User Research
Odfjell is a leading international transportation company specializing in the storage and movement of specialty chemicals. They maintain a customer facing SAP portal, and were seeking to uncover and understand customer insights and goals. This effort was to ensure each user segmentation was able to accomplish their unique goals within the portal.
Given the unique nature of each existing customer segmentations priority in the portal, it was pertinent that we truly understand their needs. This understanding needed to be translated into a global platform that served all segmentations equally well, and could be translated across multiple different work flows.
Mentor recruited, selected, and recommended individuals to interview based on internal data and research done by our team. We captured findings and presented a summary to the Odfjell team, showing how real users interact with their product, and pinpointing where issues exist.
Our synthesis process included auditing the current platform to create a matrix of platform capabilities currently offered, and features requested by customers. This research data aided in making a prioritized recommendation to Odfjell outlining what to focus on first, and why.
The survey questions were informed by the previous qualitative research, and were intended to provide Odfjell with quantitative data to help validate our findings.
This survey was sent out to the totality of existing customers, was not moderated, and ran for a total of two weeks, allowing for all customers to thoughtfully respond.
While our survey was collecting data, we examined direct and indirect competitors menus, site content, SEO ranking, competitive industries, annual reports, and digital transformation efforts in order to thoroughly understand and identify unique opportunities in the landscape in which Odfjell are operating.
Combining all that we had learned from both quantitative and qualitative research efforts, we wanted to further validate our findings with internal Odfjell employees, and help us translate much of what we found into commonly used industry language. With all perspectives considered, we were able to create a feature map which was representative of customer requests and business perspectives blended and prioritized.
All findings were synthesized and visualized into a journey map which highlited the customer journey, pain points, and opportunities. Our requirements backlog included each feature, prioritized, per customer type.
We created a backlog for the Odfjell team to carry forward, with each proposed feature prioritized per customer type.