Customer Discovery
Customer Discovery Facilitation
How we got started
Bol. Retail Media Group wanted to innovate and to develop new propositions. However, in order to do this right, a customer discovery phase was needed to understand the pain points of their customers and to uncover and understand potential solutions.
We were asked to design and facilitate a program that incorporated:
a research/discovery phase
to facilitate the creation of potential new propositions for 3 different target audiences
to test the new propositions with the end-users
Our approach
A team of 4 specialists was created to be the core team. We planned a 3 month ahead in our agenda's.
Different workshops with specific outcomes were scheduled:
Create an overview of target audiences and a start of a persona definition
Create an interview guide to interview persons that fit the definition
Create an overview, biggest learnings, insights and surprises out of output from the interviews
Create a problem-solution tree from the findings of the interviews (Based on Jobs to be done principle)
Validate the insights and ideate with the core persona during full day sessions
Decide on the exact challenge statements to start the Design Sprints with
Run 3 Design Sprints and test the output with the right persona's
Decide on next steps with the team
Do the handover with the team so that they continue the journey
In between the sessions there were update sessions with the extended team that was created with different stakeholders.
The Results
There were different results.
A much clearer picture of the persona, their needs, wishes & problems
A problem-solution tree to have a good overview of the different, but also overlapping challenges the persona's were facing, and that in the future can be used as an umbrella to check upon
Different prototypes with insights on what was valued and not valued
A plan forward to start working on their Viability and Feasibility assumptions
The impact…
After the last iteration Sprint - end of the discovery track
The process has led to a far better picture of the needs, pains, jobs to be done of the key persona's. The series of Design Sprints and iteration Sprints have made possible solutions more clear and the first validations on value, feasibility and viability are done. The team continued the journey without the facilitator of Orange Minds. In the final week of the track, we created a high level plan for the period onwards.
The team makes the magic
During the track Orange Minds designed and facilitated the sessions, in close collaboration with the core team of Bol.
Due to it's closeness to the strategy of BRMG, in the beginning of the journey two persons from the Strategy team were added to the core team to hear first hand information from the persona's.
From the beginning of this track there was a good overview of stakeholders. They were invited in extended team sessions to give feedback, their input and to stay up to date. This set up was needed as new propositions could potentially build upon many different core areas of Bol.. Also, because during the period, we needed to build upon Bol. different internal capabilities (for example Marketing, Branding, UX)
During each Design Sprint, 3 to 4 persons were added to the core team due to their knowledge on the specific problem area or knowledge on the core persona. Internal UX-ers worked on the prototype so continuing afterwards would be easier.
