Business service redesign to increase engagement
Service and app redesign for Genesis brand
CHALLENGE
Utilization and awareness of the existing Genesis Service Valet experience and supporting app were low. At the start of the project, the utilization rate was 40% via all maintenance/warranty work. Our task was to provide actionable, user-centered UX recommendations to shape the future of the Service Valet program in order to achieve a gold-standard experience for Genesis customers.
STEP 1: RESEARCH PREPARATION
Audit: Current website and app, review existing Genesis research and other supporting materials, conduct initial stakeholder interviews
Output: Refined research next steps for who we wanted to talk to and how we’d approach the research methodology
STEP 2: OBSERVATIONS & IN-PERSON FOCUS GROUPS
Conduct: Focus groups across 3 cities, 7 in-person sessions, 24 Genesis consumers, and 24 non-consumers.
Output: UX assessment & journeys demonstrating the current state of the program’s owned assets.
STEP 3: FUTURE STATE MAPPING
Synthesize: Current digital experience, stakeholder interviews, system assessment and research data from focus groups.
Output: Mapping of synthesized future state opportunities and prioritization exercise.
INSIGHTS
Despite the service valet experience being part of ownership, most Genesis customers didn’t see value in it or use the service. Some customers cited the reason being they weren’t aware of it. In discussions with customers, the idea of Service Valet being a subscription service with additional relatively easy and low-cost perks, was more appealing. In essence, value was tied to paying a small fee based on greater knowledge of the details of the service. In addition, most dealerships operated under the traditional model of customers bringing their vehicle in when needing service, but were open to a business model that drove greater engagement; bottomline, brand awareness of quality, price and selection were greater motivator for customers when considering purchase and spending time at the dealer’s maintenance department was irrelevant to conversion.
RESULTS
UX assessment was mapped to the consumer journey of owned assets. Opportunity recommendations were visualized to drive a more engaged enterprise understanding and acceptance. Opportunities were also prioritized on a road map based on our recommendations and collaborative sessions with Genesis stakeholders.