In the Age of Google
Exploring how to leverage the strengths of an iconic New Zealand directories brand to innovate its product and service system.
The project came about from competitive pressures and the changing value of online directories and SME marketing services in the age of Google.
We interviewed sales and customer services people as well as a range of small to medium businesses around New Zealand. We looked at trends in overseas digital directories. We worked across business functions in a series of co-design workshops to identify key opportunities, as well as strengths and weaknesses in capability.
We confirmed that small businesses were also experiencing the pain of the digital age, not understanding the value of digital marketing or how to start to invest. We presented a hypothesis about how the client could communicate its value in a future product system.
Project components:
For The Service Design Company. Co-worker: Joanne McLean
Client: Yellow NZ
2016-17
The project came about from competitive pressures and the changing value of online directories and SME marketing services in the age of Google.
We interviewed sales and customer services people as well as a range of small to medium businesses around New Zealand. We looked at trends in overseas digital directories. We worked across business functions in a series of co-design workshops to identify key opportunities, as well as strengths and weaknesses in capability.
We confirmed that small businesses were also experiencing the pain of the digital age, not understanding the value of digital marketing or how to start to invest. We presented a hypothesis about how the client could communicate its value in a future product system.
Project components:
- Business Review of objectives, innovation efforts, current research and strategy
- User Research: 8 customer interviews, 8 staff interviews, call centre listening
- Experience Mapping customer insights including current pains/goals and future responses
- Concept Catalogue: card set of concepts co-designed in workshops with staff using customer insights
- Roadmap: co-designed priorities for change focusing on business activities, technology, and resources
For The Service Design Company. Co-worker: Joanne McLean
Client: Yellow NZ
2016-17