• Oil company uses Design Thinking to galvanize customer success

GE Digital Drilling Customer Story

Challenge:

A leading oil company’s customers encountered challenges when trying to gain consistent, accurate information.  Too often, customers sought information through various channels, encountering multiple sources of truth and limited transparency.  The company responded by creating ad hoc solutions per customer, delivering different solutions to different customers at different times, which led to duplicate solutions and an erosion of trust in the overall accuracy of the company’s information.    

Solution:

The company partnered with the Design Thinking team to develop an overarching customer platform containing clear, accurate information on a real-time basis.  The Design Thinking team, operating with a potent combination of management consultancy and product design ability, worked with the relevant stakeholders to identify customer pain points.  Once they had a solid understanding of the customer’s need, the Design Thinking team developed an intuitive, viable prototype of a digital platform consolidating all information from which customers could benefit.  The value of the prototype was then substantiated by three actual company customers, each of whom interacted with the digital prototype to make sure that it aligned with their unique needs.      

Results:

Based on the successful prototype, the finished platform was developed and launched to the company’s entire customer base.  The platform successfully reestablished trust between the company and its customers by simplifying and heightening the transparency of the communication process.  As a result, customers could get quotes for parts in less than ten minutes whereas it would have taken a day to do so before the platform’s invention.  The Design Thinking process was critical to catalyzing this customer success, as the Design team’s ability to intimately understand customer pain points allowed the eventual product to be as meaningfully customer-centric as possible.  

The Design Thinking team, operating with a potent combination of management consultancy and product design ability, worked with the relevant stakeholders to identify customer pain points.