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Designing customer focused Digital Services
October 2016
@SigalDwyer
Head of Digital / Peabody
About Peabody
2 Sigal Dwyer/ Head of Digital / Peabody
Creating opportunities for people in London since 1862
• Founded 1862 by George Peabody: Housing – key to tackling poverty in London
• 30,000 + homes majority of which are social and affordable housing for 80,000 + Londoners
• Turnover around £220m
• Investing £10m in community programmes, supporting London communities (beyond our residents).
• Regenerating Thamesmead – 20 years plan, 1.5bn investment.
• Building 1,000 new homes a year – sales and marketing
What the session will cover
3 Sigal Dwyer/ Head of Digital / Peabody
The Importance of Designing Customer-Focused Digital Services Designing services with our users at the heart of development • Understanding user need and service context • Involving customers in the design, validation and testing of services • Capturing feedback and insight to inform continuous improvements in
Peabody’s services
Why is it important? https://www.youtube.com/watch?v=FcN08Tg3PWw
Start with the @Peabody customers
Rationale
Sigal Dwyer/ Head of Digital / Peabody
Rationale for investment, focused on key outcomes and tangible benefits (Business Value)
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Prioritised services based on value, for example: • How many customers are affected • More efficient operations • Saving costs
Image Source: http://www.studioaum.in
Discovery
Sigal Dwyer/ Head of Digital / Peabody
1. Research, customer data, behaviours, preferences etc. 2. Understand the business processes, systems and functions of the service
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Customer Experience
Sigal Dwyer/ Head of Digital / Peabody
Define the customer journey and touchpoints - to identify the functionality
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Understanding the Customer Experience (CX)
Example Peabody CX for customer buying a new property
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Testing other digital services for comparison
Alpha/ prototype
Sigal Dwyer/ Head of Digital / Peabody
Create a prototype/ or alpha version of the digital service to test with key users
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Testing with customers
Sigal Dwyer/ Head of Digital / Peabody
We have opportunities to test with our residents during our Networx sessions, employment training etc. where we see people face to face
• Test Alpha/ prototype with select users
• Feedback Survey on the website
• Stakeholders interviews • Google Analytics • Test with ‘new’ users who
have not interacted with us before:
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Example Peabody website resident portal
Example Peabody website resident portal – rent statements
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www.peabody.org.uk
Continuously involving customers in design/ validation/ testing
Sigal Dwyer/ Head of Digital / Peabody
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2 years on – changes to the design based on analytics, testing and feedback: example design for improvements to resident portal
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Visualization of Peabody’s end-to-end repairs services
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Example Forms
Shared ownership sales form – considering mobile use .
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Adopting standard best-practice for home sales /rent (AirB&B, RightMove, zoopla etc.)
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www.peabodysales.co.uk
38%
of Peabody home sales are through the website
22%
Efficiencies savings by creating end-to-end services
Best website
Sigal Dwyer/ Head of Digital / Peabody
Thank you
@SigalDwyer
Head of Digital / Peabody
