Cross-functional Workshop and Immersive Observation

Before speaking with the customers, we conducted innovation workshops with multiple internal teams to understand the overall process from both the customer journey and internal processes, including the challenges encountered and potential leverage points for intervention. Then, we did immersive observations to get a better context of the daily activities of key actors along the process. Starting from observing the counter, the sorting process, until the delivery process by the courier.

In-depth interviews (IDI) and Focus Group Discussions (FGD)

At this stage, we had interviews with the target customers to dig deeper into their motivations, challenges, and behaviors toward courier services (e.g. expectations, preferences, evaluation criteria, pain points, perceptions). We also did focus group discussions with courier service agents to understand their perspectives, motivations, expectations, and challenges that hinder them from delivering great customer experience.

Ideation workshop with internal stakeholders

After getting all the insights and a better understanding of the customers and the internal dynamics, we conducted an ideation workshop to brainstorm and prioritize ideas to further prototype as quick-win solutions.

Service Prototyping

In collaboration with the client’s internal team, we redesigned the “Pickup delivery service” experience, covering an alternative service flow, customer touchpoints, physical touchpoints, roles and service delivery team structure, enhancement in digital tools, payment solutions, and script for front-stage interactions. Together with the frontstage (customer-facing) and backstage team, we tested out a service prototype with real customers, where we obtained direct feedback for quick iterations and improvements.

First Phase: Remote Interviews

Before we did any of the interviews we carried out a desk research to get an initial understanding of the podcasting industry in Indonesia. It helps us to sharpen the research questions and prevents us from asking surface-level questions to the content creators. We then did the interviews with a variety of content creators: different types of content, formats, lengths of content, and number of audiences. This was to make sure we captured the plausible needs and challenges across the creators. We extracted key needs and challenges that the platform could focus on to be discussed in the global workshop.

Global Workshop

In the global workshop, team from each country shared key insights to show what’s happening in their market. After rounds of clarification, the workshop then moved to see what is the similarities and differences across different markets. From the shared insights, the client then gave their view on which ones they were interested in more and could have a bigger impact on their product. These were used to determine the focus for the second phase, making sure the ethnographic approach was to dig details of the relevant topics.

Second Phase: Ethnographic Approach

We visited the content creators in their environment making the content. We would like to capture in detail the way they plan, create, edit, and promote their content based on the topic we had from the global workshop, using a design documentary approach. We were using two cameras that planned to shot different objects (e.g content creators’ face, environment, tools being used, etc) so later we could superimpose when we created the insight clips. In order for us to plan the shot better, we were giving our content creators a pre-task: they needed to create videos they explaining their podcast their environment where they record and edit the content.

Global Analysis

All the detailed evidence from different countries is then aligned together using predefined frameworks. Together with the client, we then generated opportunity areas for them to develop in the future.