Helping employees shape customers experience

Developing an interactive web app to improve recognition of Rolls Royce products and service packages and capture new initiatives.

Project year

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.

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Above: Quick thumbnail sketches produced during a brainstorming session.
Above: Mock-up designs for employee activation experience. An immersive wall-to-wall digital cube visitors could interact with and experience the 'Pixel perfect resolution'.

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. 

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Above: User personas derived from employee interviews and onsite observations.
Above: Userflow diagram for Rolls-Royce web app.
Top: The original @work Intranet interface design.
Above: Design charette from user workshop illustrating desired product feature.
Above: Brand creative reconfigured for large-format installation at Sky's Osterley HQ.

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.

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Above: Framework diagram for content page templates.
Above: Examples of desktop and mobile wireframes produced during development.
Above: (Top) User flow developed to maintain consistency framework across each game. (Bottom) Our in-house Sky Sports design system
Above: User flow diagram detailing the content requirements for the overall application. Below: Task flow based on an activity requirement for a user persona.
Above: Examples of early creative routes pitched to the client.
Above: Sky HQ entranceway dressed and experiential pop-ups installed, ready for launch day.

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.

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Above: Prior to launch large crowds gathered in front of our countdown timer (left), teaser graphic on reception tower digital screens (right).
Top: Wireframes using the page framework to test its flexibility for multiple use cases.
Bottom: Comparison between the existing project page template and the new design using our page framework.
Above: (Top) Game screens for Formula 1® interface. (Bottom) Track illustrations for each European Grand Prix.
Above: Early set of creative ideas using messaging discovered during my research.
Above: The services page served as the homepage. Users could browse service options and sort by engine types, before selecting to learn more.

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.

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Above: Two employees pose for a photo opportunity inside the 'Pixel Perfect' cube installation (left), employees enter the launch experience through the digital doors (right)
Above: Selection of user interface and game screens for The Hundred.
Above: Draft iterations for a homepage developed in consultation with the client.
Top: Example of how Hi-Vis green text directed messaging inward, and how participation could help reduce workloads.
Bottom: Digital assets for screensavers and billboards across the Met Police estates.
Above: Set of poster designs for the initial campaign launch.

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.

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Above: Interface designs taken from the mobile version of the innovation center.
Above: Sky's Intranet digital takeover including home-screen (right) and Infographic (left and top-right).
Above: Character illustration and cut scenes designed for the Lions Tour game.
Top: Final desktop homepage, (below) comparison between old and new site.
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.

Above: Evolution of the original @work logo to a newer refined version.
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Above: CMS interface for authors, editors, and innovation managers to review and collate data.
Above: (top) Super Squads game interface. (Below) Email signatures with designs inspired by retro uniforms for each WSL club.
Above: Hi-definition wire flow for administration function to monitor and extract user content.
Above: Process flow for generating employee specific content for future campaign messaging.
Above: Giveaway items to promote the relaunch of @work.

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.