Innovation

Developing innovative business ideas that unlock opportunities for growth.

Design

Designing differentiated experiences that improve business performance.

Optimisation

Using data and insight to continuously improve customer experience.

Experience Maturity Assessment

Experience Maturity Assessment

In-depth assessment of an organisation’s existing customer experiences and experience design capabilities.

Maps existing vs desired capabilities and provides a roadmap towards greater maturity.

Experience Analytics

Experience Analytics

Identification and prioritisation of an organisation’s most serious customer experience issues.

Issues are identified through in-depth customer research and data analysis and prioritised based on the return on investment that can be expected from fixing them.

Experience Vision

Experience Vision

Aspirational vision of what a future experience will be like for customers and the organisation responsible for delivering it.

Inspires internal audiences at all levels and ensures they have a shared understanding of where the organisation is going and why.

Customer Labs

Customer Labs

Cutting edge customer research facilities, built to the specific needs of each organisation, that act as a focal point for innovation, experience design and optimisation activity.

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Experience Design Toolkit

Experience Design Toolkit

Tools and methodologies tailored to the specific needs of each organisation, based on an assessment of its internal capabilities.

Provides everything required for internal teams to design exceptional customer experiences.

Personas

Personas

Archetypes of current and potential customers created using primary research and data analysis.

Provide a clear, evidence-based view of different customer types to guide experience design activity and keep internal teams focused.

Measurement Framework

Measurement Framework

Defined metrics for tracking customer experience performance and recommendations on the best tools to measure them with.

Shows the organisation what good performance looks like and how to respond if performance falls below agreed levels.

Data Visualisation

Data Visualisation

Impactful data visualisations that allow users to quickly interpret complex information and use it to inform operational decisions.

Created using tools such as Tableau, Dygraphs and Power BI.

Marketing and Media Optimisation

Marketing and Media Optimisation

In-depth assessment of an organisation’s marketing content, media spend and marketing activity and how well they align to observed customer need and behaviour.

Evidence-based approach that delivers significant efficiencies in marketing and media investment.

The challenge

The European leadership team of a major global payments business asked us to transform their approach to innovation and help them become more effective at getting new products to market. We also needed to develop a series of new product ideas to help them fill significant gaps in an ambitious 5-year growth plan that had already been announced to investors.

The solution

We worked with teams from across the business to define a new innovation strategy which was tested and refined through a series of 100-day proof-of-concept sprints. We set up innovation hubs in London, Berlin and Tel Aviv and helped the client build an ecosystem of partnerships to accelerate their own internal innovation activities.

The result

3

months to develop a proof of concept, down from a previous average of 18

3

European innovation hubs in London, Berlin and Tel Aviv

15

viable proofs of concept created using the 100-day sprint process

Our work helped to transform the client’s approach to innovation, both from an internal perspective and in the way that it engages with external partners and enablers in the European FinTech ecosystem. The team we helped build continues to generate a steady stream of commercially viable products and services to the client's main business.

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The challenge

The main board of the world’s oldest and most respected voice in business media asked us to help them build a pipeline of innovative new products in response to the shifting demands of current and future readers.

The solution

A global research programme gave us insight into readers in the early, mid and late stages of their careers. This informed a series of lean innovation sprints where new ideas were rapidly developed, prototyped and validated before being presented to the board and aligned with the client’s product roadmap.

The result

5

months of customer research and design sprints.

100

product concepts built on identified customer need.

8

ideas prioritised for further investment.

Over a period of 5 months we helped the client develop over 100 new business ideas, eight of which were validated and selected for further investment and implementation.

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The challenge

The innovation team at a major luxury automotive brand asked us to help them launch a series of new businesses that capitalise on the twin disruptive forces of autonomous driving technology and a generational shift away from car ownership.

The solution

An integrated EY and EY-Seren team launched an ambitious international innovation programme from hubs in London, Boston, Mumbai and Hong Kong. Teams on the ground in each market developed product concepts in response to customer research and launched them as live businesses in just 8 weeks.

The result

4

innovation hubs set up in key international markets

4

new businesses concepts validated and ready to launch

8

entrepreneurs hired to launch and scale the new businesses

Over a period of 6 months we launched innovation hubs in 4 international locations, developed 4 validated concepts that are ready to launch and helped the client build a team of entrepreneurs to run and scale the new businesses.

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The challenge

The executive team of a major European TV and broadband company asked us to help them deliver a step change in customer experience for 30 million subscribers in 14 markets. We also needed to define a new group-wide approach to customer experience design based on deep insight into customer behaviour and commercial trading data.

The solution

With such a complex business it was critical to identify where we could have the most impact in the shortest time. We combined commercial data with customer insight gathered through online surveys and ethnographic research to prioritise which experiences to redesign. These were then mapped through additional research, pain points identified and design recommendations made on how to improve them.

The result

100

observational research sessions in customers' homes

600

customers interviewed through quantitative surveys

Over a period of 6 months we carried out over 100 separate ethnographic interviews with customers in 6 European markets. This insight was consolidated into 8 personas that were used to inform the redesign of key customer experiences, including the flagship Digital TV experience.

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The challenge

The digital leadership team of one of Europe’s largest commercial banks asked us to redesign the user interface of its core foreign exchange trading platform. They also challenged us to rethink the on-boarding experience for new users and develop a measurement framework to track performance improvements after launch.

The solution

In-depth research with existing users highlighted issues with the current interface and helped us understand their needs, behaviours and daily challenges. This informed the design of a new digital interface which was tested and iterated with users through a series of sprints. We defined KPIs for each stage of the user journey and recommended the best tools for measuring them.

The result

The new site is currently in beta and has received extremely positive feedback from the client and the day-to-day users of the platform. “It’s really easy to navigate to the new version which is much more fluid and efficient to use.”

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The challenge

The management team of a leading internet TV business asked us to design a digital-only customer experience to increase commercial performance and position itself for the next phase of growth. The experience needed to encompass the existing internet TV business, as well as a new broadband proposition that would open them up to a broader competitive set.

The solution

In-depth customer research and analysis of the client’s commercial data allowed us to identify issues in their current customer experience and define a vision for the future. This guided the design of a complex digital experience covering all aspects of the customer journey, delivered through a series of lean experience design sprints.

The result

400

customers interviewed throughout the project

320

technical, business and regulatory requirements met

70%

reduction in live chat volumes

Over a period of 5 months we designed an end-to-end digital experience that enables 80 individual customer journeys and satisfied 320 business, technical and regulatory requirements. Over 400 customer research sessions meant the new designs worked first time, leading to an immediate 70% drop in live chat volumes.

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The challenge

The digital leadership team of one of Europe’s largest and most innovative banks asked us to help them to continuously improve and optimise the performance of customer-facing channels and build a culture of customer-centred design thinking.

The solution

We designed, built and now run an advanced customer research facility at the client’s global headquarters in London. We run in excess of 1000 customer interviews a year and integrate this qualitative insight with quantitative data from web and commercial analytics tools. This allows us to provide real time reporting on customer experience performance and clear direction on where and how it should be improved.

The result

+49

Digital banking NPS

+64

Mobile banking app NPS

40%

reduction in calls caused by the website in 12 months

We have been working with the client for over a decade, helping them stay at the cutting edge of the industry and constantly stay one step ahead of the needs, behaviours and expectations of customers.

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The challenge

The digital leadership team of one of the world’s largest cruise lines asked us to increase online conversion rates on their eCommerce website. In particular focusing on ‘new to cruise’ customers unfamiliar with the complexities of the cruise booking process.

The solution

Having assessed the client’s digital operations, we selected and implemented Adobe Analytics to track customer behaviours online. We created an integrated digital measurement framework and management dashboards to visualise the performance of online journeys, and combined this with qualitative customer research to provider deeper insight into issues identified through analytics.

The result

5

automated dashboards created to replace over 30 manually created reports

90%

decrease in analytics development cost from migrating to a container tag solution

25%

increase in online conversion rates

Over a period of 18 months we helped the client increase online conversion rates by 25% and built a culture of optimisation and data-driven decision making into the business. We also helped to reduce analytics development costs by 90% by migrating the client to a container tag solution.

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The challenge

The digital and commercial leadership teams of a major supermarket asked us to build the tools and capabilities to track performance of its £1bn eCommerce business. We also needed to address major cultural issues around data analysis and align the business with a single set of performance metrics.

The solution

We used a series of workshops with senior leaders and a thorough analysis of the eCommerce website to agree KPIs and define a measurement framework. We then selected and implemented Adobe Analytics and created of a single set of performance dashboards that integrate customer and trading data from multiple sources for consistent use across the business.

The result

15

data sources integrated to deliver a consistent digital measurement solution

30

stakeholder groups aligned behind single view of data

£1m

a week in additional revenues gained by addressing issues in checkout journey

We identified over £1m of revenues being lost each week through issues in the checkout journey. The new measurement strategy and integrated dashboards were a catalyst for change inside the business with teams from different areas able to collaborate with a shared understanding of data.

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Customer Labs

Customer Labs are equipped with advanced technologies that allow us to record and analyse customer behaviour in granular detail.

This is crucial to ensuring all our work is based on a deep, scientific understanding of customer needs and behaviours.

We have our own labs in London, and build and run these facilities for our clients.

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