Starway by Pixartprinting – B2B Loyalty Program Service Design / Customer Experience 6 months customer experience and service design project on Starway by Pixartprinting B2B Loyalty Program, in collaboration with UAL – Central Saint Martin London during the Short Course in Service Design. Thanks to the findings of the students, I brought the brief within the company to follow up with the design challenge and optimize all the touch points and the marketing efforts. Client: Pixartprinting Website: pixartprinting.it Services: Service Design, Facilitation, UX Brief In collaboration with UAL – Central Saint Martins London, we developed a design challenge with a team of 5 students focusing on the best B2B client segment of Pixartprinting and create new concepts to generate customer loyalty at scale. I was responsible for the project ownership and for the design of the process in order to help Pixartprinting to adopt a design thinking mindset, empathize more with their audience, develop new service concepts and optimize all the Starwar Loyalty Program touch points. Approach We used the Design Thinking methodology and tools to face the design challenge, plus an integration of online marketing data. Understand Data Analysis Recruiting B2B clients Observe User Interviews User Observation User Testing Personas Empathy Map Insight Definition Define How might We…? Storyboarding Customer Journey Map Opportunity Areas Ideate & Prototype Crazy eights Paper Prototypes Digital Prototypes User Research and Insights Definition I supported the students to organize and execute a qualitative analysis to collect insights and feedbacks from real existing B2B clients and creative professionals to deeply analyze their expectations, thoughts and needs interviewing them by phone or in person. The User Research phase involved the following participants: 30 Buyers / Resellers / Business owners interviewed by phone 15 Creative Professionals interviewed from Uk, Spain and The Netherlands What came out from the research mostly highlighted that Pixartprinting was not perceived as a strategic partner and total lack of brand awareness and perceived value in terms of exclusive services. Most of the clients didn’t know they were part of a loyalty program and they were not aware of the benefits of being part of it. They clustered the insights and identified patterns and user expectations. Opportunity areas and ideation The CSM students stated the problem in: “How might we help Pixartprinting improve their programme so it enables them to form strategic relationships with their clients?” They identified two possible opportunity area: New service to promote business growth Revamp the gift experience They ideated different concept proposals based mainly on the second opportunity like a customizable digital catalogue service or a personalized reward system. Result Thanks to this preliminary research, we brought the brief within the company to solve this challenge and integrate it with a qualitative survey to understand the perception of the all 1.160 clients from all over Europe. We identified different painful touch points, created a creative brief from the graphic design department and implemented the services and the communications (Websites, Newsletter and Digital ADV) to improve the overall customer experience.