Zalando Direct: Optimising internal collaboration with the help of service design

The challenge

The B2B department of Zalando consists of different operational, product and logistics-focused teams and collaboration between these teams was challenging because of there was no common understanding of Zalando's partner experience.

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The opportunities

Previous attempts to map the partner experience didn’t move the needle, so we identified 3 opportunities to better map the partner experience:

1. Overview and more relevant details: The previous journey maps only allowed for a high-level overview, and important information was missing.
2. Ownership and maintenance: The previous journey maps quickly became outdated, since no one felt responsible to keep it up to date.
3. Alignment and collaboration across teams: The previous attempts did not follow an aligned approach and default structure, which made it difficult to collaborate across teams.

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By introducing Service Blueprints as a tool, I was able to bring more coherency and transparency on the partner experience. Internally, the Service Blueprint proved to be a successful communication tool, as now different teams had the same document to work on and refer to. With the support of cross-functional team members, I established Service Blueprinting as a way of working at Zalando Direct and made high-level stakeholders aware of the value of service design when it comes to internal collaboration and working customer-centric.

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My contributions

• Customer journey mapping
• Service Blueprint
• Workshop Facilitation: Service Blueprint
• Stakeholder management

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