FlawlessCX Work by Alex Bradbury

Building great customer experiences that proﬁt

1 Use Experience & Service

Design

Unknown

“We never have the money to do it right, but somehow we always have the money to do it twice”

FlawlessCX

If we build it right in the ﬁrst place then think of all the money that is saved.

BUILD IT RIGHT THE FIRST TIME

By spending quality time on Research & Discovery we can deliver right the first time because everything else falls into place.

The Research & Discovery is vital to delivering a great customer experience accurately and efficiently. It is often skipped because it is faster to go straight into designing solutions based on assumptions, but this is where everything goes wrong. Build & Delivery is the expensive part so you have to ensure that you are building the right thing before you start building.

RESEARCH & DISCOVERY

• What are the problems

• What causes the problems

• What are the Business needs

• What are the customer needs

DESIGN & VALIDATE

• Design solutions

• Test the solutions

• Validate they solve the problems

BUILD & DELIVERY

• Deliver build ready designs

• Build only what is needed

• Build what we know works

FlawlessCX

FlawlessCX

OUR CLIENTS

2014 - 2022

WORK

OUR

MACHINE & HUMANKIND 2014 - 2022

Design and build a market leading fully customisable, white label ecom platform for WPP to enable them to offer their clients the ability to warehouse and sell their products to an established and engaged market through WPP.

Design a fully managed direct-toconsumer (DTC) ecommerce solution for WPP to offer its clients. 7 New Full Service Commerce offering for WPP UX Design

Client Brief

Competitor Analysis

Discovery & Research Phase

What are other retailers doing well in the market. What features do we need to consider when building a new ecom platform?

Client: WPP / Wunderman Project: Ecom Platform with Warehouse Facility

Discovery

Deﬁning

Client: WPP / Wunderman Project: Ecom Platform with Warehouse Facility

Features & Creating Briefs Breaking down an entire end to end ecom journey into manageable chunks. - Search & Browse - Checkout - Delivery & Returns - Customer Services What features are core to the experience.

& Research Phase

User Research on Existing Live Retail sites

Client:

WPP / Wunderman Project: Ecom Platform with Warehouse Facility

Remote Moderated Usability Study

Discovery & Research Phase

Mapping

Client:

WPP / Wunderman Project: Ecom Platform with Warehouse Facility

out Journey Flows

Delivery

Mobile Checkout UX Flow

Design &

Phase

Design & Delivery Phase

Client:

WPP / Wunderman Project: Ecom Platform with Warehouse Facility UX Specs for Build Auth Journey on Mobile

UX States for Field Interaction

Design & Delivery Phase

UX Design from Design System in Figma

Client: WPP / Wunderman Project: Ecom Platform with Warehouse Facility

Client Brief

Build a great car buying experience that is scalable and customer focussed.

Cinch had a journey up and running allowing customers to find and buy a used car. But there were problems along the journey and before Cinch could scale they needed to find and solve the problems.

14 End to End Customer Experience UX Design + Service Design

Auth UX Design

Client: Cinch Project: Multiple across the Customer Experience

UX Flows for Authentication

Validate Users at Account Creation

Auth UX Design

Improved Auth Journey

Client: Cinch Project: Multiple across the Customer Experience

Analytics Data Data mapped onto Flows

Customer

& Discovery on How to increase conversion into checkout Build trust in the quality of the product

Client: Cinch Project: Multiple across the

Experience Increase Conversion Research

Cinch USPs

the

Client: Cinch Project: Multiple across the Customer Experience Communicate

Early in

Journey Increase Conversion into Checkout

Many of John Lewis’s customers go straight to the phone when there is a real or perceived problem with an order. This project was to research and identify the reasons what they call the aim of reducing contact centre costs by allowing customers to have access to better self serve tools and knowledge.

Customer Service Self Serve SERVICE DESIGN

Reduce ‘Contact to Order’ ratio of the Contact Centre by providing better selfserve tools 19 Client Brief

Mapping out data onto existing key journeys

Client: John Lewis Project: Customer Services

Web & Contact Centre Data

Problems with existing Journeys

Client:

John Lewis Project: Customer Services Understanding the systems and processes behind the key customer contact drivers

Contact Centre Data

Delivery Plan for Research

Experience Mapping the Click & Collect Journey Approach to the work

Client: John Lewis Project: Customer Services Client: John Lewis Project: Customer Services

Design possible improvements to existing journeys

Research / Testing possible solutions

Client: John Lewis Project: Customer Services

Design possible improvements to existing journeys

Migrate customers from multiple old iOS apps onto a single new universal iOS App.

With nearly £100 million in revenue spread across an old iPad App and a separate iPhone App, this project was about migrating users across to a single, easy to manage Universal iOS. The new app had to follow Apple guidelines and not be a custom app. This would allow the business to take advantage of iOS features that are native to iOS Apps as and when Apple roll out updates. VoiceOver was a key focus in this work ensuring that everything worked as Apple expected.

Universal iOS App Design & Build

Client Brief

Data

iPad App Migration problems iPhone App Checkout Analysis Project Wireframes Open Axure Wireframes PW: Pink123

Client: John Lewis Project: Universal iOS App Analysis &

Mapped out onto Journeys

Migration Journeys from iPad to Universal App

Client: John Lewis Project: Universal iOS App

Mapping out Migration Journeys

iOS App Architecture

New Rewards in App ‘Book an Appointment’ Reward Flows

Client: John Lewis Project: Universal

& Journeys

User Testing

Client: John Lewis Project: Universal iOS App

User Testing App Features Internal JL Lab

Deliverables

Story Speciﬁcations + markup for UI & build

Client: John Lewis Project: Universal iOS App

Client Brief

Improvements to the Search, Results and Filters across the John Lewis

website.

With nearly £2b revenue per year and targets exceeding that, the John Lewis website had a lot of focus from the business and how we could improvements to the customer experience.

Findability was a team that was focussed on modifying the website search, results and filters across desktop, tablet and mobile. My roles was to analyse all the data and user test possible incremental improvements to the features. Prioritisation was done by the Product Management team, research and user testing was done by myself and the User Researchers at John Lewis.

Website Data Analysis Omniture

Client: John Lewis Project: Search & Browse

data

Understanding how customers use iPads. Peak times, revenue, orientation of device.

mapped out

Client: John Lewis Project: Search & Browse

Data

+

Analytics Data Science reports from the analytics team

Data Science reports informed us that using filters increased revenue. But also that increasing the number if visible products on a tablet results page increased revenue as well.

User Research had recommended that Filters were visible on Tablet and that we did not hide them so that we could increase more product images.

Previous user research ﬁndings

Show ﬁlters, hide ﬁlters, more product images or less?

The Findability Team product manager wanted to test and explore hiding filters and increasing the number of product columns on portrait tablet.

User Research and Data Science has conflicting views.

Client: John Lewis Project: Search & Browse 3 Column + Filters on Tablet (£30m per month revenue)

Wires + Prototype test concepts

Prototypes were built but testing was done after I left John Lewis

With £10m per month Revenue for Portrait tablets and £20m per month with Landscape tablets the recommendations was to focus improving Filters not hiding them.

Client: John Lewis Project: Search & Browse

Prototype Open Prototype

Voice Search Concept

Voice Search was a small but interesting project for UX and UI. The development team had already built a working proof of concept using Google but we needed to design the interface. We based this of Google Voice search in Chrome simply because it was fast and much of the work had already been done by Google. As a proof of concept it only worked on Chrome and would not run on smartphone and tablet.

John Lewis voice search on Web

Prototype Open Prototype PW: Pink123

Client: John Lewis Project: Search & Browse

Client Brief

Research and identify problems and pain points in the existing commercial Supplier Onboarding process.

It can normally take anything from 3 to 12 months to onboard a new supplier, but at the start of Lockdown, Sainsburys was able to onboard a handful of new suppliers in just 2 weeks. This project was to research and identify the reasons why it took so long for suppliers to onboard previously and to provide recommendations how the business could improve this in the future.

Supplier

SERVICE DESIGN

Onboarding

Supplier Research

Research Process

Supplier Research documented in Miro

Client: Sainsburys Project: Supplier Onboarding

Afﬁnity Mapping Problem Framing

Client: Sainsburys Project: Supplier Onboarding

End to End Miro Research view

Highlighting Pain Points / Journey Mapping Current State

Client: Sainsburys Project: Supplier Onboarding

Hometree set out to disrupt the boiler fitting industry by offering customers a fixed price boiler purchase and installation without requiring the need for a home visit from an engineer to provide an accurate quote.

Removing the engineer visit cuts costs and increases turnaround times from requirement to installation. Hometree had built an app enabling a network of Gas Safe Certified boiler engineers to take on fitting jobs.