User-Centric Storytelling at Bissell
What do Spin Wave customers really want? Bissell engaged trusted partner Vervint to help define the customer story and create a measurable user experience.
See how we used qualitative and quantitative data to design a roadmap to a superior experience for Spin Wave customers.
What We Did
Vervint partnered with Bissell to improve user experience for Spin Wave customers; analyzing use patterns and identifying new opportunities to connect through the product and the app.
CONNECTED PRODUCTS
QUANTITATIVE DATA
QUALITATIVE DATA
CUSTOMER RESEARCH
Create Connections
Bissell was able to get more value from every customer interaction
Improve User Experience
A deeper understanding of customer needs helped Bissell to meet them
Prioritize Opportunities
We helped Bissell decide which investments would have the greatest impact across short- and long-term scenarios
About Bissell
A family-owned business since 1877, Bissell creates premium cleaning products that help customers exceed standards of cleanliness while leaving lots of time for enjoying their lives.
Customer Experience, Research, & Design
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Making the Most of Connected Products
After 146 years of business success in vacuum cleaner and floor care, Bissell wanted to expand their product offering in the emerging robot vacuum market. Bissell was collecting user data for its robot vacuum line of business, Bissell Spin Wave. They had a product and an app, but no method of connecting the data generated to business results.
Bissell wanted to take advantage of the opportunity for a next-level customer experience, which would help to increase customer loyalty and provide much-needed product differentiation.
We partnered with Bissell to provide an outside perspective: to evaluate the data available, define gaps between the data that was already being gathered and additional data opportunities, and to draw a line between data insights and user experience. Our team took a deep dive into first-person user experience and returned with a cohesive story – one that included a specific, actionable roadmap for improving the Spin Wave customer experience.
I can’t tell you how happy we have been with your outstanding collaboration & support through this IoT journey.
Greg Brncick
Vice President, Consumer Design, BissellBuilding the Story
The project was divided into two phases: discovery and experiential assessment. First, our team took a deep dive into the data, interviewing stakeholders, customers, and key players both inside and outside the company. Findings were compiled into a preliminary report.
Then, we launched phase two: experiential assessment. Our team took the Spin Wave product home and interacted with both the product and the app just like regular customers. This provided our team with first-hand insights into the Spin Wave customer experience.
Delivering Value
The Vervint team was able to utilize qualitative, experiential data and translate that into quantitative learnings. The business value focused on three outcome areas:
- Market share
- Product improvements
- Automation opportunities
Vervint created a Learning Map for Bissell. This was a document that organized and translated the Vervint UX team’s experiences into deep, actionable insights.
For example, the team investigated maintenance and support by measuring whether customers were utilizing the available support videos – and if the videos were being accessed from the support page or the error modal. Improving video support utilization would have the business benefit of reducing customer support calls and the customer benefit of providing fast, helpful access to troubleshooting and/or support.
User Research | Build Customer-Centric Solutions
Gain invaluable insights into the needs and expectations of customers to improve your digital products, services, and experiences.
Our Impact
Vervint’s work continues to help Bissell drive value from customer/product interactions for the Spin Wave robot vacuum. For example, the Vervint team uncovered customer dissatisfaction with scheduling cleaning through the app. With a minor change to app functionality, Bissell could eliminate the issue and improve overall customer satisfaction on an ongoing basis.
Vervint delivered a Learning Map, organizing customer data into actionable benefits to the business and the customer. This Learning Map combined qualitative and quantitative data in a unique way that provided deep, detailed insights into the user experience. Additionally, Vervint tied insights to a plan of action that would lead Bissell to even greater success in providing a differentiated, superior customer experience.
Create Connection * Deliver Value * Identify Opportunity
