ABUS
Service and Business Design for a globally active family-owned company.
ABUS: Service portal and customer centricity for the Smart ABUS World
interactive tools has been advising ABUS since 2020, particularly in the areas of customer centricity, service design, user experience, and business innovation.
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About ABUS
Bicycle locks, smart door locks, commercial property security - the ABUS brand is known worldwide. The globally active company is now in its fourth and fifth generations of family ownership. The products are valued worldwide for their quality, as ABUS has been setting standards in security since its founding in 1924. This is also reflected in the company’s divisions - Home Security, Mobile Security, and Commercial Security - which are constantly being further developed to meet the needs of both private and commercial users.
Challenge: digital transformation and change of perspective
One of the central challenges is the brand's digital transformation. ABUS is associated with the highest security standards, which directly shapes users' expectations and needs.
Through quantitative and qualitative user research we identified optimisation potential along the customer journeys. Key here was bringing together the different departments and their requirements. We support ABUS in shifting perspective from product-based to user-centred conception of new services and products.
The topic of customer centricity has taken on great importance at ABUS. Our customers expect not only the highest product quality, but also an excellent user experience across all touchpoints and channels. With interactive tools we have a customer-centric partner at our side who helps us get even closer to our customers' needs digitally too.
Project: Bringing two areas under one digital roof
User perspective: Customer experience research, UX and product testing
In our in-house UX Lab, we tested various usage scenarios for the SmartX app. It became clear that the ABUS brand has a positive impact on how even new products are perceived. At the same time, however, expectations for smart products and digital services are also rising. ABUS commissioned us to validate and further develop the existing personas using a data-driven approach. Using qualitative in-depth interviews, we developed new archetypes that fall within both the mobile and home security categories.
We created wireframes for a landing page that summarizes and explains the offering. Based on the new personas, we selected test participants who could test the wireframes and share their experiences with smart security products.
One finding from the user research was that there were misunderstandings regarding the terminology. The fact that both the technology and the app bore the name SmartX was not conducive to differentiation and positioning.
The insights we gained during user testing are very valuable. They help us understand target groups even better and align our solutions accordingly.
Solution approach: ABUS ONE – a digital ecosystem
The customer journeys, insights from in-depth interviews and UX testing, as well as the company’s internal efforts to become more customer-centric, enabled us to collaborate with many different areas of ABUS. In workshops with stakeholders from the home security and mobile security divisions, we evaluated and prioritized touchpoints and communication measures. We brought together customer, sales, brand, and marketing perspectives.
The new ecosystem, which brings together smart ABUS products and services from the various business units under one roof, was designed to be communicated both internally and externally.
If I could open and lock all my locks via a single app, that would positively change my everyday life.
In this context, we developed the customer-centric value proposition as the core of the company’s future communications and created a name for the new ecosystem. Through naming workshops and additional user research activities, a new brand emerged:
ABUS ONE – Your keys in one app.
Smart living with ABUS One
With ABUS One, a well-thought-out digital ecosystem was created that takes security and convenience to a new level. Seamless integration of smart locks for home and on the go lets users manage all their locks centrally via one app. Whether door, window or bike lock – ABUS One brings these products together in a user-friendly application that makes everyday life safer and more convenient. Our task was to work with ABUS to continuously improve this experience through data-driven user research and UX tests, and to drive user-centric innovation. The newly developed landing page presents the ABUS One ecosystem clearly, explains the functions of the smart locks and shows how they can be used both at home and on the move. With clear user guidance and an appealing design, the page makes it easy to get started with ABUS's smart security world.
Your contact person
- Marcus Völkel
Consultingsynaigy
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