Tell me who you your are I will tell you what to wear 3

We are an international company, we have various sectors from marketing/communication to technological innovation.
Our customers call us to solve problems or create new opportunities, through the implementation of new processes or
products.

Part 1: Positioning Statement / Project Description

For this part after using the template provided for the exam, I will detail my the elements of my reasoning (previously
used for the previous exam).

For DYT, a textile, and clothing company, who is looking for a product that permit it when it sells these collections
online to know with the best possible accuracy the morphology of its customers in order to provide the best advice to
customers, the product developed will be a software using photos of customers in order to define their morphology and
better advise them, this software « robotic advisor », is a digital evolution, technology that will permit to the company
to know the morphology of these customers, and thus provide them best advices. This will permit to limit on-line sales
of these collections , the returns related to the size or a cut of clothing that does not correspond to the morphology of the
customer. This will permit a decrease of the costs related to the return of goods, taken care of by the company, as well
as an increase in their turnover linked to the increase of their clientele. In fact, their clientele will send back fewer
clothes and potential customers who may prefer direct sales in shops for fear that the clothes would not go to them will
then be seduced by this new concept.
Unlike those competitors who hold a basic online service, without advice, without the possibility of knowing the
morphology of these customers with precision in order to limit to the maximum the returns of clothing related to this
cause, our product will then be able to compensate these problems: reassure potential customers, who refuse to buy on
the internet for fear of return, meaning for them a waste of time, those who are against because of the pollution that can
be caused by these potential returns.
This will allow an increase in the company’s turnover, due to the reduction of returns and therefore the costs associated
take in charge by the company, as well as an increase in the clientele. And finally, it will reduce pollution by society.

Morphology : is the external shape of the human.

Details of the elements :

1. Target customer

Today our (fictitious) customer is a textile, clothing company. It contacts us regarding her clothing sales sector. This
company will be called DYT “dressed yourself to your taste”. It is an international company that designs the patterns of
clothing, which it creates in its factories and markets itself. So it holds the entire chain of production from beginning to
the end until the sale of the clothes in their stores. This company mainly made women’s clothing but tends to develop a
the male collection (short-term project). Like these competitors, it has platforms that permit it to sell these collections
online.

His long-term project would be to create clothing for the whole family from newborns, passing through the child, the
adolescent and ending up with these collections for adult men and women. This company is in full expansion, its
turnover increasing strongly in recent years. Its added value unlike to these competitors is to hold a complete
production, this gives it a lot of added value nearby its customers, knowing the exact origin of their clothing. In
addition, his commitment to ecology and his desire to reduce his pollution as much as possible only attracts his
customers more.

We have an other target with the software the customers of the society.

2. Statement of the need or opportunity 


His new project concerns his online sales sector. Indeed, it would like to stay in line with its ecological commitment to
avoid as much as possible returns of clothing that do not go to the customer due to size errors. Indeed the clothing cuts
are made for the greatest number, depending on the morphologies of people the size can vary and some clothing cuts
will not go to people even if the size matches.
It would like to find a solution to this problem by targeting very precisely the morphology of these customers in order to
be able to advise them the best with the products that will fit them.
Succeed in knowing the morphology, size and measurements of the person who wishes to buy on the company’s website
to propose the best products that will fit him and the sizes to be taken according to the product.
We will then propose to create a software that through photos of customers will be able to define their exact
morphology and thus advise the best clothes.
It is obvious that if the person wants to buy an unsolicited product she will still be able to do. However the purpose of
the software is by knowing the exact morphology of the customer to avoid that it wastes time in its purchase. It is
obvious that the item of clothing not proposed could in fact potentially go to the person. Nevertheless the software
knowing the cut of clothes will know if the clothes is made to go to a morphology in «H» or «X».
If the person moves into a store directly and tries the dress may be that the dress intended for an «H» morphology will
fit her then that person has a morphology in «X» but if the cut of the clothes is well made, the clothes may not make it
as pretty. In order to avoid a return of the product because the person would have tried the product at home, the software
will permit her to have good advice to find clothes that perfectly correspond to his morphology and will highlight it.

3. Product name

Robotic advisor

4. Product category 


Here the company focuses on its online service. The goal is to create a new product, way to better target the
morphology of customers in order to sell them the clothes that will fit to them on its website or on its application. The
product category will permit to better target this morphology would therefore be a digital, technological evolution. The
users of this product would therefore be the customers of the textile company but also the employees of the company
working with this new product. So there are two targets for us in this project.

5. Statement of key benefit


For the society to succeed to improve this sector of her company is important and advantageous on several areas: If the
company success to better target the morphology of these customers this will result in:
- avoid clothing returns (for incorrect waist or simply because the clothing does not fit):
- This helps to reduce pollution (return clothing by truck, plane, boats or train) and the person will probably
recommend the clothes to its size. So I think it’s better to buy it right the first time.
- This helps to reduce the costs of the company, since as a large group the returns of the products are at its
expense.
- This will permit to attract more customers especially those hostile to selling online due to the probability of error
when buying (not to be able to try the clothes)
- Increase in turnover
This new product will therefore allow for changes external and internal to the company.
- pollution reduction
- increased clientele
- best customer advice
- increase in turnover
- limitation of returns of goods by customers
- reduction of cost related to returns
- lower return management
- More value compared to the competitor
6. Primary alternative


Today the company and these competitors sell clothes online, without the advisors and without this advantage to better
target their morphology. The customers are delivered to themselves with all existing sizes, without necessarily knowing
their morphology and even less which clothes would fit them. Thus customers who buy on the internet are sometimes
forced to make returns when sizes do not fit. In addition, many people do not buy on the internet because of this risk of
return which may seem for them a waste of time, or for nature lovers a contribution to the pollution of the planet. This
software would then make it possible to compensate this problem.

7. Statement of primary differentiation 


Unlike these competitors, the customer will have an advisor (robot), the photos will permit the software to define
exactly the measurements and the morphology of the person. As a result, the robot advisor will be able to propose to
customers the products that go to its morphology and according to the measurements give it the sizes to take. This will
permit the customer to ensure that when buying the product, the risk of returning the product because it would not fit is
very low, if not non-existent.
 Part 2: Focal Questions
1. What’s important to this business? Why? How is it measured with regard to
customer/user behavior?
Answer to the three questions :

What is important to this business ? Reduce the number of clothes returns.

Why ? To reduce the cost link of these returns, to reduce the impact on the environment, to facilitate the life of the
customers.
How is it measured with regard to customer/user behavior? To measure that, it will be necessary to study the behavior
and the satisfaction of the customers with this new concept and to check if the number of returns decreases for the
company and if the customer satisfaction increases. We can use a survey for example, or e-mails wich will be send after
the reception of the clothes to ask if the clothes has the good size, we can compare the numbers of orders between
before the software and after and see if there are and increase. We can study the return number that this new software
avoids and if people advertise this new process.

1. Customer Segments (BM Canvas)

Priority will be given to the primary clientele of active women in society. This population is the target population of the
company, a person of a generation who knows how to use the Internet and who has already made purchases on the
Internet.

2. Value Propositions (BM Canvas)

Develop a software wich permit to the people who order on the DYT brand website to be advised directly by a robot,
wich after receiving and analysis of their photos will be able to advise them the clothes that according to their
morphology, the clothes that will suit them best and wich size choose. This software will make it possible to reduce
significantly the number of clothes returns due to size errors. This software will permit to reduce the costs wich have a
link with this returns, so to decrease the cost for the society.This software will permit to satisfy customers who will be
able to benefit from a real personal adviser, to not return their clothes and wait another 3 weeks for receive the good
size. This software will permit to improve the impact on the environment.

3. Customer Relationships (BM Canvas)

There are two different ways of relationship with customers :

- One directly : with the after sales service, who will manage all the problems related to the software.
- One indirectly : with the support service, who will have to control the software and take into consideration the
problems raiser by the customers and maybe consider further improvements to the software.


4. Channels (BM Canvas)

The different channels will be :

- The website
- The channels wich put in relation customers with employees of the society like : mail, phone, chat on the website.
- All the channels to control the satisfaction of customers : survey by phone or email or letter
5. Storyboard

Today we are in a particularly context with the Coronavirus. I has choosed to study this software in a similar context,
where people are confined. i suppose that in the future we can be confront of a similar problem like this disease, where
people are confined.
6. Clear notes on how the items above answer the focal question
Pan Notes
el
A We have to estimate the number of people whose
bodies can change (for example, a pregnant woman)
but children also grow up and their bodies change,
the brand’s aim being to develop its products it would
be interesting to take into account the case of
children.
B Several countries are currently being confined to
their populations. This containment will be limited in
time however, if one day this type of containment
reproduces the inability of populations to move
shows the effectiveness of this new software.
C How do we know if people want to buy clothes?
D How do we know the number of people using this
new software ?
E All the collected data must be treated according to
the law in force to guarantee to the customers an
absolute security of their data.
F It will be necessary to check that the software has the
expected effect: to reduce the number of returns
related to the size of the clothes.
Questions & Observations/Metrics
This number is difficult to calculate but with
government figures it would be possible to estimate
the number of births per year and per country.This
would permit for an estimate per year of a number of
women who have been pregnant. It can also happen
that people lose weight while playing sports, this
number is more difficult to calculate but a statistical
analysis could make it possible to have a approximate
idea.
In the context of my example of containment all the
population may be concerned by the online clothing
search the number to calculate is therefore simpler.
However, during periods without confinement, sick or
older people may limit their travel. This number of
persons could be calculated in relation to the number
of persons in retirement. Regarding the sick person,
we should study the type of medicines sold in
pharmacies, their number and study which medicines
concern serious diseases preventing travel.
It will be difficult to know the number of people
involved. Nevertheless, we could study the turnover
of clothing companies and the number of online sales
per day. This would give us a approximative idea of
how many people buy online per day. This number
could then be divided between people buying clothes
by necessity or by desire with statistics.
We could put in place a count for each purchase made
with this new software.
The number of data will be huge so protections will
must be sure like encryptage.
Compare numbers of returns between the different
years would be enough.
2. For which problem scenarios/jobs-to-be-done should we test new propositions?

Problem Scenario/Job-to-be-Done Your Value Proposition

A customer want to complain about the new software,
because the clothes that he received is not the good size.
How to take his complaint into account ?
A complaint is filed by a person, how to solve the
problem? A person explains to the after sales department
that the clothes received does not correspond to his size.
The after-sales department must notify the support
department as soon as possible so that it can solve the
problem.
In order to avoid call overload at the after-sales service
center, it would be interesting to develop an automatic
mail to send clothes as soon as they are received so that
the person can directly check whether the clothes is the
good size. If the answer is no, a telephone appointment
proposal will be put in place, the person will then choose
his or her time slot to explain his or her problem by
obviously guaranteeing the person a call within a week to
complain. He or she will then be put in direct contact with
a counsellor to be able to explain her problem.
The idea would then be to automate the transmission of
information. We would then create a software specific to
after-sales service alerts for the support. The support
would automatically receive an alert to prevent a problem
raised by the after-sales service concerning the website.
The support would go on the software and could find out
the number of existing problems, if it concerns the
software, the number of problems to be solved and those
already solved or those being solved.

The after-sales department will pre-fill a form by problem

(example: type of problem, day, reason, etc.). Once this
form pre-fill, the after-sales service will click on a button
and the form will be loaded directly into the software and
an alert will be sent automatically to the Support
Department.

In the instruction they ask more information, that I develop after :

For two problème scenario :

First problem :

1. Job to be Done description

A customer want to complain about the new software, because the clothes that he received is not the good size.
How to take his complaint into account ?


2. The Job to be Done is not a solution but rather a fundamental job/need/habit/desire

It is very important to know how complaints about the software will be handled otherwise, it will not be possible for the
company to know whether the software works and meets its objective or whether it needs to be improved.


3. Value Proposition description

In order to avoid call overload at the after-sales service center, it would be interesting to develop an automatic mail to
send clothes as soon as they are received so that the person can directly check whether the clothes is the good size. If
the answer is no, a telephone appointment proposal will be put in place, the person will then choose his or her time slot
to explain his or her problem by obviously guaranteeing the person a call within a week to complain. He or she will then
be put in direct contact with a counsellor to be able to explain her problem.


4. The Value Proposition appears testable

To verify this proposal we can study the level of congestion of the after sales service. The method of the mail will
permit to distribute the number of calls in time to avoid overloads and thus mistreatment of problems or even
interminable expectations on the phone.
In order to check the effectiveness: it will be necessary to observe the number of negative replies to the first email, the
processing time of the problem (time between the reply to the email and the telephone appointment). If, over a long
period (more than 6 months), this period between the reply to the email and the telephone appointment does not exceed
an average of 3 days, the service may be considered not to be overloaded.

Second problem :

1. Job to be Done description

A complaint is filed by a person, how to solve the problem? A person explains to the after sales department that the
clothes received does not correspond to his size. The after-sales department must notify the support department as soon
as possible so that it can solve the problem.


2. The Job to be Done is not a solution but rather a fundamental job/need/habit/desire

This is a real problem that if ever problems are not solved quickly people will no longer use the software. But the
support service cannot monitor the software every day, it does weekly or monthly checks but not daily. The advantage
of having a fast information transmission, solves the problem and improves the software.



3. Value Proposition description

The idea would then be to automate the transmission of information. We would then create a software specific to after-
sales service alerts for the support. The support would automatically receive an alert to prevent a problem raised by the
after-sales service concerning the website. The support would go on the software and could find out the number of
existing problems, if it concerns the software, the number of problems to be solved and those already solved or those
being solved.

The after-sales department will pre-fill a form by problem (example: type of problem, day, reason, etc.). Once this form
pre-fill, the after-sales service will click on a button and the form will be loaded directly into the software and an alert
will be sent automatically to the Support Department.

4. The Value Proposition appears testable 


The number of alerts in relation to the websites of companies is enormous if the service needs to warn individually for
each problem it will be complicated to the support service to manage the problems. In order to facilitate the support
service this software will permit the support service to see the problems in real time and their progress in their
resolution. To see the effectiveness of this proposal, it will be enough to make a comparison between the duration of
problem solving before the implementation of this software and after.
3. How will we define and measure success?
Problem Scenario/Job-to-be-Done
A customer want to complain about the new
software, because the clothes that he received is
not the good size.
How to take his complaint into account ?
A complaint is filed by a person, how to solve the
problem? A person explains to the after sales
department that the clothes received does not
correspond to his size. The after-sales department
must notify the support department as soon as
possible so that it can solve the problem.
First problem :
1. Job to be Done
A customer want to complain about the new software, because the clothes that he received is not the good size.
How to take his complaint into account ?
2. Definition of success
Timely consideration of all customer complaints.
3. Description of how success will be measured 

Put in place a system to efficiently handle customer complaints without engorge the after-sales service.
Measuring Success/Outcomes
Timely consideration of all customer complaints.
Put in place a system to efficiently handle customer complaints
without engorge the after-sales service.
To verify this proposal we can study the level of congestion of
the after sales service. The method of the mail will permit to
distribute the number of calls in time to avoid overloads and thus
mistreatment of problems or even interminable expectations on
the phone.
In order to check the effectiveness: it will be necessary to
observe the number of negative replies to the first email, the
processing time of the problem (time between the reply to the
email and the telephone appointment). If, over a long period
(more than 6 months), this period between the reply to the email
and the telephone appointment does not exceed an average of 3
days, the service may be considered not to be overloaded.
Check the numbers of problems treated during a period of time.
Check that a problem consider like simple, that the time of
treatment will be reduce compared to before.
It will be necessary to look at the number of problems considered
as simple, for example, before this solution is put in place and in
how long and to compare this after the solution is put in place.
The goal will be for the number of problems treated to increase
for the same duration of treatment. Or that for the same number
of problems the processing time is reduced.
Case 1: Consideration of time factor
Before 2 hours of treatment = 10 problems
Now 2 hours of treatment = 20 problems
2nd case: consideration of the factor number of problems
Before 10 problems = 2 hour of treatment
Now 10 problems = 1 hour of treatment
The number of alerts in relation to the websites of companies is
enormous if the service needs to warn individually for each
problem it will be complicated to the support service to manage
the problems. In order to facilitate the support service this
software will permit the support service to see the problems in
real time and their progress in their resolution. To see the
effectiveness of this proposal, it will be enough to make a
comparison between the duration of problem solving before the
implementation of this software and after.
To verify this proposal we can study the level of congestion of the after sales service. The method of the mail will
permit to distribute the number of calls in time to avoid overloads and thus mistreatment of problems or even
interminable expectations on the phone.

In order to check the effectiveness: it will be necessary to observe the number of negative replies to the first email, the
processing time of the problem (time between the reply to the email and the telephone appointment). If, over a long
period (more than 6 months), this period between the reply to the email and the telephone appointment does not exceed
an average of 3 days, the service may be considered not to be overloaded.

Second problem :

1. Job to be Done

A complaint is filed by a person, how to solve the problem? A person explains to the after sales department that the
clothes received does not correspond to his size. The after-sales department must notify the support department as soon
as possible so that it can solve the problem.


2. Definition of success

Check the numbers of problems treated during a period of time. Check that a problem consider like simple, that the time
of treatment will be reduce compared to before.


3. Description of how success will be measured 


It will be necessary to look at the number of problems considered as simple, for example, before this solution is put in
place and in how long and to compare this after the solution is put in place. The goal will be for the number of problems
treated to increase for the same duration of treatment. Or that for the same number of problems the processing time is
reduced.

Case 1: Consideration of time factor

Before 2 hours of treatment = 10 problems
Now 2 hours of treatment = 20 problems

2nd case: consideration of the factor number of problems

Before 10 problems = 2 hour of treatment
Now 10 problems = 1 hour of treatment
The number of alerts in relation to the websites of companies is enormous if the service needs to warn individually for
each problem it will be complicated to the support service to manage the problems. In order to facilitate the support
service this software will permit the support service to see the problems in real time and their progress in their
resolution. To see the effectiveness of this proposal, it will be enough to make a comparison between the duration of
problem solving before the implementation of this software and after.
In the instruction they ask to put again these different parts :
- Brainstorm personas,
- Real-life examples of your top persona for me is Make Your Persona Testable & Actionable with a Screener,
- Problem scenarios, alternatives, and value proposition trios

Part: Brainstorm Personas

As requested in the instructions this is the summary table of my reasoning regarding this part.

In order to understand who these people are, why their sector of activity is important, how the prioritization was made,
it is necessary to develop the reasoning (below)

The software will impact the company’s online service. Customers will inevitably be affected. However once the
software is fully operational the various services of the company will only be in contact with this software when the
customer will have a problem after the delivery of its product.

The important "personas" of this project are therefore directly related to the clothing return process.
 1: Free Form Personas List- More
is More Here!
- Keyah, responsible for the
relationship with DYT, employee
of a conveyor
- Pablo, Technician
- Elodie, Data scientist
- Liam, computer scientist
- Alberto, communication officer
- Lisa, management assistant
- Inaya, product manager
- Amber, legal officer
- Salma, telephone agent
- Amina, Manager of the after sales
service
- Marius, telephone agent
- Thomas, Director of computer
systems
- Lamine, Legal manager
- Carla, Inventory manager
- Ryan, Employee in the Inventory
Department
- Joseph, Salesperson
- Alexandra, Salesperson
- Sohan, Marketing assistant
- Ashley, Employee in the returns
Department
- Laura, Spanish customer, student,
25 years old, single
- Clémentine, french customer,
salesperson, 28 years old, single
- Julia, Italian customer, student, 25
years old, as a couple
- Djamila, deutsche customer, Data
scientiste, 27 years old, as a couple
- Jahia, english customer, lawyer, 26
years old, as a couple
In order to know what type of person will be interviewed it is necessary to understand how in practice this new product
will impact the company.
I will divide this reasoning into two main themes:
- External impact
- Internal impact
2: List in Priority Order
- Laura, customer
- Clémentine customer
- Jahia customer
- Liam, computer scientist
- Pablo, Technician
- Elodie, Data scientist
- Salma, telephone agent
- Marius, telephone agent
- Amina, Manager of the after sales
service
3: Notes (Optional)
Priorise between people outside the
company and internal: My choice is
initially focused on customers, it is
them who once the software is set up
will be the first to be touched by
technologie evolution.
Afterwards in case of problems
during orders that the after sales
service will be contacted,
nevertheless it will be necessary to
repair the software which is
extremely important for the
company. The service support is
therefore the second in the order of
prioritisation and the after sales
service is the third.
We have chosen these three clients
because it represents a varied panel
of the five existing ones, permitting
to have the maximum of
informations.
The computer scientist is the first in
the list since in case of problem it
can be detected quickly where is the
problem in the software.
The technician is second since he
will be able to support the computer
scientist. The data scientist will
intervene only in cases of major
problems or a new point of view will
have to be brought.
Regarding the After sales service the
prioritisation is equivalent on the two
telephone agent who will have the
customer directly on the phone, this
explains their importance. The
manager is important to manage the
team but will not be confronted
every day to the customer.
This new product will impact people outside the company (conveyor, customers) but also people inside the company
(employees) in their daily work.
Once the maximum number of people developed in these two themes, I will prioritize these people based on the
importance of the impact on them.
Before starting it would be necessary to explain how the system of return of the online sale of the company works
before the introduction of the new product.

I. Before set up of the software

A. Steps in the clothing return process

Step 1: the customer orders a clothes.

Step 2: The data provided by the customer is collected, encrypted, and stored in compliance with the regulations in
force with a control of the legal department.
Step 3: the company (internal team (A)) will select the goods and make them loaded in trucks.
Step 4: The team responsible of the link with carrier will contact the carrier for deliveries.
Step 5: the carrier will make deliveries to different customers.
Step 6: the clothes does not fit, the customer contacts the after sales service and explains his problem.
Step 7: the After sales service explains the process to follow to the customer for the return of the product.
Step 8: the customer complains about a bad explanation on the website when describing the product for example.
Step 9: the after sales service department notifies the communication/marketing/sales department to prevent customer
dissatisfaction.
Step 10: the communication/marketing/sales department chosen which solution adopted towards the customer, in our
example bad product explanation the sales sector of the product contacts the support service in order to modify the
website and sends the new text to indicate and accordingly warns the after sales service.
Step 11: the after-sales service apologizes for the bad information given by the site for example, specifies that the
necessary was done to specify more information and offers the customer (discount or small gift) for the inconvenience.
Step 12: the support service receives the alert makes the change and notifies the after sales service and the
communication/marketing/sales service of the change.
Step 13: The team in charge of the link with carrier contact him to notify him of a return.
Step 14: The carrier retrieves the product and returns it to the company’s warehouses.
Step 15: an internal team receives the goods and automatically indicates receipt validation.
Step 16: this validation automatically triggers a message to the first internal team (A) that selects the new merchandise
for loading in trucks.

B. List of the main people working in the return process

- Keyah, responsible for the relationship with DYT, employee of a conveyor

- Pablo, Technician
- Elodie, Data scientist
- Liam, computer scientist
- Alberto, communication officer
- Lisa, management assistant
- Inaya, product manager
- Amber, legal officer
- Salma, telephone agent
- Amina, Manager of the after sales service
- Marius, telephone agent
- Thomas, Director of computer systems
- Lamine, Legal manager
- Carla, Inventory manager
- Ryan, Employee in the Inventory Department
- Joseph, Salesperson
- Alexandra, Salesperson
- Sohan, Marketing assistant
- Ashley, Employee in the returns Department
 II. Set up of the new software

A. Impact on outside person of the society

a Carriers

It should be noted that carriers play an important role in the company’s return of goods system but also when the
company is moving goods between these different premises (factory-shops).
They will obviously be impacted by this new software. Since if this software works properly, the number of returns will
decrease. Our company will obviously save money on that.
We will have to be careful about these relationships with these carriers so as not to lose them, for example if DYT has a
exclusive contract with the carriers, they could only work with us, renewing the contract to allow them to work with
others to make up for the loss of our returns).

b. Customers

The people outside the company who will be extremely affected by the arrival of this new system, will be the
customers. For several reasons, initially their internet purchasing system for this company will be completely modified.

Customers will have to take photos of themselves (dressed/ without face) and transfer them to the company for the
software to process the photos and define the size, measurements and morphology of the customers. The software will
then trigger a search in the company’s database for all the clothing corresponding to the customer and the required sizes.

From there customers will be contacted by a counselor (robot) generated by the software which based on the recovered
data will offer the customer exactly the clothes that will fit them and the sizes to choose. The customer can therefore
have a personalized advisor for this brand. The customer will select the clothing that he wants and sizes and validate his
purchases.

The new problem for the customer concerns especially the recovery of this data. As well as how to make online
purchases.

c. Priorise between this two « persona »

If we try to prioritize between these two types of "persona" we realize that the client will be extremely impacted by this
new software. The carrier will see some of its turnover decrease, but if it has the opportunity to work with other
companies, it will be able to deal with this problem quickly. It is true that the customer could buy these clothes
elsewhere but here the goal is to know what «persona» prioritize for our company. In this case the customer will
therefore be more important than the carrier.

The question then arises which type of customers ?

Then It will be necessary for the company to study its customers online.
We know that these current collections are women’s collections. Nevertheless his short-term project is to develop a male
collection and long-term family clientele. As a result, this new software must be able to respond to the next strategic
evolution of the company. The order of priority in these "persona" will therefore be organized in this way. Firstly
women, then men, and finally families. Families actually cover men and women. However, their purchase will no
longer be for them exclusively but also for their child (it will be necessary to ensure full transparency in the case of data
management and protection) if it is necessary to operate photos. The three category in order will be : Women, Men,
Parents.

To further clarify the category of woman it will be necessary to target which type of woman buys more clothes of the
society on the internet, what age group, what occupation, what time spend - hobbies, has she got a family life, what is
their geographical situation, their status (single, married, etc.), their reason for purchase (pleasure, necessity).

Following various studies and questionnaires sent to customers, we were able to recover names of people who agreed to
interact with us in order to develop the best possible implementation of this new software. The questionnaires revealed
that the majority of DYT’s clients are women between the ages of 25 and 30 at the end of their university studies or
having started their first job, who mostly buy online for pleasure by the ease that the Internet provides, in couple but
also single, and largely European. We mainly retain clients such as:

- Laura, Spanish customer, student, 25 years old, single

- Clémentine, french customer, salesperson, 28 years old, single
- Julia, Italian customer, student, 25 years old, as a couple
- Djamila, deutsche customer, Data scientiste, 27 years old, as a couple
- Jahia, english customer, lawyer, 26 years old, as a couple
 B. Impact on person internal to the society

Different teams will be affected by this new software:

- the IT team (support),
- the legal team,
- the after sales service team,
- the marketing/communication/sales team,
- the transport link team,
- the teams in charge of the returns in the warehouses
- and the one responsible for returning the new clothes.

1. New Steps in the clothing return process after set up of the software

Step 1: the customer takes a photo of him and orders a clothes on the advice of our software.
Step 2: The data provided by the customer is collected, encrypted, and stored in compliance with the regulations in
force with a control of the legal department.
Step 3: the company (internal team (A)) will select the goods and make them loaded in trucks.
Step 4: The team responsible of the link with carrier will contact the carrier for deliveries.
Step 5: the carrier will make deliveries to different customers.
Step 6: the clothes does not fit, the customer contacts the after sales service and explains his problem. Unlike the first
process, the customer is obviously dissatisfied if the problem in question concerns the size of the clothes. So the
customer complains about bad advice.
Step 7: the after sales service provider apologizes for the problem and explains the process to follow to the customer for
the return of the product.
Step 8: the after sales service department notifies the communication/marketing/sales department to prevent customer
and customer dissatisfaction and support service to explain the software problem.
Step 9:
- the communication/marketing/sales department chosen which solution adopted for the customer.
- the support service receives the alert makes the repair of the software and notifies the after sales service and the
communication/marketing/sales department of the modification.
Step 10: the after sales service department apologizes for the bad advice and offers the customer (discount or small gift)
for the inconvenience.
Step 11: The carrier link team contacts the carrier to notify them of a return.
Step 12: the carrier retrieves the product and returns it to the company’s warehouses.
Step 13: an internal team receives the goods and automatically indicates receipt validation.
Step 14: this validation automatically triggers a message to the first internal team (A) that selects the new merchandise
for the load in the trucks.

There are a modification of the importance between the different services.

Here the process has changed, it is the after sales service who will contact directly the support function of the software
problem in order to shorten the repair times as soon as possible.
Unlike the previous process, our problem was "bad information" which concerned only one particular product and not
the entire collection. In the event of a commercial move, the customer could then choose another product even before
the support service is corrected the information of the problematic product. Here the problem of the software concerns
the entire collection. The support service must therefore be contacted directly by the after sales service. Therefore when
the after sales service offers the commercial gesture (reduction) the customer will be able to use the functional software
directly.

In our old process if a problem arrive it concerned generally one product, except in exceptional cases where the entire
website has a problem. But with our new software (which thanks to photos of the customer will be able to offer him the
best clothing in connection with their morphology and the corresponding sizes) if a problem occurs this is more
important than a simple problem of the website. Indeed if the site has a problem customers cannot buy. But if our
software has a problem customers could buy bad products that will be shipped and that will not fit them.
Therefore it will be necessary to take care of the cost of the returns and make a commercial gesture for all the customers
where the personalized advice of our software doesn’t work. This will result in a big loss of money for the company.
The urgency behind such a software problem is extremely important.
 2. Importance of different services

a Support Service

The people who make up this team are extremely important, their daily lives may change with the introduction of this
new software. The teams will be contacted earlier and the problem to be solved will be more important for the company.
In addition, the data collected will be more numerous (photos) so the teams will have to check upstream with the legal
department the quality of these new data to know how they are processed.

b Legal team

These teams are important mainly for the processing of new data and potentially the possible responsibility of bad
software advice. However, data protection has previously existed and will need to be updated if necessary.

c Team responsible for the clothes.

These teams are almost unaffected by the new software directly since it sends the goods (shops, first orders and returns).
The decrease in returns will only matter the number of sends but not the way to work.

d Team in charge of the link with the carriers

As can be seen in the previous process, these teams will have the same relations with the carriers if returns are made.

e After sales service team

This team will be profoundly changed in its operation with the implementation of the new software. First of all, all
teams will obviously have to be trained to understand how this software works. Nevertheless, this team in direct contact
with the customer will need to receive additional training in order to be able to respond to the best to the customers. In
addition its emergency process is modified by the implementation of this software. It will now be his responsibility to
contact the support department to initiate the software repair.

f Marketing/communication/sales team,

This service will not have a big impact on their work, they will always make commercial gestures. And should not
notify the support service.

g Teams in charge of the returns in the warehouses

For the internal team sending the goods, this team will still receive fewer returns, which is mostly automated, will not
disrupt their daily life. Based on this information to prioritize sectors and select important “persona”. Priority will be
given to the support service, then the after sales service, the other sectors will only be affected indirectly.

3.Prioritization order

Now to know how to prioritize between external and internal people. My choice is initially on the client, it is the person
who once the software is set up will be the first to be touched daily by the technological evolution. Afterwards in case of
problems it is the after sales service that will contact, nevertheless the fact to repair the software is extremely important
for the company, so the second category really important is the support service. The ordre is :

1. Customers
2. Support Service
3. After sales service
To develop this « persona » we will choose three person by category.

1. Customers :
- Laura, Spanish customer, student, 25 years old, single
- Clémentine, french customer, salesperson, 28 years old, single
- Jahia, english customer, lawyer, 26 years old, as a couple
We have chosen these three clients because it represents a varied panel of the five existing ones, permitting to have the
maximum of informations.

2. Support service :
- Liam, computer scientist
- Pablo, Technician
- Elodie, Data scientist
The computer scientist is the first in the list since in case of problem it can be detected quickly where is the problem in
the software. The technician is second since he will be able to support the computer scientist. The data scientist will
intervene only in cases of major problems or a new point of view will have to be brought.We do not take the Director of
computer systems knowing that its job will not be modified in its every day by the software, there will obviously be
limited implications regarding these three people.

3. After sales service :

- Salma, telephone agent
- Marius, telephone agent
- Amina, Manager of the after sales service
Regarding the SAV the prioritisation is equivalent on the two telephone agent who will have the customer directly on
the phone, this explains their importance. The manager is important to manage the team but will not be confronted to
the customers every day.
 Part : Make Your Persona Testable & Actionable
with a Screener
Persona Screening Question Threshold
- Laura, customer How many times a month do you buy
on our website ? <5

- Liam, computer scientist How many times a month did you

intervene on programming related to <6
the website?

- Salma, telephone agent How many client calls did you

receive by day ? <5

I have decided to select one person by category from those present in Part 2.

About Laura the client:

I decided to ask this question in order to determine if this person is a regular customer of the site (interesting for the
implementation of the software).

About Liam the computer scientist:

I decided to ask this question in order to make sure that he is a computer scientist and not a manager and if he is job is
to fix the programming problems behind the website.

About Salma, telephone agent:

I decided to ask this question to make sure that this person was a telephone agent and not a manager.

Part : Develop Problem Scenario, Alternatives,

Proposition Trios
Here there are the two problems that I decided to put forward, the first concerns the (IT) support service of the company
and more specifically the work of our computer scientist (Liam), the second concerns the after sales service and more
particularly the work of our telephone agent (Salma).
Problem Scenarios
The IT Interventions take an average
of some time. If an intervention on
the website lasts too long the support
service does not have the possibility
to warn other services that the site is
potentially blocked.
Engagement Metrics
average duration of an intervention
1H.
exceptional duration 3H.
With the large number of calls the
telephone agent does not quickly
warn the support function (time to
write an email or call) of problems.
Engagement Metrics
average call number > 20/ pers.
Current Alternatives
A warning message warning other
departments of the company of the
longer duration of the intervention
would prevent the whole company
and have better communication
within the company.
Setting up a system where the after
sales service person simply has to
click on a button.
Example: when the dissatisfied
customer call, the telephone agent
will have to explain what is wrong,
by completing a pre-filled table with
information to complete (day/hour/
reason for dissatisfaction) this will
facilitate the work of the service. In
addition, at the end of this table,
several buttons will trigger alerts and
send this card (table) to the
necessary department, media button
and communication button.
Your Value Proposition
Indeed if ever customers call, the after
sales service for example will better
answer the customer who calls to
explain that the site has a problem. In
addition, other services such as
marketing services that can work on
the design of the site for example will
know that the site is temporarily
down and that there is no need to
worry and can then do other things.
The introduction of an automated
alert would then make it much easier
to communicate within the company.
The automation of the transfer of
information by setting up this table in
the form of a sheet would permit for
all returns to have a template filled
always in the same way. This will
facilitate the transfer of information
(clearer).
The automation by using a select
button to choose to whom to transmit
the alert and the record will accelerate
the transmission of problems.