Customer Excellence Centre
UX/UI Designer
Client: KPMG
The Challenge
We were asked to design a platform to showcase the internal insight and expertise in the customer excellence space, promoting the internal depth of customer and digital expertise and experience.
The Customer Excellence Centre (CEC) needed to highlight insights and initiatives on driving value for the customer, which would help both board-level executives and customer specialists succeed in the ‘age of customer’. Demonstrating value and providing relevant information were the key challenges that needed to be address, due to the time constraints and expectations of the C-level target user group.
moodboards and concepts
Before the co-creative workshop, we put together several suggestions on how the platform could look and feel.
We then gathered feedback from the stakeholders, allowing us to quickly identify the visual styling that appeals to our target user group.
Co-Creative Workshop
During a half day workshop we brought together the main project stakeholders and asked them to define the most important features, values and benefits of the CEC.
We worked with them to define key user personas and the journey that each group would ideally take, through becoming aware of the CEC to reading and sharing content with their peers.
Personas Definition
- David is indifferent towards his current CX situation, he is neither displeased nor pleased. Shown examples and case studies for how to improve customer centricity, to motivate him.
- Monica is unhappy with her current CX situation, she is keen to make changes and try new cutting edge methods. Needs inspiration and to be exposed to new ways of thinking and working, as she is open and willing to make changes.
User Journey
Our main focus was on developing ways to create a cycle from reading content to sharing, we understood that content would be a major driver. However we also knew that creating a clean and organised information architecture, coupled with appealing visuals, would also go a long way to driving repeat and prolonged engagement.
Wireframes
We knew that our target audience were likely to consume content on the CEC fairly evenly between mobile and desktop devices. Because of this, we focused our efforts on designing an excellent stand alone experience on both device types.
Visuals
Here you can see the CEC home page on both desktop and mobile devices. We knew that content is key for our audience and so the entire site is focused around presenting relevant and up to date information in an easy and engaging way.
Conclusions
We have had excellent feedback from all stakeholders involved in the project. They have described the platform as "impressive and intuitive".
The internal Head of Branding has also approached us to use some of the principals and design features of the CEC as part of a company wide digital rebrand, expected to begin later in 2017.
The development and content management is currently underway and is being managed by an external agency.
Project Team
Service Design Lead: Bruno Perez
Senior Visual and Experience Designer: Federico Casabona
Experience Designer: Hal Sarjant