How might we improve the customer experience of Isobar's clients during in-office visits?


UX Strategy
Project Overview
Isobar is a global digital creative agency that deliver strategy through advertising, creative content and digital interfaces. I was part of Isobar NL in 2018 for a traineeship. As part of the thesis research I was doing at that time, I conducted an internal project to improve the customer experience of Isobar's clients.
My Contributions
Users Research
Users Interviews
Journey Mapping
Workshop Facilitation
C-suite Presentation
Research process
Employees interviews
Users interviews
As the project was internal, my job was to find out what the friction and pain points were in the clients' experience in the context of visiting Isobar's office.
In this case, I needed to identify the components that composed the service ecosystem and look for opportunities to improve or redesign them. I identified two main component which highly influence the quality of the experience provided to clients, and investigated using 1 to 1 interviews:

The structural factor (infrastructures, operations, company organisation and process)
The human factor (culture and people)
Key insights
After interviewing 13 employees and 3 clients (nationals and internationals), I identified a huge system waste in the employees journey which fed through to the customer experience.

The overall operations process slow down the meeting process which directly impact employees by preventing them to focus on the content of their meeting. Consequently, clients are not in the best mood when it comes to buying Isobar's services.

Ultimately, this can directly impact the company revenues.
How might we improve the customer experience of Isobar's clients during in-office visits?
Based on this insight, it became clear for me that whatever the solution will be, it will need to be co-designed with Isobar's employees as they are the one using the internal operation process. After the synthesis, I ran a workshop in 4 parts:

1 - Presentation of the research findings and the journey mapping from both  employees' and clients' points of views.
2 - Pressure cooker exercise in a small team to come up with opportunities to improve the customer experience at every step of the way.
3 - Selection and open discussion to prioritise solutions the group came up with, and select the most important ones.
4 - Diamond Model exercise to understand which solution will have the most impact on the customer journey.

Why is it relevant?

By involving the employees in the design process, it helps them to realise how every individual has an impact on the way a company delivers its service. Furthermore, this workshop helped to gain internal support to push the project to the board. As I left the company one week after the workshop, I didn't have the chance to participate in the implementation phase which took place earlier this year.
Interested in the project?See the final presentation here