· Case Studies · 1 min read
Redefining Customer Support for OBI with AI-Driven Chatbots
Discover how we conceptualized a chatbot that transforms the DIY experience for a tech-savvy audience, using the Branded Interaction Framework.
Overview
The OBI Chatbot project was part of a learning-driven exploration of the Branded Interaction Framework, using a design thinking approach to conceptualize a new service for the DIY market. After analyzing multiple brands and identifying gaps in customer support, we conceptualized Timo Tüftler, an AI-driven chatbot tailored for OBI, a leading home improvement retailer with a young, tech-savvy audience.
| Role | Details |
|---|---|
| Me | Focused on Hornbach brand and technical aspects |
| Team | Benita Schroeder: Focused on OBI; Ksenia Schneider: Focused on Bauhaus |
| Users | Home improvement enthusiasts, DIYers, and tech-savvy OBI customers |
| Peers | Cimdata mentor and fellow students who provided feedback |
| Timeframe | March 3–7, 2024 |
| Tools Used | Miro, Slack, Branded Interaction Framework: Competitor Analysis, Personas, Brand Bios, Brand Filters, Story Mapping, Dialogue Sheets, Value Proposition Canvas |
Timo Tüftler: A Vision for Seamless Customer Support
Why OBI Needed Timo Tüftler
Limited After-Hours Support
Customers needed help beyond traditional business hours.
Inconsistent Communication
Disjointed messaging diluted the brand experience.
High Volume of Inquiries
Manual responses weren’t scalable.
Insights Driving Timo Tüftler
How We Designed Timo Tüftler
Applying the Branded Interaction Framework to build a concept that aligns with OBI’s goals.
Discover
- Analyzed competitors like Hornbach and Bauhaus.
- Mapped OBI’s brand identity with tools like Brand Filters and Limbic Maps.
- Created personas like "The DIY Enthusiast" to align with target users.
Define
- Identified gaps in customer support.
- Crafted a chatbot persona aligned with OBI’s values.
- Mapped conversational flows using Miro.
Ideate
- Developed story maps to visualize the user journey.
- Ensured scalability for future use cases like DIY guides and voice integration.
Timo Tüftler: Key Design Features
User-Centered Design
Personas and customer journeys ensured usability for OBI’s tech-savvy customers.
Brand Alignment
Reflects OBI’s approachable, innovative identity through tone and visuals.
Seamless Integration
Real-time connections to product databases and customer profiles.
Future-Proof Scalability
Designed to adapt for voice assistance and in-store deployment.
What We Learned from Designing Timo
Key takeaways from the concept development process.
What was the biggest challenge?
Aligning user needs, business goals, and technological capabilities.
How did frameworks shape the concept?
Tools like Limbic Maps and Value Proposition Canvas provided structure and clarity.
What did collaboration teach us?
Diverse brand analyses revealed opportunities to innovate in the market.
How did this influence your understanding of service design?
Reinforced the value of designing services that are both functional and emotionally engaging.