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© 2016 BA Convention
Real-Time Operational Intelligence
A Design Thinking Approach
Suresh Selvarajan Vickram [email protected] Hariharan Ganesan [email protected]
© 2016 BA Convention
Learn more. www.baconvention.com
The Background
© 2016 BA Convention 3
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Business Overview
Customer was the Logistics Operation business group of the Worlds largest Automaker with multiple
manufacturing facilities spread across North America, Europe and APAC region
Finished Vehicle Logistics operations
• $ 3 billion business unit : The Automaker’s Vehicle Logistics (VL) Operation responsible for managing Finished
vehicles Logistics across the United States ( imported as well as all U.S. exports )
• 1 + Million Vehicles : Total number of finished vehicles transported by the VL group in a year –including their
Luxury Brand and their Gen Y Brand
• Operations in 25 + States: Managed Logistics and transportation across Arizona, Alaska, California, Indiana,
Kentucky, Maryland, New Jersey, Oregon, Texas, Florida , Vermont , Nevada
• 45 + Vehicle Distribution Centers (VDCs) across the North America ( 20 U.S. and 5 in Canada )
• 11,500 routes - Total Routes managed across NA including Eight North American Class I railroads, 12 trucking
companies, 10 ocean carriers,
© 2016 BA Convention 4
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The Solution – A Quick Fix ?
Develop a dashboard and Automate the reporting process
SYSTEMS OPERATING
IN SILOS
ANALYTICS
REPORTS
PLANTS TO
MONITOR
70+
15+
11+
DISTRIBUTION
CENTERS 25+
BA
CK
GR
OU
ND
CH
ALLEN
GE
DATA QUALITY & LATENCY
Redundant data sources leading to system latency and limiting
process agility
THE PROBLEM OF MANY
Multiple systems generating multiple reports and alerts leading to
time consuming to look up information from multiple systems
MANUAL REPORTING
Reports were manually generated from both Internal and external
systems
Customers wanted us to develop a dashboard and automate the reporting process to support decision making process
Quick Fix ??
Decision Making
System lacked capabilities to provide insights to support business
decision making process
© 2016 BA Convention
UNDERSTAND
Learn about user requirements and
empathize with users
DEFINE
Define user needs based on insights from
understanding
IDEATE
Brainstorm with users and develop ideas
Use prototypes for Idea generation
DEVELOP
Develop, test and demo MVPs with users
Iterate MVPs to refine the solution
© 2016 BA Convention
DEFINE UNDERSTAND IDEATE DEVELOP
1 2 3 4
Understand User Requirements
• Focus Groups
• Laddering
• Observe in Action
• Develop Sense of Empathy
© 2016 BA Convention 7
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From Traditional Approach to Design Thinking
TRADITIONAL APPROACH
Structured Discussions to understand
& discover existing process, systems
Requirement Elicitation to develop
and document business requirements
User Interface Design Sessions
create wireframes and prototypes
Design Thinking Learning from the Users
Focus Group sessions with specific
business groups to understand their constraints and requirements
Observe user activities, Understand user behavior, ask questions and learn from users
Understand about Users, their Systems & develop a sense of empathy
Empathize
Laddering Identify
Meaningful and actionable needs and develop needs hierarchy
Unknown User needs
and implicit requirements
We moved away from traditional requirement gathering and stared empathizing with the users to understand needs and imperatives
From “problem-focused” to “solution focused” approach
© 2016 BA Convention 8
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Learning From Users
Executive Team
Operations & Logistics Managers
We need to know in “Real-Time” when there is a problem in delivering a Vehicle to the Dealer
Functional SMEs Managers
We don’t know there is a problem until it is too late and we don’t have enough time to react. We are more reactive. We need to be Proactive
Our current reports don’t tell us everything. The information is controlled and we don’t actually see what is exactly happening.
Technology Managers
The Current system require extensive technical configuration for Business to use the system
Understanding and observing the user routines to develop insights
Business Executives and Senior Managers had only limited visibility into operational information and often lacked the agility respond to operations disruptions
© 2016 BA Convention
DEFINE UNDERSTAND IDEATE DEVELOP
1 2 3 4
Explicit Vs Implicit Requirements
• Expert Interviews
• Laddering
• Brainstorming
• Observe in Action
• Understand the Challenges
Defining the User Need
• Operation Visibility – Future Roadmap
• Strategy for Improved information management
• Technology options
© 2016 BA Convention 10
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Defining the User Need
From Controlled Spreadsheets to Real-time Actionable information
We are here today
We need to be here
The roadmap helped us define the “Right” challenge to address, based on our understanding of people and their problem
© 2016 BA Convention 11
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Business and the Technology Solution Options
Various solution options were created and prioritized based on the problem and requirements stated by the users
Real-time visibility into Operations
Subscription based alerts and notifications
Download/ Modify /Upload
Ability to quickly filter and analyze information
Identify & evaluate technology options
Define parameters for Information management
Actionable Insights
End user - self service
Business Objective
Provide Real-time Actionable
Information
Integration
Ease of Use
Mobile Friendly Mobile Alerts & Notifications
Flexible KPI definitions
Multiple System / Data Integration in real time
Data Visualization Drill down capabilities for causal analysis
Legend: Strong Weak
Solution Options
© 2016 BA Convention
DEFINE UNDERSTAND IDEATE Develop
1 2 3 4
Explicit Vs Implicit Requirements
• Expert Interviews
• Laddering
• Brainstorming
• Observe in Action
• Understand the Challenges
Defining the User Need
• Operation Visibility – Future Roadmap
• Strategy for Improved information management
• Technology options
Develop Ideas
• Brainstorming with everyone
• Develop KPIs
• Develop Wireframes & Prototypes
© 2016 BA Convention 13
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Ideation Workshops – Develop KPIs
Multiple Ideation sessions with the Business Users, Operation Managers , Functional SMEs and VDC users helped in identifying critical KPIs from other metrics that were not used for operation
Initial Analysis
• 14 Reports had more that 45 to 50 Indicators
• Not all business users were tracking all KPIs
• Not All business users were following all the operation centers
• Grouped KPI into two buckets
Critical & Non Critical
• Impact to Business
• Non Critical KPIs were economical / environmental etc.
Criticality/ Priority based Bucketing
Grouping based on Business Operations
• Ideation sessions were conducted with specific user to prioritize KPIs for the Prototype
• Overlapping business KPIs were selected for further discussions
• Three KPIs were initially identified based on business Criticality
• Users will be allowed to subscribe to specific KPIs and Alerts
• Users can also collaborate with other users using Chat tools
KPI identified for first MVP
Business Critical
Not Critical
Export KPIs
Truck KPIs
Rail KPIs
Inventory & Ageing
• No of Users • Impact to Business
Capacity Utilization
Aging Stock
Buyoff Accuracy
• Market / Environmental
• Impact to Business
© 2016 BA Convention 14
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Simple wireframes to mock-ups and prototypes
Ideation sessions were coupled with simple wireframes, mock-ups and prototypes to help the team understand and realize how the solution was getting developed
Discuss Wireframe Validate Prototype Validate Iterate
1 2 3 4 5 6
White boarding sessions with users to discuss
1. Scenarios
2. Ideas
3. Features
4. Functionality
5. User Profiles
Develop wireframes to depict functionality
Wireframes were prototyped using PPTs/ Excel for quick turnarounds
Wireframes were again used for scenario discussion s with the Team* and this lead to new Ideas / Scenarios which were include d back into wireframes
Refined wireframes were prototyped
Prototypes were also designed using PowerPoint presentations to provide agility to redefine scenarios / Functionalities
Prototypes had detailed functionalities and features allowing users to understand the new system and discuss advanced functionalities other than just user scenarios
Finalized Prototypes were marked for Development
Each page was designed using the same process
DISCUSS WIREFRAME VALIDATE
New Ideas Scenarios
Refine Wireframes
PROTPTYPE ITERATE VALIDATE
Advanced
Functionalities
Refine
Prototypes
© 2016 BA Convention
DEFINE UNDERSTAND IDEATE DEVELOP
1 2 3 4
Explicit Vs Implicit Requirements
• Expert Interviews
• Laddering
• Brainstorming
• Observe in Action
• Understand the Challenges
Defining the User Need
• Operation Visibility – Future Roadmap
• Strategy for Improved information management
• Technology options
Develop Ideas
• Brainstorming with everyone
• Develop KPIs
• Develop Wireframes & Prototypes
Develop and Test
• Develop MVP
• Test Internally
• Validate with users
• Incorporate Feedback
© 2016 BA Convention 16
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Developing the MVP
Prototype Design
Develop MVP
Validate Internally
Demo to Business
Users Test
Externally
Working Application
Input Defects
Feedback
User Validation
No Feedback
Iterative development approach was adopted and the development was coupled with Prototyping
Output
© 2016 BA Convention 17
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An Example to illustrate the Ideation to Development
White boarding session to understand the user scenarios , profiles and functionalities
From white boarding to developing a working screen – an example of how we did it
1 DISCUSS WIREFRAME 2
DEVELOP 6
4 PROTOTYPE
First draft wireframe that was sketched along with the users to develop ideas and scenarios
More refined wireframe with all functionalities – First Prototype
After multiple iterations, this was the final prototype that was signed off by the users. A drastic change could be seen from Screen 2 to the final prototype
Final screen was developed using Presto with all functionalities
4 PROTOTYPE
© 2016 BA Convention
DEFINE UNDERSTAND IDEATE DEVELOP
1 2 3 4
Explicit Vs Implicit Requirements
• Expert Interviews
• Laddering
• Brainstorming
• Observe in Action
• Understand the Challenges
Defining the User Need
• Operation Visibility – Future Roadmap
• Strategy for Improved information management
• Technology options
Develop Ideas
• Brainstorming with everyone
• Develop KPIs
• Develop Wireframes & Prototypes
Develop and Test
• Develop MVP
• Test Internally
• Validate with users
• Incorporate Feedback
Our Learning
© 2016 BA Convention 19
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Learnings from our Design Thinking approach
• Collaborated with every user to understand both their implicit and explicit needs.
• Beyond formal meetings, we engaged with each users separately ( Laddering , Observation, Brainstorming) to understand observe and learn about their work routines
• Started with white boarding then went to use to mock-ups for user story boards. No complex tools were used for wireframe development
• Multiple Iteration sessions were held with all users – In groups and individually to Develop both the KPIs and ideas for wireframes
• Simple Visual samples /prototypes helped the users to understand and participate in ideation sessions. Users started to whiteboard their ideas
• Extract ideas from everyone .
• Iterate as many times as possible. This will help in getting he right answers for solving the problem
• Understood user work routine , challenges , areas critical to each users and prioritized on specific user requirements
• Participation of all business users added interesting perspectives to the problem
EMPATHIZE
DEFINE
• Combined User Requirements , user needs and our insights to define the road map
• Defined the Business and Technology Solution Options
Ideate
• Understating User needs (empathy) was critical in defining the problem and developing
• Define the right problem to solve and collaborate with users to define a solution roadmap ( Not the Solution)
Design Thinking Principles
What we did What we Learnt
© 2016 BA Convention 20
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Learnings from our Design Thinking approach
Develop
PROTOTYPE
• Prototyping were developed with each ideation sessions . Prototypes were used to aid the Ideation discussions
• Created simple prototypes and allowed the users to play with the prototypes
• Involved the development team and the testing team from the first phase
• One screen was developed at a time.
• Users were again asked to test each screens instead of testing the end to end applications
Design Thinking Principles
What we did What we Learnt
• Technical team had a clear understanding of the solution and this lead to reduced MVP development and testing efforts
• Users started defining new and complex functionalities.
• More number of user story boards lead to more options to select from
• Users stared using the prototypes and started tweaking it. We had more participation than regular wireframe discussion sessions
• One screen at a time provided flexibility for users and development team to keep ideating and including options
© 2016 BA Convention
Learn more. www.baconvention.com
Thank You!