Dixons Retail

Dixons Carphone has a massive chain of stores all across the UK. Each of them sells thousands of electrical devices ranging from mobile phones and tablets to white goods like stoves and refrigerators. Their core strength lies in the full- circle service they provide – connecting hardware with services like broadband, tv, and landline.

Dixons has more than 30k employees (referred to as “colleagues”) working as sales consultants in the stores. They use a hybrid app on both their tablets and desktop computers in the stores to help increase services sales. Dixons approached us with the request to redesign this tool.

Read through all documents
The process usually starts with finding all internal documents that can assist in the creation of a new tool, studying them, and making notes. In Dixons’s case, there were hundreds of pages of previous research made from both internal and external sources. They helped to get a jump start on how that business operates.

Desk Research
I also did my own research on them and read more about the business, services, and how Dixonns is perceived as a brand. All of this was outlined in few presentational slides for future reference.

SH interviews + set metrics
This is a great way to align our mutual goals for the future vision of the product. The outcomes are KPIs or any other form of metrics of success, which in return will measure how flourishing the project was.
The research was performed by working closely with Dixons’s head of design Chris Learey. We conducted four interviews with the primary stakeholders, which helped us identify Pain points, Opportunities, and Insights.
In general, we summarized our main goal: “To redesign the product in a way that could give package recommendations based on what customers’ needs are in a nontechnical, transparent way.“ The future easy usage of the tool by Dixons’ colleagues would mean a success for this project.

User Research
The user research was a vital part of this project and included the following methods: User interviews, Field Studies, Mystery Shopping, Surveys, G analytics analysis.

During my onsite stay in the UK, we visited multiple stores in different areas of London and the outskirts of the city.
We interviewed colleagues with different job descriptions and responsibilities, finding out their needs and why they wanted to use the app. We learned exciting insights like how the colleagues are not sure what their commissions are and why they lack the motivation to sell higher-priced packages, even if that means getting a better remuneration.
While traversing through the stores we also learned few things by doing field studies. It was interesting to see how colleagues interact with the end-customers. We noticed other pain points, for example, salespeople actually moving from a tablet to PC to close the deal, because their tablets weren’t connected to printers.

Afterwards, we used the Mystery Shopping method.

We entered the stores and introduced ourselves as newcomers to London, who needed broadband + tv for our apartment.

It was quite an eye-opening experience to see how a colleague was using the tool. Now, we had a better understanding of the process from their point of view.

The next step was sending out a survey to the colleagues, which in return generated significant statistical data for their demographics, needs, goals, and pain points. Also, a few insights on customers’ preferences were received.

To wrap up the research we had a look at Google analytics data generated by marketing department and did a small competitors overview.

We already had the data from the research, but now we needed a way to get all the necessary people in one room to start interpreting what it meant and figure out possible solutions.

So, I went on one more trip to London to conduct a Design Thinking workshop with the main stakeholders.

We created 3 colleague and 3 customer personas. Next steps were journey mapping and problem framing. We closed the workshop with a brainstorm to find potential solutions.

We digitalized those solutions, the results can be seen on the next slide.

Information architecture & Flows
After summarizing the information into a presentation, we moved on to designing solutions.

We made a flow of the whole app and broke down different steps by features. Afterwards, we moved to the drawing board.

We identified multiple journeys depending on the interactions of different personas.

One of the exciting insights was connecting the customer’s primary mission in the store to the type of package he/she was offered.

For example:
Junior sales (Nat) with a customer that knows what he wants (Tom)

Junior sales (Nat) with a customer that is not interested in buying a new package (Sophie)

Expert sales (Terry) with a customer that has just purchased a mobile service (Bill)

Wireframes & Prototypes
The final stage started from sketching and moved to wireframing. Some of the screens for the final solution can be seen on the left. As it was essential to present micro-interactions, especially since this app would be used on tablets, a few principle prototypes were built to demonstrate how the user experience can be improved.

“I’ve had the pleasure to work alongside Miro on a few projects at Dixons Carphone. Miro was always exceptional when giving advice, communicating and a great overall designer. He always presented well composed and thought solutions to the problem at hand. He is an amazing designer capable of leading the design on a project from begin to end.”
Pedro Ventura de Oliveira | Senior UX Designer @ Dixons Retail | pmsvoliveira@gmail.com

ClientDixons Carphone (UK)ServicesResearch, UX Design, Wireframing, PrototypingYear2017