Improving The Operational Success of An E-Learning Services
Designed a service design for an educational technology client with 35% increase in the first quarter.
Project types:
Context
I was a Service Designer leading the Service Design phase and connecting the research insights into a business and services opportunity.
*due to confidentiality, some of the images are unreadable.
Client:
Confidential, an E-Learning Platform
Year:
2023 (2 months)
Tools
Customer Journey Map, Strategy tools, Service Blueprint
Recognition
"With streamlining our inventories & business focus, revenue shown 12-15% growth from Q42022 to Q12023" - Business design & strategy manager
Background
The challenge of this project is to grow and scale up the business of the online class. When the company wants to add more class, they don't want to add more cost to the operational (such as adding more team). Hence, there should be done in the operational side to scale up the class efficiently.
Approach
Me and my team conducted extensive research and workshops and collaborated with the CEO, COO, heads, and managers to develop a service blueprint.
1. We interviewed each team to understand their role and function, journey map, how each unit works, and pain points (Total of 9 units, 22 People). I suggested the researchers use a generative research method because it helps us to understand the employees' day-to-day tasks and pain points.
2. I analysed each unit's experience on the Miro board, mapped the common patterns of the problems, and developed insight from them. I specially mapped each department and unit into a journey map to see the direct pain points.
3. I visualised the insights in the form of a journey map (6 departments) and a team dynamic map. I ensured the accuracy of both maps through feedback from the client.
Insights
The current state of operations we understand it isn’t optimal it will be extremely challenging to scale up. There are 3 key points for the company to change:
- Building a Clear Value Proposition for Customers and Employees
- Clear boundaries, and Clear Drivers and owners of the entire delivery process
- Establish a streamlined working process and differentiate experiments
Design Challenge
How might we design an effective service model to reduce operational costs and enable the class to scale up?
Solution
We had suggested an organisational change in the earlier stage of the Customer Journey because there are some paint points that they need to tackle first. Therefore, we conducted two workshops that focused on vision alignment, customer segment, future strategy, and service innovation. I led the workshops and used some important tools such as 'The Mountain of Tomorrow' to understand their vision, and competitor mapping to make sure the clients understand where they want to go within the market.
The organization received three service blueprints outlining customer experiences, steps, KPIs, and tools to achieve their vision. It helps them to navigate the steps to scale their online class.
Reflection
(and feedback)
It was a great and exciting experience working with this client. Even though my team advised changing the direction of the project, the client was understanding and open to our suggestions. Throughout the process, the client showed vulnerability and acted in the best interest of the project. In addition, I created a framework to guide the workshop session. The tools were very helpful for the brainstorming session and to challenge the client's assumption.
For this project outcome, I am excited that we are innovating an actionable Service Blueprint. I utilized the RACI model within the blueprint to make it more relevant to the organization. If I could have more time, it would be nicer to test the RACI structure with the client, so they can use the blueprint directly.
Since the project is confidential and I can only share the high-level problem on my portfolio, you can contact me to know more about details.