The Customer: Agile & Legacy Thinkers in the Race for Success

1. The Tortoise & the Hare How the customer helps win the race for Agile & Legacy thinkers.

2. Head of UX, M&S

3. user centred design sprints agile impactful lean human factors strategy design led thinking jobs to be done empathy experience influencers design scrum social media tasks mind map data mining responsive customer journey maps meme ar assets digital transformation big data demographics omnichannel trend pharma-tech voice organic vr engagement native ai robotics iot synergy

4. user centred design sprints agile impactful lean human factors strategy design led thinking jobs to be done empathy experience influencers design scrum social media tasks mind map data mining responsive customer journey maps meme ar assets digital transformation big data demographics omnichannel trend pharma-tech voice organic vr engagement native ai robotics iot synergy

5. How it starts… 1.

6. You need to find the [right] problem… “If we increase by 5% we’ll gain £2.1m. How do we increase by 5%”

8. In the retail world…. Inward thinking…. Suspect Prospect Customer Advocate Translated to customer thinking…. Buying Owning Broken down into their journey….what they are actually doing discover rewarded advocate find choose it buy it receive it return it review it

9. Understanding (empathy with) customers’ actions, thoughts, needs, emotions …. Give me a reason to buy It from M&S Transparency of pricing Support me – what will I need? Reassurance – product quality, return policy & delivery options Demonstrate What brand is this? Loyalty points Ease the parts that make it difficult Make payments easy Recognise me, know my details Anticipate what I may need Give me discounts if I buy more Can you help me with finances? Can I pay per month? Can I use cash? Paypal? Smarties? Retrieve my basket in the store Help me! Track my order Return my order Make my life easier How to… Deliver it to me Alert me when I need to do something Let me pickup from a store near me Take away my old products Install it Advocate! Solutions from peers Rate this product, rate this store, rate the courier, rate the staff Feedback Connect with others Show how I used it Engage me! Help me - Search, browse, evaluate, compare tools Let me come back (save information) 24/7, anywhere, any device, access Interest me! Event – distress, gift, considered… Word of mouth Email / newsletter Advertising/ Media

10. …helps to anticipate what we can do at every step Faster through the funnel Easier to move away from the competition – all in one place. Range of brands. Increase basket size. Conversion – faster down the funnel Faster analytic feedback – multivariate & A/B testing for optimal capture time Upsell/cross sell Faster, timely reporting Contextual & appropriate Upsell/cross-sell increase sale value Prepopulated forms - Faster fulfilment Self service, reduce support costs Lock in the customer = more products, less likely to switch Gather more profile & preferences data targeted marketing & support Preferences –Surveys = trends, consumer needs, reactive product set ability to meet expectations faster Loyalty – retention Repeat customers Influence buying decisions Machine learning Solutions from others – community support Targeting & Stickiness Advanced tools = returning users Context sensitive info / promos on all channels – increases reach Increase footfall Retain existing customers Fish where the fish are SEO / SEM / SEA Marketing campaigns Direct e-mails Personalisation Feedback

11. Ie: Journey mapping is modelling customer behaviour. Modelling helps predict & understand – how to calculate, react To do this – you need data. Not assumptions. Evidence is key for confident predictions

12. How I use these… 2.

13. Research& Prep Multi-functional alignment Align & prioritise Map & plan

14. know everyone • Stakeholders, touchpoints, customers, influencers, confidantes, technical. Everyone. Hares & Tortoises • know everything • Technology • Business case • Data • Analytics • Research • Customers • Interviews/observation/ethnography Research & Prep

15. Buying Owning discover rewarded advocate find choose it buy it receive it return it review it Literally – follow the map! Step by step – what happens, where, with who, with what BUT – you need data…

16. High level journeys, outcomes & needs Based on facts

17. “Discover” Dig deeper! What are they thinking? What other brands are they looking at? Why?

18. People – friends, family, experts, social media Marketing – magazines, billboards, TV, emails, blogs, experts Physical/environments –stores, high street, homes, wearables, hospitals Policies/legislation – governments, insurance, Machine learning, follow the trail Find the influencers Where are they proactively finding information? How connected are they? IoT Where are the sub conscious influences?

19. Overwhelmed (or under-whelmed) Time rich /poor Environment – familiar vs unfamiliar Know what I want vs no clue Analytics, click through, heatmaps, cost, profit • Understand the emotions & behaviours • Empathy [buzz] • What they say they do vs what we see them do

20. Functional: socks…(or shopper haters) Inspirational: dress… receive it review it buy it return it rewarded advocate discover find choose it discover receive it review it find choose it buy it return it rewarded advocate Considered: sofa…(or shopper lovers) discover receive it return it find choose it buy it review it rewarded advocate Distress: fridge buy it return it discover choose it find receive it review it rewarded advocate Different for different types of customer/persona The mission/task can make a difference The attitude can also make a difference.

21. Alison – Busy Mum (52 years old) • Family • Married • 3 kids: 9, 12, 14 years old • Kids are growing “already quite big” • Eldest son is 6ft 6” • Price • Price flexible • Happy to pay more for high quality • Time • Her current sofa has been damaged by a flood and needs replacing fairly quickly • Time rich when children are at school • Time poor during weekends/summer holidays where children accompany her during shopping trips – children can become a distraction during these visits • Inspiration • Seeks advice from neighbours/friends • Past visits to retailers • In store brochures • Touchpoints • Little digital influence • Invested in store visits: retail parks and out of town shopping centres • In store brochures • Consults husband for confirmation • Outcome: All data – quant & qual • All data – quant & qual • Research – themes, trends, challenges, future • Touchpoints • Personas • Missions • Working hypothesis of the CUSTOMER journey – timeline, thinking, needs & interactions Alison is shopping for sofa big enough to fit the entire family comfortably. Her children are growing quickly and the sofa needs longevity, adapting to her family’s needs. Her living area is also fairly large so she’s browsing for a corner sofa to fill the space.

22. Workshop(s) with everyone • Stakeholders, touchpoints, influencers, confidantes, technical. Everyone. Tortoises AND Hares • bring everything • Data • Analytics • Research • Interviews/observation/ethnography • Business processes • Systems Align & prioritise

23. Alison – Busy Mum (52 years old) • Family • Married • 3 kids: 9, 12, 14 years old • Kids are growing “already quite big” • Eldest son is 6ft 6” • Price • Price flexible • Happy to pay more for high quality • Time • Her current sofa has been damaged by a flood and needs replacing fairly quickly • Time rich when children are at school • Time poor during weekends/summer holidays where children accompany her during shopping trips – children can become a distraction during these visits • Inspiration • Seeks advice from neighbours/friends • Past visits to retailers • In store brochures • Touchpoints • Little digital influence • Invested in store visits: retail parks and out of town shopping centres • In store brochures • Consults husband for confirmation Alison is shopping for sofa big enough to fit the entire family comfortably. Her children are growing quickly and the sofa needs longevity, adapting to her family’s needs. Her living area is also fairly large so she’s browsing for a corner sofa to fill the space. • Review, share all the data…. • Analytics, Research, trends • Personas

24. a b c d e f Timeline Mindset People Digital channels Store Email Social media • Set up a wall…. • Brown paper, stickies & pens

25. RULE 1: NO solutions!

26. a b c d e f Journey Mindset People Wearables Store Email • Map…. • Moments of delight • Places of opportunity Social media

27. Alison – Busy Mum (52 years old) • Family • Married • 3 kids: 9, 12, 14 years old • Kids are growing “already quite big” • Eldest son is 6ft 6” • Price • Price flexible • Happy to pay more for high quality • Time • Her current sofa has been damaged by a flood and needs replacing fairly quickly • Time rich when children are at school • Time poor during weekends/summer holidays where children accompany her during shopping trips – children can become a distraction during these visits • Inspiration • Seeks advice from neighbours/friends • Past visits to retailers • In store brochures • Touchpoints • Little digital influence • Invested in store visits: retail parks and out of town shopping centres • In store brochures • Consults husband for confirmation Alison is shopping for sofa big enough to fit the entire family comfortably. Her children are growing quickly and the sofa needs longevity, adapting to her family’s needs. Her living area is also fairly large so she’s browsing for a corner sofa to fill the space. • Act the part…. • Be the customer, the business, whoever • Identify the parts of the journey (based on facts!)

28. Lifecycle Customers Business

29. Affinity sort • Lots of ideas…lots of stickies…. • Lots of similarities

30. Prioritise • The team vote for what they think is the most important thing to fix • 7 dots (use 1 use ‘em all)

31. Lifecycle Customers Business

32. Raising awareness - Google ranking (SEO facets) - capturing existing customers online and in-store - targeting new customers Inspiring customers - inspiring experiences online and in-store - augment store experiences with digital  - cross-selling with other departments Clear product and service information - product information eg size, shape - benefits of furniture eg quality, sustainability  - promotions, offers, delivery information  Discover               Choose it                Buy it                Receive it                Return it                Review it               Rewarded Delivery - consistent proposition across product types  - shouting about the value we offer - avoiding financial losses • Outcome: All data – quant & qual • Agreement of journey • New opportunities identified • Cross functional alignment • Agreement of top priorities • Owners/teams for each priority • – timeline, thinking, needs & interactions Internal systems - ability to sort and attribute-tag effectively  - overview of a customer's whole order - accurate stock system

33. Multi-functional (Tortoises & Hares) – take the problem(s) and do it again! • Map the journey – for your team problem • Ideate • Prototype/concepts • Plan of execution • Cost/time estimate (t-shirt sizes) Multi functional solution

34. “we were there for hours…it kind of felt fun” “the staff were happy to let me browse” fast ones “The sofas I tried weren’t comfortable…I was prepared to spend more money for what felt like a luxurious sofa” • Trip to out of town store • Enjoyable experience: music, friendly attentive staff, coffee etc • Too ‘trendy’ for needs • Settled on sofa from final store visit • Expensive but high quality (£7000) • Willing to pay more as she hadn’t liked anything else • JOHN LEWIS - STORE • Dedicated trip to retail park • Picked up brochures in store Spoke to neighbour who recommended SOFA WORKSHOP - STORE TRIGGER sofa damaged during a flood PURCHASE • Requirements: • large corner sofa • “fill up” a large living room • big enough for entire family • (husband and 3 kids) • comfortable • M&S - STORE • Nothing big enough on shop floor DELIVERY • FURNITURE RETAIL PARK • Visited retail park • Opted for store that she had bought from before • Knew they would offer a huge range • Option to choose own fabric and cushions • Paid extra for delivery/assembly • Waited 6-8 weeks as expected “I would have happily bought one if they’d had what I wanted” SIZE & SHAPE “I wanted room for all of us to be on the sofa comfortably” “the kids were growing…already quite big by this point” COMFORT “the reason I wouldn’t buy online” “comfort always comes first”

35. small ones

36. big ones

37. really big ones

38. ugly ones

39. pretty ones

40. Emotional Map • Where do we make them happy • Where do we make them mad

41. Sizings & Dependencies • What the Tortoise needs to do to catch uwith the Hare • Where the Hare has to wait for the Tortoise

42. Outcome: connected solutions • Spikes/Protos to prove/demo way forward • New opportunities identified - risks • Cross functional team – who know what’s coming • Funding approved • Dependencies assessed.

43. Map & plan Define the backlog(s) Review progress within the customer journey

44. Out of Scope Customer journey In Scope Musts, Shoulds, Coulds

45. Outcome: Removing the tangents • All on the same course – so no curveballs.

46. Why? 3.

47. Multi-Channel reach, multiple solutions & touchpoints IoT / IoMT Increasing technology & capabilities Increasing user base & higher expectations Rapidly changing interaction techniques Digital trends are influencing behaviours Increasing degrees of connectivity legal gov’t social media finance trusted experts friends media family me my widgets

50. The moral of this mixed metaphor? You can’t ignore the tortoise in the room