Driving Online Success for Microsoft with a Customer-Centric Approach
User Centred Design Strategy
Challenges
Microsoft needed to increase online sales of their Office software, Surface laptop range, and PC laptops with Windows OS on the John Lewis website. The challenge was to shift the focus from technical product features to clear customer benefits and make it easier for potential buyers to choose the right product.
-
Below target conversion rates
-
Need to better target user segments.
-
Desire to simplify the John Lewis buying process.
The Outcome
We boosted Microsoft’s online sales on the John Lewis website by analysing users, developing personas, and shifting to a customer-focused communication strategy. We also created a product selection tool to help users choose the right product, driving more conversions.
-
Increased online sales with a customer-focused strategy.
-
Boosted user engagement with benefit-driven messaging.
-
Deployed a product selection tool on the John Lewis website.
The Solution
Discovery
We started with an in-depth analysis of Microsoft’s target audience, gathering insights on user behaviours and preferences to identify key segments. Our team facilitated workshops to clearly define the goals and understand the pain points in the existing customer journey.
-
User Research and Analysis
-
Persona Development
-
Stakeholder Workshops
Strategy Development
With a solid understanding of the audience, we shifted Microsoft’s communication strategy from a focus on technical specs to emphasising how the products benefit customers in their everyday lives. This approach made the products more relatable and compelling to potential buyers.
-
Customer-Centric Communication Strategy
-
Benefit-Driven Messaging
-
Personalised User Experience Roadmap
Tool Creation
To further enhance the online shopping experience, we developed a product selection tool that could be embedded into the John Lewis website. This tool helped users quickly identify the best Microsoft product for their needs, simplifying the decision-making process and driving sales.
-
Product Selection Tool Design
-
Seamless Integration with the John Lewis Website
