Framing the project and getting acquainted
Defining the objectives and getting to know the specifics of the service
The engagement starts with an exchange with the project team made up of different areas of expertise: sales, marketing, CRM, communications, customer-relations management, customer experience and digital.
This workshop is the chance to learn more about the offer in place, to frame the project and to iterate with the team on the recruitment criteria and the user-interview guide.
Identifying the characteristics of subscribers and their cycling-related purchasing habits helps feed the thinking.
Study of buying behaviours
Understanding subscribers' and prospects' uses and purchase processes
The user-interview phase has multiple objectives:
- Identify the needs and the blockers
- Learn the buying habits of consumers’ buying habits in their real usage contexts
- Contextualise these buying processes against the profiles studied
- Gather feedback on the subscriptions and premium offers
Around ten hypotheses, identified with the project team and covering the whole customer journey, are tested through semi-structured interviews. This approach ensures the conversations stay framed and provides a reference frame for the user research.
Recommendation co-design workshop
Defining and prioritising the levers to improve the loyalty programme
The analysis of the user feedback is compared with the project team’s business perspective during the co-design workshop.
Levers to improve the current offer are defined and prioritised, taking our expert recommendations into account.
The levers to put in place as a priority are formalised during the co-sketching of the offer-presentation page.
We design the wireframe of the offer-presentation page to provide an overview of the recommendations.
Tracking the indicators
Measuring the effectiveness of the actions rolled out
Delivering recommendations is good; measuring their concrete impact is better!
Since delivering the study, we have tracked progress with the project team, using several metrics to compare before and after our collaboration.
The various improvements brought in following this study made it possible to multiply the monthly number of premium-offer subscribers by 5.
At the end of 2021 (before the study), the number of subscribers was 3,900. By mid-February 2022, that figure had reached 6,200, including 1,700 for the month of January alone.
UX research pros with real business acumen. Our points of contact very quickly grasped our issues and the context in which we operate. The fieldwork pinpointed genuine service-design points, which let us identify solid improvement opportunities.