Overview
My team at IBM were tasked to create a Customer Transformation proof of concept (POC) for a large logistics company. We were challenged with the task of completing POC within less than 10 weeks, and to be as creative and innovative as we could. The client brief was broad and centred around the customer and employee experience of parcel delivery. The goal we set with the client, was to design and seamless experience for both delivery and shipping processes that built great trust within the company, loyalty of the customers and enjoyable experience the everyday courier.
My role
I was the UX Designer and Visual Designer. My responsibilities included:
User research
Extracting needs and pain points
Mapping the customer journey and touch points
Defining front stage and back stage processes
Building Personas
Workshopping
Creating visual assets and storytelling
Information hierarchy
The physical service blueprint
Research
This project was a fun one. We were able to explore different methods of design research and collaborate with engineers, value orchestrators, commercials and subject matter experts. We built POC's quickly and validated and iterated even quicker.
My team and I would interview users and employees to understand their current state experiences and pain points. We also became customers ourselves! We would ship and order products using the clients services to get real time data.
We interviewed SME's in this field, both from business and technical sides of the logistics industry. This gave us more data points, and detailed information that helped us map key moments in the end-to-end process of parcel delivery and shipping.
Our team leveraged the power of our AI, to help create foundations of user personas to iterate on, and utilise for workshop validation.
Using all our research, my design team worked closely with our engineering teams to understand the art of the possible and hypothesise what the best future state vision could look like. Using our resources, we were able to map the front stage and back stage processes of our user journey.
With just under 10 weeks of work, we were able to present something exciting and innovative to the client. The following asset is one of the deliverables I owned as part of this piece of work. I synthesised all our findings and collaboration into a Service Blueprint artefact.
All assets, information hierarchy were designed using Figma. I collaborated with my team to inform large copywrite.
The Final Product
This blueprint features end to end phases of a future state customer journey and their data touch points, time/duration of journey and aligned pain points addressed from the client brief.
On the technical portion of this blueprint, it features the software and operations required to maintain and complete each touch point and internal processes impacted and responsible for completing the task.
Lastly, I have identified the key opportunities areas that our client can take given our teams assessment and prototypes.
The following designs have been redesigned to respect the privacy of our client. However please feel free to reach out, I'd love to have a chat about the process and the final product!
