HaS
Project
Hub & Spoke
Role
Interaction Design, User Research
Duration
Nov 2019 - Jan 2021
Project Vision
CPAC is Thailand's major concrete supplier under the company Siam Cement Group. Nowadays, they have been developing the business beyond selling building material construction to cover different services offered to their customers ranging from structural planning, renovating, repairing, and maintenance. We decided to help define and provide service design to their 'Hub and Spoke' model for this project. The aim is to design a new service for minor home construction projects and improve the construction industry's inefficiency gap.
Challenges
1) Contractor left unfinished construction project
2) Customer decided to use the service, but too many revisions/alterations of the project plan caused profit-loss
3) Contractor unable to manage the cash flow of the project effectively, causing the loss in trust between them and their customer
4) Improve professionalism and provide efficient tools for CPAC officer(Spoke) to manage different parties involved in a construction project
Process
Contextual Research
Task Analysis
Customer Journey Mapping
Service Design Blueprint
01 Contextual Research
We conduct contextual research to understand the client's business requirements to gain perspective on the relationships between each working module.
Has Workshop
From contextual research, we conducted a workshop with the client where the aim is to :
- Learn at ground level how successful HaS has been
- Collect feedbacks
- Learn what is the project successes and weaknesses to improve and design a better product
Key Learnings Gained
“ Training received does not equip or support the day-to-day work of Spokes & Hubs. ”
“ Lack of tools means Spokes has to rely on their ingenuity to complete tasks or wait until tools are available before arranging appointments with the customers. ”
“ No clear communication between teams resulted in a prolonged delay, making HaS lose competitive advantage. ”
" No knowledge sharing between teams means delays in completing tasks, duplication, and lost opportunity. "
“ No knowledge sharing between teams also means no opportunity to upskill. ”
“ HQ launched HaS with the assumption that the first MVP is suitable for all. ”
“ HQ created unrealistic targets that Spoke could not meet. ”
“HaS Excellence role is too one dimension, QA of the process without research to learn of successes and failures mean no problems get unearthed. ”
02 Task Analysis
Main Actors
Spoke: HaS officer who is in charge of contacting and managing projects for customer
JC: HaS officer who is in charge of overseeing the construction phase of the project
Hub: construction plant(HQ) that contains different HaS officers that covers that region
Modeler: outsource who is in charge of designing and making construction plan and 3D perspective view of the project
ECO: contractor that Spoke lists in the system
We conduct a task analysis to break down the main tasks according to the business requirement of the main character, which is 'Spoke,' in the phase of initializing and executing the project for the customer.
03 Customer Journey Mapping
Mapping Existing Jouney
As a UX designer, our team decided to conduct an existing user journey map to understand how Spoke interacts through different stages with different actors and identifying the pain points that occur during the journey.
Synthesizing the Problem Statement
We synthesize the pain points from the customer journey map and define them into problems statements using affinity mapping separated by phases of the customer journey.
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After defining the problems statements, we grouped them into four major areas to gain a holistic viewof the problem.
Defining ‘How might we...?’
We synthesize insights and pain points gained from mapping out the journey of Spoke and customers to formulate the foundation of the Service Design Blueprint.
How might we...?
- help build proper capability for Spoke to support new service Has
- generate leads for Spoke so that Spoke can choose to go and make sales efficiently
- help Spoke to record and manage customer information seamlessly
- help Spoke to bridge different communication gaps with all the stakeholders
- help Spoke to present solution to customer, and eaisier to close solution deals
04 Service Design Blueprint
Meet the customer
The Service Design Blueprint
