2. PROJECT DETAILS
The Project
Client: Lloyd's Register
Sector: Maritime Classification
Project: Part 1: Digital Vision & Roadmap, Part 2: Service Design
Dates: Part 1: Apr 2021 to Jul 2021, Part 2: Aug 2021 to Nov 2021
Employer: Infosys Consulting
Objectives
To identify opportunities for digital optimisation across two key areas of Lloyd's Register's business:
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New Construction certification
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Materials Equipment and Components certification
Problems
Example problems faced by Lloyd's Register:
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Complex, manual and slow processes
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Siloed and non-standard data, tools, processes
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Duplication of effort, documents and data
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Certificates: finding, errors
Results
A collaborative stakeholder process for framing business problems, mapping journeys, and identifying pain-points, resulted in:
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900 ideas identified
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A catalogue of ideas mapped and prioritised againts business themes in readiness for backlog refinement
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An initial assessment by a technical architect for gap assessement
Challenges
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Single handedly running virtual service blueprinting workshops with up to 30 stakeholders
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Introducing virtual whiteboaring and service blueprinting techniques to large numbers of stakeholders new to these techniques
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Analysis and synthesis of 900 ideas traceable back to source service blueprints and themed in readiness for backlog development
My Role & The Team
1st part of project (Vision)
My role: UX Consultant
Team: Project lead, Business Strategy Consultant, UX Consultant, HR Consultant,
2nd part of project (Service Design)
My role: Service Design lead
Team: Business Lead (Client), Programme Lead (Client), Service Design Lead, Business Strategy Consultant
1. OVERVIEW
Lloyd's Register, a leading provider of classification and compliance services to the marine and offshore industries, engaged Infosys Consulting in 2021 to develop a digitalisation and optimisation program aimed at radically modernising its business. In the first phase of our engagement I worked a digital vision and delivery roadmap. In the second phase I led service design investigations which is the focus of this case study.
LLOYD'S REGISTER
Service Design
I led a service design approach to help Lloyd's Register define ideas for digitalisation to solve pain points through current business processes, related to the business areas under investigation (New Construction and Materials Equipment and Component (MEC) Certification). The approach was based on Design Thinking and Lean UX methodologies to work collaboratively with client stakeholders, using the digital whiteboarding tool 'Miro', through the Problem Spaces and Solution Spaces for these areas.
PROBLEM SPACE
2. Personas
Problem Statementing techniques were used at the start to workshop outlines of the problems for each area. The problem statements comprised these components: (1) The name of the product/service (2) Target Goals (3) People involved (4) Problems impacting the product/service (5) Measures of success
1. Research
Personas developed in the first phase of work were referenced to inform known processes and pain points. Where there were gaps we co-created new personas to inform the areas under investigation. Key attributes captured were: Goals, Tasks, Needs, Challenges.
3. SERVICE DESIGN APPROACH
PROBLEM SPACE
3. High-Level Journeys
Before diving into the detail of service blueprinting each area, we reviewed existing business processes and decided on the key phases and sub-phases to be used to model the high level journeys. These provided the foundations for the service blueprints.
PROBLEM SPACE
4. Service Blueprinting
Service Blueprint Sections
Service Blueprint Dimensions
I created a service blueprint framework modelled on the high-level journeys defined for each business area. The service blueprint framework was organised into front-stage and back-stage sections. These were used to capture details about customers and interactions with front-stage employees, and orchestration of back-stage employee activities. We also included swim-lanes to capture benefits and metrics of success for solution ideas.
Customer Section
Customer Dimensions
Customer Section
Customer Dimensions
Customer Section
Customer Dimensions
PROBLEM SPACE
5. Service Blueprinting Pain Points
Through a series of stakeholder workshops I facilitated the capture of pain-points across the journeys for customers and employees (both front-stage and back-stage). After the workshops I cleaned up the inputs and grouped and themed the pain-points.
4. PROBLEM SPACE
5. SOLUTION SPACE
Through further rounds of stakeholder workshops I facilitated the capture of solution ideas in response to the pain-points across the journeys for customers and employees (both front-stage and back-stage). After the workshops I cleaned up the inputs and grouped and themed the solution ideas.
SOLUTION SPACE
1. Service Blueprint Solution Ideas
After completion of the service blueprints I catalogued the solution ideas and generated unique IDs for them so that the ideas could be traced back to the service blueprints and to the pain-points they mapped to. We used the catalogue to cross reference the ideas to solution themes and to tag the business priority of each idea. This catalogue served as the reference point for backlog development and delivery road-mapping.
