Bellagio Jewelers
- A Service Design Casestudy
Bellagio Jewellers is a renowned luxury jewelry brand, known for its exquisite craftsmanship and timeless designs. With over two decades of experience in the industry, Bellagio Jewelers has earned a reputation for delivering exceptional quality and personalized service to its discerning clientele.
Project Background
As part of a service design class, we had the opportunity to collaborate with Bellagio Jewellers to analyze and enhance their repair service. With access facilitated by one of the business owners, we conducted research and identified key areas to elevate the repair service experience to ensure every customer receives the same exceptional level of care that defines the Bellagio Jewellers brand.
​
The service design project focused on streamlining the repair process to improve efficiency and enhance customer satisfaction.​
Role: Service Designer
Client: Bellagio Jewellers
Timeline: 12 Weeks
Team: 5 Members
The 'How'!
The initial question we posed was, "At which stages of the repair flow do customers experience the most pain points, and how can we gain a deeper understanding of these challenges?" To address this, our team conducted a thorough analysis of Google reviews, identifying key areas where customers face difficulties and gaining insights into the specific nature of these issues. These insights highlighted recurring frustrations around service clarity, delays, and refund processes.
“My wife ordered a ring and was told it would come in a week and instead after over a month and still no ring the owner Antonio says that they can't get the ring at all . Very unprofessional and I will never go back .”
"Came in to have a watch battery replaced. Price was reasonable, but unfortunately the back of my watch was badly scratched during the process. The scratch was too deep to buff out so they replaced the watch back with an authentic part at no extra cost, but it took several weeks to get it sorted. Good service, however turned into a bit of a headache as I had to go back to the store twice and wait several weeks to get my watch repaired properly."
We also framed the user flow for the repair service.
Touchpoint Inventory
To better understand the customer journey, we conducted a touchpoint inventory analysis of the repair process. This involved mapping out each interaction across channels (website, customer service, in-store, etc.) and identifying critical moments where inefficiencies and pain points occurred.
We also conducted a thorough desk research using several available tools such as:
-
Website Analysis: We examined the website’s content, focusing on the clarity of repair policies, accessibility of information regarding repair processes and other important elements.
-
Google Reviews: We analyzed customer feedback to identify recurring frustrations, common complaints, and suggestions related to the repair service. This helped pinpoint key areas of concern from a customer perspective.
-
Social Media such as Instagram.
Our findings revealed key issues, including:
-
Inadequate Information Availability regardingg repair status:
Customers had difficulty accessing real-time updates on their repair status, leading to anxiety and an overall sense of being in the dark. -
Lack of Clear Communication on Policies and Warranties:
Customers frequently expressed confusion regarding the terms of repair warranties, timelines, and expectations for returns. The absence of consistent communication about policies resulted in frustration and uncertainty. -
Confusing Customer Support Channels:
The variety of customer support channels (email, phone, in-store visits) often led to inconsistent experiences. They have to call the store each time to know the update of their product.
Talking To the 'Owner'
To complement our desk research, we visited the store and conducted an in-depth interview with the store owner. This allowed us to understand the repair flow from the business's perspective, including their challenges and workflows. The main problem found after interviewing the owner was the lack of tracking system for the customers and staffs.
To complement our desk research, we visited the store and conducted an in-depth interview with the store owner. This allowed us to understand the repair flow from the business's perspective, including their challenges and workflows. The main problem found after interviewing the owner was the lack of tracking system for the customers and staffs.
"Whenever a repair order is placed, we fill a work order that icludes all the required information of the customer including their contact details and order number. They have to present this sheet of paper to collect their product once its ready."
“When a customer calls to check the status of their repair order, we collect their name, contact number, and PO ID. We then ask them to hold for a few minutes. During this time, we open our Google Doc file where all repair order statuses are documented, locate the specific order, and provide the update when they call again.”
“We use a shared Google Doc file as the primary mode of communication with our out-house repair service experts. Whenever a shipment is sent out for repair, the document is updated with the details, and the repair workers also log their progress as and when the tasks are completed.”
Updated task flow
Mapping the Journey
To visualize the customer experience and identify pain points throughout the repair flow, we created a detailed journey map based on insights from our interview with the store owner and desk research findings. It allowed us to visualize the entire customer experience from start to finish, uncovering the key interactions, emotions, and challenges customers faced during the repair process.
Jouney Map as Context: Emphasizing Insights
The journey map served as a foundational tool for understanding the customer’s emotional and experiential journey through the repair process. It highlights:
​Gaps in Communication:​ Customers often experienced confusion when trying to check the status of their repairs. It revealed that communication was inconsistent, as updates relied on customers calling the store rather than proactive notifications.
Insight: This gap indicated a need for better transparency and automated updates to enhance customer confidence and satisfaction.
​
Manual Processes:​ The reliance on a Google Doc to track repair statuses can be highlighted as a back of house inefficiency that directly impacts front of house interactions. Customers have to wait for staff to manually check the file and return their calls, creating delays.
Insight: Automating this manual tracking process could reduce delays and improve efficiency.
​
Moments of Customer Frustration:​ Key moments of frustration were identified when customers were left waiting for updates or unclear about the timeline for repairs. These moments were mapped with low emotional points in the journey map, highlighting pain points in the customer experience.
Insight: These moments of truth emphasize opportunities to improve customer touchpoints and make their experience more seamless.
The journey map served as a foundational tool for understanding the customer’s emotional and experiential journey through the repair process. It highlights:
​Gaps in Communication:​ Customers often experienced confusion when trying to check the status of their repairs. It revealed that communication was inconsistent, as updates relied on customers calling the store rather than proactive notifications.
Insight: This gap indicated a need for better transparency and automated updates to enhance customer confidence and satisfaction.
​
Manual Processes:​ The reliance on a Google Doc to track repair statuses can be highlighted as a back of house inefficiency that directly impacts front of house interactions. Customers have to wait for staff to manually check the file and return their calls, creating delays.
Insight: Automating this manual tracking process could reduce delays and improve efficiency.
​
Moments of Customer Frustration:​ Key moments of frustration were identified when customers were left waiting for updates or unclear about the timeline for repairs. These moments were mapped with low emotional points in the journey map, highlighting pain points in the customer experience.
Insight: These moments of truth emphasize opportunities to improve customer touchpoints and make their experience more seamless.
As-Is Service Blueprint
Building on the journey map, we created an as-is service blueprint to analyze the repair flow's frontstage and backstage processes. This helped identify inefficiencies in communication and reliance on manual tracking systems, reinforcing the journey map's findings.
As-Is Service Blueprint as a Deep Dive: Validating Insights and finding 'Solution'!
The service blueprint helped us to dive deeper into the mechanisms that affect the customer’s experience. It provided a structured way to analyze both front of house and back of house processes to uncover inefficiencies.
​
The Problem: Gaps in Communication
​
The blueprint shows how staff rely on a Google Doc to provide repair status updates leading customers feel frustrated due to delays in communication
Solution
Integrating a well-maintained tracking system and mail notification feature into the current website could provide real-time updates for both employees and customers, eliminating the need for customers to call the store and reducing wait times.
Okay, So how do we get there?
Okay, So how do we get there?
To address the problems in the repair process and enhance the overall customer experience, we proposed designing a live tracking system to be integrated into the store's website. This solution enables customers to track the status of their repairs in real-time while providing store employees and administrators with a centralized system for managing and updating repair orders.
To address the problems in the repair process and enhance the overall customer experience, we proposed designing a live tracking system to be integrated into the store's website. This solution enables customers to track the status of their repairs in real-time while providing store employees and administrators with a centralized system for managing and updating repair orders.
To start with, we devised separate user flows for tracking repair status for customers and admins.
Customers Journey
Admin/Employees Journey
Based on the user flows, we created basic low-fidelity wireframes to visualize the structure and layout of the system. We focussed on simplicity, clarity, and functionality, ensuring a seamless user experience.
Customers Live Tracking Lo-Fi Wireframe
Admin/Employees Live Tracking Lo-Fi Wireframe
Proposed Final Design
Building on the low-fidelity wireframes, we transitioned to high-fidelity prototypes, ensuring the designs looked visually cohesive and seamlessly integrated with the existing website. We incorporated the idea of integrating mail notifications to the order which will be asked when employees create a new repair order.
For Customers
Step1: They click on the prominent CTA button 'Track your Order' from the navigation bar.
Step 2: They can type in their order number and click the 'Start Tracking' button.
Step 3: After clicking the "Start Tracking" button, customers are directed to a page displaying their order ID, estimated arrival date, and other essential shipment details. They can also turn on mail notifications.
For Admins and Employees
Step1: Clicking on 'Update/Add Order takes you to this page from the Home Screen where admins can either update an existing order or add a new order.
Step 2: Clicking on 'Update Order' directs the admin to 'Repair Order Dashboard' that displays the order ID, the product information, and other real time status updates.
Step 3: Admins can also edit the dates as and when the tasks are complete.
Step 4: All the changes saved from the admins side reflects in the customers view as well.
Aspirational Service Blueprint
After finalizing the high-fidelity prototypes, we revised the as-is service blueprint to incorporate the proposed changes and reflect the improved repair flow.
-
The service blueprint now includes a seamless digital communication flow, with the website's tracking system as a central touchpoint for both customers and admins.
-
The inclusion of the "Track Your Repair" CTA button in the website's navigation bar allowed customers to independently access real-time updates without needing to contact the store. This improved customer satisfaction and reduced wait times.
-
The admin dashboard improved the tasks by enabling employees and out house repair experts to update repair progress in real-time and manage repair orders effectively.
