Self Service at Jewson
Improving the account management function for Jewson customers was critical for their trade customers to let them manage their credit accounts online by enabling them to pay bills 24/7, track order status and view reorders.
Role: Design Director Sector: Building Distribution Date: Launched 2023
Brief
With the usage of Jewson.co.uk increasing for e-commerce purchases we wanted to increase digital engagement by improving self-service for our customers who shopped both online and in branch. The benefits being available 24/7 to our customers and being cost effective to the business. Our focus was on improving the functionality and information in ‘My Account’ identifying the areas that were most important to our tradespeople in supporting them to ‘Get the job done’. The target customers were our most valuable and loyal credit account customer who use our credit accounts to help them run their own businesses by paying a monthly bill.
The reasons for this were:
• The existing account area only had basic details such as name, contact details, online order history and payment info
• Dated look and feel
• No credit account payment
• No in branch orders
My Role & Team
I was responsible for running the design delivery throughout the project where I managed the user research, UX and UI resource. I assigned a User Researcher, a UX Designer and Product Designer to the project and I managed stakeholders expectations, I prepared and conducted workshops and presented testing results to the Jewson Executive team.
Research
Following competitor analysis and review of data on the current account area (using Adobe Analytics) we conducted a survey on Account Management with 40 Tradespeople, participants from across the UK, all had Trade credit accounts asking them what are the most important features and benefits for them.
Overall Results: Top 5 important features in an account:
1. View balance
2. Make a payment
3. Track order status
4. Review past orders
5. View credit history
Workshop
I designed and ran a 1 day workshop with designers, marketers, product owners, developers, branch and credit services colleagues to get a good overview of trades peoples needs. We used the 4 customer persona's that the team were already familiar with to role play what their needs were for account management and design the features around their needs.
I designed and ran a 1 day workshop with designers, marketers, product owners, developers, branch and credit services colleagues to get a good overview of trades peoples needs. We used the 4 customer persona's that the team were already familiar with to role play what their needs were for account management.
Below the post-it-note boards show the persona's needs, priorities, frustrations, core times to use and preferred channels.
User Testing
A prototype was built based on the requirements and priorities of information gathered from the surveys and workshop.
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Check Balance
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Make a payment
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Track orders
Objectives
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See the overall response to the look and feel
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Understand if the hierarchy of information was correct
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Task 1 Set a task to make a payment
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Task 2 Set a task to track an order
Results
The credit payment function was launched January 2023. In the first 4 months £4.8 million has been taken in payments with 40% taken outside of branch hours and 48% increase in usage of 'My Account', with 67% of account applications made online (others are made in branches).
New features
• Personalised Welcome
• Can make payments
• Displays balance
• Track orders with delivery time
• Map feature
• Message Driver
• Repeat orders
• Manage project lists
• Refreshing new look and feel
• Visually differentiates between usage at time of day