Amara has a great reputation for customer service. Our training programme helped take this to the next level with the introduction of new customer-centric ways of thinking.
Amara’s Participation in Tobias & Tobias’ Education Programme
Here at Tobias & Tobias we have developed a Customer Experience Education Programme – a series of courses designed to guide individuals and organisations to better understand the impact and implementation of customer-centric thinking and practices.
Following our Assessment and User Experience Audit of their online retail offering, Amara asked us to visit their offices to run our education programme across their business, to help increase the CX maturity of the organisation and develop their own knowledge base and ways of working.
This introductory session, attended by most Amara employees, covered the basics of User Experience (UX) and customer-centred design techniques. The course created awareness of current capability and recommendations for the future, and most importantly, identified ways in which each individual could contribute towards enhanced customer experience with Amara.
“I found the customer mapping really insightful. There were lots of interesting case studies that aided the points raised. The illustration of negative impacts post design was also a valuable insight.”
The foundation course applied to all Amara employees. We then ran a series of other sessions which were aimed mainly at Amara practitioners and stakeholders who are directly involved in the design of their online store.
Research Deep Dive
User experience research involves the systematic investigation of customers and their requirements, in order to add context and insight into the process of designing a product or service – in this case Amara’s online store. This deep dive session focused on research tools and techniques, and provided the participants a practical understanding of interviewing, questionnaires and user testing.
“A good overview of a selection of types of research. Focused on what we are likely to use. Experiencing the interviewing and analysis steps was very useful insight.”
This session with Amara focused on information architecture – the structuring of information and functionality and how customers navigate and engage with it. We explored the most important elements and importance of IA, understanding the different way in which people seek information and how to design specifically for this.
“Card sorting and tree testing validated my existing views. Interesting to note how important these techniques can be in optimising the user experience. Great to have added weight to improve search.”
Interaction Design and Prototyping
This course was run with Amara’s digital team, with the aim to increase awareness of design guidelines and equip them with the tools and techniques to design effective, customer-oriented interfaces and interactions.
“It was really beneficial to understand design principles and laws, and to learn how to apply them to design prototypes.”
The aim of this education programme was to encourage Amara to adopt new customer-centric ways of thinking, not only in their online offering but across the business. With a set of new techniques and tools at their disposal, Amara are well set on their journey of taking their reputation for great customer service to the next level.
“Following our participation in T&T’s expertly designed and executed training courses, we have benefitted from a greater appreciation for UX and a deeper understanding of its implications. We thank T&T for this invaluable insight and we are now busy implementing these practices across our business!”
– Harriet Gribble, Head of Digital Product