Internal Shop Direct Group research had revealed a significant percentage of repeat customers felt frustrated that the Group’s websites didn’t recognise them as regular shoppers by presenting them with relevant products.
Shop Direct Group reach out to IBM to create a tangible vision of what a significantly more personalised shopping experience would look like for different customer personas and scenarios.
I worked with the Shop Direct Group’s data team to get an indepth understanding of the research and the existing key customer journeys while technical colleagues worked to understand the potential of the Shop Direct Group IT landscape.
Following the UX and technical discovery, I prepared and co-facilitated a 3-day workshop at IBM’s research lab in Haifa, Israel with Shop Direct Group staff attending alongside experts from IBM’s research, industry and consultancy departments.
Subsequently I led a small design team working with Shop Direct Group staff to produce new customer journeys mapping internal processes and underlying technology components to identify what would need to change or put in place to deliver a more personalised experience for customers with the Shop Direct Group.