Fonterra | Service Design, UX Design
Enable NZ Dairy Products to Reach a Global Customer Base
Project Context
Client was beginning its Digital Transformation programme to work towards their digital growth ambitions of:
Increased customer acquisition in new and existing markets
Increased value from existing customers and partnerships
Client Ask
Bring Design to the forefront of the transformation programme.
Ensure processes and ways of working follow effective design methodology
Define and design a new global selling framework to improve lead generation
Research and design 2 new MVP service offerings that better engage customers
My Role
Design Lead, my role spanned across 4 main areas.
Led the Design stream within client’s digital transformation programme.
Co-designed a global Way of Selling framework, prepared roll out to multiple markets
Designed a platform to standardise how chefs develop and share recipes
Reimagined the live experience for chefs to engage with customers post-Covid
1. Led the Design stream within client’s digital transformation programme.
Approach
Engaged and educated global leadership on the value of design
Collaborated with global leadership to unite the team on on a shared goal
Co-designed frameworks and structures to support programme’s way of working
Design & Delivery
Implemented a double diamond design framework to ensure the programme identified opportunities based on customer challenges or research and insights
Developed templates to support new processes
Outcome & Impact
United the programme team on on a shared goal
Programme was able to understand and prioritise opportunities, and prototype and test solutions effectively
2. Co-designed a global Way of Selling framework, prepared roll out to multiple markets
Approach
Facilitated workshops with senior sales leadership to understand the current state process, the limitations and benefits, and the desired future state
Researched best in class sales frameworks
Design & Delivery
Design & tested with SEA markets, to understand local needs and gather feedback
Visualised the strategy and storytelling to increase market adoption
Supported the Sales Process technology build by developing wireframes to capture user & market needs
Outcome & Impact
Roll out of a new and unified Way of Selling framework that balances global ideas with local considerations
Ability for the business to reach a bigger group of customers and engage them in a more meaningful way
3. Designed a platform to standardise how chefs develop & share recipes
Approach
A human-centred approach to gain context, gain empathy and define the ideal state
Completed desk research to understand current state
Interviewed global and local SEA chefs to understand their experience and needs of an improved process
Mapped the current state analysis and identified pain-points and opportunities
Design & Delivery
Conceptualised an MVP solution to inspire chefs to use Fonterra products and make it easier for them to document recipes to share with others
Bought MVP concept to life through wireframes to visualise what the platform may look like
Outcome & Impact
A new service platform that bought to life ethnographic research and current state analysis to connect and inspire chefs
Limit rework and reduce time and effort for chefs to develop and share recipes locally and globally
4. Reimagine the live experience for chefs to engage with customers post-Covid
Approach
Understand the current state through desk research and chef interviews
Identified themes and gaps within the current state
Developed a service proposition
Developed service principles to guide the design
Design & Delivery
Prioritised 2x MVP use cases to design and test
Built out 2x user profiles and journeys
Designed wireframes to visualise the experience flow for the 2 use cases
Presented and tested with stakeholders and chefs
Outcome & Impact
A reimagined chef demonstration experience, an end-to-end MVP platform for chefs to engage customers digitally
An MVP experience for a particular use case, while identifying opportunities to scale it to many more
