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Pivoting Without Losing Your Customers
- 1. Pivoting Without Losing Your Customers By Kateryna Korovkina
- 2. About Me • Design Manager at Eleks UK • 8 years in Product Design • Specialise in designing SaaS and B2B applications • Current focus: UX for the legal industry, emerging technologies @katya_korovkina
- 3. • Time is limited • Resources are limited It’s hard to pivot: • Stakeholders are not ready • Design Thinking + Agile • You can learn from your competitors The good news: • Efficiency boost in the long run
- 4. Research Define Map Implement
- 5. Keep a real-time pulse on changing customer needs and sentiments via: • quick remote interviews • user chat groups • frontline employees • social media Customer Research at 2x Speed
- 6. How did we do?
- 7. How did we do?
- 8. When… [situation], I want to… [motivation], so I can… [expected outcome] Focus on context and motivations with ‘Jobs To Be Done’ framework:
- 9. As a customer, I want to have a field for a tip, so I can easily tip the courier. User Story
- 10. When I order takeout food in lockdown, I want to make a donation, so I can support those who need it. Job Story
- 12. Map Your Service Review your customer experience to: • eliminate gaps between the steps • validate all functionality necessary for the user • assess the complexity of backstage processes
- 13. Pivoting To Online Fitness Model • Calendar of trainings • Integration with wearables • Delivery of basic gear sets • Delivery of advanced equipment • Daily support by personal trainer • Casting video to TVs • Commenting on live streams • Reward points Proposed functionality:
- 14. Researching options Preparing for home workouts Joining the first workout Keeping up the routine Measuring progress and improving High-level customer journey
- 15. Customer Steps Researching options Preparing for home workouts Joining the first workout Keeping Jobs to Be Done Touchpoints Pains Points When my gym is closed, I want to learn about my options, so I can stay fit during lockdown Website App Support PTWebsite Health levels deteriorating under lockdown Risk of gaining weight Uncertainty and anxiety Disappointed that fell out of the gym routine When I'm preparing to work out at home, I want to get the best possible setup, so I can continue progressing with my fitness program Website App Delivery Service PTWebsite Lack of equipment at home Hard to buy equipment as shipping options are limited The setup with a laptop or mobile is uncomfortable Uncertainty if the technique is correct When I'm joining an online PT session at home, I want it to be similar to a physical one, so I can feel I'm not missing out App PT Lack of disciplne and tempation to skip workouts Mental health is at risk under lockdown Can’t keep up with the usual nutrition Disappointed that fell out of the gym routine When I'm tra a couple of measure my my fitness App Don't know ho to achieve fitne results withou the gym In-Depth Customer Journey PT
- 16. Customer Steps Researching options Preparing for home workouts Joining the first workout Keeping Jobs to Be Done Touchpoints Pains Points When my gym is closed, I want to learn about my options, so I can stay fit during lockdown Website App Support PTWebsite Health levels deteriorating under lockdown Risk of gaining weight Uncertainty and anxiety Disappointed that fell out of the gym routine When I'm preparing to work out at home, I want to get the best possible setup, so I can continue progressing with my fitness program Website App Delivery Service PTWebsite Lack of equipment at home Hard to buy equipment as shipping options are limited The setup with a laptop or mobile is uncomfortable Uncertainty if the technique is correct When I'm joining an online PT session at home, I want it to be similar to a physical one, so I can feel I'm not missing out App PT Lack of disciplne and tempation to skip workouts Mental health is at risk under lockdown Can’t keep up with the usual nutrition Disappointed that fell out of the gym routine When I'm tra a couple of measure my my fitness Don't know ho to achieve fitne results withou the gym In-Depth Customer Journey App PT
- 17. Customer Steps Researching options Getting equipment Joining Jobs to Be Done Touchpoints Pains Points When my gym is closed, I want to learn about my options, so I can stay fit during lockdown Website App Support PTWebsite Health levels deteriorating under lockdown Risk of gaining weight Uncertainty and anxiety Disappointed that fell out of the gym routine When I'm purchasing equipment to work out in lockdown, I want it to be in a safe and prompt way, so I can start training straight away Website Delivery Service Website The delivery needs to be contactless Not sure if the equipment is desinfected I’d like to get it as fast as possible When I'm session at similar to a feel I'm Ap Lack of discipl and tempation skip workout Can’t keep up with the usua nutrition In-Depth Customer Journey Setting up the environment When I'm setting my environment for the workout, I want to be instructed by the PT, so I can have the most optimal setup Website PTApp Never used this equipment on my own The setup with a laptop or mobile is uncomfortable
- 18. Customer Steps Researching options Getting equipment Joining Jobs to Be Done Touchpoints Pains Points When my gym is closed, I want to learn about my options, so I can stay fit during lockdown Website App Support PTWebsite Health levels deteriorating under lockdown Risk of gaining weight Uncertainty and anxiety Disappointed that fell out of the gym routine When I'm purchasing equipment to work out in lockdown, I want it to be in a safe and prompt way, so I can start training straight away Website Delivery Service Website The delivery needs to be contactless Not sure if the equipment is desinfected I’d like to get it as fast as possible When I'm session at similar to a feel I'm Ap Lack of discipl and tempation skip workout Can’t keep up with the usua nutrition Service Blueprint Setting up the environment When I'm setting my environment for the workout, I want to be instructed by the PT, so I can have the most optimal setup Website PTApp Never used this equipment on my own The setup with a laptop or mobile is uncomfortable Backstage Processes Website update Videos recording Preparation of branded equipment Courier service Casting to TVs Scheduling of intro session with PT Offline video LINE OF VISIBILITY
- 19. Prioritise ideas and features based on what’s valuable for the customers and viable for the business Prioritisation: Value vs. Effort
- 20. Pivoting To Online Fitness Model • Calendar of trainings • Integration with wearables • Delivery of basic gear sets • Delivery of advanced equipment • Daily support by personal trainer • Casting video to TVs • Commenting on live streams • Reward points Proposed functionality:
- 21. P L A N N I N G R E S E A R C H Feature Prioritisation Feature ROI = Desirability × Viability ÷ Effort
- 22. Pivoting To Online Fitness Model ✔ Calendar of trainings ✔ Daily support by personal trainer Reviewed functionality: ✘ Integration with wearables ✔ Delivery of basic gear sets ✘ Delivery of advanced equipment ✘ Casting video to TVs ✔ Commenting on live streams ✔ Reward points
- 23. Pivoting will require a lot of brainstorming, research, prototyping, and testing. Allocate time and resources for these activities so your processes are not overwhelmed. Make Time for Adjusting to Change
- 24. Design Spike Sprint Planning Backlog Regular Sprints Pause Non-Dependent Development Work Regular Sprints Resume Daily Scrum Spike Done Sprint Review Design Spike A design sprint for research, ideation, and ideas prioritisation in between development sprints
- 25. Research Define Map Implement