H&M Group Mapping COS' multi-channel experience

Mapping engagement points across COS' multi-channel customer experience using LEGO® Serious Play®

The COS team felt they had a good grasp at how customers behaved within individual channels but wanted to understand better the multi-channel behaviours.

Rather than going through a time-consuming research and mapping exercise, I set up a workshop with the different channel experts of COS.

Using the LEGO® Serious Play® methodology I facilitated two workshops, with two different groups of participants, where they mapped out high-level journeys to discover where there were crossovers and/or points that lend themselves to engagement.

The result was a strategy map that helped different channel owners spot and drive opportunities cross channels. Using two groups also highlighted some surprising commonalities pointing to key moments in the customer’s experience.

COS participants
COS participants

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