Focus on customers and their equipment
I worked with the CX team to develop a new future-focused design strategy. We explored how to recenter the customer experience around a focus on the equipment, whether they own it, or are looking to buy.
This shifted the product future from one locked in organizational siloes to a customer+equipment focused experience for shopping and lifecycle management.
Role
Principal design strategist
Delivered
3 to 5 year future design strategy, prototypes, and final dev-ready design
![](https://freight.cargo.site/t/original/i/c0d66c4782f40eeb1ba38a99c5e03dabe52d82b3542aa3f5ee13ad889ac07334/GEHC.png)
Design methods
Strategic foresight helped us identify future disruptions and better plan for the nearterm.
- Horizon scanning
- Scenario-building
- Speculative design
Iterative design and creative collaboration helped us learn from customers and experts.
- Design concepts
- Workshop facilitation
Design visuals and prototypes enabled us to share a story across the organization.
- High-fidelity design
- Narrative-based prototyping
![](https://freight.cargo.site/t/original/i/044ca0011cc92d3584b6f78743bf85b198560b13a9fa514ad7075192b051585c/GEHC-SPOT-1.png)
![](https://freight.cargo.site/t/original/i/fab2a747c6ca1fba45f3f5a3853eacc5a3970fef2826f476d8f888269e99f4c0/GEHC-SPOT-3.png)
![](https://freight.cargo.site/t/original/i/639c789aa7923194c420d89c9931b7f782717b959c8d58dca2e3684054db99fd/GEHC-SPOT-4.png)
![](https://freight.cargo.site/t/original/i/45b64a68fca8e9df2e2c82eb40c5dbdac04908818a1f8f17000575996e958906/GEHC-3.png)
Equipment centered strategy
The equipment serves as an anchor point that is familiar to customers.
The equipment itself has a wealth of information that supports customer needs: Parts list, manual, unique ID, history, health...
The strategy becomes to create experiences that connect the known equipment with the desired customer action.
![](https://freight.cargo.site/t/original/i/9b1e4a36bde3eae49b0448b7468726ec2f2aff7a98e9f852cf1524320ce291c0/GEHC-2.png)
Customer support was an unmet need for existing customers. We used our strategy to design a new experience.
Post-purchase support was difficult for customers to find. We created a new experience that built off of the equipment as a central focus.
Customers use the unique equipment ID to directly access service, manuals, and other support content specific to them.
![](https://freight.cargo.site/t/original/i/3cff3215fa280431e3ffce5d6e3f48f8bc911cac40e49ad609a3f62a26c6f815/GEHC-1.png)
Socialized the new strategy through high-fidelity prototypes and a story-based narrative.
We assembled a series of prototypes that stitched together key customer experiences.
Each user action is connected and extends from purchasing equipment to maintaining it through it’s lifecycle.