CHALLENGE
A legendary motorcycle brand was dealing with high levels of drop-outs in purchase; 75% of the customers did not move from enquiry to purchase. This brought in the need to design a purchase journey experience that was not only relevant to customers, but ‘futureproofed’ to ensure the customer is always delighted.
APPROACH
In order to design for a powerful purchase experience, we believed it was important to tick off on the following :
(1) Build efficiencies that counter frictions in the journey,
(2) Design for effectiveness of processes,
(3) Create joy by solving for meaning and emotional appeal through the process.
To achieve this, we conducted extensive ethnographic explorations into specific phases in the purchase journey, where we lived the experience alongside the customer.
With this, we had a detailed understanding of
(a) What the customer expects and seeks in the journey,
(b) What in the journey creates friction
(c) What in the journey sparks joy.
Learning was brought back to co-creation sessions with the Client, where we arrived at key jobs to be done for critical touchpoints in the purchase process.
IMPACT
This study is influencing all decisions in the CX initiatives for the brand.
The Client is currently in the process of prototyping recommendations, which (basis performance) would then be scaled up across the country.
Given the output and impact, Quantum is seen as a key advisor-partner of the brand’s CX team.
