ANWB
Eropuit app
Tickets customer journey
How I led efforts to create a deeper relationship with customers by establishing meaningful contact moments across the tickets customer journey.
My responsibilities
Customer Insights & Ideation
I partnered with project managers and stakeholders to uncover insights and came up with concepts that address customer behaviours and motivations.
Experience Strategy & Vision
I created frameworks and presentations to share the vision, design principles and content strategy.
The challenge
In May 2022, one of the business objectives was to create a deeper relationship with customers by establishing meaningful contact moments. We knew from user reviews that there was a wish for the possibility of saving purchased tickets in the app, and identified an opportunity for aligning the business goals with the customer needs.
Exploration phase
The first request coming from users in the reviews and service center was the option to save purchased tickets in the app. I did competitor analysis and desk research to get more insights into best practices, and sketched for different flows that I presented to the development team to understand the technical limitations involved in the process.
First flow - Importing tickets from the email through an API (that would have to be created) - ideal from a user perspective, as tickets would be automatically added to the app after online purchase, but the implementation would be too complex, so it was out of scope.
Second flow - Adding a dynamic link in the email that would open the pdf in the app - would allow users to easily get the tickets in the app with one click, but was technically not possible.
Third flow - Adding a dynamic link in the email to pass the properties of the ticket to the app. Would allow users to get the properties of the ticket in the app (date, time, location,...), but would require users to save the tickets in their phones and import it manually to the app, which is not a good experience.
The fourth option was still far from ideal, but the best one fitting our scope and technical limitations. I quickly visualised the flow in order to get a better overview of implementation efforts and scope.
User survey and research
Based on the sketches, me and the team evaluated the designs and decided to further iterate on it to understand the real user needs, and validate if the feature would be worth all the development efforts.
I created a online survey in order to gather feedback from users.
On the ticket confirmation email, we added the question if users would like to save that ticket in the Eropuit app, with the options to directly reply with a Yes or No.
The users that selected Yes as an answer were redirected to a landing page, in which we allowed them to add comments and suggestions about the usage and needs of this feature.
This experiment allowed us to gather quantitative feedback (percentage of Yes per type of ticket) and qualitative feedback (insight into relevance and use of the feature, relevance of functionality per ticket type, insight into other user needs).
As a result, 68% of the interviewees clicked on the Yes option, confirming the relevance of the feature. We noticed most selected type of ticket was to the Zoo, and most of the comments were about having the option to save the tickets in the Apple Wallet as well.
Based on the insights gained and the results of this survey, we decided to build this feature by adding a dynamic link in the email that would save and open the pdf in the app including all properties, allowing users to add the tickets directly from email in one click and ensuring the best user experience.
Creating meaningful contact moments during tickets customer journey
With the possibility of saving tickets in the app, there was a new opportunity to be in touch with customers during the buy-use ticket customer journey, improving retention and up/cross sell, and customer satisfaction by inspiring them to make the best of their membership.
Taking as an example a visit to the Dutch Zoo Blijdorp, I created a customer journey map to identify the key moments in the journey from purchasing the tickets till the day of the event, and identified which were the valuable contact moments in this journey based on behavioural in-app push notifications in order to get more insights in the process and scope.
First outcome, new challenges
I presented the concept to stakeholders, product owners and developers, and after some further investigation from all disciplines, we came to the conclusion that it would no the feasible in terms of costs and scopes to map and implement similar flows for all different kinds of event.
New iterations
I decided to explore other options to provide the relevant information during the customer journey, and came up with an idea of creating a screen in which the user could find all steps of the journey, from the moment of purchase until the day of the event. The user could visit this screen at any moment to plan their event, to get inspired and to take the actions needed for each step of the journey. We could still send push notifications on each of these steps, and the messages would mostly lead to this new screen.
Final outcome
Due to the technical complexities related to the different kinds of events, and the costs needed to further implement these flows compared to the revenue it would bring, the business decided to park this feature .
Some parts of this concept were integrated in the ticket screen, like the option to navigate to the location using the Onderweg app, the integration with related offers, and the personalisation options, which still could contribute to a better user experience and more meaningful contact moments in the tickets customer journey.
2nd cup of coffee for free
How I ensured an increased collaboration with hospitality points through marketing campaigns.
The challenge
In collaboration with stakeholders, I integrated a marketing campaign in the app in order to get more customers visiting the hospitality points, and by this increase the number of hospitality points.
Although it was not possible to measure how many customers were actually getting a 2nd cup of coffee for free (as it was not possible for the hospitality points to scan any code or membership card), we could measure that 7% of the active users pressed the ‘verzilveren’ button at least once in the first 6 weeks. Also, the amount of hospitality points increased by 2%.
Commercial features
How I increased conversion and the commercial value of the app through cross & upselling.
The challenge
At the end of 2022, the company went through a reorganisation, and the objectives switched to connecting all touch-points to increase revenue and conversion. In the context of the Eropuit app, that meant increasing the commercial value of the app, and exploring options to cross and upselling.
Bike related offers on the Routes screen
Hike related offers on the routes list
Bike related offers on the nearby screen
Bike and hike related offers on the search screens
After 6 weeks, the conversion rate for web products coming from the app increased by 28%, and the amount of bike roadside assistance service increased by 8%.
Sales funnels
How I increased conversion by creating a 1-click sales funnel for selling bike and car roadside assistance.
The challenge
After the commercial offers were implemented, and we had data about which products and services were selling more, I designed a 1-click sales funnel for selling bike roadside assistance services.
The first version of this flow was limited to logged-in members, and the second version included logged out members.
One interesting insight was that, after 8 weeks the commercial offers were live, 34% of the total clicks on offers were on the roadside assistance for cars. Based on this, I adapted the sales funnel to include also this service.
