eServices
All services in one place
Context
Stores are the key generators of services revenue 📈
Problem
Too many scattered tools
As service offerings expanded, store associates had to juggle a variety of printed materials, digital tools, and workarounds to fulfill customer service requests. Signet offered many services, especially for custom design, but store associates often weren’t aware of all of them or knew when to offer them. This led to low selling confidence and missed sales.
Solution
eRepair → eServices: a home for all services
Store associates can spend more time helping customers Celebrate Life and Express Love rather than fumbling with the tools.
Design
Less is more
Our UX researcher ran a sorting exercise to figure out what kind of categorizing made the most sense to store associates.
The concept of all service tools in one place was exciting, but too many options was overwhelming and frustrating. Intuitive categorizing and navigation decreased reliance on workarounds.
Listening to Users—Twice
I initially designed the blueberry variant based on user needs, and it tested very well with store associates. However, it didn’t align with the stakeholders’ vision so I explored two alternative options. After another round of usability testing, the blueberry variant came out on top again. Backed by research insights, I gained stakeholder buy-in and proceeded with the original design.
No hiding, only seeking
Guidance to selecting the appropriate service tool is important. I needed to find the right balance—show enough so everything’s visible, but not so much that it feels like too much.
The tabs make it easy to see everything at a glance, and the accordions keep the content from feeling overwhelming while still being easy to browse.
Intentional content for store associates and customers
Store associates would use the iPad with customers to walk them through the options. I collaborated with our copywriter to come up with tone and copy that was professional but still easy for anyone to understand.
A picture is worth a thousand words
Imagery is key—customers have a hard time picturing what our custom services include. I included carousel design of examples with captions to explain the process clearly.
Final designs of key pages
Logo
Join the family
Along with the new app name, we needed a new logo. I workshopped a new logo for eServices, making it cohesive with the other retail app logos.
Result
MVP was piloted in October 2024 in 12 test stores
“It [eServices] would be especially beneficial to inexperienced or seasonal JCs to know what services are available and to be able to more easily process them.”
— Store Associate
39.4% gross margin
Services grew by 4.9%. While services make up under 5% of total sales, they have significantly higher margins than merchandise.
Net Promoter Score +18
With faster service turnaround times and increased repair customer satisfaction ratings, the NPS went up 18 points since FY2020.