a case study by Daniel D'Alonzo

Working to bring an end to childhood obesity

How I helped build the capacity for an agency to facilitate seamless value exchanges in strategic partnerships

Expertise

Design sprints, full-stack user experience design

Expertise

design sprints, full-stack user experience design

Deliverables

phase-driven vision roadmap, userflows, and wireframes

How might we make it easier for my client, the agency, to facilitate partnerships and exchange of deliverables with their clients?

Design Sprint

A Design Sprint is an accelerated series of scaffolded activities and exercises planned in a specific order. The mission, is to get a prototype into the hands of customers as soon as possible. In doing so, you establish the feedback loop from the start which creates a venue to get buy-in from users as you co-create a solution together.

Research

Organized by the Account Executive, I was on-site for a 9am Briefing the next morning. It was just the two of us in the conference room and the engineer was on the line. I listened to the two of them talk about the undesired outcomes and the nature of the friction with the client. This provided me basic context to steer me in the right direction. As the two of them talked with one another, I sketched out everything they said using post-it notes.

Whiteboard

In order to get a holistic comprehension of my agency’s role in the situation, I facilitated a whiteboard session with the Account Executive. This helped us diagnose with precision the location of the problem.

Specialist

This is me

Agency

This is my client

Customer

My client was hired by the Partnership for a Healthier America to work on their FNV initiative

Partnership

My client developed a partnership agreement with national food suppliers. Stipulations of the agreement stated that food suppliers would increase access to their food supply so that more people could enjoy healthy options, regardless of income-level. Food suppliers agreed to this because, in exchange, my client would include the food suppliers as cobranded partners and provide them with strategic marketing assets from the celebrity driven campaign, FNV. 

Problem

As partner organizations grew to over 200+, the agency wasn't able to manage the relationships on a level that the partner organizations expected. At first, it was easier for the agency to respond to each email that came in from a partner.

Scenarios

“Hey did I catch you at a bad time? I can’t find that poster file you sent last week.”

“There is something wrong with this attachment. Do you mind sending again?”

“My customers said they can’t access the mobile version of the new Jessica Alba page.”

“When should we expect the new e-commerce photos for our online shops?"

Strategy

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Roadmap

Three-tiered and phase-driven strategic tool to map out your customer’s evolving value proposition and the product to be built at each phase. Phase-driven roadmap is designed to incrementally validate the value proposition. Another option, would be to immediately build a large e-commerce platform assuming users are willing to adopt it.

Design

We were able to work through several iterations in-person, the agency was able to get initial feedback from their client, and by the time I left the agency's office we were 75% complete. When I left that evening, all I had to do was turn the paper/pencil sketches of the approved userflows and approved wireframes into digital designs for a cleaner presentation.

Building on the roadmap outlined in the previous section, the next step was for me to design the deliverables my client would show their client. The client would need to work with their client to get approval on the solution. Before investing too many resources into a solution that hasn't been approved by the user, we started with a few of the basics: sitemap, userflows, and lo-fidelity wireframes.