![]() ![]() The service aims to make it easy for members to:īy only asking for the necessary information to create a membership share account, we’ve also reduced the amount of data a user has to enter to become a Co-op member. I’m part of the team ensuring membership is focussed on the needs of its users and we’re testing our updated service with colleagues first to make sure it’s right for when we release to all of our members. Richard Pennycook (Group Chief Executive) announced the changes at the 2016 Co-op AGM (Annual General Meeting). ![]() We’ve just given 800 colleagues in our support centre at 1 Angel Square, Manchester access to the new Co-op Membership service. To continue in the spirit of the changes being made to membership and with our renewed focus on better meeting our users needs, it’s been another exciting week for us. Interaction designer Membership Service Design, service mapping Testing Co-op Membership ![]() The team will continue to work with the wider business to improve the service. Going forward we’ll use the map to monitor the service and make changes. And the Leading the Way team has mapped out the overall colleague, customer and product experience in stores. The Funeralcare digital service uses a service blueprint to map the complex business of arranging a funeral from the colleague, logistical and customer viewpoints. Service design is a fairly new way of thinking and working at the Co-op but there are plenty of examples around the business of how useful this role can be. Service mapping at the Co-op: it’s early days be the focus of membership service decision making in the future.help teams see what other sub-teams are working on and work together effectively.show pain points, opportunities, recommendations for testing.make our work visible to the rest of the organisation.make it easy for stakeholders to understand membership and engage with it.The service map will add value because it will: show all the known work being carried out at each stage.highlight metrics and data we track at each stage.highlight colleague and touchpoint interactions at each stage.highlight what we know about user behaviour and service at each stage (quantitative and qualitative).see all the steps within the end-to-end journey.The purpose of the high-level service map is to: The Membership service map covers everything from when a customer becomes aware of the membership proposition, through to the sign-up process, earning and then spending rewards, choosing a local cause and voting at the AGM. Using this framework as a foundation we held a workshop with the delivery teams, the marketing team and the data science team to add what we know. So that teams and stakeholders can get an overall view of the activity that’s going on, Lawrence and I started mapping out the framework for a service map, or blueprint, to help everyone see the end-to-end experience, both online and offline. This way, absolutely everybody who needs to know, can be in the know. It would include all the work on membership, not just the online part of it, and it’d be accessible to everyone. So we figured we needed a separate but related, digital as well as physical, higher level service map. The map is also stuck to a wall so it’s not accessible to some of the wider team. (Which is ok, digital isn’t everyone’s expertise). However, because there are lots of people working on Membership who don’t necessarily work in digital, this level of detail isn’t understood by everyone. It’s working well and gives the digital team a good level of autonomy. On a weekly basis, they gather around the wall and update it with work in progress, problems, research and data. The digital team uses this to prioritise and keep track of the work they’re doing. Six months ago, product manager Derek asked our team, plus Matt Edgar from Stick People, to map out the granular interactions of the membership experience on a wall in Angel Square. Our role at Co-op Digital is to support those 5 areas by making stuff as simple as possible for potential members to join and existing members to get stuff done and join in.Īnyway, since we launched, the Co-op Digital Membership team has been working hard to improve the online and offline experience for members and potential new members. It’s a really massive and complex area of work and spans all 5 Co-op businesses from Food to Legal Services Insurance to Funeralcare and Co-op Electrical. We launched our new Membership in September 2016. ![]()
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