Product
Touché
Role
Service designer
Responsibilities
Conducted desk research, field immersion, journey mapping, and qualitative interviews, executive presentation and flow and UI studies.
Overview
Challenge
Proposing an integrated sales journey to boost Touché app sales, despite limited analysis time and restricted interview access.
Desk research data
4/5
Workforce satisfaction
on Glassdoor.
7/10
Customer satisfaction
on Reclame Aqui.
R$36Mi
Sewing data
Due to limited access to key stakeholders (customers and salespeople) and the tight timeframe, I decided to gather existing market data related to the company to be better prepared for the interviews once they were possible.
Salespeople workload
Most of the salespeople's complaints were related to the workload of their workday.
Customer after-sales
56% of customer complaints were related to inefficient after-sales service (exchange).
Promotional app
C-level dissatisfied with the perceived promotional focus of the client's app (Touché).
Since the volume of qualitative customer data on "Reclame Aqui" was extensive, I used NotebookLM to optimize the synthesis and analysis of identified patterns, which proved essential for ensuring precision in planning the workshop and interviews.
Fitting in
The team ran a 2-day workshop with salespeople, a 1-day immersion in local stores, and nine interviews with customers and stakeholders. Balancing everyone's needs proved to be one of my main challenges when translating them into an integrated phygital journey.
Salespeople needs
Reduction of systems used (4);
Personalized sales approach;
Technical training about products.
Customers needs
After-sales and product exchanges;
Usability issues in the app;
Personalized customer service.
C-level needs
Touché app less promotional
Enhance the visual of the Touché;
Increase Touché sales.
The mapping highlighted three key moments in the journey where the main needs identified by stakeholders converge. This presents a significant opportunity to maximize our value delivery by integrating services/products for both sellers and customers.
First touchpoint
Moment of first contact with the customer, whether passive or active.
Sales approach
Moment when the customer evaluates their purchase, physically or digitally.
Closure and after-sale
Moment of the sale's conclusion and after-sales services.
Oversizing opportunities
In addition to proposing solutions for the three macro stages, I created post-delivery UI concepts to make the ideas more tangible while honing my skills.
Workload reduction
Usability issues
Personalized approach
Visual enhancements
Workload reduction
Visual enhancements
Workload reduction
Personalized approach
After-sales
Boost sales
Although the Product Designer on the team delivered different screens for the project, I incorporated the practice of sharing insights and visual assets into my research deliverables.
Demand prioritization identified 25 usability-focused actions for existing systems, while new solutions are being prepared for design and validation. The vision of personalized and integrated journeys won over even the most pragmatic stakeholders, largely due to its promising payback potential.
Given the variables involved in validating and implementing solution proposals, we adopted a more conservative estimate, aiming for a potential 5% annual revenue (R$ 1.8 Million) growth from sales through both the customer app and physical stores.
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