Land and Expand
When I joined IBM Design in September of 2015, I participated in a three month intensive design bootcamp. The last six weeks of the the bootcamp included an "incubator" project where new hires are tasked with coming together as a team to collectively envision new opportunities or future possibilities for traditionally older (legacy) product lines. Our team had the pleasure of working with the IBM Commerce team.
From our research and in depth interviews, we discovered a significant pain point for customers working with the IBM Commerce team.
Due to a lack of visibility, marketing executives are unable to evaluate how new software solutions are being adopted into their organization.
Tools of the trade
Customers and Stakeholders Interviews
In order to enhance our understanding of Tom and his pain points, we interviewed experts in the marketing field. Some of these people fit the Tom Persona to a T - including Tom Johnson of Clorox, Dave Gerridge of Fresh Direct and Clive Underdown of Amia. Others work with Tom directly at IBM or are indirectly associated but well versed in his needs. All of these stakeholders contributed meaningful insights and helped us to better understand how Tom works and how we can make his life a little better.
I want to see what our goal is and the obstacles that can prevent us from getting to that goal.
- Catrina Boisson, IBM Customer Experience Specialist
I can’t identify weak spots on my team. It’s a big blind spot for me in general.
- Tom Johnson, VP of Marketing at Clorox
The following four insights we gathered after hours of interviews and conversations with our users and stakeholders:
Main Hill: Tom, the VP of Marketing, can see an overview of his team’s customer experience health in five minutes or less.
Sub Hill 1: Tom, the VP of Marketing, can see his team’s capabilities and identify issues with software adoption without having to speak to anyone.
Sub Hill 2: Tom, the VP of marketing, can verify or validate that his team is employing marketing best practices without leaving the experience.
In the wireframes below, we take you through our proposed solution for Tom.
Six months later in our product experience...
Now that some time has passed and Tom's teams have comfortably immersed themselves in the IBM Marketing Cloud, Tom checks in on the overall health of his customer experiences.