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Scholastic Book Fairs: G.R.E.A.T Journey Redesign

Case Description:

Proposed mobile flow for the redesign of Scholastic Book Fairs G.R.E.A.T Email journey i.e. the yearly process which that particular business unit encourages their users (Chairpersons) to undertake in order to plan and coordinate physical ‘Book Fair’ events which takes place 1 - 2 times a year at the schools where said users teach. Figure 1 represents one (1) of three (3) versions of that experience i.e. the short journey.

What was the problem?

Users who host 1 or more ‘Book Fairs’ events at their school usually undergo a step-by-step email journey (process) which supports the planning, execution and follow-up for each fair. This journey consisted of 10+ ‘1 size fits all’ steps (emails) which was starting to overwhelm many users, especially those that host multiple fairs per year.

Figure 1

G.R.E.A.T Journey Redesign

Robin Gittens' digital space 'emotionesque.ca' | Portfolio Case Study 4 | Scholastic Book Fairs: G.R.E.A.T Journey Redesign | Figure 1: G.R.E.A.T Journey Redesign

What was my purpose?

To analyze the feedback from users and business stakeholders (marketing, sales, customer service); and design a more streamlined journey where the amount of steps relies on the intent of different user personas.

What was my role?

  • Unifying primary stakeholders to elicit their business requirements derived from user feedback provided to sales associates.
  • Collaborating with marketing to devise three (3) customer journeys of the proposed email redesign.
  • Creating high level interactions to encourage further brainstorming/ ideation with marketing and designers.
  • Educating and coaching the development team in the agile principles and manifesto as it relates to scrum.
  • Creating and sharing user stories and acceptance criteria with developers and facilitating agile scrum ceremonies during the 3 - 6 month duration of this particular initiative.

What were the test results?

As a result of user acceptance testing (UAT) efforts with sales representatives and members of customer service;

  • There was a general consensus of how the content and different journey versions had a more modern feel.
  • There was overall happiness that there were different versions for each viewport (smartphone, tablet, desktop).
  • The call-to-actions were more easily identifiable and inviting.
  • There was favoritism towards the shorter journey versions as users generally don’t appreciate an overabundance of emails.

What was the impact?

Sales Representatives reported:

  • Increase in user (Book Fairs Chairperson) acquisition with Event registration.
  • Increase in participation throughout the pre-event email journey.
  • Increase in downloads of event planning resources for key digital resources which aid in preparation of Events.
  • Increase participation in online webinars from record clicks on call-to-actions positioned at various points in the journey.
  • Decrease with incoming phone calls to sales representatives.

Techniques Used:

Personas, Customer Journeys, Wireframes

Applications Used:

Google Drive (Sheets), AS400, JIRA, Confluence, Axure RP, Adobe Analytics, Outlook,

Looking to partner with your team to learn more about your users, and identify areas of opportunity to deliver empathy-driven experiences.

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