New Page
Helping M&B to create and deliver simple, engaging, innovative and seamless digital experiences for guests throughout their journey
New Page
Helping M&B to create and deliver simple, engaging, innovative and seamless digital experiences for guests throughout their journey
Mitchells & Butlers plc is a member of the FTSE 250 and runs nearly 1800 managed pubs and restaurants, including some of the UK’s best-known restaurant and pub brands including All Bar One, Harvester, Toby Carvery, Browns, Vintage Inns and Sizzling Pubs.
M&B wanted to create a digital vision and transformation programme across all brands to support a future and seamless, innovative guest experience across all key digital touch points and guest journey.
Goals
Create a more effective and informed guest service, a more efficient service cycle, seamlessly accessible through any channel or any device
Provide better data, overview and insights that increase opportunities to acquire and keep guests, and increase opportunities for higher spend per head
A better informed and pro-active support staff so that all employees can contribute to guest service
Self-manage the pre, during and post experience
With a rigorous service design process involving in-depth interviews, prototyping and iterative development, together with customers, M&B stakeholders and technology partner, we are introduced a series of smart features and services that would addmeasurable value.
Interview synthesis
Key findings synthesis
Personas
Mapping the guest journey
Extending the physical experience into the digital space by considering the complete customer journey – from helping guests to find the right pub or restaurant for their personal occasion to manageing the planning, booking and physical experience with self-serve digital service experiences.
Digital channel flows
The strategic drivers are to create real value-adding moments of delight for the guests that will ultimately increase guest acquisition, bookings and insightful guest data to provide more effective and personalised guest service. Guests will be able to expect a digital experience seamlessly accessible through any channel, responding to a very broad demographic with differing needs and high brand and service expectations. Employees would be able to contribute to a better informed and proactive service, further driving guest loyalty and frequency.
Concept scenarios
Roadmap
My role: Strategy / research / storyboarding / concept creation