ABUS
Service and Business Design for a globally operating family business.
ABUS: Service Portal and Customer Centricity for the smart ABUS world
Interactive tools have been advising ABUS since 2020, especially in the areas of Customer Centricity, Service Design, User Experience, and Business Innovation.
Our Services
About ABUS
Bicycle locks, smart door locks, commercial object security – the ABUS brand is known worldwide. The globally operating company is run by the family in the fourth and fifth generations. The products are appreciated worldwide for their quality, as ABUS has been setting standards in safety since its founding in 1924. This is also reflected in the business areas Home Security, Mobile Security, and Object Security, which are continuously developed to meet the needs of private and commercial users.
Challenge: Digital Transformation and Perspective Change
One of the main challenges is the digital transformation of the brand. ABUS is associated with the highest security, which directly shapes the expectations and needs of its users.
Through quantitative and qualitative user research, we identified optimization potentials along the customer journeys. It was important to bring together the different departments and their requirements. We support ABUS in shifting perspective from a product-based to a user-centered conceptualization of new services and products.
Customer centricity has gained high importance at ABUS. Our customers expect not only the highest product quality but also an excellent user experience across all touchpoints and channels. With synaigy, we have a customer-centric partner by our side who helps us to be even closer to the needs of our customers digitally.
Project: Bringing two areas under a digital roof
Mobile security and home security represent two different product areas at ABUS. There are different product requirements, and the company areas have different knowledge about their respective target groups. A central finding from the user research was that users perceive no separation between the areas. In the customer journey, home security and mobile security are almost equally relevant, especially for smart applications. When users can operate and manage smart locks from anywhere, they no longer differentiate between bicycle and front door locks.
With ABUS SmartX, a digital technology is on the market that turns the smartphone into a key replacement. The basis is a Bluetooth-based communication technology developed by ABUS itself. The technology is used in various smart ABUS products. The challenge was to consolidate the applications into an ecosystem and make it accessible to users.
User Perspective: Customer Experience Research, UX and Product Testing
In our in-house UX lab, we tested different usage scenarios on the SmartX app. It became clear that the ABUS brand positively affects the perception of even new products. At the same time, expectations of smart products and digital services are also rising. ABUS commissioned us to validate and further develop existing personas in a data-driven way. With the help of qualitative in-depth interviews, new archetypes emerged that are located in both the mobile and home security spectrum.
We developed wireframes for a landing page that summarizes and explains the offer. Based on the new personas, test subjects were selected to test the wireframes and share experiences on smart security products.
A finding from the user research was misunderstandings regarding terminology. That both the technology and the app were named SmartX was not conducive to differentiation and positioning.
The insights we gained during user testing are very valuable. They help us to understand the target groups even better and adapt our solutions accordingly.
Solution: ABUS ONE – a digital ecosystem
The customer journeys, insights from in-depth interviews and UX tests, as well as internal efforts to become more customer-centric, allowed us to collaborate with many different areas of ABUS. In workshops with stakeholders from home and mobile security, we evaluated and prioritized touchpoints and communication measures. We brought together customer, sales, brand, and marketing perspectives. The new ecosystem, which unites smart ABUS products and services from different business areas under one roof, was to be communicated internally and externally.
If I could open and close all my locks with one app, it would positively change my daily life.
In this context, we developed the customer-oriented product promise as the core of future communication and found a name for the new ecosystem. In naming workshops and based on further user research measures, the new brand emerged:
ABUS ONE – Your keys in one app.
Smart Living with ABUS One
ABUS One is the digital ecosystem of ABUS that takes security and comfort to a new level. The seamless integration of smart locks for home and on the go allows users to manage all their locks centrally via an app. Whether door, window, or bicycle lock – ABUS One combines these products into a user-friendly application that makes everyday life safer and more convenient. Our task was to continuously improve this experience through data-driven user research and UX tests and to drive user-centered innovations forward. The newly developed Landing Page appropriately presents the ABUS One ecosystem, explains the functions of the smart locks, and shows how they can be applied in both private and mobile areas. With clear user guidance and an appealing design, the page facilitates entry into the smart security world of ABUS.
Your Contact Person
- Marcus Völkel
Consultingsynaigy
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