
experience designers need to plan how
all the other channels co-operate with it.

8. 4 parts of this case study 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

9. The perfect storm

10. 50% less
footfall
Consideration
visits down
from 5 to 1.2
40 million
online reviews
Carwow –
anonymous
deals with 25%
conversion
Long and
trouble free
cars with 2 year
service cycles

11. A changing environment?
1950 to today

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

13. 50% consumers arrive knowing more
than the salesperson.
But people have.

14. 26%
Start of search
Digital
21%
Shortlist
Digital
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

15. We need to reinvent the journey
Need help deciding which new car to buy
79%

16. Thinking in ANDs

17. Three is the magic number

18. Using bricks, clicks and people to
reboot the showroom
My Perfect
Volkswagen
Building a shortlist
to talk about
Personalised
brochure
Finalised car to
pore over
Customer
services and
app
Aftersales retailer
experience

19. Data – continued mining
Create the hypothesis
Build the requirements backlog
Plot into ecosystem
Research for the bricks, clicks and people
How we did it

20. Activity 1
Data
continued
mining

21. Always-on data across the experience
Psyma
On site survey post
visit – weekly
Site Catalyst
Product and
dashboard analytics
Customer
satisfaction
Monthly insight
into retail

22. The truth is out there.
In CSV data extracts.

23. Psyma verbatim analysis – May 2014
Feature
availability
Compare for
my needs
Saved choices
and fast
Fun and
interesting
"Could not find information on DAB radio availability for the model I chose.”
“ Here's what I want - boot pace & height adjustable passenger seat and find a set
of responses”
"I don't dislike it, but maybe it's a bit humourless? There's no personality to it...”
"If I make the wrong choice in the filter, I have to
go back to the beginning and start again”
"It all becomes very complicated unless you
know specifically want you want.”
"Not sure if I could filter out what I didn't want to see
ie manual gearboxes”
"A little dull”
"Configuring section not quick enough to
respond”
"Let me first pick diesel or petrol, then reduces choices as too many
otherwise - got fed up of trying to find a diesel model.”
"No way to save configurations and compare like for like features and
costs of configurations”
"The site could certainly profit from a slightly more attractive design.
The current one is a bit gloomy.”
"A cheap alternative”"Why golf blue motion only supplied with one
engine and gear box choice”
"Little boring”
"Looking at GTI and GTD and was not clear on wheels and detail differences
between them?”
"Maybe a little bit too clinical, no warmth”
"New black cars only”
“Car configurator seems unstable. Sometimes would not display engine choices. Often
buttons wouldn't do anything. No explanation as to why the same engine in different
models had such different technical specifications (eg 1.4 tsi in golf SE vs golf GT)”
"Certain aspects were slightly confusing like the range of automatic options”
“It would be nice to pick features and then be offered models of car that fit, rather than
choose the model then have to go back.”
“Not being able to refine the used car search by transmission”
“Printable concise version of result of configurator"

24. “It all becomes very complicated unless
you know specifically what you want.”
May 2014 verbatim

25. Just hang around and observe.
Make it part of normal life, not a project
task.
No need to write up, just start to
internalise the customer experience
through evidence.
Don’t film – usually the police are called…
Mystery shop.
All the time.

26. Activity 2
Create the
hypothesis

27. Concept it in
48 hours.
Make something
people can talk
about and point to.

28. Activity 3
Build the
requirements
backlog

29. Talk about what’s not working today
and how to solve problems to validate
the thinking
Don’t show the concept first

30. Features I would like to
change in the app:
After the customer has left the showroom
On the website and app
Either customer or myself
Communication
Print, phone, email, notification
Useful insight to me
Data, customer behaviour, prediction
Work book

31. 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

32. Don’t generate 10,000 post-it notes, the
reality is 90% won’t be usable
Take the workbooks and listen

33. Activity 4
Plot into
ecosystem

34. Feature + use cases Service theme
Customer
benefit
Retailer
benefit Edinburgh Elgin Swansea Oxford PriorityFeature + use cases Service theme
Customer
benefit
Retailer
benefit Edinburgh Elgin Swansea Oxford Priority
Shortcode1.1.1. Made the ShortCode more important and visible to customer
Content and fidelity1.1.2. Ensure Motorbility is easy to find and shows the relevant content
Commerce1.1.3. Add a Buy Now function to pay a deposit to the Retailer
1.1.4. Ensure videos are easy to see during a configuration rather going to
a separate place
Communication1.1.5. Make it easy for the customer to email the Retailer with any
questions following a configuration
Location1.1.6. Show the nearest three retailers at the end of the configuration
automatically
Communication1.1.7. Promote live chat available with the nearest retailer at the end of the
configuration showing times available until
Content and fidelity1.1.8. Explain the process of creating a configuration, getting a shortcode
and taking it to a Retailer
Communication1.1.9. Request an express visit, where the customer has previously done a
considerable amount of research and wants a validation and pricing
appointment
Content and fidelity1.1.10. Include reviews for that car at the final step
Content and fidelity1.1.11. Suggested accessories and options for the car mapped to customer
interests
Hero stock1.1.12. Better details of current stock available with prices personalised to
area
Communication1.1.13. Tell the customer to take phone with them for the configuration or
print out
Comparison1.1.14. Popular configurations for this model right now
1.1. Configuration
Communication1.2.1. Ask a recent purchased customer what their experience was and what
1.2. Social and trends
1. Pre service period
What the customer is doing before they decide to come to the show room
Catalogue all the requirements into an OmniOutliner file. We defined our R1
product and already have by themes a backlog ready to be reassessed once we
have data on the initial usage
The future roadmap

35. Human
configurator
History
Share
Starting
point
Must
haves
My love Shortlist
Take me
straight to
top choices
(set to
default spec)
I’m not happy
with an item
on spec list
(inc. engines)
I’m ready
Animated and entertaining build
Try another
Dealer and MI
Configurator
Budget
Availability
Importance
Match
closeness
Media
effect
Insight
Budget
Colour
BoxSize
Extras
Enquiry
My love
Shortlist
Test drive
Initial choices
Colour
Transmission
Size Immediacy
Onboarding
Explanation
FAQs
Model search
Predictive
results
Social-proofing
on answer
Infinity decision
tree
Easter
eggs
Completed
I’m done
Straight to
top cars
on shortlist
Hero car
Model Landing
Page
Option up
Option
down
Alternative car
#1
Alternative car
#2
Price
Price
Price
Spec
Top
extras
Test drive/
locator
Load next 3
Placement
Social validation
Store
1 2
34
Predefined
scenarios
Upload
my own
Account
Download
personal
brochure
Reviews
Ask an
owner
Experience principles
Inclusiveness
Social-proofing to show user choice
Personalisation
Endless
Ongoing choices, rather than query and answer
Targeted
Getting to perfect match by using your data
Rewarding
Enjoyable to complete with unexpected interesting moments
Adaptive
Flexible 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 by
Price
Performance
Efficiency
Size
Reminder
email
Offers
Dealer
Previous
configurations
Help me
Live chat
Personality
Real world
visual ref
Use others
configs
For my
dealer
Randomiser
Capability to request multiple
hero car test drives
View multiple
angles / 360º
Play with
car
Video
Videos
Love flag
on options
Process timings
depending on journey
Availability
History of
model
Sneak
preview
Sneak
preview
Rate and
review
Personalise
registration
Google
streetview
Include mileage
Cool
wall
Classic
models
Service architecture
Alerts
Linked to
comms
Mandatory

36. Using the needs to identify features that
satisfy the goals
Putting personas to work

37. Human
configurator
History
Share
Starting
point
Must
haves
My love Shortlist
Take me
straight to
top choices
(set to
default spec)
I’m not happy
with an item
on spec list
(inc. engines)
I’m ready
Animated and entertaining build
Try another
Dealer and MI
Configurator
Budget
Availability
Importance
Match
closeness
Media
effect
Insight
Budget
Colour
BoxSize
Extras
Enquiry
My love
Shortlist
Test drive
Initial choices
Colour
Transmission
Size Immediacy
Onboarding
Explanation
FAQs
Model search
Predictive
results
Social-proofing
on answer
Infinity decision
tree
Easter
eggs
Completed
I’m done
Straight to
top cars
on shortlist
Hero car
Model Landing
Page
Option up
Option
down
Alternative car
#1
Alternative car
#2
Price
Price
Price
Spec
Top
extras
Test drive/
locator
Load next 3
Placement
Social validation
Store
1 2
34
Predefined
scenarios
Upload
my own
Account
Download
personal
brochure
Reviews
Ask an
owner
Personalisation
Returning visitor acknowledged
Help me choose
New cars
Test drive
Find a retailer
Homepage
Informaed by
Price
Performance
Efficiency
Size
Reminder
email
Offers
Dealer
Previous
configurations
Help me
Live chat
Personality
Real world
visual ref
Use others
configs
For my
dealer
Randomiser
Capability to request multiple
hero car test drives
View multiple
angles / 360º
Play with
car
Video
Videos
Love flag
on options
Process timings
depending on journey
Availability
History of
model
Sneak
preview
Sneak
preview
Rate and
review
Personalise
registration
Google
streetview
Include mileage
Cool
wall
Classic
models
Benefit Maximisers
Derek
Alerts
Linked to
comms
Mandatory
Core needs
– Getting value for money
– Making the right choice
– Multiple test drives as part of the process
Starting point
Derek 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 his
perfect match. Upon entering the tool his looks through the explanation and
FAQs before selecting his initial choices.
Must haves
As 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.
Shortlist
Derek 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 love
The 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 by
registering 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.

38. Human
configurator
History
Share
Starting
point
Must
haves
My love Shortlist
Take me
straight to
top choices
(set to
default spec)
I’m not happy
with an item
on spec list
(inc. engines)
I’m ready
Animated and entertaining build
Try another
Dealer and MI
Configurator
Budget
Availability
Importance
Match
closeness
Media
effect
Insight
Budget
Colour
BoxSize
Extras
Enquiry
My love
Shortlist
Test drive
Initial choices
Colour
Transmission
Size Immediacy
Onboarding
Explanation
FAQs
Model search
Predictive
results
Social-proofing
on answer
Infinity decision
tree
Easter
eggs
Completed
I’m done
Straight to
top cars
on shortlist
Hero car
Model Landing
Page
Option up
Option
down
Alternative car
#1
Alternative car
#2
Price
Price
Price
Spec
Top
extras
Test drive/
locator
Load next 3
Placement
Social validation
Store
1 2
34
Predefined
scenarios
Upload
my own
Account
Download
personal
brochure
Reviews
Ask an
owner
Personalisation
Returning visitor acknowledged
Help me choose
New cars
Test drive
Find a retailer
Homepage
Informaed by
Price
Performance
Efficiency
Size
Reminder
email
Offers
Dealer
Previous
configurations
Help me
Live chat
Personality
Real world
visual ref
Use others
configs
For my
dealer
Randomiser
Capability to request multiple
hero car test drives
View multiple
angles / 360º
Play with
car
Video
Videos
Love flag
on options
Process timings
depending on journey
Availability
History of
model
Sneak
preview
Sneak
preview
Rate and
review
Personalise
registration
Google
streetview
Include mileage
Cool
wall
Classic
models
Alerts
Written spec,
rather than table
Linked to
comms
Mandatory
Car Enthusiast
Martin
Core needs
– Sharing and discussing with his friends
– Validating his choice
– Focused approach to exploring
Starting point
Martin 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 haves
As 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.
Shortlist
Looking 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 love
Martin 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.

39. Human
configurator
History
Share
Starting
point
Must
haves
My love Shortlist
Take me
straight to
top choices
(set to
default spec)
I’m not happy
with an item
on spec list
(inc. engines)
I’m ready
Animated and entertaining build
Try another
Dealer and MI
Configurator
Budget
Availability
Importance
Match
closeness
Media
effect
Insight
Budget
Colour
BoxSize
Extras
Enquiry
My love
Shortlist
Test drive
Initial choices
Colour
Transmission
Size Immediacy
Onboarding
Explanation
FAQs
Model search
Predictive
results
Social-proofing
on answer
Infinity decision
tree
Easter
eggs
Completed
I’m done
Straight to
top cars
on shortlist
Hero car
Model Landing
Page
Option up
Option
down
Alternative car
#1
Alternative car
#2
Price
Price
Price
Spec
Top
extras
Test drive/
locator
Load next 3
Placement
Social validation
Store
1 2
34
Predefined
scenarios
Upload
my own
Account
Download
personal
brochure
Reviews
Ask an
owner
Personalisation
Returning visitor acknowledged
Help me choose
New cars
Test drive
Find a retailer
Homepage
Informaed by
Price
Performance
Efficiency
Size
Reminder
email
Offers
Dealer
Previous
configurations
Help me
Live chat
Personality
Real world
visual ref
Use others
configs
For my
dealer
Randomiser
Capability to request multiple
hero car test drives
View multiple
angles / 360º
Play with
car
Video
Videos
Love flag
on options
Process timings
depending on journey
Availability
History of
model
Sneak
preview
Sneak
preview
Rate and
review
Personalise
registration
Google
streetview
Include mileage
Cool
wall
Classic
models
Alerts
Linked to
comms
Mandatory
Speedy Chooser
Sara
Core needs
– Choosing from a short simple list
– Straightforward and not time consuming research
– Test drive chosen car available
Starting point
Sara 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 haves
She 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.
Shortlist
Sara 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 love
To 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.

40. Activity 5
Research for
bricks, clicks
and people

41. Get feedback and scoring for
individual features
It’s not a usability test.

42. Key Themes: customer scores
Volkswagen 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
Key
to
scores
22
A D EC FB G H K LJI

43. Include all comments about
specific features.
Positive, neutral and negative verbatim

44. Key Themes: customer scores
Volkswagen 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
Key
to
scores
22
A D EC FB G H K LJI
4.25
Personalised
Finance
A: Personalised Finance verbatims 1: Finance Summary Widget
Volkswagen 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
A
Personalised
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

45. Select video proof that summarises
the overall sentiment for a feature
Support with evidence

46. 4.25
Personalised
Finance
A: Personalised Finance verbatims 1: Finance Summary Widget (video)
Volkswagen Customer App
A
Personalised
Finance
summary
widget
1
26
A D EC FB G H K LJI
“To break it down into layman
terms is really good, so this
would be relevant to me when
we upgrade the car. I really like
that, that would be really useful. I
would give it a 5, purely out of
the simplicity and breakdown.”

47. “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

48. Low value High value
1 2 3 4 5
Business Objectives 1 34 43 29 2
My
Volkswagen
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
Valuation
Driving
Perfor-
mance
Running
Costs
Use my
own
picture of
my car
Renew
Expiration
/Renewal
reminders
Car Health
Overview
Demo
mode
Live Chat
Alerts
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 Schedule
Book 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
Configuration
Saved
Configurat
ions
Take home
configura-
tion
Share
Shop
Stock
Availa-
bility
Search
Stock
Availa-
bility
Alerts
Online
Purchase
Test Drive
Create 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
&
Examples
CRM &
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
Family
Contact
Details
Live Chat
Sales
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 / Register
Login
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
value 0 15 47 41 6
My
Volkswagen
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
Valuation
Driving
Perfor-
mance
Running
Costs
Use my
own
picture of
my car
Renew
Expiration
/Renewal
reminders
Car Health
Overview
Demo
mode
Live Chat
Alerts
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 Schedule
Book 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
Configuration
Saved
Configurat
ions
Take home
configura-
tion
Share
Shop
Stock
Availa-
bility
Search
Stock
Availa-
bility
Alerts
Online
Purchase
Test Drive
Create 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
&
Examples
CRM &
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
Family
Contact
Details
Live Chat
Sales
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 / Register
Login
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

49. 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
CustomerValue
All
features
mapped
into a 5x5

50. 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
CustomerValue
0 1 1 4 0
0 4 18 17 2
Focus on
features that
customers can’t
live without

51. 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
CustomerValue
4 0
17 2
8 0
0 0
0 0
Focus on features
that contribute to
business goals and
retailer success

52. 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
CustomerValue
4 0
17 2
8 0
0 0
0 0
Identify the
sweet-spot

53. Now you can measure it
Pre service period
Macro KPI
The volume of prospects visiting a retailer with a
configuration short code
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
During service period
Macro KPI
The volume of prospects viewing their digital brochure
(either in print or email form)
Micro KPIs
The volume of prospects creating a digital brochure as
part of the sales process
The % of prospects who view their digital brochure
Post service period
Macro KPI
The volume of prospects who purchase after having a
Showroom 2.0 experience
Micro KPIs
The volume of prospects viewing further content via
MyVW and email
The % of prospects who purchase after having a
Showroom 2.0 experience
Sales exec
Macro KPI
The volume of Sales Execs utilising the app to manage
correspondence with prospects
Micro KPI
The % of Sales Exec utilising the app to manage
prospects correspondence

54. Thinking in periods and a cautionary tale

55. Pre
Current thinking, feeling and doing
During Post

56. DOINGTHINKINGFEELING
NORMAL
DELIGHT
UNHAPPY
CONFIGURATOR
AT HOME
VISIT RETAILER
WALKTHROUGH
TECHNOLOGIES
CONFIGURE
TEST DRIVE
PRICE
GO HOME
REVIEW
“This is good, I’m
clear about what
I can afford”
“That’s annoying,
I didn’t know
there was a
shortcode”
“There’s features
I didn’t know
about – they’re
very good”
INTEREST
“This is very
similar to what I
did at home”
“Interesting chat
and I really like
the car”
“I really want
more for my
trade-in, so will
need to think”
“I hope I don’t
get a million
emails now”
“I can’t read the
email on my
phone, it’s the
same
configurator…”
ANNOYANCE SURPRISE ACCEPTANCEEXCITEMENTTRUST APPREHENSION DISAPPOINTMENT
Pre During Post

57. When the tech is cool, research
says great but it doesn’t work…
We’re improving that now.

58. We did not complete the AND
#fail

59. The technology interrupted the natural flow of conversation
It got in the way and sales people stopped using the iPad despite the clever
technology and customer research saying the videos massively helped them
understand the complex technology in the car
Designing a maximum annoyance

60. Using this approach in your projects

61. Go wide in gathering requirements
Using a prototype to drive feature selection
Assessing features through multiple lens
Creating KPIs and a measurement
framework
Architecting an experience to
avoiding a rug disaster…

62. Takeaway 1
Go wide in
gathering
requirements

63. No hardened KPIs
✓ Don’t spend strategy time upfront, just understand the
desired outcomes
Look at everything and talk to all
✓ Shadow the entire customer journey, not just digital
✓ Pay attention and document the linkages between Pre/
During/Post
Love the data
✓ Understand what’s going on today and where failure lies
Design things that feel wrong
✓ Who knew parity could be so interesting to owners

64. Takeaway 2
Using
prototypes to
drive feature
selection

65. Invest in your prototype
✓ Make it graphically rich and use transitions, it is not a
usability test but you do need people to think this is real
You are not the expert
✓ Test with the service provider as well as end customers
Score components, not sections
✓ Understand the individual features customers love
✓ Document where they are most likely to use them – Pre/
During/Post and is it part of another process

66. Takeaway 3
Assessing
features
through
multiple lens

67. Beyond a simple MoSCoW
✓ Look beyond categorising features as Must, Should, Could,
and Won’t
✓ 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
Start phase 2
✓ 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

68. Takeaway 4
Creating KPIs
and a
measurement
framework

69. The business case starts at the end
✓ Now you understand what features work (some may be
surprising) for the customer and business it’s the time to
write the business case
✓ Create a hypothesis of outcome – using a range to illustrate
the potential uplifts and how they’ll be tracked in detail
Let the RACI do the work
✓ 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

70. Good work takes time

71. Contact centre Social media
and email
Tracking website
Join up the love
with Service Design

72. Thanks. Questions?
Enjoy UXStrat Europe
@naughtynorth