National Specialty Retailer
Service Design for an improved in-store sales experience.
Confidential
Role
UX Researcher
Client
Sleep Number
Deliverables
Replace a one-size-fits-all sales experience to one customized for a range of customer needs.
Problem Statement
The current sales procedure is mandated from top-down and many new hires complain it's too clunky and causes their sales pitch to feel scripted. More expert Sleep Experts have found ways to adapt the requirements to fit their needs. We wanted to make it easier for novice Sleep Experts to adopt the sales procedure with confidence.
Overview
Developed a comprehensive checklist for evaluating the in-store sales experience.
Used secret shopping to identify areas of improvement based on checklist criteria.
Identified two distinct groups: Customers and Salespeople (or "Sleep Experts").
Leadership expressly directed the UX Research team to focus only on the procedural sales experience.
Research
Conducted interviews with Sleep Experts to understand pain points and tools for overcoming objections from diverse perspectives.
Pulled insights from expert-level Sleep Experts who have successfully adapted the sales procedure checklist.
Spoke to customers leaving the store to understand their impressions about the sales experience.
Compiled all insights into a virtual whiteboard and prioritized with stakeholders in a workshop:
User journey workshop — Mural board
Synthesis
Using archetypes identified by sales teams and customer research, the UX research team consolidated personas and ran them through a customer journey map that matched the sales procedure. Three distinct customer groups emerged:
1. Health-focused shoppers
2. Performance & tech-minded shoppers
3. Value-seeking shoppers
Outcome
Presented stakeholders with actionable insights for a >40% improvement in customer adoption.
Additional recommendations that fell outside the limited scope of the procedural sales experience were included for due diligence.
Full case study
