INDUSTRY
Insurance
YEAR
2016
TYPE
Bancassurance Service
DELIVERABLES
Customer Journey Mapping, Employee Journey Mapping, In-Context Insights, Service Driver and Barriers Analysis
TEAM COLLABORATORS
Agency Director, Brand - Marketing team, Management Consultant, Visual Designers
Nuworks Interactive Labs is an award-winning independent digital agency.
Beyond marketing, the Nuworks team chooses to work on improving tech systems and products as well.
Because of its love for digital production, Nuworks took on the challenge of revamping a learning management system (a back-end website or management system, allowing employees or administrators to create and manage online courses) for an established professional continuing education organization.
The Work
We were lucky to work with a team who knew that they needed to understand each type of user who interacts with the learning management system:
-- aside from the students, who are end-users of the total service.
We did a two-day in-context research run, observing employees do their tasks, interviewing students, and teachers.
We did a customer journey mapping exercise - where we plotted the most important needs and pain points for the redesign to solve. We determined gaps, problematic hand-offs and tasks resulting in the most customer complaints.
The Impact
We presented the results and customer journey maps to both the Nuworks Operations team and the e-learning team directors.
The research helped the Nuworks team:
The study also brought to light critical watch-outs for the brand tea. This was timely, during the early phase of drafting the strategic direction for the brand.
Project Notes
With Filipinos increasingly using the Internet, knowing digital marketing is becoming more important for any of the over 900,000 businesses all over the country (as of the Department of Trade and Industry's last count), whether you're a corporate brand manager or a small business owner. Luckily, there are established, and homegrown digital marketing education programs which aim to reach out to these professionals.
For a brand that espouses the development of the digital industry in Metro Manila, it would be important to make sure their own platform is effective and at-par with the best practices of design, to help their end-users learn.
