ABUS: Service Portal und Customer Centricity für die smarte ABUS-Welt

Bicycle locks, smart door locks, commercial property security - the ABUS brand is known worldwide. The globally active company is managed by the fourth and fifth generation of the family. The products are valued worldwide for their quality, as ABUS has set standards in security over the course of its almost 100-year company history. This is also reflected in the company's Home Security, Mobile Security and Property Security divisions, which are constantly being further developed to meet the needs of private and commercial users.

interactive tools has been advising ABUS since 2020, particularly in the areas of customer centricity, service design, user experience and business innovation.

Services: Consulting, conception, user research, UX and product testing, data-driven persona development, customer journey mapping, value proposition design, content, naming

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Challenge: Digital transformation and change of perspective

One of the key challenges is the digital transformation of the brand. ABUS is associated with maximum security, which has a direct impact on users' expectations and needs.

We used quantitative and qualitative user research to identify optimization potential along the customer journeys. It was important to bring together the different departments and their requirements. We support ABUS in changing its perspective from a product-based to a user-centered conception of new services and products.

„The topic of customer centricity has been given high priority 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 to be even closer to the needs of our customers digitally.“Carsten Pietruck, Director Digital Solutions & Services at ABUS

Project: Bringing two areas under one digital roof

Mobile security and home security are two different product areas at ABUS. There are different product requirements and the divisions have different knowledge about their respective target groups. A key finding from the user research was that users do not perceive any separation between the two areas. In the customer journey, home security and mobile security are almost equally relevant - especially for smart applications. If users can operate and manage smart locks from anywhere, they no longer differentiate between bicycle locks and front door locks.

ABUS SmartX is a digital technology on the market that turns the smartphone into a key replacement. It is based on Bluetooth-based communication technology specially developed by ABUS. The technology is used in various smart ABUS products. The challenge was to combine the applications in an ecosystem and make them accessible to users.

User perspective: customer experience research, UX and product tests

In our in-house UX lab, we tested different usage scenarios on the SmartX app. This revealed that the ABUS brand has a positive effect on the perception of new products. At the same time, expectations of smart products and digital services are also increasing. We were commissioned to validate and further develop the existing personas in a data-driven manner. With the help of qualitative in-depth interviews, new archetypes were created that can be 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 their experiences on the topic of smart security products.

One result of the user research was misunderstandings regarding terminology. The fact that both the technology and the app were called 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 tailor our solutions to them.“Marvin Saake, Project Lead Digital Solutions & Services at ABUS

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 meant that we were able to work 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 the various business areas under one roof, was to be communicated internally and externally.

„If I could open and close all my locks with a single app, it would change my everyday life for the better.“Test person in the UX test of a prototype

In this context, we developed the customer-oriented product promise as the core of future communication and found a name for the new ecosystem. The new brand was created in naming workshops and on the basis of further user research measures:
ABUS ONE - Your keys in one app.

Smart living with ABUS One

ABUS One is a sophisticated digital ecosystem that takes security and convenience to a new level. The seamless integration of smart locks for home and on the move allows users to manage all their locks centrally via an app. Whether door, window or bike lock - ABUS One combines these products 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 testing and to drive user-centered 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 in the home and on the move. With clear user guidance and an appealing design, the page makes it easier to enter the smart security world of ABUS.

What can we do for you?

Would you like to realize a digital project? Then get in touch with us. As a reliable partner, we offer interactive brand experiences and complete digital solutions from a single source.

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