Bosch CDC+
Integrated online and offline customer data within the Customer Data Center by designing a couple of fascinating and user-friendly digital tools
OVERVIEW
The Bosch Consumer Data Center (CDC) consolidates consumer data from multiple gigabyte sources to generate sales leads and enable precise marketing automation for commercial, marketing, and sales departments. However, the current CDC solution lacks integration of online and offline data, particularly offline/in-store sales data, which accounts for over 50% of orders. To address this gap, our team delivered a comprehensive user experience solution, while the Bosch Center Research department contributed a technical solution for this strategic initiative. The technical solution details can be found here: Better Customer Experiences Thanks to IoT and AI.
As the lead product designer for this project, I was responsible for developing the product blueprint, drafting the design proposal, coordinating human resources, negotiating with stakeholders, and reporting progress to clients. Ultimately, I successfully utilized advanced digital tools to deliver an exceptional user experience and naturally acquire valuable customer data.
Role
Lead Product Designer
Project Manager
Consultant
Tools
Figma
Microsoft Powerpoint
Timeline
8 months +
DESIGN PROCESS
Step-by-step journey of project development
RESEARCH RESULT
User Journey
Top Finding 1
Touch then leave; engaging interactions do not naturally occur in offline stores.
What we should do：
Identify current challenges and tailor the offline in-store experience accordingly. Encourage longer store visits and integrate shopping guides to enhance customer interaction.
Top Finding 3
Extended and multi-source online and offline switch make user indecision and confusion.
What we should do：
Enhancing certainty is vital for maintaining effective communication and connection between users and the Bosch brand.
Implement personalized preferences, including:
- Bridging offline experiences with online visits through features like store search, reviews, navigation, and streamlined
reservation/check-in processes.
- Establishing an official platform for profile analysis and recommendations.
- Maintaining a reliable platform for configurations and trustworthy quotes.
Top Finding 2
Prioritizing space fit, coupled with curiosity and public praise, creates opportunities for interactions.
What we should do：
Utilize content interest points as call-to-action opportunities to foster user engagement with our system and explore various product categories. This serves as an initial step for users to interact with our offline digital touchpoints.
Top Finding 4
Joining memberships or leaving contacts are not yet the norm, indicating a weaker connection between Bosch and users.
What we should do：
Clearly demonstrating the value of connecting with the Bosch brand (QR code scanning) is crucial. Utilizing the official Bosch channel for shopping guides to communicate with users or offer detailed product information is beneficial.
Membership or community involvement often signifies adopting a lifestyle that users believe in. Therefore, tailoring content design on the Bosch official channel for various business units is essential."
IDEATION/SPECULATING WORKSHOP
Ideation workshop
Ideas for findings and opportunities in the near future.
How Might We… Exercise
Think about a problem space within an intentionally expansive mentality.
Ideation Exercise
Brainstorm the ideas for selected problem space.
Speculating workshop
Context and trend in next 5-10 years.
Word Building Exercise
Identify weak signals for future from various expert point of view.
What If… Exercise
Describe possibilities in the speculative world from Bosch and user’s perspective.
PROTOTYPE & TESTING
Prototype 1：
Self Conversation with Bosch
Idea 1 - Interactive and Self-Guided Product Exploration
Idea 2 - Immersive Exhibition with Interactive Scenarios
Testing Methods：
- Pre Interview and task introduction
- Go through online reservation flow
- Free explore with task in mind
- Coordinator as guide in need
- Recap and comments on touch points
Prototype 2：
Configuration Tool
Idea 2 - Immersive Exhibition with Interactive Scenarios
Idea 3 - AI-Powered Home Configurator
Testing Result：
- Scenario has strong value of engaging
- Scan for later, scan for bonding
- Sense and imagine, not tech details
- Impress with product first, preference dialog comes second
- Customized for user, shopping guides and business unit
- Read and act without thinking in public environment
DESIGN CONCEPT
Bosch Warm Home
- Scenario simulation
- Temperature sensing
- Energy consumption prediction
OFFLINE CONFIGURATOR
Since users come offline more to learn about the product and pay for the transaction, the offline configurator shows two main features.
Immersive Operation Experience Through an Enlarged Visual Panel
Scenario-based temperature sensing and power usage display
Offline Boiler Configurator Prototyping Video
Online Boiler Configurator Prototyping Video
ONLINE CONFIGURATOR
Users are mainly in the research and evaluation phase online, so collecting user requirements and providing them with customized boiler solutions is the core objective.
PROJECT RESULT
As a strategic To C initiative in Bosch, this pilot project focuses on HC's boiler product, aiming to establish a presence in 321 stores across China by the end of 2025. Subsequently, a new phase of experience design will be implemented for home appliances and other stores, ultimately enabling seamless user data collection and offering more personalized, human-centered services in the future.
