Shared Service Center
My role
- Product designer (UX/ UI)
- Interaction designer
- Researcher
_Applied methods
Benchmarking, User research, Information architecture, Flowcharts, Concept Interview test
_Tools
FIGMA
MURAL
EXCEL
TEAMS
Challenge
Project type: Responsive platform
Our approach, as a Voice of Customer front (VOC), was to listen to the people of the Natura &Co group and embrace their perspectives, experiences and pains, bringing the voices of the Shared Services Center (SSC) customers as an input for building the future experience of the platform that would be created, being a space where the employee would have access to information about their benefits, financial data and visualization of the processes that make their daily routine in a cohesive and accessible way.
Design process
Following the double diamond, we structured our process and our deliveries to ensure consistency and quality that would impact the project, which had several areas of Accenture and Natura&Co involved, 53 employees, in the construction of the project working in parallel.
Discover
After defining the interview script, after compiling the information in a csd matrix, raising the assumptions and doubts that would be validated in the interviews, this matrix and the pre-script validated with stakeholders, we started our discovery process.
_How did we go to the field
In-depth individual interviews from 1 am to 1:30 am. Following a semi-structured script. With key questions like:
• SSC overview
• Current experience in day-to-day processes
• Integrated view of the process
• Vision of the ideal future
02
companies
Avon and Natura
53
interviews
1'30min
duration
03
countries
Brasil, Argentina and México
04
companies's area
HTR / OTC / PTP / RTR
Compilation of qualitative interviews data
For each area of the companies, cases were defined to be explored and collaborators from different areas were selected to gather information.
Use case level
We start by looking at the evidence (pains, needs, phrases) collected in each use case. This evidence is all we hear in the contributor survey. We then grouped and prioritized the most recurrent and latent evidence. Creating the first thematic groups and formulating the first findings.
Tower level (HTR, OTC, RTR and PTP)
When crossing the findings and pains by use case, we noticed that there were patterns in each grouping, patterns with level of representation for the entire tower. We have grouped major findings and major pains into a cross tower level that encompasses the entire tower.
SSC level
We ended up with the SSC overview.
Grouping of pains and opportunities crossing finds from all towers.
Define
Opportunities
We arrived at the 6 main major research themes and opportunities to be validated for possible implementation.
1
Follow up & visibility
Allow visibility of key information about the ticket from beginning to end of the process.
Make all relevant information accessible to the parties involved in processes, at all points of the process.
2
Culture of relationships
Adapt interfaces and platform efficiency, mitigating the need for direct contact.
Future model of services with efficient flows and effective communications for all parties involved throughout the process, relying less on relationships between people.
3
Empathy in interaction
Implement empathic strategies to employees at key points in the process.
Reflect human and empathetic aspects valued by employees into the processes and platform.
4
Interaction with SSC
Provide visibility into SSC roles, responsibilities and associated services.
Provide employees with clarity on where to seek information within the SSC, stating which channels are appropriate, who to talk to and the scope of responsibilities.
5
Intuition and optimization
Develop intuitive and understandable flows on the platform.
Ensure that the information hierarchy on the SSC portal is structured in a way that favors an intuitive and understandable experience.
6
Manuality and bureaucracy
Integrate flows in an automated and fast way, centralizing information.
Ensure constant and automatic updating of information across platforms in order to mitigate manual efforts.
Develop
There is a parallel work on rebuilding the Natura&Co brand, due to the acquisition of other brands from the group, which intends to unify them and maintain their essence. Therefore, constant alignments to validate the look and feel were essential for the process.
_Ideation and benchmark
_Concept screens
At the same time that we started to define the final look, concept screens were created, which are visual structures that aim to reflect the main needs of people using wireframes, identified in the field, to be validated in concept tests.
Concept test
It was a return to the field for a conversation more focused on the visual and functional structure needs of some specific pages that we believe are important for each use case. The purpose of these conversations was to capture insights into what information would be most important to these people and at what times in their experiences.
16
interviewed
30min
duration of interviews
02
countries
Deliver
We compiled the notes from the concept tests and cross-referenced the findings from the field report with the experience map, joining what would be more valuable to make concepts tangible on the screens for each use case, applying the approved visual layer and directing rule-based development of usability and interactivity.
The following were delivered for this project:
- Experience map;- Key screens and- Field report consolidating findings for the four towers (HTR, OTC, RTR and PTP).
Lessons learned
In-depth interview - I participated in 40 interviews throughout the process, at the beginning of the project there were 25 and 16 in the concept test. This opportunity gave me the ability from co-creating the research roadmap to creating the concept wireframes, having an overview of the users' needs and uniting all the points that generated the project's experience drivers.
Refined prioritization - Diversity of processes and workflows required enough knowledge to understand the pain and recommend solutions and within a short timeframe to know what to attack, what to show and explain to stakeholders was a learning experience to ensure scalability and real impact value of the project.
Credits
Davi Januário (UX/ UI), Davi Goulart Teixeira (Service design), Julia da Mata (Service design), Tamara Bravo (Research), Kelly Tzung (Project Manager), Michel Melo (Design Leader), Monica Puoli (Director)