Understanding Product Feature Requirements for a Service Delivery Platform
Project Description
A Fortune 500 shipping service provider engaged Deloitte to assist with a business transformation project, including a large-scale business process transformation and the development of a new service delivery platform. Doblin/ Deloitte Digital was brought on to the project to design the service delivery platform.
Project Role
Lead Researcher
Client Industry
Shipping/ Logistics
Project Type
Product Development Research
Project Duration
11 weeks
Research Methods
Co-creation Sessions
My Role
I joined a team of researchers and designers already in the field to lead research for the next platform design and development phase. The team had already developed a high-fidelity prototype of the platform MVP based on research performed with one of many functional groups within the organization. My role was to lead the research effort to understand the platform needs of four other functional groups identified by the organization and determine if the business requirements/ features developed for the MVP would also be relevant for these groups.
My Work
We began research by working with our internal business process transformation team to identify the most worthwhile platform opportunities within each functional group. Next, we reviewed the relevant process flowcharts and process walk-through interviews facilitated by our process team to develop an understanding of the high-level business processes and specific user tasks for each of the identified functional groups. Our next step was to determine whether or not the features from the MVP were also relevant to the other functional groups and their business objectives. To mitigate bias in understanding which features were relevant, I decided that instead of soliciting feedback on the existing features, we would first understand what the pain points were specific to each functional group and subsequently understand whether or not the features from the existing prototype could be leveraged to provide a solution.
To achieve this, we developed and facilitated a series of virtual workshops for each functional group.
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Workshop Activities
1) Validated our understanding of the business processes and related tasks,
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2) Identified pain points across the current process,
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3) Co-created initial solutions to solve for the major pain points experienced by employees. The workshops allowed us to unearth significant pain points impacting employees' productivity and collaboratively ideate several potential solutions.

The Result
We synthesized the pain points and solutions to provide the client with an understanding of the following:
1) The critical paint points and potential solutions for each additional functional group,
2) The features from the MVP that were relevant to other functional groups,
3) The functional groups to prioritize for the next phase of MVP development, based on which functional groups had the most similarities to the MVP
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My Reflection
There are a couple of learnings that I’ll take from this project:
Understanding processes is critical to designing solutions that seek to fill process gaps, and it’s time-consuming. As I mentioned early on, the service delivery platform we worked to design was part of a larger business process transformation project. That being the case, it was essential for us to understand the current employee process workflows and gaps as well as the future vision of the process post-transformation. My teammates and I spent over 100 hours watching and analyzing process walkthroughs and having process conversations. Ultimately, it was worth it and set us up well for the workshop series.
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This project provided valuable lessons in navigating and managing large enterprise-level projects and highlighted the significance of advocating for design in service delivery. As one could imagine, working in such a large organization, the larger project team had limited familiarity with the practice of design. It became apparent very quickly that my team and I would need to educate the larger team on the value of design and act as advocates for design. Although there were some frustrating moments over the course of the project, we were able to share our perspectives and skills with many of our colleagues by inviting them to working sessions, workshops, etc. This shared understanding made many of the strategy conversations much smoother as time went on.