Transformation at Louis: New ways of digital customer contact

UX Research

Jobs to be Done

persona

Journey Mapping

Ideation

The challenge

Buying behavior in the motorcycle trade is changing — branches remain relevant, but digital contact points are becoming increasingly important.
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In order to better understand this change, we conducted qualitative interviews with the most purchasing power of customers. Louis had already developed personas and customer journeys in the past. However, there was a lack of cross-sectoral understanding and clarity about their current benefits.

The challenge was to validate existing assumptions, discover new potential and gain a deep understanding of customer needs.

The objective

Understand target groups, Raise potential.

The aim was to bundle internal perspectives, review existing assumptions and identify unused potential for digital offerings. The focus was on rapid implementation without compromising on the depth and usability of the knowledge gained.

Our Approach

Quick insights
and a clear vision.

In just two weeks, we created a clear framework in which the Louis team could contribute their expertise in a targeted manner. Our contribution: structure, prioritization and methodical management — so that no time was lost internally with coordination and everyone could concentrate on the essentials. The result was a common goal that created clarity and enabled speed.

0 1

Understanding customers

We identified the strategic goals of Louis employees and customer needs in order to obtain a holistic picture. With interviews and a website test, we investigated the importance of branches and digital touchpoints (such as the online shop) in interaction.

Capture stakeholder perspectives

Understanding customer needs in depth

Check online usage behavior

0 2

Define target groups & potentials

Through interviews, we developed a Louis persona with a typical customer journey. We identified key characteristics and pain points, such as a high need for security and the quest for reliability. This created potential for a digital product offering.

Clearly defined target groups

Understanding customer journey and touchpoints

Identify pain points & opportunities

0 3

Develop ideas & solutions

In a joint workshop with Louis, we designed digital solutions that optimally support the defined customer group along their journey. With the help of creative methods, we put initial approaches for the practical implementation of the concepts on paper.

Creative brainstorming (workshop)

Validation with user needs

Solutions for digital services

“Modulr has helped us to bundle internal expertise in a targeted manner — with structure, clarity and speed. The topics of persona and customer journey became tangible, relevant and finally thought of together again.”

Sandra Zech

Head of Digital Transformation & Strategy

Detlev Louis

The result

Added value for both End customers and Louis

Together with Modulr, a coordinated vision was created, which bundled existing expertise in a new way and made it accessible to all parties involved. Revised personas, a sharpened customer journey and clear jobs-to-be-done helped to identify specific areas of digital potential.
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The result: a structured foundation for new services that address real customer needs — and internal clarity, direction and speed for the next steps.

About Louis

Market leader in the motorcycle trade

Louis is Europe's leading retailer of motorcycle clothing, accessories and technology and is considered an absolute authority when it comes to the needs of bikers. Since its founding in 1938 as a branch company, Louis has stood for expertise, quality and customer service. With over 90 branches in various countries, Louis has continuously expanded its strong presence in stationary retail. At the same time, the company recognized the change in buying behavior early on: its own online shop went live as early as 1997 to provide customers with a seamless shopping experience across various channels. This combination of tradition and digital innovation makes Louis a pioneer in the motorcycle trade.