How can the existing product portfolio be adapted to the management mode of VSEs and SMEs? How can the solution be adapted to reach a large panel of occasional users? How the needs be structured in order to generate the maximum value for the user ?
Maileva is an outsourcing solution to send and remotely manage professional documents. It is used by more than 15,000 companies to dematerialize their multichannel communication. DOCAPOST, a subsidiary of La Poste Group, the solution's publisher, chose unknowns to assist in the identification and the implementation of new development opportunities around this product.
Strategic roadmap : definition of the target ecosystem and UX requirements.
Rise in digital skills : orchestrate a first user-centred project and agile mode
Production of a first emblematic service : new Maileva Pop service
The challenge: creating an interoperable ecosystem of management services for SMEs
The objective of this first phase was to explore the needs and problems of SMEs to better rethink the role of Maileva. Thus, we conducted and delivered an ethnographic study, an internal exploration and a market study.
■ Interviews with SMEs managers and employees
■ Observations at SME premises
■ A benchmark of the SaaS tools market
■ Internal interviews at Docapost
From the new role selected, we identified business opportunities and measured their feasibility. At the end of this phase, we came up with a strategic platform (target, role, offer, business model) and delivered a marketing roadmap.
■ Definition of 4 scenarios of evolution, at the crossroads of strategic pillars (SME, market, Docapost)
■ A workshop of selection and refining of the value proposition
To produce efficiently, the mission must be framed upstream. Which is why we set up a planning, a team, and implementation guidelines (UX principles, ecosystem).
■ Implementation planning
■ Creation of an ad hoc team: Product Owner, UX Designer, DA ...
■ Definition of work methodologies and KPIs
■ Macro-paths mapping
Last step: the production of the new Maileva Pop service. Our role was to support the project management by enboarding the Docapost team, in charge of designing and testing the interfaces.
■ Production of interfaces (UX, UI, editorial)
■ User testing programs
■ Participation in governance bodies
Understand the needs of target users: SMEs.
Redefining the strategic base around 2 logics of offers.
Define a 3 years project roadmap.
Design Maileva Pop, SaaS application for sending dematerialized mail.