Delivery Solutions
As a Staff Product Designer at Natura, I collaborated on logistics innovation. We prioritized services and used workshops to align efforts, laying groundwork for Natura's Logistics Solutions Tribe
Staff product designer
My role
Natura
Company
2019
Year
DELIVERY
Natura's logistics service was already top-notch, therefore, the challenge wasn't about financial investment to reduce delivery times; it was about exploring other horizons, innovating and expanding our delivery service offerings to further enhance delivery times.
Challenge
Reduce the delivery time in direct sales. We had a list of 5 services pre-prioritized by the company's leadership and our job was to investigate their true value to our customer base and assess their potential impact on our KPIs in order to determine where to start and why.
Goal
Our Approach
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We were a lean team of specialists - Myself (Designer), a Product Manager, and an Engineer.
Given Natura's expansive logistics structure serving various company areas, we had numerous stakeholders. Aligning understandings and expectations was crucial before diving into the actual work.
Together with my team, we crafted high-level service flows for each potential service. I planned and led a workshop with key stakeholders, walking through each flow using the CSD matrix.
CSD matrix is divided into Certainties, Doubts, and Assumptions, streamlined our discussions on complex topics, ensuring productive and focused conversations.
The insights gathered during the workshops shaped our next steps. This alignment, achieved in less than a week, would have otherwise taken much longer, potentially leading to revisions and misalignments later.
From a design perspective, the workshops provided invaluable insights, guiding the research roadmap I developed with various customer types: consultants, end-users, and franchisees.
TIME INVESTING
Navigating complexity
One particularly complex service was transformed into a board game to simplify its presentation to consultants during concept testing.
Each game card represented a service step, and consultants had to approve or reject each card, explaining their rationale. This approach yielded deep insights into the service's value proposition for our user base.
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*The illustrations are from Freepik. Thanks, Freepik :)
This foundational service design process was essential. It ensured we began our journey with clear alignment and structure, minimizing the typical alignment challenges that arise during product and service development, especially given the scale of our undertaking.
Furthermore, this process equipped and empowered the teams in the squads we began to form. They were provided with a solid foundation, enabling them to implement a more effective continuous discovery process for defining and guiding their initiatives.
The process
This is a draft of how of how I integrated service and product design processes into the dual track
All Projects
Outcome
After an extensive research phase and data consolidation, our team revisited the prioritized services, engaging with our primary stakeholders. This led us to identify the first product to champion. We began its development with the entire team on board, fully aligned on the rationale behind our choice and the defined path forward.
Our initial team kickstarted the prototyping of this product. Subsequently, we laid the groundwork for what became Natura's "Logistics Solutions Tribe", serving the company in a cross-functional manner.
