Project team | Sara Gonzalez del Valle, Madeline Goulet, Fabian Klonsdorf, Ziqi Zhang
Cohort coaches | Raven Veal, Michael Tam
Incubator lead | Joshua Taylor
Distinguished Designers who reviewed design work | Sarah Brooks, Joni Saylor
We worked with the Journey System team on an enablement strategy and platform to scale their new customer experience framework across IBM.
Problem statement: Starting from zero, how might we teach teams to use the Journey Phases and Stages as the model of end-to-end customer experience?
Research Phase
Objectives:
Investigate how to shift mindsets at scale.
Identify the people who ultimately inspire users to make a change.
Uncover the learning needs of our primary users across different business units.
Summary of Findings
Don’t remodel, merely renovate. Assess the maturity of customer experience mindset within each team before enablement.
The totem pole is real. A strategic chain of communication is necessary for top-down transformation.
No hard resets. Learning must build upon what users already know; only supplement the users with what they need.
Primary Persona
Design Phase
We wanted to solve the problem right, and we took our user research findings very seriously. We created a customizable enablement experience that can be scaled to any IBMer.
Hill
As-Is Scenario Storyboard
Final Concept
In order for the outcome of any IBM enablement to be successful, it must change the mindset of the users. Checking a box will not be enough. This is why we have many elements to our solution, including product, service, and brand.
Under the umbrella of products, you have the Journey System platform, customized enablement roadmaps for all disciplines, a library of methods and repositories, metrics baked into the all parts of the platform, a playbook, and a website.
Under services, you have customer experience innovation labs in select studios, an ask-a-service-designer line, an expanded service design discipline, the pre-assessment for customizing your enablement roadmap, a chain-reaction people map of business icons, enablers, and adopters, and workshops available upon request.
And under brand, you have photo tag recognition in BluePages, team success story highlights, and journey system talks, and podcasts.
Final Thoughts
Working on Project Journey University has taught our team a lot of values. We have learned a lot about working together with different personalities, working with different disciplines, and working with Enterprise Design Thinking methods. Working on a diverse team was sometimes a challenge, with some friction and debate along the way, but we learned that the outcome is always far better when working on a diverse team. We each had different native languages, different working habits, and different perspectives of seeing the world. We kept adjusting our model for working together so that everyone was comfortable and able to work efficiently. We leveraged daily stand-ups, each being clear on individual tasks and available extra hands. We divided and conquered, as well as efficiently collaborated and were able to iterate quickly to achieve our goals.