Open spaces

Outcome: From quarter 3 2018 the top 10 customer insights were a primary input for the Product prioratisation for all major business lines such as transport, food, mart and financial services. The top 10 customer insights were directly aligned as the primary needle movers for EBITA. The major EBITA gains since the launched were directly attributed to these insights by the co-founders and senior leadership.

Aim: The creation of top 10 customer insights that would drive EBITA gains. Open spaces provided the company with the top 10 customer insights they need to focused on. The spaces were created by aggregating 15 streams of quantitative and qualitative customer research streams to ensure a holistic view that told a clear customer story and also statistically significant. Prior to this effort the senior leaders had no clear source of focus for qaurterly product prioratisation.

Released in Oct 2018. Latest iteration Jan 2023.

My involvement:

Creator of open spaces.
Spearheaded bringing the 15 streams of customer insights together
Managed three teams the design research team, the Voice of customer team and NPS team in creating the Open spaces for each quarter.

Lessons learnt:

The company had multiple avenues to collect customer insights, but the information was scattered. This made very difficult for stakeholders make decision based on customer insights.
For product prioratisation stakeholders look for quantitative data for confidance. It is important marry quantitative data with qualitative data to give a holistic view.
Aggregation of multiple data channels is a multi team effort and requires buy-in from all the teams.