_COnsumer / Enterprise
Smart Service Design: From Blueprint to Roadmap
influencing business decisions with design strategy
The tricky part of feature-driven enterprise software roadmaps is that they can place emphasis on flawed interpretations of what customers think they want, or copying the standards of what already exists in the market. But what about innovating on customer core needs in ways that they can’t yet perceive?
Bringing service design practices into our discovery processes helped the product and design teams at SmartRecruiters to start innovating to solve problems in a different light.
I’ve facilitated these for quite a few verticals at SmartRecruiters, but I’ve highlighted two below.
Case Study #1:
How Might We Innovate on the Candidate Experience?
Why candidate ExperienCe?
SmartRecruiters is one of the best candidate experiences on the market. Take it from one of our customers, who forwarded their candidate’s thoughts to us:
Our leadership did the math and saw tremendous opportunity to tap into this enthusiasm, leaving product and design the freedom to pave the way to making this already fantastic experience even more valuable to our business. We started with mapping out the existing flow of candidates through our system, based on past interview research and data we pulled from analytics.
My Role: Product Designer / Facilitator
Where: Berlin, Germany
I had two days in Berlin, where our Talent team is located. The goal was to visualize our current interactions between candidates, SmartRecruiters, and recruiting teams, and find areas in the hiring process where we could improve the experience for candidates.
What we did:
Gather candidate data from past interviews and analytics.
Facilitated two product managers through an empathy exercise (customer journey map)
Identify gaps in the current experience, and how our future roadmap could take more leaps into testing more risky candidate-facing innovations
Case Study #2: Where Could Automated Texting Solutions Fit into the Hiring Process?
The great thing about customer journey maps is that they can be utilized as an asset for when the team is examining multiple different problems.
By previously mapping out the current candidate experience, along with the current hiring process from the perspective of recruiters—I was able to work with different product managers to hyperfocus on specific problems in the big picture.
These maps are meant to be living documents, consistently updated when the product changes.
MY ROLE: PRODUCT DESIGNER / Facilitator
WHERE: San Francisco, CAlifornia
I was paired with the Enterprise Product Manager tackling the texting problem. Our customers wanted it, so how were we going to build an MVP that was sure to become the innovative product they actually wanted? We had to start with the most idealistic future, but to get there, we first had to analyze the current way recruiters and candidates receive important notifications—mostly via email.
What we did:
Gather recruiter data from interviews specific to the topic of texting, and sent a survey out to candidates via working groups on LinkedIn, Facebook, Reddit.
Facilitated one product manager through current-state exercises, as well as future state whiteboarding.
Identified gaps in the current experience for candidates and recruiters to inform the roadmap and formulate next steps for user testing high-fidelity messaging prototypes.
When Customer Journeys become Service Blueprints…
Below, we started honing in on the future-state of texting in our platform by focusing on the broad interactions that need to happen with SMS messaging functionality, based on the research.
Next step, wireframes, and solving the problem of how these messages should be viewed and organized. Stay tuned.