Assessing Customer Needs: Design Thinking & Digital Discovery

Marketing & Innovation

The Challenge

A global utility company’s Digital and Innovation group was looking to better understand the needs and specific attribute inclusions of a potential solution they were looking to either “build or buy” for launch in the next 18-months.

The client needed to understand the needs, wants, and unaddressed challenges of those individuals who would ultimately utilize and accept the solution, which must address the internal financial and marketing objectives. Additionally, the solution needed to meet end-user functionality and asset offerings expectations.

The Solution

Aspirant conducted a full-scale Design Thinking project to understand internal and external customer needs. We started with internal interviews and then, transitioned to talking to the “boots on the ground” — the ultimate end-user of the offering.

We took that information and developed journey maps and personas for both customer groups and conducted a virtual workshop to ideate on ALL customers’ needs, pain points, and possible solutioning attributes and inclusions. The workshop led to specific concept testing with external customers on this idea, and three more, to ensure an ongoing pipeline of innovative solutions.

The Results

  • Comprehensive interviews to identify key personas and their journey maps for both internal and external customers (39 interviews, resulting in two key personas for both internal and boots on the ground perspectives).
  • Conducted virtual Design Thinking workshop to vet personas and journey maps, and identify key attributes necessary for said solution investigation.
  • Developed opportunity matrix for areas of importance among both boots on the ground and internal stakeholders isolating focus for solution attributes and inclusions.
  • Created “concept” that articulated the potential offering and possible attribute inclusions for buy/build criteria.
Alicia is an innovative, resourceful, and collaborative marketing leader with years of experience planning marketing strategies and high-impact tactical approaches to promote a brand. She is an effective communicator, negotiator, and collaborator experienced at skillfully juggling multiple workstreams and connecting cross-functional design teams. Alicia is an accomplished marketing professional who thinks conceptually and strategically about brand and design.

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