Facilitate consultants in customer visits
Utilizing scientific animal growth models in support of consultants during customer visits.
Company
Global animal nutrition company
Core team
- Product manager
- Domain expert
- Developer
- UX researcher/designer (me)
Outcome
- Improved knowledge sharing
- Scalability and adaptability
- Validated MVP
- Advice on next steps
Challenge
A global company in animal nutrition utilizes scientific animal growth models to provide customized advice to its customers. The problem, however, is that their consultants encountered challenges in effectively utilizing and demonstrating the value of these models during customer conversations.
When I joined, the team had a high-level understanding of the problem space and what outcomes to aim for as well as some rough ideas for solutions that they wanted to take forward and test.
My role
- User research: Conducting user interviews, concept testing and usability testing
- Organizing and facilitating workshops
- Executing the plan through experiments and iterations to develop a minimum viable product (MVP)
- UX/UI Design: From wireframes to high-fidelity prototype
Define direction
Focus on conversation starters
Based on the current painpoints and opportunities defined in the journey we decided to focus on the concept "conversation starters".
Co-creation with consultants and industry experts
Breaking down complexity
I collaborated with consultants to gather their input for supporting them in customer conversations. I had regular check-ins and co-working sessions with them to receive ongoing feedback on my work.
Test and iterate
Transforming insights into action
An important insight based on user testing was that the initial design, based on the model's structure, did not match the consultants' mental model.
To address this, I organized and facilitated an OOUX ORCA workshop with my team. The workshop helped us uncover false assumptions, synthesize research and business goals into suitable information architecture, and gave us actionable insights into areas where we lacked understanding.
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