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Virgin Media & O2 Task 2
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Task 2 – Research Methodology

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Research Questions

How would you go about answering this question for them?
What research approach would you adopt in order to answer their business question?

I would propose a two-stage research approach to explore the topic, with the second stage as optional
Post-Mortem: how are the customers currently using the journey:
What is the data available about if and when customers currently drop off the journey?
Are most of them non-starters or are the steps in the journey that cause the drop-off?
Could it be that because it is a blended journey there are additional friction points that are not product-specific?
Which parts of the journey perform well?
Customer expectations: what are customer needs that have to be addressed for them to complete their customer journeys
What are customer requirements for this journey?
Research Questions and Business Objectives
1
Stage
Theme
Research Question
How will knowing an answer help answering the business question and support business objectives?
Post-mortem
6
What is the data available about if and when customers currently drop off the journey?
2
What and where are the breaks/friction in customer journey?
CX features that prevent a successful customer journey completion - especially if there are any ‘low hanging fruit’ that would require little product effort and would have immediate positive impact
Any significant break/friction points for all users as well as specific personas should be prioritised as that is preventing customer journey completion
What conceptual and design blockers do customers encounter? Are they resolved effectively?
Being very specific if the breaking/friction points need to be addressed on a conceptual level (i.e. by redesigning signifyers) or design blockers (i.e. layout, clarity of navigation) will inform the solution design
Do we address the blockers currently at all, if it is done a the right point of the customer journey and why current solutions are not effective will provide more context and requirements for solution design
Which parts of the journey perform well?
2
What parts of customer journey work well?
What parts of the customer journey can we leave as is will make the focus of solving problems clearer
We can learn from the parts of the customer journey that work well, understand the key design features that support positive experience and implement similar approach/design in other parts of the journey
What about our experience do customers enjoy?
If previous successful journey completion feedback is available this would be a great resource to understand their motivations and their evaluation of the journey, especially if there any positive highlights that could be emphasised to build brand loyalty
2
What conceptual and design blockers do customers encounter? Are they resolved effectively?
What about our experience do customers enjoy?
Customer expectations
5
What are customer requirements for this journey?
5
Functional requirements (webapp, mobile)
Is mobile or webapp preferred for this journey? What are the features that a customer would expect? This would inform the look and set-up of the app (i.e. if something like updates are important)
Conceptual requirements (understanding house-move journey)
How much ‘education’ do we need to provide our customers with for them to be able to understand how our the journey works?
Are they aware of house-move as a service?
Behavioural frameworks (how do they expect the journey to work)
What do we require the user to DO that no other providers do not?
If the customers could design the journey what would it look like like?
Is the time-lag between journey steps an issue? if so how could that be supported?
How does house-move service compare with signing up with a new provider? Is it behaviourally easier or more difficult to complete?
Understanding current customer behaviours and behavioural expectations would inform what and how many stages to the journey would be optimal and how each of them should be resolved.
Attitudes (when and why would a customer want to keep the service and when would they opt for a different one)
Which of the user personas are more likely to complete the journey? What are the retention factors for them?
How does house-move service compare with signing up with a new provider in terms of attitudes? Is it an opportunity to shop around? What are the reasons for loyalty?
Support
How much of the “work” do customers expect to do themselves and how much do they expect to be done by the provider?
What if things go wrong? How can customers rejoin the journey?

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