Case study: Autoglass®

Multi-channel booking process results in sales uplift

The business challenge

Belron® identified significant leaks in areas of its online booking process for Autoglass® and engaged Foolproof to work with customers to develop a best-in class, multi-channel experience.

We adopted a simultaneous cross-platform user-centred design (UCD) approach to designing a multi-channel experience that has delivered high conversion value and increased customer satisfaction.

What we did

We worked alongside Nick Burton, Group Head of eBusiness, and Craig Sullivan, Group eBusiness Customer Experience Manager, at Belron® through five main stages of research.

User research in five European countries – UK, Netherlands, France, Germany and Belgium – to understand the customer context of use and to identify areas for optimisation and improvement.
These findings were used to create customer design principles and best-practice examples to feed idea generation, which informed the concepts for a new multi-channel booking process.
Idea generation and filtering led to concepts for a new booking process across multiple channels.
An iterative design philosophy was adopted through the deployment of user research based on working prototypes for each channel.
Final high-fidelity prototypes were produced in a development environment and there was a further customer validation and testing phase before launch. Neteffeciency provided the development environment for testing in the latter stages of the project.

Designing for multiple channels at the same time delivered benefits over and above what could have been achieved by a more conventional, single channel approach:

Learning from one channel informed developments in all other channels
Rich insights acquired in close to real-time
Reduced time-to-market
Vastly improved project efficiencies, lower resource requirements and reduced costs

Techniques we used included:

International user research
Heuristics
Expert review and best practice evaluation
Analytics & benchmarking
Wire framing

Online conversion increased by 32%

So far, the new process has resulted in:

An increase in the Net Promoter score by 5.5%
An increase in online conversions by 32% from a combination of funnel work and homepage testing
Faster call centre enquiry processing times because callers are better informed when they make the call

In addition, out of 25000 employees the Belron eBusiness team won an award for innovation across the entire Belron group.

"This project will ensure that Belron continues to lead our market in customer-driven innovation. Adopting a simultaneous multi-channel R&D approach was a calculated risk that has paid handsome dividends. What’s more, Foolproof’s UCD expertise has taken our understanding of consumers in key markets to new levels – it has delivered genuinely insightful results, suffused with actionable recommendations that really do work."

Craig Sullivan, Group eBusiness Customer Experience Manager, Belron.

Download Autoglass® case study pdf

Further reading