Adapting CX to fit a changed world.
Summary:
Winnebago customers had traditionally been retired professionals and older adults with time and financial means to travel in RVs and highly equipped vans. With daily interactions, remote work, and other tasks increasingly moving into digital spaces augmented by COVID,
a fast-growing young audience with freedom to travel and new user needs became interested in Winnebago.
Call to Action:
To maintain the attention of a tech-savvy audience and drive web traffic, WGO needs to enhance digital experiences and demonstrate brand advantage beyond vehicle features.
Winnebago is focusing heavily on the entire brand Customer Experience Journey, from discovery to ownership and beyond.
We are achieving this in focused steps, without overwhelming development or creating waste.
The Team:
Three Senior Experience Designers,
Product Owner, reporting to WGO Executive CX Leadership
My Role:
Responsible for creating and proposing design strategy as well as ui concepts based on customer research, digital shopping and user navigation trends as well as stakeholder alignment interviews and executive feedback.
Design Strategy.
Bite Size Efforts.
By analyzing web traffic and dealership processes we could see there were many opportunities to improve Customer Experience, but starting on global navigation and focusing on the shopping experience would provide the fastest returns for the brand and new audience.
Then, by focusing on additional user needs and getting focused on stakeholder goals, we can create business innovation that provides necessary growth.
Global Navigation:
Users researching various vehicle options, floor plans, and lifestyle considerations aren’t finding the information they need in a timely manner and dropping off to use social media for support.
Start by providing relevant information, improving site navigation and enhancing usability.
Continue making incremental improvements to general usability and accessibility, then maintain and update those standards in future product development.
(Web site and journey audit performed and prioritized, additional documentation and process available)
Shopping Support and Guidance:
Buying a vehicle that can double as a home comes with many options depending lifestyle and planned usage, which can be overwhelming if going in blind.
Create Comparison, Decision, and Shopping tools that walk new users through product options and easily create leads for local dealerships as well as initiate financing.
(Financing and lending tools created as part of mid to longterm strategy, dependent on negotiated and lasting business partnerships)
Showcase Owner Resources, Community, and Lifestyle:
Living on the road has many challenges and having a community of experienced nomads to provide suggestions and solutions helps sustain a lifestyle, grow community, and build lasting brand loyalty.
Brand events, memberships and subscriptions provide a platform to connect avid users to each other and to impact future designs.
Newsletter, articles, and emailing help tie at all together in a simple way - keeping the most interested users informed on latest releases and brand updates.
