Rosenverse
Think global, adapt local: how service design accelerated B2B market entry by 6 months

This video is only accessible to Gold members. Log in or register for a free Gold Trial Account to watch.

Log in Register

Most conference talks are accessible to Gold members, while community videos are generally available to all logged-in members.

Think global, adapt local: how service design accelerated B2B market entry by 6 months

Gold
Thursday, November 20, 2025 • Advancing Service Design 2025
Share the love for this talk
Think global, adapt local: how service design accelerated B2B market entry by 6 months
Speakers: Tamara Kartoziia
Link:

Summary

Expanding into diverse European markets, AUTODOC PRO (phygital automotive aftersales service – digital b2b platform with in-person field support) faced a core challenge: how to scale quickly while adapting to radically different customer needs, digital behaviors, and cultural contexts—without local teams in place. Business stakeholders pushed for speed, but early attempts showed that a one-size-fits-all approach didn’t resonate. To solve this, I led the creation of a structured, repeatable market entry framework rooted in service design. Working with over 20 cross-functional teams—including business, product, UX, engineering, marketing, and market intelligence—we used JTBD journey mapping, Blue ocean strategy canvas and visual needs mapping to uncover what truly matters to customers in each market. This enabled fast, aligned, and customer-relevant go-to-market strategies, reducing time-to-market by 50% and embedding service design as a business enabler.

Key Insights

  • Launching new markets without a structured process caused repetitive delays and inefficiencies, exemplified by the 12-month Germany launch preparation.

  • A repeatable market entry framework that visualizes all activities and dependencies accelerates alignment across many teams and countries.

  • Creating a single source of truth in a universally accessible format (Excel on Google Drive) accommodates varied digital literacy across teams.

  • Deep ethnographic research with ‘extreme users’ in target markets builds authentic customer empathy even without local teams.

  • Italian garage market culture emphasizes specialization over direct competition and involves close, almost familial supplier-customer relationships.

  • Combining customer journey mapping and jobs-to-be-done into a hybrid framework enables a detailed, role-based understanding of complex B2B customers.

  • Prioritizing customer needs by importance rather than addressing all pain-points leads to more valuable solutions for both customers and business.

  • Co-creation workshops uniting product, business, marketing, and local stakeholders break down silos and create shared ownership of strategy.

  • Analyzing competition through the lens of customer needs helps identify blue ocean opportunities instead of copying features.

  • Service design can evolve from a support role to a strategic driver that transforms organizational processes and accelerates growth.

Notable Quotes

"My definition of service design is dancing with needs and value."

"When we first started expanding, our internal process felt like being stuck in a massive traffic jam."

"We were reinventing the wheel every time we entered a new market, which was incredibly slow and inefficient."

"We needed a scalable system and GPS that everyone could follow with clear lanes for each team."

"Our framework is our playbook, our single source of truth for every launch."

"Notice period sometimes can be more than three months for some roles, so parallel activities are essential."

"The focus isn’t on head to head competition, but on specialization and differentiation in the Italian market."

"Combining customer journey mapping and jobs to be done gave us a clear set of opportunities stemming directly from the garage’s reality."

"We are no longer just a collection of cars, we are a focused racing team ready to hit the track."

"Service design stops being just a support function; it becomes the strategic driver that transforms organizational performance."

Ask the Rosenbot
Melissa Schmidt
How UX Research Hit It Big in Las Vegas
2019 • Enterprise Experience 2019
Gold
Rachel Posman
"Ask Me Anything" with Rachel Posman and John Calhoun, Authors of the Upcoming Rosenfeld Book, The Design Conductors
2024 • DesignOps Summit 2024
Gold
Greg Petroff
Design is the Differentiator: Bringing New Design Innovations to a Very Antiquated and Very Large Industry
2021 • Design at Scale 2021
Gold
Wyatt Hayman
Global Research Panels
2020 • DesignOps Community
Aaron Stienstra
Leveraging Civic Design to Advance Equity and Rebuild Trust in the US Federal Government
2021 • Civic Design 2021
Gold
Luca Rager
Empowering Gaming at Scale: How Xbox Builds Powerful, Automated, and Distributed Design Systems with Sketch
2021 • DesignOps Summit 2021
Gold
Raven Veal
Dark Metrics: Illuminating the Negative Impact of Digital Health Design
2021 • Advancing Research 2021
Gold
Christian Madsbjerg
Influencing Strategy
2020 • Advancing Research 2020
Gold
Jemma Ahmed
Theme 2 Intro
2024 • Enterprise Experience 2020
Gold
Saara Kamppari-Miller
"Prototype" vs "Prototype"--Breaking Down and Rebuilding Our Understanding of What We Do
2019 • DesignOps Summit 2019
Gold
Bria Alexander
Opening Remarks
2023 • DesignOps Summit 2023
Gold
Ariel Kennan
Theme Two Intro
2022 • Civic Design 2022
Gold
Elizabeth Churchill
Exploring Cadence: You, Your Team, and Your Enterprise
2017 • Enterprise Experience 2017
Gold
Rob Mitzel
The Tale of Two Companies: Building a Successful UX Practice in a Century-Old Enterprise
2024 • Enterprise Experience 2020
Gold
Charlotte Vorbeck
Pipeline to Civic Design
2021 • Civic Design 2021
Gold
Dr. Jamika D. Burge
Bridge Building across Research Disciplines
2021 • Advancing Research Community

More Videos

Erin Weigel

"Increasing page load time by three seconds can nullify all your design improvements."

Erin Weigel

UX Lessons from running more than 1,200 A/B Tests

July 10, 2024

Mike Oren

"To innovate smarter, you need to get access to the roadmap as early as possible and start research even when not asked for it."

Mike Oren

Why Pharmaceutical's Research Model Should Replace Design Thinking

March 28, 2023

Lija Hogan

"Regulations are design problems, not just technical ones, influencing how we create products and experiences."

Lija Hogan Milan Mijatovic Sam Proulx Louis Rosenfeld

Three Years Out: Perspectives on the Near-Term Future of User Research

March 15, 2024

Heidi Trost

"People become incrementally more comfortable giving away data because they see the value AI provides."

Heidi Trost

When AI Becomes the User’s Point Person—and Point of Failure

August 7, 2025

Adam Cutler

"None of this matters without outcomes; we design to make people’s days better, not just to design."

Adam Cutler

People + Places + Practices = Outcomes

June 8, 2016

Rittika Basu

"Technophobia is an irrational fear and unease towards modern technology."

Rittika Basu

Age and Interfaces: Equipping Older Adults with Technological Tools

February 23, 2023

Saara Kamppari-Miller

"Nothing about us without us is the mantra we embrace when doing inclusive design operations."

Saara Kamppari-Miller

DesignOps for Inclusive Design and Accessibility

May 26, 2022

Bria Alexander

"I often find myself wondering what I really gained from time away from my desk beyond swag and catching up with colleagues."

Bria Alexander

Theme Two Intro

October 3, 2023

Laine Riley Prokay

"Preparation is critical to set up new practitioners for success, including equipment, access, expectations, and introductions."

Laine Riley Prokay Lisa Gordon

Carving a Path for Early Career DesignOps Practitioners

September 9, 2022