Case Study: Dyson Trade-In Campaign
Outcome
4 times more trade-ins than targeted
Design and build a user-friendly, end-to-end trade-in experience - for both Dyson customers and internal service agents - that integrated with Alchemy's existing systems and supported Dyson's sustainability goals, delivered within an 8-week MVP timeline.
Key Deliverables
- Service Blueprint & Process Map
- Customer Journey Map
- Multi-step Trade-in Form (React, Redux Toolkit, Formik)
- Zendesk Automation Workflow
- Back Office Web App
- Performance Dashboard
Driving Sustainability Through Innovation and Collaboration
Alchemy Global Solutions, a leader in circular technology, partnered with Dyson to expand beyond phones and tablets into home appliances — offering customers a seamless way to recycle old vacuum cleaners when buying new Dyson products.
Problem & Discovery
Kicked off with workshops across marketing, operations, and customer service to define project goals, technical constraints, and success metrics. Mapped the key user journeys to align Dyson's sustainability goals with the digital experience, working directly with engineers, product owners, and customer service leads to shape the service design approach.
Service Ecosystem / Mapping
Visualized the end-to-end journey from campaign awareness through trade-in submission and validation. Built a service blueprint defining frontstage (customer-facing) and backstage (operational) touchpoints, and documented how customer support, logistics, and finance teams would handle trade-ins, payments, and exceptions.
Process mapping and journey mapping outputs
Key Iterations & Decisions
Designed a multilingual customer-facing website (including German localization) with step-by-step guidance and FAQs, and contributed to the build in React, Redux Toolkit, Styled Components, and Formik — centered on a multi-step trade-in form capturing serial number, proof of purchase, and product photos.
Integrated Zendesk to automate customer touchpoints — submission, approval, and payment notifications — cutting support queries by ensuring timely status updates. Built an internal back-office web app for customer service agents to verify serial numbers and proof of purchase, with approvals/rejections linked directly to Zendesk-triggered emails.
Delivered against a tight 8-week MVP deadline, iterating through changing requirements without slipping the timeline.
Different touchpoints and internal systems formed the project's scope
Full deliverables & tools
Full deliverables list
Full deliverables included a service blueprint and process map, a customer journey map, the multi-step trade-in form (React, Redux Toolkit, Formik), the Zendesk automation workflow, the back-office web app for customer service agents, and a performance dashboard for real-time campaign tracking.
Tools & tech
Figma, React, Redux, Styled Components, Formik, Zendesk
A look at the peformance dashboard
Key metrics
Final Impact
This project reinforced the value of service design thinking in complex digital environments. Integrating stakeholder collaboration, process mapping, and user-centric design delivered a solution that was both operationally efficient and customer-friendly — underscoring the importance of cross-functional teamwork, agile iteration, and strategic decision-making in impactful digital services.
“Richard joined our team as a Product Designer on a short-term contract to help launch our design system, and his impact was immediate. He integrated seamlessly into multiple teams, balancing his responsibilities well across both the design system team and a project team developing a greenfield web app. His ability to facilitate key discussions and contribute meaningfully to both efforts was invaluable thanks to his deep expertise in design, strategy, and process. Thanks to his contributions, we successfully met numerous ambitious project schedules, and the improvements he delivered significantly enhanced the operational efficiency of our sourcing teams. Beyond his technical skills, Richard was a friendly, professional, and approachable team member who adapted well to changes in his role, even taking on Frontend Development responsibilities when asked. He was proactive in his responsibilities, taking on challenges beyond his comfort zone without hesitation. I highly recommend Richard for any team looking for a skilled and adaptable Product Designer who can make a meaningful impact.”
Ian Miliken, Principle Product Designer & Engineer — Alchemy
More of my projects
My recent achievements
Launched 10+ products with measurable business results.
Created a service blueprint to reimagine employee hiring in financial services.
Contributed to a 46% revenue increase via personalized A/B testing.
Launched Dyson's Trade-In service at a 14.7% conversion rate
Built a multi-brand design system with 30+ components and 360+ variants.
Reduced customer service calls by 35% with a self-service redesign.
