Project Brief
"How might Dustin design, market, and grow its B2C offering for better usability, higher conversion, and more overlap between B2C and B2B customers?"
We aimed to apply design thinking principles to improve Dustin's B2C customer experience and bridge the gap between their B2B and B2C offerings.
When our project began with a team from Hyper Island's MA program in Digital Management, we set out to enhance Dustin's B2C platform. We established our goals and agreed to use the Stanford d.school design thinking model to guide our process.
We delved into Dustin's e-commerce sites for B2B and B2C customers, benchmarking them against competitors. By mapping the customer journey and interviewing four individuals from both segments, we identified key user needs and pain points.
Using the IQI method from Google Design Sprints, we analysed our findings and identified patterns. We reframed these insights into a critical question: "How might we provide benefits for B2C customers who are also part of a B2B client?"
We brainstormed various solutions, such as account linking features and home office budgets, using Crazy 8's to push beyond initial ideas. This process helped us generate a range of creative solutions.
Our prototype featured a seamless journey for personal shoppers connected to a B2B account, offering recommendations and the ability to request purchases from employers. Another feature allowed employers to grant employees a "home office budget" to use on Dustin's site.
Testing the prototype with our interview participants provided valuable feedback. The users appreciated the innovative features, and their insights helped refine our ideas further.
Throughout the project, we handled user data with transparency and respect. We ensured users had control over linking their accounts and using the home office budget.
Conclusion
This project underscored the power of design thinking in solving complex problems. By empathising with users and iterating on our ideas, we developed innovative solutions that could significantly enhance Dustin's B2C engagement and overall user experience.
