1 minute read
Examples from practice
A global leader in household appliances
Gucci wanted to improve the longevity of its products by improving its repair services. Together we set out to reinvent them to live up to the expectations of a high-quality luxury brand.
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We did in-depth customer research and a series of internal co-creation workshops involving teams across the organisation. This allowed us to map out the customer's and the product's repair journey and create an overview of the underlying operational infrastructures (logistics, digital, customer service, legal considerations, etc.).
Together we designed a series of interventions in the repair services. We de-risked these by prototyping and piloting them across markets before international roll-out.
Design for maintenance | The secret to the elevator industry’s whopping margins is maintenance. People hate getting stuck in lifts. So they pay $2,000 - 5,000 a year to keep each one running smoothly. Kone saw that margins on maintenance services were 25-35%, compared with 10% for new equipment and decided to get properly set up for a business model based on repair and maintenance rather than machine sales.
We helped kone redesign their offer (to include these services), streamline the back office, and provided agents with the tools to have quality conversations with customers. This enabled them to create flexible, personalised offers, delivered at higher efficiency. A
Design for circular customer behaviour | A global leader in household appliances boldly decided to embrace a circularity but soon realized users play a key role in prolonging product life and closing product/material loops. We partnered to find opportunities to stimulate circular behaviour.
We observed and spoke at length with people across markets and captured the insights in two models: a relationship lifecycle and a loop model. These allowed us to profoundly understand the human-product relationship from start to end and get insight into what drives or prevents people to maintain, repair, share or recycle their products.
