A unified, account-based app to level up the post-purchase experience of KEF’s customers.
Project Goals
Level up customers’ post-purchase experience by enabling them to enjoy the most of their KEF speakers.
Ultimately build loyalty, drive repeat sales, and foster a strong relationship with customers.
My Scope of Work
Desktop research
Revisit search data to understand user demographics and purchase behaviours, and generate insights.
As-is user journey mapping
Sort out existing flows of major post-purchase tasks. Identify pain points and areas of improvement.
Wire-framing & prototyping
Visualise user flows to validate the design with stakeholders and align with cross-functional teams.
① Background
Founded in 1961, KEFis a British audio brand specialising in the production of HiFi speakers and architecture speakers. To date, KEF has a wide customer base around the world, and is always committed to providing customers with the best products and services.
“Could your team design a service info page to add to KEF’s website?”
The Customer Service team initially reached out to us with this request, which followed repeated client complaints about difficulties accessing after-sales services.
To clarify their goals, I set up a meeting with their team and relevant stakeholders. During discussions, I suggested that simply creating a new info page might not be the best solution. Ultimately, we agreed to launch a dedicated project to address this challenge and improve customer experience.
② Empathizing
I started the project by thoroughly analysing previous research data provided by CX team. Research on KEF's existing customer base revealed that their primary reason for purchasing KEF products is to complement their interior design, followed by sound quality and technological innovation.
Base on this finding, I worked based on two different user profiles:
Casual Listeners
They purchase KEF products for home entertainment
They see HiFi speakers as a significant investment
They choose KEF over other brands lies in its ability to complement their interior design aesthetics
Their primary needs: The product is well-supported throughout its life span
Experienced Audiophiles
They are usually returning buyers owning multiple KEF products
They are interested in exploring advanced setup
They choose KEF over other brands lies in its superior sound quality and technological innovation
Their primary needs: Advanced diagnostics for resolving issues in intricate systems
To understand the moment of frustration and identify opportunities for improvement, I mapped out the current-state user journey after purchasing a product. After purchasing products, customers can register their speakers to access warranty coverage, seek expert advice, and schedule after-sales repairs.
However, these various functionalities were spread across disparate touch points, resulting in a disjointed and cumbersome experience.
Recognising the breakdown of the end-to-end journey, I saw this as a massive opportunity to help users manage their KEF speakers effortlessly.
Purchase Speakers
Touch points
KEF’s e-commerce store KEF’s retail stores Authorised distributors
Register New Speakers
Touch points
KEF’s e-commerce store
Pain points
Many customers are unaware of product registration KEF’s e-commerce store.
Extend Warranty
Touch points
KEF’s e-commerce store KEF’s retail stores
Pain points
Customers are not notified when their free warranty is expired.
Repair Speakers
Touch points
Service centres Warranty card
Pain points
Customers may fail tokeep the original proof-of-purchase for warranty claim.
Trade up for Newest Model
Touch points
KEF’s retail stores Authorised distributors
Pain points
Customers are unsure whether their product model is eligible for upgrade.
Find Support
Touch points
E-mail Service centres
Pain points
Customers cannot get timely support when they need it.
③ Solutions
Product Management: For casual listeners, but also benefits every customer.
A myKEF account offers a convenient central hub for managing all aspects of KEF product ownership. Users can register their products, check warranty status, access after-sales support, download product materials, and explore value-added services, all within a simple platform.
While this design addresses the casual listeners’ user needs for product care, it also ensures universal value — enhancing the ownership experience for all KEF customers, from single-speaker owners to multi-device enthusiasts.
Support Library: For experienced audiophiles, but all customers are welcome to explore.
To cater to audiophiles’ passion, the platform introduces a comprehensive technical library designed for deep customisation. This resource hub offers extensive documentation on KEF products across all eras, including home theatre configuration guides, quick trouble-shooting solutions and curated technical insights.
By organising these materials by product model, the library also empowers casual listeners to explore advanced features at their own pace, bridging the gap between enthusiast-level expertise and approachable usability.
④ Impact
60% +
3 months after the project is shipped, over 60% new customers successfully signed up and got onboarded.
Next Project
CMS Platform
An internal tool designed for KEF to centrally manage its global e-commerce operations across 17 regions.
