Tesco Clubcard
Lead Service Designer
Brief
Undertake the first ever 360° review of the Tesco Clubcard customer experience across all touch points.
Process
Synthesised 100 hours of qualitative research interviews to uncover unmet needs and pain points.
Results
Tested and validated changes have improved the experience for millions of Clubcard holders.
Over 18 weeks I led a team of UX and product experts as we undertook the first ever end-to-end customer experience evaluation of the UK’s longest-running supermarket loyalty scheme: Clubcard.
Synthesis of customer research generates a lot of artefacts. These were prominently displayed in the office. The ‘socialisation’ of research ensures that it doesn’t exist as ‘shelfware’ and can be interrogated easily.
Being ever-present, incidental conversations with stakeholders occur and help to ensure there are no big surprises at key project checkins.
Using grounded theory, we synthesised 24, two hour customer interviews from four countries into a customer experience needs map for Clubcard country directors.
This, coupled with extensive competitor review and evaluation, led to a set of core hypothesis that were prototyped and tested.
The research findings were presented as posters which were posted in the offices of the Clubcard country managers.
The importance and impact of each customer need was mapped. The differences between needs, expectations and behaviours across territories became apparent.
We delivered customer journey storyboards and service blueprints to articulate the key recommendations.
Recommendations borne out of the research findings were storyboarded, prototyped and tested. Yes, that is an iPad strapped to a self-service checkout in a Tesco store.
The resulting recommendations have subsequently improved the loyalty scheme experience for over 20 million card holders.