Challenge

Working with a global electronics brand we set out tounderstand and re-imagine the online sales journey for the company’s flagship mobile handset. By focusing our study on the USA and the UK (two key markets) we examined how consumers engage with the company’s current sales journey both online and off, as well as exploring how consumers are informed and influenced by the mobile carrier brands local to their market.

Approach

This project encompassed two parallel research streams across London and Chicago. Each research stream consisted of 12 in-depth interviews and a further 6 in-store shadowing trips to understand upgrade ambitions, unmet needs, the decision-making process and advice sought in store.

Outcome

We developed three-smartphone user personas based on our research, which communicated core customer needs and described the current and hoped for sales journey for each one. We also identified 10 high-level findings from our research, each with a connected design opportunity for implementation in the revised sales process.