CLIENT
Faethm
MY ROLE
Service Design
COMPANY SUMMARY
Faethm is an Australian start-up company that offers a SaaS analytics platform that uses AI to model the impact
of emerging technologies on any economy, industry, organisation, workforce or job. This project was created as a final assignment on my Service Design course with Academy XI, which was based on the real problem that the company experiences.
Problem Statement
Faethm has been highly successful in acquiring big customers to the table. The solution that we offer is undoubtedly attractive. However, getting subscription renewals has become a constant bigger struggle.
Project Goals
Streamlining all business decisions from the customer’s perspective
Identifying the gaps that exist in the current solutions and how to close them.
Driving customer’s retention in order to achieve product growth and maturity.
Integrating the new solution with the existing data modelling.
Research Methodology
DISCOVERY
Client's brief
Stakeholders map
Reverse brief
RESEARCH
Desktop research
Secondary research
Surveys
Stakeholder interviews
SYNTHESIS
Affinity mapping
Empathy mapping
Personas
Journey mapping
Current state blueprint
How might we?
IDEATION
Jobs to be done
Crazy 8s
Concept Posters
Storyboarding
User testing
SERVICE CONCEPTS
Future state blueprint
Recommendation
Problem Space Definition
Affinity Map is used to narrow down the problems into more defined areas. The results of the Affinity Map will show which areas to focus on as a scope of this project and it will be synthesised as the core customer needs.
Core Customer Needs
Richness of insights
The insights that Faethm provide are not rich enough to derive significant value to the customers.
Bad platform usability
Faethm has received so many negative reviews regarding its usability. Either it’s not intuitive enough or it’s too complex, these reviews have been repeatedly found throughout all the existing user interviews.
Lack of actionability
The platform does not offer a lot of actions to be done. The insights that the platform offer often leave the
users wondering, “Now what?“. There have been expectations of continuity in the solutions that we offer.
Credibility issue
Customers find it hard to understand and hence trust our data modelling, insights, standards of privacy, security, accessibility and ethics.
STAKEHOLDERS MAPPING
Stakeholders map is used to determine who has an invested interest in Faethm and their perception of value, and, when and how we should convey project information.
As of now, Faethm only serves The Buyer, which is the C-Level Executive individual decision makeers and The Current User, which is the HR Representative who actually uses the platform to analyse the impact of technology and the workforce.
The first stakeholder that we are going to serve is The Facilitator, as known as the Manager of a certain division which is at high risk of automation. The second one is The Impacted, as known as the employees. These two are the ones who are the closest to the impact.
USER SYNTHESIS
User synthesis is a process that can be done by empathising with a segment or group of people using a product or service by understanding their motivations key behaviors and mindset as well as the goals, needs, pain points and influences behind behaviours. In this process, I used the Persona and Empathy Map as the main tools to understand our users better.
How might we create engagements with managers and employees of an organisation to navigate through the potential impacts of technology?
"How Might We" framework derived from the user research synthesis
Jobs To Be Done Framework
Jobs to be done (JTBD) is one way to formulate insights and builds nicely upon synthesis findings. JTBD describes what a service helps the customer to achieve. JTBD essentially creates a new frame of reference for a different future solution and seeks to understand the "Why?" behind customer behaviours.
Ideation Stage
Once the customers expectations have been set through the JTBD, the next step is to start the ideation stage. A stage where I facilitate a workshop to ideate the best and most creative solutions possible alongside the main stakeholders. The methods that we used were Crazy 8s and Concept Posters.
CHOSEN IDEA
We generated a lot of powerful ideas. In an attempt to narrow it further, details of each idea gets weighted against several acceptance criteria, such as: the degree of benefits for the entire user ecosystem, the compatibility with the existing platform, and the degree of profitability based on the business objectives. Finally it is decided that a Talent Development is the best idea to build upon.
USER TESTING
Prototyping allows us to learn more about an idea or concept by testing our assumptions and creating new insights. When it comes to Service Design, the clarity of our ideas determine the form of our chosen prototype. Our idea of talent development is still a bit hazy, therefore, we decided to prototype the sequencing of the events using the Storyboard prototype. We involved a couple of the stakeholders to test this prototype with the objective of catering our service to be suitable to reality. From the user testing we find that the sequencing of the employee skills assessment is crucial to achieving an effective Talent Development process.
Current Service Blueprint
Service Blueprint is a tool that is used by Service Designers to deliver the experience for the customer and deliver the organisation for the business. It assesses all of the possible touch points of interactions between the customers in the front stage and the operational back stage processes. It's a form of an elevated customer journey. In the current state, managers and employees do not have any contact with Faethm (off-platform) in this journey even though they are the ones who are the closest to the impact or even the casualty of the impact itself.
Future Service Blueprint
As highlighted above, the area to be improved is during the Exit stage of the process, where the implementation of the policy takes place between our current users, buyer, and the future users. By facilitating a proper talent development measure on the Faethm platform, we will be able to involve the entire company's ecosystem to be active in the Future of Work creation. This process naturally changes the previously early Exit stage into an extended Engage process with the users.
Recommendation
Insights quality
Enrich the quality of the insights on the platform. Specifically in the technology, skills, and tasks insights.
Usability improvements
Major usability improvements. As a SaaS platform, usability and user experience are two of the main enablers for customer success.
Actionability focused
Keep actionability in mind for any changes made to the platform.
Actionability focused
Keep actionability in mind for any changes made to the platform.
Communication & transparency
Communication and transparency is key. There should be an effective top-down approach of communication in approaching any major change in the workplace environment.
Existing platform integration
Integrate every new solution with the current existing tools to create cohesive flows between tools. Example: The Talent Development Solution is built as a continuity of the current existing tool called Job Corridor.
Potential Roadblocks & Mitigations
Internal team members prioritising things that they have already been doing without seeing the value of this research.
Mitigations: Engaging the key stakeholders to see the value of prioritising this new project, as it can be highly beneficial to the clients and to the company.
Third-party integrations can be very expensive
Mitigations: Third-party integrations with HRIS and learning provider that will smooth out the experience shall be taken as a “nice-to-have”. Third-party integrations with anything that will add more security to the platform (i.e authentication) will be prioritised for it is an investment. Platform can always be iterated to be better.
NEXT PROJECT
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