Developing a Service Design approach for a case company’s business operations systems and roadmap planning
Gustafsson, Heidi (2024)
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024082924532
https://urn.fi/URN:NBN:fi:amk-2024082924532
Tiivistelmä
In the context of the digital transformation era, businesses are increasingly integrating advanced technologies to enhance their operations and deliver greater value to customers. This integration, while essential, presents significant organizational challenges in aligning diverse software systems with strategic business goals.
The primary aim of this research is to conduct a thorough examination of the strategic processes and roadmap planning methodologies utilized for four key business operations systems at the case company. These systems include Customer Relationship Management (CRM), Marketing Automation, Client Listening and Pricing & Planning tools that are all integral to the core CRM system. This study investigates how these tools align with their respective product teams and assess the current level of user experience considerations in the development phases.
The research questions address how strategy setting and roadmap planning are applied in business operations systems, the nature of collaboration among product teams, and the extent of user involvement in strategy and development. The objective of the thesis is to create a proposed operating model that enhances productivity and collaboration while adopting a user-centric by adopting a service design approach.
The theoretical knowledge base explored literature on strategy setting, roadmap planning, agile methods, customer-centricity, service design thinking and organizational design maturity.
The research-based development work triangulates research methods with semi-structured interviews, desk research, literature and scientific article supported by organizational data and insights gained from the case company.
Findings indicate a need for clear vision and improved strategic alignment, along with more agile, user-focused approach to roadmap planning and prioritization.
As a concrete recommendation, this thesis proposes an operating model that helps to elevate design maturity but also investigates the key areas of improvement including establishing more cohesive and agile approach to strategic planning and prioritization, enhancing collaboration amongst product teams, and integrating direct user feedback into product development processes.
The primary aim of this research is to conduct a thorough examination of the strategic processes and roadmap planning methodologies utilized for four key business operations systems at the case company. These systems include Customer Relationship Management (CRM), Marketing Automation, Client Listening and Pricing & Planning tools that are all integral to the core CRM system. This study investigates how these tools align with their respective product teams and assess the current level of user experience considerations in the development phases.
The research questions address how strategy setting and roadmap planning are applied in business operations systems, the nature of collaboration among product teams, and the extent of user involvement in strategy and development. The objective of the thesis is to create a proposed operating model that enhances productivity and collaboration while adopting a user-centric by adopting a service design approach.
The theoretical knowledge base explored literature on strategy setting, roadmap planning, agile methods, customer-centricity, service design thinking and organizational design maturity.
The research-based development work triangulates research methods with semi-structured interviews, desk research, literature and scientific article supported by organizational data and insights gained from the case company.
Findings indicate a need for clear vision and improved strategic alignment, along with more agile, user-focused approach to roadmap planning and prioritization.
As a concrete recommendation, this thesis proposes an operating model that helps to elevate design maturity but also investigates the key areas of improvement including establishing more cohesive and agile approach to strategic planning and prioritization, enhancing collaboration amongst product teams, and integrating direct user feedback into product development processes.