How can an international logistics giant understand the shipping process from their customers’ point of view and alleviate the most critical pain points?
CHALLENGE
Our client, a major player in global logistics needed to deepen the shipping journeys of six global personas and prioritize their needs, so strategy, product management, and digital development teams could focus their efforts.
OUR APPROACH
- Conducted in-context research with shippers and receivers on four continents, immersing in their realities to understand decision-making patterns
- Developed unique stakeholder profiles and journey maps for stereotypical shippers and recipients of packages
- Developed an empathy toolkit to be used together with the journeys internally. This included various podcasts and exercises
- Identified key pain points and prioritized them based on their perceived relevance
IMPACT
We rolled out our journey maps and the empathy toolkit to 120 internal stakeholders through a series of workshops. These tools are currently used as a critical part of the solution development process.
