A super-helpful services brand
Dixons Carphone was becoming established in the specialist technology support market through their Knowhow and Geek Squad brands, and there was growing consumer appetite for accredited expertise. Although a third of the UK population have purchased technology support, evidence showed the market was fragmented and mistrusted. People didn’t know where to turn when they needed hands-on help.

Dixons Carphone wanted to create a national network of local experts who could help across a range of needs. This would cover the lifecycle of a product, from install and set up, to repair and upgrade. They asked us to help integrate the two existing brands, bringing together the best of both, to create a new services brand.

An experience built on strategic foundations
We initially developed a purpose for the new brand, based on the Team Knowhow belief that everyone has the right to expert help for technology, delivered in a smart, convenient, affordable, and human way.

We went on to define the go-to-market proposition, launch offer and overarching brand strategy. Through rigorous consumer and colleague testing, we helped Team Knowhow move from the retail approach of packaging services by internal business unit or product type, to organising and focusing the offer around real customer needs. Four customer-facing service categories – Connect it, Fix it, Protect it, Improve it – simplified and connected this service-based offer.

With strategic foundations set, we defined the customer experience in-store, online, at home and over the phone. After creating a series of customer and colleague journeys, our experience designers created bespoke principles, stand out service moments, and prototypes based on a new collaborative operational approach. Team Knowhow will use this framework to develop and implement sustainable services ideas in the future.

“Their work with us has rightfully become the business’ overall commercial framework, which tells you everything about how well they understood us, our ambitions, and the future of our industry”

Louise EnglishMD of Services, Dixons Carphone

An identity that combines instruction with magic
We created a visual expression that explained the new services, based around the idea of ‘experts in action’. Inspired by instruction manuals, four multi-talented Team Knowhow characters bring user stories to life across platforms. They’re practical and helpful, yet playful. They’re individuals that work as part of a team, just like the real experts.

To craft unique gestures and movements, we partnered with animation experts Animade. We developed charmingly human motion behaviours to live seamlessly alongside the graphic language and come to life on digital touchpoints.

“Wolff Olins did everything they could, working desk-to-desk with our designers and partnering with the best specialists out there to create something visually unique, digital first, and intrinsic to the actual delivery of our services”

Louise English, MD of Services, Dixons Carphone

Our thinking acted as a north star for the newly combined services business, and engaged colleagues from the incumbent brands in the new ‘Team Knowhow way’. Using insights gained from their work with us, the internal team delivered immersion sessions for all 30,000 Dixons Carphone people.

The service was piloted and rolled out to over a thousand Curry’s PC World and Carphone Warehouse stores as of July 2017. And that’s just the start.