The challenge
Challenges that stood at the forefront were:
- Scalability: Upgrading the system to effortlessly manage an expanding customer base
- User experience: Essential enhancements to the user interface and overall accessibility to surpass customer expectations
- Cost efficiency: Streamlining processes to cut down costs without compromising user service quality
- Global reach: Evolving the system for a global audience with inclusive language support and cultural adaptability
My role
Contributions to the project encompassed:
- Comprehensive UX research: Engaging in deep-dive research activities to craft user journeys, storyboards, and prototypes to identify key improvement opportunities
- Cross-functional team leadership: Conducting collaborative workshops, pinpointing and cultivating high-impact product features
- Design concept evolution: Curating a suite of design alternatives, informed by rigorous user research to crystallise the most effective solutions
- Problem definition & research: Collaborating with research and product management to precisely delineate user problems and refine solutions
- User experience design: Leading the creation of captivating user experiences through meticulous interaction and visual design
- Experience prototyping: Leveraging prototyping to test and polish product concepts in response to user feedback
- Balancing user needs and business goals: Ensuring designs met user desires while achieving business aims, prepared for future scalability
- Localisation strategy: Executing extensive research and competitive analysis to guarantee culturally and regionally resonant designs
The solution
My UX-driven approach yielded the following advancements:
- Intuitive user interface: A reimagined, more accessible interface that simplifies and elevates the user journey
- Seamless redemption flow: Streamlining the redemption process to reduce user steps and enhance clarity, thereby boosting user conversion rates
- Process optimisation: Revamped backend processes now underpin the system, bolstering operational efficiency and curtailing expenses. The newly designed admin system streamlined Kenwood’s logistical operations, offering granular visibility into stock levels and orders across diverse regions
- Role-specific access design: By integrating multi-level user access into the admin system, we created a tailored experience for Kenwood’s marketing and fulfilment teams. This design ensured that personnel could access only the data necessary for their roles, thus enhancing security and focusing workflow
- Expanded global accessibility: The implementation of a robust localisation framework led to widespread user inclusivity, ensuring that Kenwood's diverse customer base enjoyed a seamless experience tailored to their regional needs and language preferences
These improvements have not only fortified the UX dimension but have also provided Kenwood with a powerful tool to manage its international footprint with unprecedented precision and adaptability.
The results
The transformation of Kenwood’s Recipe Book Redemption System has delivered discernible enhancements across multiple operational facets:
- Enhanced scalability: The system's capacity for managing redemptions has significantly expanded, accommodating an uptrend in customer engagement and service requests
- Operational excellence: We observed a quantum leap in efficiency metrics, powered by the overhauled processes and systems, resulting in streamlined operations
- Empowered territorial management: Content managers within each regional market now autonomously oversee stock levels and procurement, fostering a decentralised, agile approach to inventory management
- Language and localisation strategy: Expansion into markets using non-Latin scripts, including Cyrillic, has been realised, offering localised content management and customer engagement
- Customised partner interface: A distinct, intuitive user interface was crafted for Kenwood’s fulfilment partner, enhancing their interaction with the system and optimising their operational workflow
- Informed strategic decision-making: A robust array of operational insights is now available, empowering Kenwood to make strategic decisions rooted in accurate, real-time data
- Financial prudence and enhanced efficiency: The administrative overhaul has led to notable cost savings, alongside improvements in data accuracy and integrity
- Resolution of common customer issues: Through exhaustive user research, prevalent customer challenges such as lost or damaged books were identified, leading to the introduction of digital self-service solutions that streamline the replacement process
