The brief
The Royal Mint wanted to know where they could make gains from improving the customer experience, and how that could increase transactions, average order value (AOV), and repeat purchases.
With a history dating back to around 886, The Royal Mint has been the UK’s official maker of coins for centuries. Despite having unrivalled heritage, trust and authenticity as a brand, The Royal Mint still faces disruption.
There were some main areas that they wanted investigating in the customers’ digital journey in order to drive these key indicators:
- Pinpoint issues that exist for customers that affect their purchase
- Prioritise areas of opportunity to solve customers pains
- Recommend improvements to digital estate
- Help inform and align other departments/business units
- Highlight areas of opportunity to increase AOV, conversion rate and purchase frequency
- Identify high priority UX design improvements
Our approach
Using our own bespoke discovery process known as Friction Mapping (an organised manner in which we conduct user experience research and discovery, to provide tangible outcomes), we were able to identify all of the key Jobs To Be Done, pains, gains, and opportunities on their existing user journeys.
We started by conducting desk research to get familiar with the overall market, competitors, and any existing work the client has done, alongside immersion workshops that helped us get a deeper insight on the business, their customers, products & services, existing journeys and business goals.
Following this, we were able to map out the current customer journey, as-is, to help identify dependencies and constraints in the user experience and identify areas that we could improve visualisation.
This was done in conjunction with UX audits to identify existing problems on all user journeys; from UX fundamentals, to data hierarchy and structure.
Interview and ideation
Once we had a comprehensive understanding of the user journey, we undertook customer interviews to understand their motivations, goals and objectives for using The Royal Mint digital platforms, and to uncover their current pain points and potential opportunities. The interviews also helped us to create key audience segmentation and personas.
We also conducted internal stakeholder interviews within The Royal Mint to understand the business goals in more detail and ensure all solutions would provide a meaningful impact on them.
Once we had consolidated all our interview content, we were able to hold ideation workshops to come up with high-level initiatives as well as features to address the pains found, and provide value-add on the gains and opportunities identified.
The results
From our discovery phase, we were able to present back a ‘to-be’ journey’ - the ideal journey a user would take in that would increase conversion rates more than 5%, average order value and purchase frequency for The Royal Mint.
This also included a conceptualised design and initial prioritisation to provide a list of key features that would not just improve existing journeys, but provide increased value quickly.
The design included a prioritised list of all the potential features to be built now and in the future, as an easy-to-read roadmap that The Royal Mint could implement.
The process provided much more strategic certainty on which areas of the customer journey The Royal Mint should focus on to unlock value quickly, as well as tangible designs and features they could implement to serve new and existing audiences better.
383 were able to understand our business and develop a real comprehension of our immediate challenges by their unique approach to partnership. Their Friction Mapping process didn’t only uncover opportunities but they actually helped ideate and concept solutions for us within the same programme of work.
Joanne Wiggan, Former Digital Experience Director, The Royal Mint
Our opportunity to understand our customers better could help us recognise more than £700,000 of additional sales solely from better serving the audience we engage with today. The impact of these learning would trickle down and improve the experience for other customers and other journeys, indirectly driving further sales across other verticals.
Organically, a more seamless experience will allow us to better re-market and increase purchase frequency of newly acquired customers.
Like the sound of this?
We’ve helped The Royal Mint lead to understand how they can re-establish themselves as the trusted market leader through a simple UX audit and journey mapping process.
If you want to chat about how we can help you unlock business growth and boost your conversion rate, chat to one of our experts.
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