Sportix: enhancing 360* experience

Challenge

Sportix was undergoing a significant transition from operating a few stores to expanding into a national chain. To support this growth, Sportix needed to revamp its operations by gaining a deeper understanding of both B2C and B2B clients. The goal was to map out client experiences and identify differences between various store locations, as well as between online and offline channels. The overarching objective was to enhance the customer experience, streamline internal processes, and position Sportix as a competitive player on the national stage.

Approach

We adopted a multi-layered research approach to capture insights from all key stakeholders:

• Interviews with the Sportix Team: We engaged with team members to understand internal challenges and gather their perspectives on potential improvements.
• Interviews, Contextual Inquiry, and Observations with Clients: Through direct conversations and observations, we captured the behaviors, preferences, and pain points of customers across different store locations and online interactions.
• Interviews and Observations with Shop Assistants: These sessions provided valuable insights into frontline operations, highlighting differences in customer interactions and challenges across stores.

This comprehensive approach enabled us to map the existing customer journeys, identify areas for improvement, and highlight best practices that could be scaled across the chain.