Democratizing the digital product knowledge
A BIT OF CONTEXT
Mango was founded in 1984 and is today one of the leading fashion groups in the world. Based in its city of origin, Barcelona. In 2000 the company launched their e-commerce (Mango.com).
As a Product Designer Lead I organized a workshop to identify improvements in our design process. The design team mentions the need to understand deeply the Mango.com.
The reason behind this is because each designer works on one part of the customer journey and they do not have a global visibility of all the digital product. For example, there are product designers that work just at the check out, and others are focused on the searcher. There were even some product owners who did not know about the domains of their colleagues.
GOALS AND CHALLENGES
To talk to all the product owners and put them in agreement to decide which features are part of their team.
To create a customer journey and relate all the features with it.
To create a deliverable to synthesize Mango.com for new onboarding's.
HOW IT WAS MADE
Firstly, it's important to understand that each team is composed by one product owner, one or two product designers, one content designer, a range of four to six developers and a data analyst.
Each of the teams is entirely dedicated to a part of the customer journey. They are experts in their part.
To know which features were specific to each team, I interviewed all the product owners per separate to understand their product vision of his domain.
With the data form the interviews I summarized the conclusions in a provisional product ecosystem map.
With the map, I organized a meeting with all the product owners and the product manager to agree about the final vision.
This session was so productive that strategic decisions were made during the meeting about which team owned certain features. There were fun discussions.
In fact, we arrange an extra work session to agree about the final product ecosystem of Mango.com.
Reaching the Product Ecosystem
For the first time in 20 years, the company had the first map of Mango.com. A tangible, clear and accessible deliverable for everyone. And the most important thing, a shared vision with everyone one the same page.
The Product Ecosystem shows all the customer journey phases (inspiration, transactions, post purchase, engagement, etc.) of Mango.com. In each phase you can see the features associated, the team that owns it, a short description about it and where is available.
The Product Ecosystem includes all the Mango.com features. Each feature is represented in a white card shape with: the feature name, the team name that owns the feature, the channels where the feature is available for the customer (desktop, mobile, app and physical store) and a short description on this one.
RESULTS AND LEARNINGS
This exercise took 3 months to be done. Some stakeholders asked to print the Product Ecosystem so it was available for the collaborators in all Mango offices.
The map is used on onboarding for new collaborators and during talks to illustrate the visitors the complexity of the digital product of Mango.com.
Since the first version that I designed in 2019, each year the Product Ecosystem is updated to maintain and democratize the digital product knowledge.
Do you want to know more?
For further details don't hesitate to contact me through LinkedIn.
What I did
Interviews with the product owners.
Alignment and reach agreements with the product owners and the product manager.
Visual design of the Product Ecosystem.
Present the process and the deliverable to the ecommerce director of Mango.com.
2019 - present (updated every year)
Mango headquarters, Barcelona.