Accenture Agency

The Challenge

To understand the needs and motivations of CUB customers and identify barriers to timely payment, comprehensive user research was conducted.

This involved interviews with CUB customers(bottle store owners and pub owners), surveys, and data analysis of customer payment behaviours and patterns.

Discover

In order to understand the frustrations CUB were experiencing with affected departments, I conducted stakeholder interviews with members of the accounting, sales, and support teams.

To gain a better understanding of CUB's primary users, I conducted interviews, with the assistance of stakeholders. Through these interviews, I was able to identify their main goals, frustrations, behavior, and attitudes when using CUB products.

To better comprehend CUB customers' environment and daily activities, I conducted field studies research. My aim was to get a feel for their everyday routines and highlight thier daily objectives and challenges in order to determine the reasons behind payment delays.

Define

To analyse the data collected from my research I used the affinity mapping exercise to cluster similar themes and highlight major insights.

Archetypes like personas and customer journey maps were defined in order to best represent our targeted users and their end-to-end journey from ordering stock to paying their invoices.

Key findings from the research included:

• Customers were not receiving reminders distributed from the CUB portal.

• Customers appreciate incentives and rewards that provide tangible value.

• Barriers to timely payment include forgetfulness, lack of reminders, and inconvenience of payment methods.

• Order invoices are hard to manage as a pdf format and needs to be digitalised to easy reference from within the portal.

• Some customers have had difficulty reporting invoice discrepancies, resulting in delayed payments.

Design

During the design workshop, we utilised the How Might We (HMW) method to assist us in translating the insights identified in the previous phase into different concepts.

Our focus was to offer a discount on stock incentive that encourages customers to sign up for the loyalty program and set up a direct debit.

The following design principles were established:

• Clear Value Proposition: Communicate the benefits of the loyalty program prominently, emphasising the discounts on selected stock items as a valuable incentive for signing up.

• Streamlined Sign-up Process: Simplify the registration process, ensuring it is intuitive and requires minimal effort from customers. Clear instructions and visual cues should guide users through setting up the direct debit.

• Effective Communication and Reminders: Implement a system that sends regular reminders to customers about upcoming payments, ensuring they are aware of their obligations and deadlines.

• Seamless Payment Experience: Enable customers to easily view and manage their payments through the loyalty program portal, providing a convenient and hassle-free payment experience.

• Digitalise customer invoices for easy access and review

• Make it easy for customers to report invoice discrepancies, ensuring timely payment of invoices with a smooth process.

To ensure that the design principles were properly executed, we created Hi-Fi wireframes that mapped out the user flows. This led to a second round of user testing with pub owners. Once the basic structure of the user flows was validated, we developed interactive prototypes.

Deliver

• Hi Fi interactive prototypes

• Dev handovers

• Brand guidelines

• Assets

• User Stories