Prior to the interviews, participatory research, including alignment workshops, was conducted to collaboratively design a research plan for clear scope. The subsequent interview guide focused on post-sales touch-points for both customer-facing and non-customer-facing interactions, particularly concerning lower-maturity archetypes. Supplementary research involved internal resources like team workspaces, org charts, and archetype studies to initiate comprehension of the existing ecosystem. With this foundation, 31 stakeholder interviews were conducted to contextualize the staff experience, prioritize key elements, and gather insights on the prevailing ecosystem.

Deliverables
Research plan and interview guide

Contextual inquiries/interviews

Spreadsheet to keep track of internal resources

Spreadsheet of stakeholders to cross-functional inclusiveness

After completing initial research, we synthesized and analyzed a common theme summarized as Moments of Disconnection. The initial goal was to get consensus among the 31 stakeholders on the existing ecosystem. Bringing awareness to the backstage moments of disconnection connected the disconnection to the frontstage. This awareness prepped stakeholders for additional workshops to 1) clarify knowledge gaps and 2) align to a vision.

Deliverables

Synthesis wall

Drafted assumption map

For stakeholder assumption map alignment

Access to a shared board

Designed & facilitated 2 working sessions

Next, we needed to layer on knowledge gap findings to the assumption map. This was completed through screen-share sessions and alignment workshops. Using qualitative and quantitative findings, we were able to layer on the member experience to have a holistic view of the existing ecosystem. Due to the depth and complexity, we helped stakeholders focus on 3 key areas of friction for members and align on critical aspects of the assumption map.

Assumption map alignment

The 5 phases

Touch-point (e.g. email, product, third-party app, phone #, staff member, etc.) members experience

What dept is responsible for specific touch-points within phases

How lower-maturity archetypes are impacted

Reimagining vision

Gain member trust by streamlining backend processes

Have a single source of truth for the various types of touch-points

Share common understanding of member challenges

Deliverables

Alignment & reimagining workshops

Service Blueprint

Communicate summary of critical points of friction

After numerous iterations, a comprehensive Post-Sales Service Blueprint was finalized, pinpointing 3 focal friction points, feasible opportunity areas, and corresponding recommendations. Furthermore, we communicated the imperative for a comprehensive representation encompassing pre-sales, long-term success, and technology efficiency awareness to the executive team. As a result, two pivotal strategic transformation endeavors were initiated: 1) a redesign of staff training, alongside a thorough audit of the email journey 2. an prototype of an AI integrated system.

Deliverables

Service Design Strategy & Recommendations Deck

Live share-out via our Monthly Lunch N' Learns

Workflow Mapping Playbook