Goal
Develop a comprehensive understanding of the sales floor associates’ experience. Identify areas for process and device improvement and potential task funding gaps, and look for opportunities to improve operational excellence and increase associate satisfaction.
Role
CX project lead
Timeline
Five-month duration from project conception to presentation of findings and recommendations to the COO and executive store leadership team.
Approach
The project involved a series of stakeholder interviews and forming of cross-functional teams to provide varied perspectives on the research. The teams visited different territories to mitigate regional bias and spent a week in different stores shadowing associates and documenting their shifts, followed by individual interviews.
Once back in the SF Bay Area, we started analyzing and visualizing 420 hours of data, resulting in a highly complex yet compelling narrative. Key themes were identified, and a weighted root cause analysis was conducted to determine the underlying issues.
After solidifying our artifacts, we shared our work with different partners within the company to inform their roadmaps and capital spending for the coming year.
Deliverables
As a result of our rigorous research process, we created a comprehensive, multilayered associate experience map that offers both a macro and micro view of the current in-store status quo. We also developed a weighted root cause diagram, providing a clear understanding of the critical investment areas. Furthermore, we created an interactive store map that allows viewers to virtually follow a store associate during their shift. Finally, we produced visually compelling Pinterest-style vision boards, highlighting key friction points for the associate.
ANDREAS WOELK 