Personalisation
UX Design, UX strategy
M&S had ambitions to create a more relevant and personalised experience for their customers. Their existing approach was feature based and not customer-centric.
Felix led the creation of a Personalisation strategy through the development of a Personalisation blueprint - enabling M&S to identify gaps and opportunities in the customer experience. After identifying the opportunities and structuring and running a design sprint, Felix and his team designed experiments for A/B testing on the Marks and Spencer website.
*Some imagery has been redacted/witheld due to confidentiality commitments with M&S
Research + Strategy
This project required two initial steps.
To create a picture of what Personalisation at M&S looked currently.
To identify where there were gaps and opportunities for Personalised design at M&S.
To achieve these I worked with the Personalisation product team to develop a structure for the Personalisation blueprint. We then worked to examine existing research to identify and prioritise pain points across customer experience.
These pain points sat alongside customer needs, a sentiments map (using satisfaction and ‘relative attractiveness’ data from analytics teams), ‘capabilities’ (outlining current M&S personalisation features) as well as ‘opportunities’ (serving as the launchpad for our later design work).
A snapshot of the full blueprint
The Nested information within a pain point
Each pain point contained nested information and was tagged with the channels of experience in which it sat.
We included a glossary to make the blueprint more user friendly and help people understand Personalisation and how we had structured the information within the blueprint.
A section from the Personalisation glossary
Design Sprint
Our project team planned and ran an in-person design sprint to generate and refine ideas in response to our How Might We statements from the Blueprint
Referencing behavioural mindsets
Plotting ideas against the phases of the customer journey
Experiment Designs
The Design sprint we ran produced a number of strong ideas for experimentation. As a team we prioritised 9 ideas with our product managers and designed up the experiments for M&S engineers on Figma. Attached is an example of one of these experiments, relating to personalised suggestions when clicking on an Out of stock item.
The development of a prioritised experiment on Figma
Personalised suggestions prompted by clicking on an Out of Stock item on Web.