Marketing Brand Bosch (PT-AC/MKB)
Three questions to the project team
What was the particular challenge in the project from a UX point of view?
The scale and complexity of Bosch’s portfolio and market created challenges. The user journey of a craftsperson seeking an appropriate accessory is complex and multi-faceted: project EXPERT required suitable user guidance for all forms of this journey across varied cultures and markets, consolidated into a single communication and business concept for a range of over 10,000 power tool accessories. An incredible amount of assets were required to galvanize engagement with products typically seen as ‘low involvement’. In just 2 years, we created 3600 application videos, over 4000 photos, 10 new trainings for our dealers, and over 160 POS planogram modules.
What was your personal highlight in the development process? Was there an aha! moment, was there a low point?
As we started the project from the user’s point of view, this catalysed our business and marketing teams. The passion that emerged was overwhelming and led to some very strong cross-functional teamwork. Presenting the concept to customers and receiving overwhelming positive feedback was a further highlight – as was holding the new branded products finally in our own hands! In that moment, we realised just how impactful the project would be. On the downside, the complexity of the project led to moments of doubt; and the covid-19 pandemic limited our face-to-face interactions with our users.
Where do you see yourself and the project in the next five years?
The project has strongly influenced our thinking with regards to delivering a successful and seamless user journey experience at all touchpoints, and I think we will continue along this steep learning curve as we further extend the new UX over the coming years. This will in turn raise user satisfaction and our prominence in the market. The UX-based, easy-to-understand criteria will guide our business teams as we roll out further performance classes of accessories over the coming years. Most of all, I look forward to meeting many enthusiastic professionals who are benefiting from our new UX approach.