E-Bike Retailer Service Design
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Challenge
A major Australian cycling mass-market retailer acquired the distribution rights for Corratec a premium electric bike brand from Germany. The problem was, sales had been slow and they came to us for help. They were looking for solutions.
Approach
In addition, to a new website and brand, a new store-within-a-store concept was proposed to the client along with other physical process modifications that could improve the customer experience and increase sales conversions.
Personas
A recap of the personas we are designing for:
![](https://assets-global.website-files.com/65aba3c6ffb5aab7d298b979/65b63cf9a44afa6772676c70_oliver-bannatyne-service-design-persona-tony.jpg)
![](https://assets-global.website-files.com/65aba3c6ffb5aab7d298b979/65b63d0e17c3ad76b12a350e_oliver-bannatyne-service-design-persona-jenny.jpg)
![](https://assets-global.website-files.com/65aba3c6ffb5aab7d298b979/65b63d26145d5b167ffa5c18_oliver-bannatyne-service-design-persona-hunter.jpg)
![](https://assets-global.website-files.com/65aba3c6ffb5aab7d298b979/65b63d38c7bf7e4f2ef1e571_oliver-bannatyne-service-design-persona-fabian.jpg)
Customer journey map
Customer journey map tool used to assess e-bike purchase experience indicates two critical areas (the valley’s) where customers may opt of out of purchase path.
A three pronged approach was recommended to combat this:
- Improve online experience for research.
- Improve the in-person experience for product evaluation.
- Improve the cross-channel experience between the online research phase and in-store product evaluation phase.
![](https://assets-global.website-files.com/65aba3c6ffb5aab7d298b979/65b63d688e9ad2df88a0b14a_oliver-bannatyne-customer-journey-map_v1.jpg)
![](https://assets-global.website-files.com/65aba3c6ffb5aab7d298b979/65b63d738af1f0ac6997e500_oliver-bannatyne-customer-journey-map_v2.jpg)
Service design blueprint
A Service Design Blueprint was produced to understand the process flow between the online and offline channels.
![](https://assets-global.website-files.com/65aba3c6ffb5aab7d298b979/65b63d9f3037cbbc2a90bddb_oliver-bannatyne-service-blueprint_v1.jpg)
![](https://assets-global.website-files.com/65aba3c6ffb5aab7d298b979/65b63daf7b861e9ce180d76c_oliver-bannatyne-service-blueprint_v2.jpg)
Feature priority map
An ideation exercise was conducted, and possible solutions to improve the customer journey were prioritised so that improvements would deliver the best return-on-investment.
![](https://assets-global.website-files.com/65aba3c6ffb5aab7d298b979/65b63ddd7db264a75dd9545e_oliver-bannatyne-prioritisation-map.jpg)
Improving the online booking experience
- Customer can schedule test ride at store online, or over the phone.
- E-bike product expert calls customer and does a basic needs analysis over the phone. Confirm height / bike preferences.
- Informs of them of the need for Photo ID for test ride.
- Provides finance forms (if required) so customer can get pre-approval and leave with bike (if required)
- E-bike product experts emails customer with date/time/location, parking instructions.
![](https://assets-global.website-files.com/65aba3c6ffb5aab7d298b979/65b63e1fbcfbf52a02e994ec_oliver-bannatyne-service-design-idea1.png)
Improving the process with a Product Expert
- E-Bike product expert role created. Initially up-skilled sales staff.
- Solution focused rather than sales focused.
- Offers personal touch.
- Build relationship with customers from online booking to bike servicing.
- T-Shirt “ask me about e-bikes”.
- “Show don’t tell” approach.
![](https://assets-global.website-files.com/65aba3c6ffb5aab7d298b979/65b63e864a5451849616c660_oliver-bannatyne-service-design-idea2.jpg)
Improving the Q&A experience
What if the e-bike sales discussion was more like a car buying experience.
- The customer has a one on one with a product expert.
- Seats around a small table.
- Customers can experience and interact with the bike throughout the conversation.
![](https://assets-global.website-files.com/65aba3c6ffb5aab7d298b979/65b63e3f3228c88b671549f1_oliver-bannatyne-service-design-idea3.jpg)
Improving the bike demo / trial experience
- E-Bike product expert able to customer home / work to demo bike.
- Allow customer to test ride the bike 24 or 48 hours.
- Collect all information required for sale in initial consult.
- After 48 hours, customer can keep bike and credit card charged if they want to buy.
![](https://assets-global.website-files.com/65aba3c6ffb5aab7d298b979/65b63e080edca6f33a5a6274_oliver-bannatyne-service-design-visit.jpg)