Sprint scenario

For many B2B manufacturers, the customer experience is increasingly shaped outside the physical product. Buyers expect easier access to information, faster support and digital services that simplify the relationship long after the initial purchase.

A global manufacturer has invested in digital channels across its customer journey, but the experience remains fragmented. The website, customer portal, service organization and existing digital tools all play a role, without one clear view of where digital could create the greatest additional value.

The company is considering a mobile experience as part of its next digital investment. Before committing to development, it wants to understand where mobile could genuinely improve the customer experience—and what would make it worth using.

Meet Pixie

Pixie is one of the fictional archetypes in the AI Business Council, representing a UX and digital strategy leader shaping complex customer journeys. Her challenge provides the starting point for this AIBC Lab sprint.

The challenge

Where could mobile create meaningful customer value—and what would make the customer return?

Find the opportunity

Where could mobile create the most value?

We don't start from a blank canvas. Existing app analytics, customer research, support themes and the experience of client teams give us a first picture of how customers use digital today—and where friction remains.

One professional role stands out: the maintenance engineer. Working with installed machines in the field, they frequently need access to documentation, troubleshooting, service information and support—often while trying to solve a problem there and then.

We use buiness frameworks to explore what is already known about their jobs, pains and desired gains. AI-supported outside-in research broadens the picture with relevant market intelligence, comparable experiences and customer patterns.

One frustration becomes particularly interesting: the engineer may be standing directly in front of the machine, yet still has to search across digital channels to find information about it.

That changes the question.

What if the machine itself could become the shortest route to the information the engineer needs?

The Sprint narrows to one opportunity: creating a more direct connection between the installed machine and its digital experience.

We now have an opportunity focused enough to make tangible.

Bring the experience to life

What would make the experience worth using?

The opportunity is translated into a simple concept: My Machine.

Instead of asking the maintenance engineer to search for information about the machine in front of them, a QR code on the installed product provides a direct route to a mobile experience built around that specific machine.

We prototype how documentation, troubleshooting, service information and access to support could come together around a few common situations. The objective isn't to design a finished solution, but to make the idea tangible enough to explore how much friction it could remove.

The concept is challenged against the jobs, pains and gains identified earlier in the Sprint. Does it shorten the route to what the engineer needs? Is the right information surfaced at the right moment? And could it create value beyond the immediate task?

The machine itself becomes the entry point to its digital experience.

Build the case to move

Could one useful moment become a longer customer relationship?

The prototype gives us something concrete to evaluate. My Machine begins with a simple idea: make it easier for a maintenance engineer to reach the right information at the machine.

But once that connection exists, a bigger opportunity becomes visible.

The same experience could potentially support the customer throughout the machine's lifecycle—from documentation and troubleshooting to maintenance, spare parts, service history, upgrades and new services.

We explore where that could create value for both sides.

Could My Machine give customers a reason to return? Could it strengthen the manufacturer's relationship beyond the initial purchase? And could an installed base of connected products become the foundation for new service and commercial opportunities?

The Sprint doesn't attempt to define that entire ecosystem. It establishes whether My Machine could grow from one useful interaction into a broader customer relationship concept worth developing further.

Potential sprint outcome

Customer Opportunity
A focused view of where mobile could create greater value for the maintenance engineer, grounded in existing evidence and outside-in intelligence.

Prototype
A tangible concept showing how a QR code on the installed product could provide a direct route to relevant information, service and support.

New Title

Decision Case
A recommendation on whether to take the concept forward, including its potential customer and business value, key assumptions and what should be validated next.

More sprint challenges