We helped a leading retailer build a more consistent, mature and influential customer experience capability.
What was the challenge?
A leading UK retailer had brought together Customer Experience and Experience Design teams from across the business into a new function. Their ambition was to establish an impactful end-to-end capability that could work consistently and better demonstrate the value of design across the organisation.
How did we help?
We combined strategic and experience design expertise to establish the foundations for a more mature and impactful function.
We:
- Defined the customer vision, value proposition, goals and measures
- Established clearer approaches to prioritising demand and delivering work
- Developed an organisation-wide capability model defining the functions and expertise a team needed to deliver customer-centred design
- Defined the capability for a new end-to-end Service Design team
- Created a customer journey framework and bespoke design process
- Benchmarked Experience Design roles and developed competency framework and career pathway defining the skills individuals needed to develop and progress
What was the impact?
Our support established the shared purpose, capabilities and consistent ways of working required for the new function to mature and increase its influence across the business. This resulted in:
- A clear customer vision, value proposition and goals to align focus and strengthen engagement with the wider business
- Common frameworks, tools and processes to improve consistency in how experiences are designed
- Stronger articulation of the value of design across the business
