Phil Robinson // Being Scrappy: Service Design Meet Rapid Growth // Service Experience Conference 2016
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Jet.com is an eCommerce company growing at an unprecedented rate. In it’s first year, Jet passed the one billion per annum GMV run rate and only continues to grow. This rapid growth has created a culture of quick decision making to enable quick results. I noticed an opportunity to use design to help frame and steer fast-paced projects that were affecting multiple touch points. As it turned out, there were many: from internal processes to new services and products. Coming from an agency background, I had to evolve my design methods to keep up with such rapid change. I’ll explain how I shaped my role and used service design to affect our internal and external offerings. Additionally, I will share the tools, techniques, and deliverables I’ve used to to help me be successful in such a fast-paced environment.
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Phil Robinson // Being Scrappy: Service Design Meet Rapid Growth // Service Experience Conference 2016
- 1. Being Scrappy Service Design Meet Rapid Growth
- 8. JULIA RESPONDS TO THE CHALLENGE She pulls her phone out of her pocket and opens the QBO app to answer the question. First Day Purchase Two Weeks One Month Three Months Six Months 26 AUG 2013 25
- 9. Service Design Meet Rapid Growth 164 of 514 Hoboken 347 of 1891 Total
- 12. Jet 2.0 Supporting Documentation | October 2015 27 New Customer drivers Homepage Promo Page L0 or Synthetic Node PDP TV Ad Newspaper article Jet box Jet Heads PLA Promo Email Social Properties Billboard Direct Mail if t
- 14. How do we… • Hire 100 engineers? • Stop doing things in an ad hoc fashion? • Understand the universe of Talent Experience?
- 15. Employee Journey E X T E R N A L TO U C H P O I N T S Linkedin GlassDoor Stack Overflow Indeed Hacker Rink Quora Facebook Youtube Codewars Github Tech Twitter Angel List Medium Reddit Meetups Tech Blog Bugcrowd Workday Greenhouse ADP Mixed Panel/Adobe Glint Butterfly Slack Hirevue Sharepoint Stella Jive Karat I N T E R N A L P R O P E R T I E S Rejectedabandon Uninspired Lost Interest Not interested Title/Salary not ok Culture fit Technology fit 7 30 90 120 Pre Start Day 1 Week 1 Month 1 Month 3 Month 6 Year 1 Year 2+Accept Add mental commitment Digging Deeper Nervous Excited Stimulated Nervous Challenged Bored Fantasizing Looking for reassurance Legitimacy Reaching out to network Fantasizing Looking for reassurance Legitimacy Unsure Trying not to get hopes up Nervous Excited Challenged Exhuasted Frustrated Flustered Frustrated Sad Confused Relieved Feel mistreated Wanting feedback Impatient Annoyed Nervous Anxious Impatient Annoyed Nervous Anxious Excited Juggling options Nervous Have to make decision Dissapointed Proud Relievied Dissapointed Excited Juggling options Buyers remorse Anxious Happy Dissapointed Confused Overwhelmed Happy Dissapointed Slightly less confused Slightly more confused Happy Dissapointed Understands Role Understands company Doing Role Making change or not Feeling good about role Feeling bad about role Doing Role Making change or not Feeling good about role Feeling bad about role Doing Role Making change or not Feeling good about role Feeling bad about role Buyers remorse Excited Curious Nervous Excited Overwhelmed Videos Offer Letter Celebrate WaitInformal Offer Offer Negotiate Fun Not Fun Onboarding Welcome Package Immersive Jet Experience Manager Involvement (Strengths finder, training) Social Media Challenge VR Experience Jet Careers Job Descriptions Communication & Knowledge Management Employe Profiles Employee Handbook Comms - Voice and Messaging Interview protocol L E A R N A B O U T J E T Dig Deeper Job Sharing Social Media Jet Careers Articles & Blogs Thought Leadership Values Handbook Employee Profiles Jet.com Friends Commercials Social Media Jet.com Friends Become Interested Learn About Jobs WaitWaitWait TestInterviewScreenApply Rejected ALUMNI Rejected resign Off-Boarding 14 Hopefully left on good grounds and feeling generous Nervous Frustrated Angry Optimistic Need information Relieved Notice Feedback Notice Exit Interview Network Stock Feedback Jet Pool Role Share Communications & Knowledge management Internal Email Alert System Values Immersion Peer to peer recognition Coaching and Career Growth Benefits, Perks & Networking Appeals, Panel Processes Talent Profiles, Networking, and Integration Calibration Facilty Design Feedback & Suggestions Referral Employee Friend/Fan Brand Ambassadors Jet Pool Curious Excited Anxious Anticipating Jet Events Tech Meetups Conferences Recruiting Events Open to new oppportunities Curious Anxious Looking For A Job Jet.com Social Media Job Sites Articles Visuals / Ads Open to new oppportuny Looking for a gem Unhappy in current situation Hopeful Curious Communication & Knowledge Management A P P L Y TO J E T G E T O F F E R O N B O A R D I N G S TO P W O R K I N G AT J E TN O M ATC HN O I N T E R E S T E N G A G E M E N T Talent Marketing Confused Curious Hopeful
- 18. Employee Journey - Pain Points E X T E R N A L TO U C H P O I N T S Linkedin GlassDoor Stack Overflow Indeed Hacker Rink Quora Facebook Youtube Codewars Github Tech Twitter Angel List Medium Reddit Meetups Tech Blog Bugcrowd Workday Greenhouse ADP Mixed Panel/Adobe Glint Butterfly Slack Hirevue Sharepoint Stella Jive Karat I N T E R N A L P R O P E R T I E S Rejectedabandon Uninspired Lost Interest Not interested Title/Salary not ok Culture fit Technology fit 7 30 90 120 Pre Start Day 1 Week 1 Month 1 Month 3 Month 6 Year 1 Year 2+Accept Add mental commitment Digging Deeper Nervous Excited Stimulated Nervous Challenged Bored Fantasizing Looking for reassurance Legitimacy Reaching out to network Fantasizing Looking for reassurance Legitimacy Unsure Trying not to get hopes up Nervous Excited Challenged Exhuasted Frustrated Flustered Frustrated Sad Confused Relieved Feel mistreated Wanting feedback Impatient Annoyed Nervous Anxious Impatient Annoyed Nervous Anxious Excited Juggling options Nervous Have to make decision Dissapointed Proud Relievied Dissapointed Excited Juggling options Buyers remorse Anxious Happy Dissapointed Confused Overwhelmed Happy Dissapointed Slightly less confused Slightly more confused Happy Dissapointed Understands Role Understands company Doing Role Making change or not Feeling good about role Feeling bad about role Doing Role Making change or not Feeling good about role Feeling bad about role Doing Role Making change or not Feeling good about role Feeling bad about role Buyers remorse Excited Curious Nervous Excited Overwhelmed Videos Offer Letter Celebrate WaitInformal Offer Offer Negotiate Fun Not Fun Onboarding Welcome Package Immersive Jet Experience Manager Involvement (Strengths finder, training) Social Media Challenge VR Experience Jet Careers Job Descriptions Communication & Knowledge Management Employe Profiles Employee Handbook Comms - Voice and Messaging Interview protocol L E A R N A B O U T J E T Job Sharing Become Interested Learn About Jobs WaitWaitWait TestInterviewScreenApply Rejected ALUMNI Rejected resign Off-Boarding 14 Hopefully left on good grounds and feeling generous Nervous Frustrated Angry Optimistic Need information Relieved Notice Feedback Notice Exit Interview Network Stock Feedback Jet Pool Role Share Communications & Knowledge management Internal Email Alert System Values Immersion Peer to peer recognition Coaching and Career Growth Benefits, Perks & Networking Appeals, Panel Processes Talent Profiles, Networking, and Integration Calibration Facilty Design Feedback & Suggestions Communication & Knowledge Management A P P L Y TO J E T G E T O F F E R O N B O A R D I N G S TO P W O R K I N G AT J E TN O M ATC HN O I N T E R E S T E N G A G E M E N T Dig Deeper Social Media Jet Careers Articles & Blogs Thought Leadership Values Handbook Employee Profiles Jet.com Friends Commercials Social Media Jet.com Friends Referral Employee Friend/Fan Brand Ambassadors Jet Pool Curious Excited Anxious Anticipating Jet Events Tech Meetups Conferences Recruiting Events Open to new oppportunities Curious Anxious Looking For A Job Jet.com Social Media Job Sites Articles Visuals / Ads Open to new oppportuny Looking for a gem Unhappy in current situation Hopeful Curious Talent Marketing Confused Curious Hopeful How do we provide a consistent message/pitch? Hoboken How do we be more data driven with our process? Extending our reach through social More marketing materials for recruiting What is the brand impression? Sharing Connecting candidates to people via profiles or other means Recruiter info and Data How do we be more data driven with our process? Employees as recruiters How do we provide a consistent message/pitch? Recruiter info and Data How do we be more data driven with our process? Extending our reach through social Employees as recruiters More marketing materials for recruiting How do we povide a consistent message/pitch? How do we be more data driven with our process? Job reqs are vague, generic No structure for writing a job req Extending our reach through social How do we povide a consistent mes- sage/pitch? Teams Hoboken Sharing Connecting candidates to people via profiles or other means Recruiter info and Data More marketing materials for recruiting What is the brand impression? How do we povide a consistent mes- sage/pitch? Teams Hoboken Sharing Connecting candidates to people via profiles or other means Recruiter info and Data More marketing materials for recruiting What is the brand impression? Why am I interviewing this person? Who else has interviewed this person? How do we be consistent with question- ng? What are the processes for disseminat- ing information? Awkward lunch How do I Linkedin stalk the recruiter/In- terviewer? Out of town candidates should be get- ting white glove experience Lack of touchpoints / process /policies Lack of etiquette How do we standardize? What do I do versus recruiter? Gatekeepers and their lack of objectivity People not being asked the right ques- tions for their level Tests are similar for all levels Who am I interviewing? What is the schedule? What are the pro- cesses for dissemi- nating information? Lack of touchpoints / process Variation / lack of clarity on process Lack of personal touchpoints How do I Linkedin stalk the recruit- er/Interviewer? What are the pro- cesses for dissemi- nating information? Lack of touchpoints / process Variation / lack of clarity on process Lack of personal touchpoints Variation / lack of clarity on process Lack of personal touchpoints What are the pro- cesses for dissemi- nating information? Lack of touchpoints / process Variation / lack of clarity on process Lack of personal touchpoints Teams don’t know who is getting the offer Level associated with req How do I negotiate for more? Team leads involved? Confusion Consistency of who con- tacts candidate Teams don’t know who is getting the offer Level associated with req How do I negotiate for more? Team leads involved? Confusion Consistency of who con- tacts candidate Teams don’t know who is getting the offer Releveling Level associated with req beforehand Team leads involved? Confusion Relocation help Pre-work? Any updates? The time between the offer and start I have lots of small questions, who do I ask? Equity What has changed, what has stayed the same? When do new people start? What do you need/what do you know? What can I do with this person? Standardization of skill sets No central place to get answers Lack of post on-boarding support Varied interaction with manager Focus areas and responsibilities? Where do I find out how to X? What are the policies on X (hours, WFH, etc.) Inconsistency with on boarding Itinerary for first week? Touch points with new hire after start Little to no process No cross team communication methods How does X about jet work? Training opportunities in the company Knowledge sharing Only carrot right now is promotion, what about bonuses, pay raise, etc? How do I get promoted, how do I plan my career path. What are they? Your success is tied to your manager here No guidance around promotion process How do I manage? How do I find out what people need? Who do I go to for certain problems How do I get/give constructive feedback and enforce accountability? Slack is becoming unruly When is appropriate to reach out to someone, when should you slack or not slack What are the expectations from your manager? Availability, response times, etc What is default work life balance? Meeting repetition and quantity Empathy problems – What is an emergency? Nomenclature of internal systems Superheros proving problematic Sharepoint What’s the lifecycle of customer purchase though systems? Teams don’t know who is getting the offer Level associated with req How do I negotiate for more? Team leads involved? Confusion Consistency of who con- tacts candidate Teams don’t know who is getting the offer How do I negotiate for more? Did they accept the offer? Relocation help Competing offers Pre-work? Any updates? I have lots of small ques- tions, who do ask? Equity Who else has inter- viewed this person? What are the pro- cesses for dissemi nating information? What is Hoboken and how do we sell it? Bias between gen- der/age No consistency of questions asked What do I do versus recruiter? People not being asked the right questions for their level Tests are similar for all levels What are the priori- ties versus the roles? How do we be more data driven with our process? Job Requirements Job reqs are vague, generic No structure for writing a job req Extending our reach through social
- 19. Employee Journey - Levers E X T E R N A L TO U C H P O I N T S Linkedin GlassDoor Stack Overflow Indeed Hacker Rink Quora Facebook Youtube Codewars Github Tech Twitter Angel List Medium Reddit Meetups Tech Blog Bugcrowd Workday Greenhouse ADP Mixed Panel/Adobe Glint Butterfly Slack Hirevue Sharepoint Stella Jive Karat I N T E R N A L P R O P E R T I E S Rejectedabandon Uninspired Lost Interest Not interested Title/Salary not ok Culture fit Technology fit 7 30 90 120 Pre Start Day 1 Week 1 Month 1 Month 3 Month 6 Year 1 Year 2+Accept Add mental commitment Digging Deeper Nervous Excited Stimulated Nervous Challenged Bored Fantasizing Looking for reassurance Legitimacy Reaching out to network Fantasizing Looking for reassurance Legitimacy Unsure Trying not to get hopes up Nervous Excited Challenged Exhuasted Frustrated Flustered Frustrated Sad Confused Relieved Feel mistreated Wanting feedback Impatient Annoyed Nervous Anxious Impatient Annoyed Nervous Anxious Excited Juggling options Nervous Have to make decision Dissapointed Proud Relievied Dissapointed Excited Juggling options Buyers remorse Anxious Happy Dissapointed Confused Overwhelmed Happy Dissapointed Slightly less confused Slightly more confused Happy Dissapointed Understands Role Understands company Doing Role Making change or not Feeling good about role Feeling bad about role Doing Role Making change or not Feeling good about role Feeling bad about role Doing Role Making change or not Feeling good about role Feeling bad about role Buyers remorse Excited Curious Nervous Excited Overwhelmed Videos Offer Letter Celebrate WaitInformal Offer Offer Negotiate Fun Not Fun Onboarding Welcome Package Immersive Jet Experience Manager Involvement (Strengths finder, training) Social Media Challenge VR Experience Jet Careers Job Descriptions Communication & Knowledge Management Employe Profiles Employee Handbook Comms - Voice and Messaging Interview protocol L E A R N A B O U T J E T Job Sharing Become Interested Learn About Jobs WaitWaitWait TestInterviewScreenApply Rejected ALUMNI Rejected resign Off-Boarding 14 Hopefully left on good grounds and feeling generous Nervous Frustrated Angry Optimistic Need information Relieved Notice Feedback Notice Exit Interview Network Stock Feedback Jet Pool Role Share Communications & Knowledge management Internal Email Alert System Values Immersion Peer to peer recognition Coaching and Career Growth Benefits, Perks & Networking Appeals, Panel Processes Talent Profiles, Networking, and Integration Calibration Facilty Design Feedback & Suggestions Communication & Knowledge Management A P P L Y TO J E T G E T O F F E R O N B O A R D I N G S TO P W O R K I N G AT J E TN O M ATC HN O I N T E R E S T E N G A G E M E N T Dig Deeper Social Media Jet Careers Articles & Blogs Thought Leadership Values Handbook Employee Profiles Jet.com Friends Commercials Social Media Jet.com Friends Referral Employee Friend/Fan Brand Ambassadors Jet Pool Curious Excited Anxious Anticipating Jet Events Tech Meetups Conferences Recruiting Events Open to new oppportunities Curious Anxious Looking For A Job Jet.com Social Media Job Sites Articles Visuals / Ads Open to new oppportuny Looking for a gem Unhappy in current situation Hopeful Curious Talent Marketing Confused Curious Hopeful Whiteboard & Revamp Screen to Interview Process – Start with Tech Recruiting Completed – full process whiteboard Left to do – guidelines, skill set heat map for recruiters, mapping of roles to HMs, question bank, feedback deliv ery to team during interviews, prep for interview team, training for HM/recruiting team What can be automated – heat map, feedback delivery, assigning candidates to “sponsors”, etc. Innovative coding challenges – pair problems, etc. Candidate app – transparency and increased information for candidates through the process (linked to Green house) – profiles, Hoboken, Diversity & Inclusion discussions – meet-ups, etc. to start before a program is fully built-out Recruiters make all offers High percentage of offers made on-site HM reach-out for questions Personal touchpoints Executive to close high value candidates Candidate app – more consistent information around comp, stocks, benefits, perks, Hoboken, team, manager, who to contact with questions, etc. Candidate app – more consistent information around comp, stocks, benefits, perks, Hoboken, team, manager, who to contact with questions, etc. Feedback surveying Role specific onboarding plan Buddy program Strengths finders - buildout Intranet / App (corporate portal) Intranet / App Suggestion Box Teambuilding Coaching/Career Path process Immersive Space – networking, product, customers No meeting Fridays For Good – charity plan Promo process Networking – employee profile build & interaction Glassdoor upgrade Social Plan – focused on Jet Tal- ent/Recruiting vs consumer focused Update Job Descriptions – more de- scriptive based on job type, tie to ex- isting roles and personas (linkedIn profiles), day in the life – videos Social Plan – focused on Jet Tal- ent/Recruiting vs consumer fo- cused Training – on Interviewing Skills and Selling Jet Training – on Interviewing Skills and Selling Jet Thought Lead- ership Plan – calendar, shar- ing Careers Pages – phase II up- dates Re-vamped Tech Blog Consolidation of Jet informa- tion, FAQs, ele- vator pitch, Stocks, Comp Table Thought Leadership Plan – calendar, sharing Careers Pages – phase II up- dates Re-vamped Tech Blog Consolidation of Jet informa- tion, FAQs, elevator pitch, Stocks, Comp Table
- 20. Add mental commitment Digging Deeper Nervous Excited Stimulated Nervous Challenged Bored Fantasizing Looking for reassurance Legitimacy Reaching out to network Fantasizing Looking for reassurance Legitimacy Unsure Trying not to get hopes up Nervous Excited Challenged Exhuasted Frustrated Flustered Impatient Annoyed Nervous Anxious Impatient Annoyed Nervous Anxious Videos Social Media Challenge VR Experience Jet Careers Job Descriptions Communication & Knowledge Management Employe Profiles Employee Handbook Comms - Voice and Messaging Interview protocol Job Sharing Become Interested Learn About Jobs WaitWaitWait TestInterviewScreenApply A P P L Y TO J E T How do we povide a consistent mes- sage/pitch? Teams Hoboken Sharing Connecting candidates to people via profiles or other means Recruiter info and Data More marketing materials for recruiting What is the brand impression? Why am I interviewing this person? Who else has interviewed this person? How do we be consistent with question- ng? What are the processes for disseminat- ing information? Awkward lunch How do I Linkedin stalk the recruiter/In- terviewer? Out of town candidates should be get- ting white glove experience Lack of touchpoints / process /policies Lack of etiquette How do we standardize? What do I do versus recruiter? Gatekeepers and their lack of objectivity People not being asked the right ques- tions for their level Tests are similar for all levels Who am I interviewing? What is the schedule? What are the pro- cesses for dissemi- nating information? Lack of touchpoints / process Variation / lack of clarity on process Lack of personal touchpoints How do I Linkedin stalk the recruit- er/Interviewer? What are the pro- cesses for dissemi- nating information? Lack of touchpoints / process Variation / lack of clarity on process Lack of personal touchpoints Variation / lack of clarity on process Lack of personal touchpoints What are the pro- cesses for dissemi- nating information? Lack of touchpoints / process Variation / lack of clarity on process Lack of personal touchpoints Who else has inter- viewed this person? What are the pro- cesses for dissemi nating information? What is Hoboken and how do we sell it? Bias between gen- der/age No consistency of questions asked What do I do versus recruiter? People not being asked the right questions for their level Tests are similar for all levels What are the priori- ties versus the roles? How do we be more data driven with our process? Job Requirements Job reqs are vague, generic No structure for writing a job req Extending our reach through social
- 21. Weddingplanner’srolethroughout process 52 ASSESS PLAN BRIEF HOST SIGN Accurately assess candidate within +/- one level Select and craft appropriate itinerary Work with Hiring Manager to pick questions and interviewers Schedules appointments Present itinerary to team Gather feedback Make adjustments Greet candidate Attend to candidate’s needs during interview Herd interviewers Manage room changes Present offer Answer follow up questions DEBRIEF Gather feedback from team Arrange follow-ups Consistent point of contact from start to finish
- 22. Planningan Interview 53 Role and Level Itinerary Interviewers Questions Candidate is assessed and placed in a certain range that should be accurate within +/- one level Itinerary template is selected based on candidate’s level and role. Itinerary template is then modified Interviewers are picked based on candidates level and interview threshold Questions are selected from the question bank to match the candidate’s level DETERMINES DETERMINES AND
- 23. InterviewCadence 56 Briefing Greet Interview Tour Debrief DAY BEFORE INTERVIEW Offer Sent Home Follow-up Close Close Offer NOT A FIT WEAK YES STRONG YES NOT A FIT DECISION CANDIDATE IS GIVEN TOUR WHILE TEAM DEBRIEFS
- 29. Project 2
- 30. You can have one hand grenade for the roadmap this year” “
- 32. But why?
- 34. ç ç ç Blue Apron’s ‘Farm Egg’ makes me question everything” “
- 35. How do we begin building this service?
- 45. Learnings • Premium feel • Time/Temperature/Weight • USPS
- 47. Wrapping up
- 51. Make it visible
- 52. Start here
- 53. Want to be here (so far)
- 54. Much easier
- 55. Such wow
- 56. Gaining momentum
- 57. Movement in any direction is better than no movement at all
- 58. Thank You!