Case Study
Understanding real needs and transforming them into concrete solutions to improve the experience of Up Day clients and end users, enabling the Company’s people to apply the Design Thinking methodology.
Initial Challenge
Although the digitalization of services allowed for the collection of a large volume of quantitative data, Up Day wanted to integrate this data with direct qualitative information derived from the lived experience of its B2B clients and users. The information collected aimed to make the offering even more effective and guide business decisions in a more informed manner.
Strategy
In the first part of the “Customer Discovery Run” journey, we conducted interviews with 20 B2B clients, represented by the HR functions of as many organizations, and 20 end users. Furthermore, the 40 interviews were supported by the completion of usage diaries to gather detailed insights into needs, behaviors, and perception of the Company. These qualitative data points, analyzed and aggregated, then fueled a co-design phase in which we redesigned the customer experience based on the insights gathered and optimized internal processes to ensure greater adoption, impact, and competitive advantage.
Result
The analysis conducted provided Up Day with a new perspective on its data. This led to a strategic redesign of the customer experience and the optimization of internal flows, with the goal of making the interaction between Up Day and its clients more fluid and satisfying. Furthermore, based on the strategic insights gathered, we generated 6 different change proposals, realized in the form of service prototypes and their respective implementation plans.
We helped Up Day transform data into strategic insights, for a service that is closer to B2B clients and users.
Initial Challenge
The extensive digitalization of Up Day services had allowed for the collection of significant quantitative data, but a thorough understanding of the needs of B2B clients and end users required integration with qualitative insights. The risk in such cases is basing decisions on numbers lacking direct experiential interpretation.
Strategy
To address this need, Amploom led qualitative research on a heterogeneous sample of clients and end users who represented the Up Day client and user population as closely as possible. The process of defining the profiles to be involved in the qualitative research included both an analysis of the Company’s perceived image, using the Empathy Map tool, and a screener of the types of clients and users to be involved.
In this way, the interviews and usage diaries allowed latent needs and critical issues to emerge. Subsequently, the collected and aggregated data fueled a co-design phase in which Up Day managers from different areas actively participated in designing the change, applying Service Design and Design Thinking methodologies to redesign key touchpoints of the customer experience and optimize internal processes to support the change effectively and sustainably. The design of these new “touchpoints” took into account the value elements of Up Day, a Benefit Corporation, in order to transmit them within the new service experiences.
Result
The “Customer Discovery Run” journey allowed for the redefinition of the service experience for Up Day clients, making it more aligned with real needs. In addition to obtaining a detailed snapshot of its B2B clients and users through qualitative research, Up Day made its services even more aligned with its corporate values, which are essential for a Benefit Corporation.
Furthermore, our change engagement process actively involved internal staff in the creation of prototypes and generated a strong sense of belonging and responsibility: the teams that participated in the project are now the promoters of change, committed to transforming the prototypes born in the co-design phase into concrete and implementable solutions.
The redesign of Up Day services from a customer-centric perspective and in alignment with Up Day’s corporate values.
The project structure was inspired by the mindset and approach of Design Thinking and the Double Diamond, in order to transfer them as a working method to the Up Day team.
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