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Co-Designing Farm Natural Capital Profiles To Empower Farmers in Their Natural Capital Journey

By: Poppy Triscott

THE CHALLENGE

The LLS Board had endorsed a new program to support farmers and land managers in natural capital profiling, with a high-level strategy approved in early October 2023. LLS had entered the start-up phase of establishing this program, focusing on aiding in natural capital management and integrating environmental markets with existing landholder activities. The LLS Natural Capital team had sought an experienced service design consultancy to support them in co-designing and building an on-farm natural capital profiling service. The resulting service was intended to benefit target farmers and land managers, providing an end-to-end service experience delivered by on-ground staff.

THE APPROACH

Employing a customer-centric approach to service design.

The project objectives included helping LLS deeply understand their customer’s expectations and needs for the service and designing, testing, and validating a service prototype and outputs with customers and stakeholders.

To achieve these objectives, the following activities were undertaken:

The project began with customer, market, staff and third-party stakeholder research to deeply understand needs and preferences and uncover key service requirements.
These findings informed the development of a self-service portal prototype and service output documents which were rapidly tested with customers and iterated upon.
A service blueprint, technical use cases and high-level delivery roadmap were developed to support the build and piloting of the service.

OUTCOMES

A path forward for the piloting of the service.

The project resulted in a clear path forward for LLS to begin piloting the service:

By identifying key considerations for the service’s iteration based on customer and stakeholder findings and developing a roadmap of the next steps, the Natural Capital Strategic Coordination Team is now prepared to effectively plan for the service’s piloting with customers.
By developing a service blueprint, technical use cases, prototypes of the portal, and service output documents, LLS’ IT and Digital Comms teams are prepared to build and develop the service infrastructure.
By bringing LLS staff along the service design journey, teams are now familiar with the service and empowered to deliver the pilot to customers.

Poppy Triscott

Poppy is passionate about human-centred design and its potential to create huge value for our clients. She has delivered a variety of digital transformation programmes across multiple industries, taking a design-led approach to help businesses create customer-centric experiences and help solve strategic business problems. Her strong communication and storytelling skills enable her to guide clients along the experience strategy journey and engage and empathise with their customers. Poppy began her career in London as an analyst at Cognizant before moving into the design world at US-based creative agency Wongdoody, and subsequently Accenture Interactive. She brings her 6+ years of professional experience to help The Strategy Group’s clients define their customer experience strategy and reach their strategic goals. Poppy is driven by her interest in human behaviour and psychology to enhance customer experiences and improve people’s lives through digital design. She enjoys employing a curious, creative and people-focused lens to her work to deeply understand our client’s customers and design innovative solutions to meet their needs. Poppy possesses a Bachelor of Science in Psychology from the University of Southampton.