Case study
Strategic Alignment for E-Commerce Growth
Client
Industry
E-Commerce
Role
Discovery Workshop @ GroupM
Challenge
The e-commerce company experienced rapid growth during the COVID-19 pandemic, which led to operational inefficiencies and inconsistencies between design and business objectives. Key challenges included:
Fragmented strategies between design and business teams.
Lack of stakeholder alignment, resulting in unclear priorities and miscommunication.
Ad hoc problem-solving without a clear roadmap.
Mounting expenses for maintenance due to a disorganized approach.
The CEO’s expectations clashed with the reality of the disjointed workflows, while investors expected results. Additionally, a UX audit revealed significant usability issues that required strategic prioritization.
Solution
To address these challenges, I facilitated a two-day prioritization workshop aimed at:
Identifying Problems and Aligning Stakeholders
Mapped out existing pain points through discussions and insights from the UX audit.
Used prioritization methods (e.g., 80/20 rule, SWOT analysis) to focus on critical issues.
Creating a Strategic Communication Process
Established a roadmap with practical milestones.
Presented workflows based on proven methods from previous projects.
Developing Low-Budget Solutions
Introduced simple, feasible user testing processes despite budget constraints.
Encouraged collaboration without reliance on expensive tools.
Setting Clear Next Steps
Defined a strategy to guide the company’s design and business teams forward.
Created a framework for rapid testing and iterative improvements.
Results
+59.6% increase in conversion rates over the following year, despite a drop in website traffic.
Enhanced alignment and communication among stakeholders.
Strengthened the relationship between GroupM and the client, leading to:
Additional service engagements (e.g., marketing and brand strategy).
Improved collaboration and streamlined workflows.
Takeaway
This project underscored the importance of active listening and stakeholder alignment in achieving long-term success. By tailoring workflows to the needs of all involved parties, I demonstrated my ability to bridge design leadership with product management.
Even when stakeholders believe they are aligned, uncovering miscommunication and addressing it early can prevent significant roadblocks and ensure measurable results.
“I appreciate Pavel's strong, solution-oriented skills in organizing and leading meetings and workshops…"
“He excels in providing structure and guiding discussions, particularly in client-facing roles. A notable example was a crucial two-day kick-off workshop for a major client..."
Vaclav Hruska
Head of Creative Solution @ GroupM