Practical Seminar in DSD: Video Selling at EnBW

Minh-Kha Nguyen
soeren-gillich@live.de
lucaweller@outlook.com
christoph.bamberger@student.ki

Within our practical seminar in Digital Service Design we are going to design a digital solution for video selling at EnBW. Our task is to carry out all necessary steps in order to conduct the relevant data. Therefore we are going to stay in touch closely with Werner Schärfer on the part of EnBW, who will provide us with interview partners, resources, and the information needed.

Published at Jan. 17, 2025, 11:08 a.m.

Design Canvas

Justificationary Knowledge

Video selling has been successfully implemented for mobile phone contracts at Vodafone Experts confirmed the feasibility of our proposed solutions in the interviews Reference values for the Business Case have been gathered

Problem

Does video selling work for higher priced products (gas/power/oil)? How to design the video system customer-centered? Invest or not invest? Make or buy?

Objective

Create a decent selling service which delivers a new buying experience for the customer and improves the success of the service- and sales-calls

Idea

Bidirectional video call with screen-sharing Incorporate eye-and pulse-tracking Enrich Next-Best-Action by analyzing the video call

Context

Customer journey with annual contact Perception of the product “energy” is limited Current sales process of EnBW lacks innovative technology

Scope
Design Process

Complete interviewing Testing and feedback Finalize Business Case and prototypes

Evaluation

Testing Questionnaire Interview Observation

Method
Artifact

Pitchdecks Business Model Canvas Prototypes Business Case

Result
Design Knowledge

Some sales-agents are willing to provide video selling Prototypes will serve the consumer’s need for empowerment Benchmarks are promising

  • Iteration 1

    With this interation, we are creating a demo mockup, which gives a brief overview about the project's outcome.

  • Discover Phase
  • Create project plan

    Create a brief project plan, considering the Design Thinking phases, the Double Diamond steps and the planned iterations. Align them to the intermediate and final presentation date.

  • Visit ESD

    Visit ESD, that is the contractual call center of EnBW, in order to analyze the customer process and to carry out interviews.

  • Master MyDesignProcess

    Get used to the tool MyDesignProcess to an necesary extent

  • Fill Design Canvas

    Using the given template in MDP

  • Define Phase
  • Identify processes at ESD
  • Illustrate campaigns at ESD
  • Develop Phase
  • Designing the mock up

    Derive design implications for the mock up based on the prior analysis

  • Deliver Phase
  • Creating a mock up

    Creating a mock up using powerpoint animations and the EnBW user platform

  • Creating PPT

    Creating the PPT slides for the first intermediate presentation

  • Iteration 2

    With this iteration, we want to create a design prototype, which covers functional features, which we want to test.

    Flyer_final2.pdf
  • Discover Phase
  • Interview with Vodafone

    Interview Daniel Ullrich from Vodafone with respects to
    - usage of Wishbi
    - usage of Liveshop
    - measures
    - KPI's

  • Interview with SofaDoc

    Interview Robert from SofaDoc with respects to
    - a white label, which we would like to use in order to test our solution
    - testing at SofaDoc

  • Interview with EnBW

    Interview Werner Schäfer from EnBW with respects to
    - KPI's and measures
    - NBA's
    - project scope
    - web selling

  • Define Phase
  • Scenarios for testing

    Create two scenarios for testing

    1. With white label from SofaDoc
    2. Without white label from SofaDoc
    3. Consider the general set-up for testing (Who, when, where, what?)

  • Business case criteria

    Define relevant criteria for the business case calculation

  • Develop Phase
  • Creating design prototype

    Two mockups created:

    1. First one
    - Tools used: Balsamiq Mockups
    - Purpose: evalutate accessability of video service on EnBW homepage and customer portal

    2. Second one
    - Tools used: PowerPoint and Adobe Illustrator
    - Purpose: evaluate video call interface features

  • Deliver Phase
  • Test prototype

    Testing will be carried out at EnBW lab in Stuttgart on 02.02.2018

  • Iteration 3

    With this iteration, we want to create a functional prototype and identify the acceptance for each of the three stages identified stages

  • Discover Phase
  • Interview with Wishbi

    Carrying out this interview, we want to identify business case potentials of the video service

  • Define Phase
  • Create business model canvas

    Now that we have conducted the business case requirements, a business model canvas is being created to evaluate the value proposition

  • Identify testing requirements

    During an appointment with the market research department of EnBW, we discussed the requirements for testing the prototypes in the EnBW lab

  • Develop Phase
  • Create functional prototype

    - Tools used: Skype (because it covers all necessary funcionalities for testing)
    - Purpose: evalutate acceptance for each of the three stages of our video service solution

  • Deliver Phase
  • Test prototype

    Testing will be carried out at EnBW lab in Stuttgart on 02.02.2018