OPENSC - TRANSPARENT
SUPPLY CHAINS

OPENSC TRANSPARENT
SUPPLY CHAINS

OPENSC - TRANSPARENT
SUPPLY CHAINS

B2B and Webapp for customers

OpenSC

It’s a spinout originated from a collaborative project with WWF and the Boston Consulting Group that aims to transform global food systems, tackle the climate crisis, by effectively making systematic changes in the food industry using transparency services and storytelling to drive change.

It’s a spinout originated from a collaborative project with WWF and the Boston Consulting Group that aims to transform global food systems, tackle the climate crisis, by effectively making systematic changes in the food industry using transparency services and storytelling to drive change.

Collaboration

I worked with OpenSC to improve their customer-facing app that shares data with the end customers of important brands like Nespresso and Austral Fisheries, among others. I used research methodology to understand current pain points, ran workshops with stakeholders to ensure clients' needs were taken care of, designed new explorations and validated them, and identified opportunities for improvement in their supply chain systems (which are heavily data-driven) in the field. Additionally, I established and grew a user-centric approach within the company and helped expand the design team

https://opensc.org/

Role

Lead Product Designer

Design process

End-to-End

Deliverables

Multiple Apps design, OpenSC website, Dashboards and internal tools,

Tools

Timeline

September 2021 - May 2022

Outcome

The quality of the work I did for OpenSC helped continue and expand their engagement offerings with Nespresso and Austral Fisheries, and in acquiring new clients. At the same time, CX (the customer-facing app) was improved to engage and offer an appealing experience to the end customer, affecting behavioral change.

"if I were to see this data for this product, I would be willing to pay more for it, knowing that it came from a sustainable source and the data is checked and backed up by a third-party provider and not the company itself."

Problem Statement

OpenSC aims to solve several significant problems in the supply chain, particularly focusing on sustainability and transparency.

Before my arrival, MVPs for multiple CX projects had been developed. However, due to the complexity of data collection and blockchain technology, there was a lack of direction regarding the purpose of customer-facing apps. Additionally, there was a necessity to improve internal tools for more efficient data gathering, ensuring that supply chain actors and users could access the information according to their needs.

Markus Mutz -OpenSC CEO

Outcome

A new CX webapp that offers real-time data for each supply chaing helping end-customer to make faster, more informed buying decisions, marrying data injected from dashboards and other verification process while speaking the user language to improve adoption regarding transparency services.

Automate and productize food supply chain steps, delivering key sourcing information to customers to help them make educated buying decisions.
Be able to incorporate the identity of each supply chain while maintaining the distinct identity of each product.
Ensure a uniform customer experience while discerning which dataset is pertinent across products and customers simultaneously.

Automate and productize food supply chain steps, delivering key sourcing information to customers to help them make educated buying decisions.
Preserve the look and feel of CX without compromising the individuality of each supply chain story.
Ensure a uniform customer experience while discerning which dataset is pertinent across products and customers simultaneously.

Process

01

UNDERSTANDING STATUS QUO

What are we trying to solve/current Pain Points

01

UNDERSTANDING STATUS QUO

What are we trying to solve/current Pain Points

01

UNDERSTANDING STATUS QUO

What are we trying to solve/current Pain Points

02

ALIGMENT

Stakeholders and Service designer alignment workshops

02

ALIGMENT

Stakeholders and Service designer alignment workshops

02

ALIGMENT

Stakeholders and Service designer alignment workshops

03

RESEARCH

User testing with current CX for Toothfish*

03

RESEARCH

User testing with current CX for Toothfish*

03

RESEARCH

User testing with current CX for Toothfish*

04

REDESIGN

Flow, concepts and prototype that inform the end result

04

REDESIGN

Flow, concepts and prototype that inform the end result

04

REDESIGN

Flow, concepts and prototype that inform the end result

01

UNDERSTANDING STATUS QUO

What are we trying to solve/current Pain Points

02

ALIGMENT

Stakeholders and Service designer alignment workshops

03

RESEARCH

User testing with current CX for Toothfish*

04

REDESIGN

Flow, concepts and prototype that inform the end result

Understanding Status Quo

What are we trying to solve? What are the current Pain Points

When I joined OpenSC, the product design team was aware of the challenges involved in mapping all steps of the supply chain for any product digitally and making sense out of them for the the average customer. The complexity of translating tons of data into meaningful insights for the different users ( suppliers' employees and end product customers) has been proven to be very difficult given how technical the product was. OpenSC needed help to address those challenges in a coherent direction that would empower users to make informed decisions regarding their areas of concern, which brought me to ask:

How might we design a customer-facing app that effectively leverages supply chain data to enhance user engagement and provide valuable insights?

Process

01

UNDERSTANDING

Making sense of the current situation

01

UNDERSTANDING

Making sense of the current situation

01

UNDERSTANDING

Making sense of the current situation

02

ALIGMENT

Stakeholders and Service designer alignment workshops

02

ALIGMENT

Stakeholders and Service designer alignment workshops

02

ALIGMENT

Stakeholders and Service designer alignment workshops

03

RESEARCH

User testing with current CX for Toothfish*

03

RESEARCH

User testing with current CX for Toothfish*

03

RESEARCH

User testing with current CX for Toothfish*

04

REDESIGN

Flow, concepts and prototype that inform the end result

04

REDESIGN

Flow, concepts and prototype that inform the end result

04

REDESIGN

Flow, concepts and prototype that inform the end result

01

UNDERSTANDING

Making sense of the current situation

02

ALIGMENT

Stakeholders and Service designer alignment workshops

03

RESEARCH

User testing with current CX for Toothfish*

04

REDESIGN

Flow, concepts and prototype that inform the end result

Alignment

Stakeholders and Service designer alignment workshops

Mapping

Supply chain steps mapping

Together with Service Designers and PMs, we conducted several workshops to identify areas for improvement in the Supply Chain. We identified two key problems:

The Customer Experience (CX) app needs a redesign to boost engagement and educate users about the product.
The data-gathering dashboard, though visually appealing, is difficult to use. A simpler version would improve data quality and enhance CX.

Together with Service Designers and PMs, we conducted several workshops to identify areas for improvement in the Supply Chain. We identified two key problems:

The Customer Experience (CX) app needs a redesign to boost engagement and educate users about the product.
The data-gathering dashboard, though visually appealing, is difficult to use. A simpler version would improve data quality and enhance CX.

Process

01

UNDERSTANDING STATUS QUO

Making sense of the current situation

01

UNDERSTANDING STATUS QUO

Making sense of the current situation

01

UNDERSTANDING STATUS QUO

Making sense of the current situation

02

ALIGMENT

Stakeholders and Service designer alignment workshops

02

ALIGMENT

Stakeholders and Service designer alignment workshops

02

ALIGMENT

Stakeholders and Service designer alignment workshops

03

RESEARCH

User testing with current CX for Toothfish*

03

RESEARCH

User testing with current CX for Toothfish*

03

RESEARCH

User testing with current CX for Toothfish*

04

REDESIGN

Flow, concepts and prototype that inform the end result

04

REDESIGN

Flow, concepts and prototype that inform the end result

04

REDESIGN

Flow, concepts and prototype that inform the end result

01

UNDERSTANDING STATUS QUO

Making sense of the current situation

02

ALIGMENT

Stakeholders and Service designer alignment workshops

03

RESEARCH

User testing with current CX for Toothfish*

04

REDESIGN

Flow, concepts and prototype that inform the end result

User testing current app

User testing with current CX for Toothfish*

Since all customer experiences (CX) had the same structure, the toothfish CX was selected for testing to identify usability and understandability issues.

Re-design results

User feedback

Areas of improvement

The User testing focus on the general understandability of the current CX for customers that are highly aware of their buying power and want to buy more sustainable products.

The testing shows that 2 major areas can be tackle for a better and more engaging experience:

✨ Lack of storytelling flow: The app was divided on tabs which causes the experience to feel awkward and hard to navigate. Relevant information was scattered across these tabs, making it challenging to have a cohesive storyline and for users to follow a logical flow.

✨ Tracking and Blockchain information hidden on FAQ tab: information related to how the tracking of the fish was made and other concepts that tight how the journey of the fish has been recorded and saved is out of sight.

✨ The app lacks user friendly language specially when talking about Blockchain technology.

✨ The aesthetic of the app is plain and lacks interest, although offering a clean design look and feel, users felt that the app felt flat, specially on the map section.