For this digital customer experience case study we carried out our unique Tripping Point® study on a mix of frequent and new customers.
- Recruited through behavioural recruitment
- Disguised the purpose of research to avoid any bias
- Used smart biometric devices and Face Tracker technology to uncover the unconscious response
- Interviewed customers post research via computer (to remove human bias)
The research uncovered several improvements from both a functional and emotional perspective. We identified what gets in the way, what causes stress and critically where are the opportunities to create greater excitement and engagement.
Using the insight we created a prioritised roadmap of improvements. These included both functional elements of the experience as well as emotional, e.g. where can we add to the experience to create the emotion expected of this brand.
The internal digital/IT team then set about making these improvements before we re-tested the experience and analysed the results.