Helping employees shape customers experience
Developing an interactive web app to improve recognition of Rolls Royce products and service packages and capture new initiatives.
About the project
Rolls Royce came to us looking for a solution to aid its reps when communicating its services offering to its current and potential customers. With a vast array of service packages, products, and add-ons, it was becoming increasingly difficult for reps to retain such volumes of information without assistance. We would help by creating a tool to help aid these conversations and facilitate more fruitful discussions with new and existing customers.
Defining the need
From our early focus sessions, it was clear our objective was for the delivery of an agile solution, one that could;
- Act as a quick reference tool for use in meetings and aid the development of sales opportunities,
- Be a training resource for reps during travel to and from appointments.
Then it was about figuring out the best experience to facilitate this in the web app. It would be a new tool for all the reps, so we wanted to make the experience as accessible as possible since it needed to be usable to a wide range of users, on both mobile and desktop.
Above: Design charette from user workshop illustrating desired product feature.
The account director would work with the client to form a content strategy, while I'd develop the best way to visualize detailed content across each page. Initial wireframes used feedback from reps on their approaches to appointments, dialogue, pain points, and FAQs that would emerge with customers. I wanted to mirror the content flow with a natural progression of an in-person discussion.
Our key aim for the innovation center was to invite as many ideas as possible while not overwhelming the recipients whose job is to review those ideas. We wanted to empower everyone to feel they could genuinely make a difference to the Rolls-Royce offering and be able to capture those ideas in formatives states.
Bottom: Comparison between the existing project page template and the new design using our page framework.
Creative solutions
For the portfolio, to help users explore the environment, we set about creating three navigation options. The primary function would allow users to select an individual service option and passively scroll through. Then, for the active mode, users could jump ahead to content of particular interest from a sub-navigation that followed users as they scroll. The third was a strategy and package option that detailed service bundles to offer customers, each with ascending coverage levels. Each of these navigation options would allow the user to navigate the experience best suited to their individual need.
Bottom: Digital assets for screensavers and billboards across the Met Police estates.
The innovation center also made use of passive and active experiences. First, a stack of user-submitted ideas appeared on the home screen for reps to scroll through. They could then engage with an up-vote if they supported the concept. Secondly, they'd have the option to submit their ideas via a short form sent to the innovation team for review.
Bottom: Onboarding pop-up overlay introducing users to new features available on @work.
In addition, we developed a CMS back-end where the innovations team could review suggestions. By doing so, we established a formal pipeline for collecting, reviewing, accepting, and posting ideas for support and development, enabling the team to develop the most needed, feasible, and popular innovations alongside employee and customer demand.
For each page design, I worked closely alongside a team of developers. With such large volumes of data to consider for mobile and desktop users, it's essential to remain unified in your vision and produce an engaging aesthetic using a system everyone can work efficiently within.
The Rolls Royce brand represents a marriage between the pinnacle of engineering standards and understated elegance; we made sure that we honored that with our aesthetic choices. Yet most importantly, we ensured that the content was the main focus for each page and that the user could navigate to the required content across each page with little ambiguity.
