Pig GTM
Zool is a huge vet care enterprise, with lots of animal areas.
Zool discover, develop, products, and commercialize vaccines and other vet products.
There are a large number of known retail medicines, such as Apoulel, Simpateric, Conveny, and a lot more.
*some information was withheld for compliance reasons.
Overview
The project consists of a deep document analysis made by Quarry enterprise. The documents are a suggestion for a portal and information hub for the Pig BU home.
Project Members
Role
Project Designer
Methods & Tools
Desk research, Benchmark, User Interview, SEO and BI data analysis, Userflow, Adobe XD
Date
June 2021 - October 2021
Teammates
PM, PO, Front-end developer, SEO Analyst, BI Analyst, Art Director, QA Analyst.
To a better understand we’ve put the informations in Miro.
*For GDPR reasons, some data has been hidden.
Project challenges
- Present a new Go To Market model to the Pig BU;
- Test some hypotheses: Segmentation and Product features adoption.
Design Process
Followed the Valtech’s Design Process
The project consists of a Deep document analysis made by Deloitte enterprise. The documents are a suggestion for a portal and information hub for the Pig BU home.
Analyze
Analyze Synthesis
Validate
Ideate & Design
Final Design
Proto-Personas
The client‘s provided proto-personas
The client provided us three proto-personas, in a summarised as follows:
Direct Customers
Veterinarians
Indirect Customers
Farm owners
Key Accounts/KOLs
Academics (College professor)
Zool product Analyze
In my daily work, I usually use the CSD (Certainties, Suppositions and Doubts)
The CSD tool, and with the PO and PM, we start to understand where we were stepping. This is the beginning to having a better Zool Digital product knowledge
*For GDPR reasons, some data has been hidden.
Benchmark
In the middle of the Analysis, we’ve mapped some business opportunities.
We‘ve done a Benchmark to understand how the competitors are doing, and their digital products have a lot of CTAs (call to action/bait) to people put their credentials.
Vetsmart
Boehringer
*For GDPR reasons, some data has been hidden.
Agro Bayer
Login system analysis
And we‘ve done a login benchmark too.
To better understand what the credentials the competitors requests to sign up in their products.
MSD
Agro bayer
Vetsmart
Pig Health Today
Business Opportunities
In the middle of the Analysis, we’ve mapped some business opportunities.
We mapped some hypotheses to use, such as login system and education system called "Doceebo” when the user finishes a video or a digital lecture, they don't earn any feedback.
*For GDPR reasons, some data has been hidden.
Quick chat with two proto-personas
Along with the PM, we managed to do a quick chat with some of Zool's customers.
So, we’ve got:
- KOLs are looking for sponsorship and news;
- Veterinarians (direct customers) are looking formedicine leaflet, academic articles andrecorded lectures.
Userflow
Together with the BI team we had a deep Userflow analysis.
Wireframes
The company has its own CMS's components and a default style guide.
With all the analysis with the Engineer/Development team, we arrived at:
Final Design
In a Evoluation with the client, we reached the hierarchical components they want to see in their product.
This is the project’s final design
Improvement suggestion
After all the validations with the client and with the team, I suggested this interfaces to the client:
Reflections
Design is a learning process.
We propoused the hierarchical components based on UX Analytics (qualitative and quantitative) teamed up with the SEO Analyst and the quick chat with the proto-personas.
The POs validation has sent some hypothesis and business opportunities to the backlog, and the sales team can use to future projects.
Teamwork is OP!
Teamwork has a loot of benefits!
As Don Norman said “I don’t believe in failure: I believe in learning experiences.”, the end of story was not the way the team expected, but we won a lot of maturity and friendship to next projects, and we had a learning experience all along!