Case study-Creating a Post-Purchase experience for JBL.
This case study is about creating a post-purchase experience for JBL users in order to retain loyal customers and increase revenue.
The problem statement-
Design a Post-purchase experience for JBL, JBL is a company that manufactures audio hardware like loudspeakers and headphones. Lately, they have struggled with retaining their loyal customers with the likes of new-age audio companies.
Design a post-purchase experience that will help JBL to
- Retain their loyal customers
- Increase their revenue
- Acquire new customers
- Create a separate fanbase for their brand
- And to provide a better customer experience
- Think of all possible ways to enhance this experience
- Translate your insights/learnings into high-fid designs (Web/Mobile)
Time: 2 days
Evaluation criteria
1. Product thinking (25% weightage) We want to know how you approach this problem.
2. Design output’s craft/execution (75% weightage) We want to know how well you can translate your learnings into meaningful solutions.
Pre context- as a UX designer I really love to go for Research and validate my learning before going to UI, but this was an assignment for a product designer, So in 48 hours I had to show my UI skills as well.
Understanding problem statement-
JBL is facing issues to retain their loyal customers as new age audio companies are taking their customers, designing a post-purchase experience which can help JBL to retain the loyal customers(assuming top priority)
Increase their revenue, acquire new customers, create a separate fanbase for their brand, and provide a better customer experience.
After this in my mind is to design a loyalty program, with the community which can retain loyal customers and can create fans for brand, can help JBL for better conversion. (this is a thought in my mind, can be true or false)
(what I am following is- to find the product for your customer, instead of finding a customer for your product)
Plan of action- ( note this plan of action depends on time few actions may not be taken due to lack of time)
- Understanding problem statement.
2.5ws to understand users
3. hypothesis
4..Secondary research- understanding what others are doing, problems in the existing situation, users behaviour and competitor research.
5. Validating hypothesis
6. Ideation and wireframe.
7. UI
8. Usability testing ( if time is left)
9. 2nd iteration ( if time is left)
Let’s understand the users now!!!!
As in the problem statement, there is no mention of the demographics of the users and what problem they are facing, or how they behave with respect to the brand.
( based on my assumption I will look for-
- what is the demographic of JBL users?
2. What is their behaviour?
3. What other brands are doing to acquire and retain new customers?
4. What other brands are doing to create a fanbase for brands?
To solve this we need to do secondary research if we don’t find any data we really have to go for primary research.
Skipping 5W’s as there is no information given about the users, can be done after secondary research.
Secondary research
Marketing strategy of -JBL
-https://www.studeersnel.nl/nl/document/rijksuniversiteit-groningen/international-marketing-for-ib/marketing-strategy-jbl/12694170
Key insight 1- The age of the type already customer will lie between 25 and 55.
Key insight 2-The typical customer does not really depend on geographic variables like language, climate and city. the only thing we can say about the geographic variables is that the typical customer must like to come from a wealthier country.
Insight 3
Behavioural the brand extension wants to be bought with the intention of using it for both work and for leisure.
As it is a high-quality product it will be bought with the knowledge that it will have a long life cycle and is an investment for a longer period of time.
Economic times.
Key insight-1
Lifestyle brand JBL, which has a presence across music, fitness and sports will continue its focus on targeted marketing on e-commerce platforms like Amazon,Flipkart and offline retail stores like Croma and Reliance.
Indian Express-
JBL which held the overall fourth position on the list with an 8 per cent markets hare during Q3 2020, saw a drop in its share from the last quarter, where it managed to hold a 15 per cent market share. The report states that this could have happened due to the increased competition, and consumers preferring value offerings due to the economic slowdown.
The telecom. ( talks about customer behaviour while purchasing)
Key insights-
- Users are looking for a product which has a combination of power and performance.
- Need for more noise isolation.
- Gaming performance is a solid consideration.
Primary research-
Finding user behaviour data on post-purchase is a bit difficult, so its a high time for primary research.
I opted for a survey and as a part of the survey asked people for a 20–30min interview.
Here is the link to the survey- https://docs.google.com/forms/d/1jBHycA94la1cQL5lR1PJNxcbNC3UGrFuOmyn0T5Oy4A/edit
Questions asked in the survey-
Q1.Which product do you use? ( like earphones, speakers)
Q2.Which brand of product do you use?
Q3.For what purpose do you use the product
Q4.Can you describe your post-purchase experience of the purchased particular product? ( how was the customer support, branding, or anything related to loyalty programs)
I circulated this in my network and after a few hours I got a few key insights- and folks ready for the interview.
Till the time we get our surveys filled, I have decided to go for Competitor research looking for what top brands do and even what giants in the e-commerce sector are doing.
I was unable to find folks to fill the survey, so I have to move ahead with competitor research and secondary research
note I was unable to find any loyalty program by JBL
Also, the attempt of primary research failed as no one opted for primary research in 8 hours so due to time as a constraint I have to leave this important step.
Competitor research-
Boat- top competitor
- Boat partners with many other companies and brands and allow them to purchase their products through their reward points.
(https://www.boat-lifestyle.com/collections/boatxgooglepay link for reference)
- Xiaomi has a loyalty program for all its accessories from mobile phones to other electric gadgets.
It allows users to get MI tokens and Share product pages and reviews By participating in Mi events and campaigns
(https://www.mi.com/in/service/rewardmi/ )
3. Logitech- is also a similar company which sells mouse and keyboards mainly in the gaming segment, they have their application where one can plug in the gadget and can control lights (RGB lights) and can use pre-sets for gaming.
(https://www.logitechg.com/en-us/innovation/g-hub.html )
Also, both of them don’t have their own E-commerce website, but Logitech provides a good post-purchase experience through the application called G-hub.
Also, Logitech uses a community where people can make pre-games sensitivity and button configurations, and can share them with others as well. Which creates a fanbase for the brand.(creating a fan base is mentioned in the problem statement)
Understandings as per research-
- To hook loyal customers, we need to have a loyalty program. (like MI)
- To create a brand fanbase we need to have a community. (like Logitech)
- To acquire new customers we need to have social proofing in the loyalty program, one can make a profile and can share content based on the product. Which can create a FOMO for new users and will lead to purchasing them.
(example- in Logitech G hub, one can share the sensitivity profile of a particular game on a particular mouse which will nudge people to buy that mouse)
4. We can also run campaigns and content on social media channels like a boat to create a fanbase(but not part of the solution, can be run on the app to hook the users for a fanbase)
5. JBL has multiple apps, made by Harman international. None of the apps is useful as they are used to control multiple products from multiple apps.
(since 25% of weightage is given to research and product thinking I won’t be spending more time on this).
Ideation stage
At this stage will I filter down to loyalty programs and social proofing.
Let’s Ideate on creating a loyalty reward program.
- In the app coins earned by some tasks, are used to buy products.
- A subscription-based model to extend warranty only on certain products.
- A subscription-based model which allows users to get discounts on other products, a kind of reward for loyal customers.
Ideating for social proofing-
- Users can share their small videos to express how the product works.
2. Users can write reviews and can get paid in application-based currency to redeem to other products.
3. Users can refer a friend to earn rewards.
Wireframes-
(https://www.figma.com/file/jVJ31pmimwFHI47SIzMQJC/Plum-UX-assignemnt?node-id=2%3A16 ) link to Figjam file for ideation and information architecture.
Information architecture — the need is to arrange content in the UI screens to make it better and easy.
Inspirations.
(https://www.figma.com/file/jVJ31pmimwFHI47SIzMQJC/Plum-UX-assignemnt?node-id=2%3A16 )
Brand, typeface and colours of JBL-
- The JBL brand’s name is taken from the initials of its founder — James Bullough Lansing (1902–1959), he also established the Altec Lansing company.
2. logo bristled with strength and memorability. People who might have trouble recalling a Bose or even a Sony logo could spot a JBL logo right off.
3. Combination of the new colour of the logo with its lettering produces a strong and confident look. The JBL logo with its distinctive exclamation point is an example of timeless style.
4. The red colour symbolizes the energy of sound and passion for music. While white adds purity and a sense of the high quality of all the brand’s products.
5. JBL orange brand colour. Hex #FF6600 and CMYK 0, 60, 100, 0.
Moving on to the UI.
Font used — Montserrat ( google fonts)
Reasons to use the font-
- Free of cost.
- One of the most popular fonts.
- Offers a range of variety or styles.
- Easy to understand.
Colors used- orange (FF6600)
- This colour is considered energetic, which goes well with the music.
2. A 2018 study published in the journal Frontiers in Psychology found that orange was seen as an exciting colour that could increase energy levels and make it more difficult to engage in difficult tasks such as studying.
3. Another study found that the colour orange was associated with feelings of playfulness and vibrancy.
4. Black text and white background which is neutral in nature.
5. Black also gives a premium feel.
Final UI
Here is the final UI (https://www.figma.com/file/Xa6pBjQ4UhggkXJ8JFMvHm/Plum-UI-JBL?node-id=2%3A5 )
Note this is the prototyped version, ready for Usability testing.
Here is the 2nd iteration and more improved UI- more aligned and consistent buttons, bottom navigation bar and search bar, also a better prototype.
Remember social proofing I talked about- here I tried to use it in the app to nudge users to purchase the subscription and refer to friends.
(15k people have renewed their warranty)This needs to be tested in usability testing if it works or not.
12K people have referred and won 120 K coins- a social proofing to nudge people to refer to friends.
Explanation of UI.
- The homepage is consist of a Search bar ( component based easy to edit), a bottom navigation bar( component based easy to edit and can be used multiple times)
2. JBL pro card leads to the loyalty program of JBL, 2 horizontal scroll banners leading to the loyalty program.
3. JBL pro UI- has 3 types of loyalty programs JBL pro basic, silver and gold.
Used decoy effect and gave 3 choices so that people can purchase more of GOLD or basic.
4. Choosing a plan will lead to the payment page which is a mix of both screenshot and UI, since this UI has less priority I didn’t spend more time on this.
5. Home page also has a section for JBL play- a task-based reward system, clicking on the CTA in the section will lead to the JBL play page where users can check the warranty of the product ( a task) and can get 12 tokens(in-app currency) and can check it in the profile page.
6. Profile page has a welcome message, a card telling to check out JBL pro, leading to JBL Pro UI.
7. Warranty card, users navigate to this page via the home page and JBL play page as a task, one can check whether their product has a warranty or not by entering the product code and date of purchase. A pop-up appears when you click check now CTA.
8. A warranty CTA popped up telling that 6 days are left, purchase the subscription to extend the warranty.
What would have been done better-
1. If I had more time, I would have gone of usability testing.
2. Would have gone for primary research and made a user journey map to find that our product suits the users and which pain point we are solving.
3. Would have advocated more for the users.
4. Would have gone for 2nd iteration.
5. Would have approached for a better brand fan base.
6. Would have made a Reviews page as well, as mentioned in wireframe and information architecture.
Feel free to comment or reach me for feedback.
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LinkedIn ID- https://www.linkedin.com/in/vishnu-pandey-70094b174/
