Rapid discovery to inform strategic investment in technology for growth
Client: Ringtons Ltd
Employer: Qrious
OUTCOME
A digital transformation roadmap, accompanying design artefacts, and a detailed report, resulting in a multi-year contract to implement the roadmap.
CONTEXT
Ringtons is an iconic North East family business, founded in Newcastle Upon Tyne in 1907. It has a strong reputation for its friendly doorstep delivery service and highest-quality teas. The company served around 220,000 customers, with a turnover of around £62 million.
The challenge
Ringtons needed to invest in its technology infrastructure to replace legacy systems, improve efficiency, and accelerate growth. But it was not clear where to prioritise investment in a complex technology landscape that supported different functions of the business from doorstep sales to customer account management, stock management, sales route management, online sales, reporting, and marketing.
THE BRIEF
Ringtons asked Qrious – an experience transformation studio – to conduct a discovery project to acquire a broad overview of the technology infrastructure supporting their flagship doorstep delivery service. We were asked to discover key opportunities and challenges, so that the company could make informed decisions on priorities for technology investment.
THE TEAM
A small team of three people was selected to work intensively on the project for 6 weeks. I was one of two UX Designers, working alongside the Director of Experience Design at Qrious.
We worked collaboratively throughout the project, but I took the lead on data analysis, independently writing the comprehensive report (30,000+ words) and executive summary, and co-delivering the executive playback to the Directors at Ringtons.
The project was structured as 3 x 2 week sprints, including daily stand-ups with key stakeholders from Ringtons, and fortnightly sprint reviews with executives and other senior stakeholders.
DESIGN PROCESS
Project kick-off
Defining and agreeing the project objectives, to create a “30,000 foot” overview of Ringtons’ flagship doorstep delivery service, and so identify and prioritise digital transformation opportunities.
Reviewing company data
Immersion in company data and reports, staff survey data, published information, customer insights reports, customer service desk data, and customer feedback.
Contextual inquiry
Travelling with Sales People in their delivery vans, and observing as they visited their customers on their rounds. Site visits to Sales Offices across the North East of England.
Interviews with staff and customers
Semi-structured interviews with customers and staff from across the business, including Sales Offices, Stock, Product, Marketing, Customer Care, Operations, Wellbeing, IT and Training.
Data analysis
Analysing data throughout the project to identify emerging themes and lines of inquiry to explore and incorporate iteratively into interviews.
OUTCOMES
We worked together to produce a pack of design artefacts to capture our findings, prompt discussion, and inform decision-making within Ringtons: proto-personas (x 11); user journey maps (x 10); service blueprints (x 4); a visualisation of the future service; a visualisation of the customer retention funnel; a technology ecosystem map; a compilation of key findings and business requirements within a digital transformation roadmap.
The Digital Transformation Roadmap cut through the complexity of the technology landscape to present Ringtons with a clear, actionable, prioritised programme of activity to inform strategic decision-making for digital transformation.
The quality of our work resulted in Ringtons entering into a large, multi-year contract with Qrious, to work together towards implementing the Digital Transformation Roadmap. Our people-first approach gained buy-in from staff across the company, and sparked enthusiasm and momentum for change.
ELENA GORMAN, PHD 