Digital Customer Experience Enhancement
Identifying areas of improvement in the digital space and finding inovative solutions to address customers’ needs.
Overview
The project had a unique setup for a big company - self organised team which served as a pilot for this kind of operating model.
The purpose of the project was to identify the challenges that customers and internal employees of the company from the region of EMEA-LATAM face in certain areas of their jobs and find innovative solutions to address those pain points.
Role and skills
UX Designer
User Research / Workshop facilitation / Visual Design
Tools
Discover
The agreed scope of the research was around 3 selected jobs-to-be-done that needed further understanding from our side in order to discover ways of enhancing the customer experience.
The initial plan was to conduct in-person interviews in 6 countries from EMEA-LATAM region, each representative for a type of customer or market, so that we get a complete picture of the situation of the region. This was supposed to be done with internal employees and external customers in the first 3 months of the year, being followed by the analysis phase and a series of ideation workshops.
In this phase, I was involved in creating the first draft of interview guidelines and visualize the first assumption-based user journeys.
The process
The unforeseen challenge of the project became the world pandemic - because of the situation we needed to adjust our initial in-person research plan and transform it into a remote-based one.
Another challenge was represented by the fact that part of the users we wanted to interview had laboratory-related jobs, and therefore had different priorities than we had initially planned and discussed.
In the initial planning, we wanted to analyze both internal employees data and external customers one all together, however, because the interviews happened at different points in time, we needed to readjust and came up with separate analysis.
Helping material for the user research interviews
The analysis
Together with my colleagues we analysed the data and created different internal personas and customer journeys. As previously mentioned, the outcome was documented only from an internal employees perspective and was followed by including the points of the customers at a later stage when the information became available to us.
I was involved in doing the analysis with my Researcher colleagues and I designed the outcome of the user research.
*images have been blurred due to NDA
Challenge Definition Workshops
The goal of the workshops was to identify together with the stakeholders from the entire region the most pressing needs and pain points that we would choose to focus on finding innovative solutions after the research phase was completed.
We created a series of “How might we” statements that were voted and ranked in the order of importance by country representatives.
Due to the highly unusual situation caused by COVID, the whole project setup changed from the initial plan, and the problems identified were handed-over to different formed Squad Teams to be investigated further and developed into Proof-of-Concepts.
Learnings
Any activity needs room for flexibility - we did not expect a world pandemic to prevent us from traveling and gathering our insights so we needed to adjust and find another way to get the expected outcome (on the plus side, if there’s a will, there’s a way).
The project was a great opportunity for me to gain more hands-on experience on user research activities: plan the research, create interview questionnaires, conduct interviews, analyse data and visualize it.