Role — Lead Designer
When — Bow & Arrow 2013
New and improved post-pay journey for customers and colleagues at Carphone Warehouse.
Carphone Warehouse has one of the lowest trust and customer service ratings on the mobile high-street and require a new customer journey for all their contract purchases, with the aim of improving loyalty, satisfaction and conversion.
After completing 80+ hours of mystery shopping, across high-street services as well as spending 40+ hours with colleagues and customers; we were able to understand the needs and requirements for both those selling mobile phones as well as those purchasing them.
The new tools, combined with training guides for staff help to bring the Carphone Warehouse ‘smarter comparison for better value’ positioning to life. Using a tablet app which both the customer and colleague can interact with together, means customers, for the first time, can see all the up-to-date deals across the market and know that they are getting the cheapest and best deal for them. Carphone Warehouse are infact not a middle-man, they buy tariffs and phones independently and create their own deals for customers, making them incredibly competitive against the networks. Educating customers on this is one of the biggest requirements for the tool, which is why short and engaging animations help to explain this when customers are first looking to buy a contract in-store.
The new tools and staff training will roll-out from August 2013, with completion due by end of September.