Strategic design
Orchestrating a new 360° customer relationship for Italy's main communication, logistics & finance service provider
2 months
2 people
2018
Communication, logistics & finance
Challenge
Empower the institution to provide experience design guidelines to the architecture team who will be designing the new physical offices on the entire national territory.
The approach
A design thinking based approach was adopted, involving a multidisciplinary client team along a series of research and co-design activities with end users (office staff & end customers). The Kanban methodology framework helped the team move with agility along a 4-step journey:
OUTPUT & OUTCOME
The output consisted of a document synthesising the design strategy and experience guidelines for architects to adopt when re-designing existing offices.
The outcome consisted of the internal stakeholders' empowerment to let their voice be heard and integrated in the experience design guidelines of the office, the brand's main touchpoint.
The strategy also provided directions on redefining offices' operational model and roles. In fact, a new role was suggested to be hired for the user and staff needs to be fully satisfied.
MY role
My main responsibilities were to take care of:
- the research & testing activities planning, lead and analysis,
- the co-design workshop planning, lead and analysis,
- the micro-moments definition & design,
- the design strategy creation, with the rest of the team.
Insights gathering through on-field observations & internal stakeholders' interview
Co-design workshops lead and facilitation to develop user experience guidelines
Outline of an omnichannel design strategy declined to all the user journey micro-moments
Validation of the guiding UX principles through on-field observations and interviews
35+
Stakeholders involved
10
Business units involved
3
Facilitated co-design
workshops
4
1
2
3
15+
Users who validated the guidelines
10
Redesigned UX
micro-moments
12K+
Offices to be
re-designed