CONFIDENTIAL
Building Customer-Centric Innovation in Supply Chain
Role: Customer research, Data Analysis, Workshop Design & Facilitation, Storytelling, Product management
Ocean business at Maersk had a clear commercial view of customers with extensive market segmentation and data. Both Marketing and Customer Insights had delivered comprehensive materials for creating robust value propositions.
The gap: While the commercial view was comprehensive, there was a crucial gap for customer-centric product development: understanding supply chains from a behavioral and needs perspective, not just commercial or organizational. Data showed that customers have an average of more than three types of supply chains in their business—especially large customers—each driving different, sometimes conflicting, transportation service needs.
Building a complete picture of the customer with a return to the core
I led the development of Supply Chain Archetypes as a framework to systematically identify new opportunity spaces and gaps to guide product development improvements and exploration.
I conducted rigorous research of existing industry literature on supply chain archetypes and analysed customer reports, interviews, and other direct feedback data both qualitative and quantitative, complementing with new research. Leading a team of four product managers through research synthesis and sensemaking, we created three distinct archetypes.
Using a combination of the Outcome-Driven Innovation framework and Design Thinking, I created a systematic process to incorporate the archetypes into product development efforts across several teams. This was complemented with foundational insights in a booklet format.
3
foundational archetypes
125
Customer outcomes
10
Overarching Insights
+50
Experiments in the 1st year
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Whether you're a founder trying to crack your business model, a team leader wanting to build innovation capabilities, or an investor evaluating new opportunities, I bring the experience, energy, and empathy to help you get where you want to go.