In brief
Argos tasked me with digitalising their “Monthly Care” product, which previously generated £15 million in revenue through an in-store-only offering. The goal was to transition this extended warranty and care service to an online-first model, while also improving the conversion rates of both the existing “3 Year Care” and the new “Monthly Care” options.
What was covered
I began by conducting extensive user research, including remote interviews, click tests, and behavioural analysis, to better understand the customer profiles that were most likely to purchase extended warranties. This research uncovered valuable marketing opportunities, such as rebranding the product as “Accidental Cover” to align with home insurance messaging, which resonated more with target audiences.
With the findings in hand, I designed user flows and optimised the experience for both the new “Monthly Care” product and the existing “3 Year Care” offering. I carefully analysed the potential cannibalisation of the “3 Year Care” plan by “Monthly Care” to ensure net revenue would not be negatively impacted. This helped the business strategically balance both offerings in a way that maximised overall revenue.
To validate the designs, I conducted usability testing and refined the MVP of “Monthly Care” based on user feedback and data insights, ensuring a smooth, intuitive, and user-friendly transition from the traditional in-store model to an online platform.
Conclusion
The digital transformation of Argos’ care products resulted in a significant increase in conversion rates, from 4% to 11%. The improvements made to “3 Year Care,” alongside the introduction and optimisation of “Monthly Care,” contributed directly to this success.
Additionally, the rebranding and strategic online-first approach opened new marketing opportunities and strengthened customer engagement. The new online platform delivered a more convenient and efficient user experience, successfully modernising a key revenue-generating service for the business.