Role // Service designer and project manager
Timeline // October 2012 – December 2012
Type // Strategic and digital design consultancy by Jurema

We helped our client, an established brand within the direct selling industry, develop the UX strategy and build the foundation for what would become a new digital experience aimed to help in the routine of direct sales representatives.

See it live.




This project was my kick-off with practical design thinking strategies and tools, where I contributed not only with the project management (ensuring the project would be done on time and on budget), but also collaborated in the research analysis, service strategy definition and in the creation of a detailed customer journey map, service blueprint and service roadmap.







Rapid learning from deep immersion
We took an approach of immersing ourselves in the direct selling routine to understand the unique behaviours and needs of the sales representatives. In a team of three, consisted of myself, the product manager and the lead developer, and a 1 1/2 months timeline, we joined thoughts, empathy and analytical thinking to:

+ Participate in qualitative research, including focus groups and in-home ethnography, while incorporating existing secondary data regarding consumer segmentation. This step was fundamental to get a deeper understanding about peoples' stories, needs, pains and desires.
+ Get a clear vision of insights through a customer journey map a service blueprint, both being based on a combination of the applied field research, industry analyses, stakeholder perspectives, and trends evaluation.
+ Define clear and actionable service insights that could provide both near- and long-term value for the direct sales representatives and our client.
+ Create plans for prototype, design, implementation associated with the identified innovation opportunities.
+ Build, along with the client, a new business model using canvas as a toolkit, an approach that allows to focus on a minimal viable product for launch.

Some key references for this project were:
+ IDEO's Design Kit
+ Service Design Tools
+ Business Model Canvas
+ Lean Startup

What I learned
It was a very challenging project where I got the chance to apply an innovation toolkit, including field research, ideation, prototyping, and concept development. Mostly, it was very inspiring to listen to those women and thinking about the so many ways design and technology are able to enhance their work routine and personal goals.