Designing how Spark designs 

Spark Oct 2016 - Oct 2017 

3 Spark projects are highlighted below:

1. Information Architecture
2. Creation of a CX Framework
3. CX Measurement 

Information architecture 

A 2 month project to create an Information Architecture (IA) for a future ideal “one Spark” website that combined all of Sparks many products and services (yes everything from investors to wholesale) into one website. 

The process:

• Tiny task identification - using Customer journeys to ensure we catered to the holistic customer experience. Gather a big list of all the tasks customers, employees and investors needed to be able to create online. 
• Mapping tasks to existing website analytics/KPIs to understand current state gaps. 
• Open Card sorting - in stores. To let customers group tasks and create a hypothesis IA, the first few levels of the IA. 
• Tree test via online tree test tool to validate the Hypothesis IA 
• Result analysis 
• Communication of results via infographics 

The CX Framework. 

My team of 3, the CX maturity team, created the CX Framework with the guidance and vision of Meghan White (head of design at Spark). Spark had been training its employees in design thinking. But needed to move from awareness to adoption in the Design Maturity model.

My team piloted many design thinking activities through multiple projects and refined the activities down to a 5 step process that is now engrained into Sparks culture and processes.

Out of respect for all the hard work of my colleagues - I will not share the details of the Framework on this website. The following images have specifics redacted. 

CX measurement

Challenge

How does an organisation measure the success of its customer experience when they offer so many products and services? 

Project opportunity

One of the bigger projects I worked on at Spark was “the journey catalogue”. An internal product aiming to democratise all of Sparks data in a useful and engaging way to aid alignment across the business. 

Machine learning was used to identify the common combinations systems/capabilities that enable each part of Spark's customer journey - enabling the customer experience to be measured and monitored.  We defined the key indicating metrics for each step within the customer journey to be able to improve the spark customer experience - regardless of product or service. 

This project was a collaboration of CX Design with architects and senior leadership. 

Process 

1. Mapping systems and processes to customer journeys. The majority of this work was done by the architect. I reviewed the naming to make sure it mapped to Spark's CX Framework Customer journeys - for consistency across the organisation. 
2. We prototyped and user tested a dashboard. 
3. Prototype iteration based on business priority. E.g What did marketers vs operations/systems analysts want to know about how each customer journey success. 

Spark + Optimal workshop case study

While at Spark I helped organise a case study showing how Spark implemented the CX Framework and also utilised Optimal Workshop's user research tools.