Leading with a methodology that promotes deep customer understanding, our teams are able to bring data to the table to help company leaders and product teams make decisions that will result in a faster, efficient and successful launch.  Here's a quick project example of some key steps taken to build out that valuable customer understanding.

Who & Where

We interviewed and observed 31 users in all. There were a variety of roles, such as Buyers, Supply Planners, Operations Managers, Product Engineers, Demand Planning Managers and more.

A lot of data

The project team organized over 1,140 notes captured during Contextual Inquiries into a hierarchy of common issues and themes. The process required two weeks for setup, the activity itself, the wall walk, and synthesis of the data.

Example Theme:
Give us more meaningful ways to interpret and take action.

"It has all the information but it doesn’t say, hey, there’s a disconnect between all the [site] demand and what the CM is driving. You don’t get a notice like that. You have to notice it.”
-Participant 2

user personas

The personas give the design team insight into the characteristics, capabilities, motivations and needs of the target audience. Research-backed personas keep the team focused on real people with significant user characteristics.


Experience principles are a set of overarching guideposts that are derived from the affinity themes. They are meant to be long-lasting artifacts that the delivery team can use to push its ideas and improve the product experience.

Example Experience Principle:

Customer organizations will always depend on other software. All applications need to integrate smoothly with each other and with standard tools in the supply chain space.


Out of the findings, we then translated what we observed into over 200 specific opportunities for customer relationship enhancement. These ranged from usability improvements to other major/explorative changes that would enhance ease of use, process efficiency, and overall product value.