When design researchers took a look at how people were using a newly architected inventory management and ordering product, a windfall of opportunity was revealed and a Fortune 100 company was changed when they saw their products and services from a human context.
Design Research, Strategic Design, Resource Management
Design researchers created a field research plan that included visits to dozens of customer operations, so that they could see the product and surrounding services in use by client employees. Significant improvements to the design of the product's end user interface became the low-hanging fruit coming from findings. Unexpected discoveries included more accurate client segmentation, an in-person salesforce that was disappointing customers and the realization that this product was integral to the successful operation and ultimate survival of many already struggling small businesses.