Dec 2023 - May 2024
Provide Exclusive Shopping Services For Different Tier Of Customers
Exclusive access & private markdown
Exclusive Access is pre-planned campaign when pre-selected list of customers have an opportunity to purchase products that only shoppable for small group of VIC customer. While, Private markdown is pre-planned discount event when pre-selected list of customers have an opportunity to purchase products with special sales price.
In fashion industry, they both are regarded as trade practice to engage with customers with brand services and values.
The Chanllenge
Same approach, different customer experience
From a technical architecture perspective, in order to avoid duplicate manufacturing functions, we decided to use the same approach to provide these two services.
However, the user experience shuold be differnet. The challenge is to find a way work for everyone and different for the 2 different event.
Customer insights
From market research and user testing, we were able to tailor each event to meet the specific expectations and desires of luxury branensuring that both the Exclusive Access and Private Markdown events deliver a premium and satisfying experienced customers.
Emotional Appeal
EA: feelings of exclusivity, anticipation, and being valued.
PM: feelings of savvy purchasing, appreciation for exclusive deals, and being rewarded.
Product Focus
EA: detailed storytelling, high-quality visuals, and narratives about craftsmanship and design inspiration.
PM: emphasize the original value, quality, and limited-time nature of the markdowns.
Urgency and Availability
EA: emphasizes the limited availability of new products to create urgency.
PM: highlights limited-time offers and scarcity of discounted items to drive immediate action.
Define
Focuse on the most valuable opportunity by workshops
On the workshop, we shared the customer insights first, and then let team writed down ideas in the user journey for the 2 events. And then we voted to pick up the most valuable ideas.
Ideate
Use color to create premium in exclusive access, use coutdown to create urgency in private markdown.
Follow-ups
Enhancing exclusiveness for CS team creating remote order in WeChat
Customer service consultants are able to create a link of Burberry.cn (b.cn) for Burberry online customers to pay directly using their Burberry account. This project is offering a non-negligible proportion of the business on b.cn, and evidences show great potentials to expand this service into WeChat store for more business opportunities.
Current interface for CS and customer in b.cn
Research
Stakeholders interviews
To set a clear design goals and scope, I conduct seprate stakeholders interviews to get valuable feedbacks from both core stakeholders.
Business Team
Converting potential customers with CS Moto is a promising business opportunity, and it’s a great start to implement further cooperation.Let Retail Team able to conduct remote sales in the future.
CS Team
We are happy to conduct remote sales for online customers when the commission rule is clear and ready to execute.The user experience on b.cn for both internal and customers can be improved.
Design goals and user journey
CS create and share remote orders based on the stock of correspond channel for the customer. Customer pay the order using their current (or preferred) channel and account. The system is able to track the orders / payments. The scalability of tracking user behavior and opening access for retail team in the future.
Management system UXUI Design
