how might we…
…grow product satisfaction and brand affinity with people who use and sit in Herman Miller chairs?
2019
Herman Miller
chair adjustment customer experience research and strategy
Herman Miller knew that only ⅓ of people who buy their office chairs properly adjust them. On top of that, improper chair adjustment is one of the most common reason associated with customer dissatisfaction.
I was asked to come to a holistic understanding of the customers’ journey with chair adjustment information, and to create a prioritized roadmap of solutions to improve this experience.
my responsibilities
Project Management
Existing Documentation Research
Google Analytics Benchmarking Review
User Interviews
Stakeholder Interviews
User Surveys
User Journey-Mapping
Pain Point Mapping
Opportunity Mapping
Roadmap Creation
Opportunity Prioritization
High-Level Scoping and Estimation
my team
Deb Visin, Marketing Lead
Kelly O’Hara, Creative Director
solution
Curation of existing knowledge, and pursuit of new information to inform a roadmap of experiential execution.
Next, we documented the current-state as journey maps and annotated these maps with pain points and opportunity areas.
We then ideated potential experienctial solutions like an adjustment app, instructions shared via QR code directly on the chair, a small compartment on the chair itself for a beautiful printed instruction booklet.
Finally, I created a prioritized roadmap of these solutions based on customer value, business value, and the level of effort to execute the work.
Ultimately, we executed work around usability and redesign of our adjustment materials and videos and built an adjustment app so that customers who were visiting in-store could learn as they shopped.
As typical, we began by organizing existing internal knowledge. We interviewed ergonomists and product subject matter experts to understand how Herman Miller’s products really should be adjusted.
I had my own chair adjusted for me by an expert and experienced first-hand the difference in knowledgeable vs ignorant self-guidance.
Then, I spoke with the folks who find themselves in the position to adjust a very complex, but ergonomic, chair; direct customers who shop online, and employees who receive their chair through their employer.
