"Pivoting to Digital Without Losing Customers" by Ekaterina Korovkina, Design Manager, UK (London) at ELEKS. Could the crisis have a silver lining? Can innovative businesses retain – even expand – their customer base? Real-world examples will spotlight how product design frameworks can help companies rapidly generate new ideas and ensure smooth service, to make smarter development decisions and stay ahead of competitors.

1. Pivoting Without Losing
Your Customers
By Kateryna Korovkina

2. About Me
• Design Manager at Eleks UK
• 8 years in Product Design
• Specialise in designing SaaS and B2B applications
• Current focus: UX for the legal industry, emerging technologies
@katya_korovkina

3. • Time is limited
• Resources are limited
It’s hard to pivot:
• Stakeholders are not ready
• Design Thinking + Agile
• You can learn from your competitors
The good news:
• Efficiency boost in the long run

4. Research Define Map Implement

5. Keep a real-time pulse on changing customer needs
and sentiments via:
• quick remote interviews
• user chat groups
• frontline employees
• social media
Customer Research at 2x Speed

6. How did we do?

7. How did we do?

8. When… [situation],
I want to… [motivation],
so I can… [expected outcome]
Focus on context and motivations with
‘Jobs To Be Done’ framework:

9. As a customer,
I want to have a field for a tip,
so I can easily tip the courier.
User Story

10. When I order takeout food in lockdown,
I want to make a donation,
so I can support those who need it.
Job Story

12. Map Your Service
Review your customer experience to:
• eliminate gaps between the steps
• validate all functionality necessary for the user
• assess the complexity of backstage processes

13. Pivoting To Online Fitness Model
• Calendar of trainings
• Integration with wearables
• Delivery of basic gear sets
• Delivery of advanced equipment
• Daily support by personal trainer
• Casting video to TVs
• Commenting on live streams
• Reward points
Proposed functionality:

14. Researching
options
Preparing for
home workouts
Joining the first
workout
Keeping up the
routine
Measuring
progress and
improving
High-level customer journey

15. Customer Steps Researching options Preparing for home workouts Joining the first workout Keeping
Jobs to Be Done
Touchpoints
Pains Points
When my gym is closed, I want to learn
about my options, so I can stay fit
during lockdown
Website App Support PTWebsite
Health levels
deteriorating
under lockdown
Risk of gaining
weight
Uncertainty and
anxiety
Disappointed that
fell out of the
gym routine
When I'm preparing to work out at
home, I want to get the best possible
setup, so I can continue progressing
with my fitness program
Website App
Delivery
Service
PTWebsite
Lack of
equipment at
home
Hard to buy
equipment as
shipping options
are limited
The setup with a
laptop or mobile
is uncomfortable
Uncertainty if the
technique is
correct
When I'm joining an online PT
session at home, I want it to be
similar to a physical one, so I can
feel I'm not missing out
App PT
Lack of disciplne
and tempation to
skip workouts
Mental health is
at risk under
lockdown
Can’t keep up
with the usual
nutrition
Disappointed that
fell out of the
gym routine
When I'm tra
a couple of
measure my
my fitness
App
Don't know ho
to achieve fitne
results withou
the gym
In-Depth Customer Journey
PT

16. Customer Steps Researching options Preparing for home workouts Joining the first workout Keeping
Jobs to Be Done
Touchpoints
Pains Points
When my gym is closed, I want to learn
about my options, so I can stay fit
during lockdown
Website App Support PTWebsite
Health levels
deteriorating
under lockdown
Risk of gaining
weight
Uncertainty and
anxiety
Disappointed that
fell out of the
gym routine
When I'm preparing to work out at
home, I want to get the best possible
setup, so I can continue progressing
with my fitness program
Website App
Delivery
Service
PTWebsite
Lack of
equipment at
home
Hard to buy
equipment as
shipping options
are limited
The setup with a
laptop or mobile
is uncomfortable
Uncertainty if the
technique is
correct
When I'm joining an online PT
session at home, I want it to be
similar to a physical one, so I can
feel I'm not missing out
App PT
Lack of disciplne
and tempation to
skip workouts
Mental health is
at risk under
lockdown
Can’t keep up
with the usual
nutrition
Disappointed that
fell out of the
gym routine
When I'm tra
a couple of
measure my
my fitness
Don't know ho
to achieve fitne
results withou
the gym
In-Depth Customer Journey
App PT

17. Customer Steps Researching options Getting equipment Joining
Jobs to Be Done
Touchpoints
Pains Points
When my gym is closed, I want to learn
about my options, so I can stay fit
during lockdown
Website App Support PTWebsite
Health levels
deteriorating
under lockdown
Risk of gaining
weight
Uncertainty and
anxiety
Disappointed that
fell out of the
gym routine
When I'm purchasing equipment to
work out in lockdown, I want it to be in
a safe and prompt way, so I can start
training straight away
Website Delivery
Service
Website
The delivery
needs to be
contactless
Not sure if the
equipment is
desinfected
I’d like to get it
as fast as
possible
When I'm
session at
similar to a
feel I'm
Ap
Lack of discipl
and tempation
skip workout
Can’t keep up
with the usua
nutrition
In-Depth Customer Journey
Setting up the environment
When I'm setting my environment for
the workout, I want to be instructed by
the PT, so I can have the most optimal
setup
Website PTApp
Never used this
equipment on my
own
The setup with a
laptop or mobile
is uncomfortable

18. Customer Steps Researching options Getting equipment Joining
Jobs to Be Done
Touchpoints
Pains Points
When my gym is closed, I want to learn
about my options, so I can stay fit
during lockdown
Website App Support PTWebsite
Health levels
deteriorating
under lockdown
Risk of gaining
weight
Uncertainty and
anxiety
Disappointed that
fell out of the
gym routine
When I'm purchasing equipment to
work out in lockdown, I want it to be in
a safe and prompt way, so I can start
training straight away
Website Delivery
Service
Website
The delivery
needs to be
contactless
Not sure if the
equipment is
desinfected
I’d like to get it
as fast as
possible
When I'm
session at
similar to a
feel I'm
Ap
Lack of discipl
and tempation
skip workout
Can’t keep up
with the usua
nutrition
Service Blueprint
Setting up the environment
When I'm setting my environment for
the workout, I want to be instructed by
the PT, so I can have the most optimal
setup
Website PTApp
Never used this
equipment on my
own
The setup with a
laptop or mobile
is uncomfortable
Backstage
Processes
Website
update
Videos recording
Preparation of
branded
equipment
Courier service Casting to TVs
Scheduling of
intro session with
PT
Offline video
LINE OF VISIBILITY

19. Prioritise ideas and features based on
what’s valuable for the customers and
viable for the business
Prioritisation: Value vs. Effort

20. Pivoting To Online Fitness Model
• Calendar of trainings
• Integration with wearables
• Delivery of basic gear sets
• Delivery of advanced equipment
• Daily support by personal trainer
• Casting video to TVs
• Commenting on live streams
• Reward points
Proposed functionality:

21. P L A N N I N G
R E S E A R C H
Feature Prioritisation
Feature ROI = Desirability × Viability ÷ Effort

22. Pivoting To Online Fitness Model
✔ Calendar of trainings ✔ Daily support by personal trainer
Reviewed functionality:
✘ Integration with wearables
✔ Delivery of basic gear sets
✘ Delivery of advanced equipment
✘ Casting video to TVs
✔ Commenting on live streams
✔ Reward points

23. Pivoting will require a lot of brainstorming,
research, prototyping, and testing.
Allocate time and resources for these activities
so your processes are not overwhelmed.
Make Time for Adjusting to Change

24. Design Spike
Sprint
Planning
Backlog
Regular Sprints
Pause
Non-Dependent Development Work
Regular Sprints
Resume
Daily
Scrum
Spike Done
Sprint
Review
Design Spike
A design sprint for research,
ideation, and ideas
prioritisation in between
development sprints

25. Research Define Map Implement

26. Thank You!
Questions?