Customer focused product portfolio

The NFI (‘Nederlands Forensisch Instituut’, an agency of the Ministry of Justice) provides high-quality forensic services to its clients, which varies from giving advice on the crime scene to analyzing traces that might serve as evidence in court cases. The NFI is a central forensic institute with an extensive and dynamic product range.

Because of continuous technological developments and the demand to use state of the art techniques, it is sometimes difficult for the clients to choose the best product or service from 100s of products from 30+ different forensic disciplines. How could the NFI facilitate their customers to quickly get a good understanding of the full range of services?

The challenge

Simplify complexity:

• The NFI offers hundreds of products to clients. These include standard and bespoke options, as well as faster alternatives available for urgent needs. How can the NFI effectively communicate this wide range of products and variants without causing confusion?
  

• The police and prosecution need fast forensic results for urgent cases. While the NFI provides various products to accommodate this need, clients often request additional products out of a desire for prompt results. However, this can unintentionally extend overall lead times. How can the NFI address this challenge?
  

• The backgrounds of forensic disciplines vary, as do those of the clients (police, prosecutors, judiciary). While all parties collaborate, they also have diverse preferences regarding forensic products. How can the NFI provide clear information to all parties, accommodating everyone's needs?

The process

1) Comprehend current product portfolio

First, we wanted to get a thorough understanding of each NFI department and its offering. This involved analysing available information about each department’s products and way of working. Then we conducted interviews with all department directors to gather insights into their product range, operation procedures, and requirements.

2) Identify customer needs

The project aimed to develop a customer-driven product portfolio. Therefore, we conducted interviews with NFI’s clients -police, prosecutors, and judiciary- to gain insights into the context of forensic research. These interviews provided valuable information on the actual usage of NFI’s products in forensic investigations, as well as clients' experiences and requirements.

3) Develop a customer driven portfolio framework structure

We strived to create a customer-driven portfolio framework to showcase the entire product range on a single page for easy reference. Through a co-creation workshop with NFI and its customers, we explored various 'customer-driven dimensions' to develop a ‘customer driven framework’.

4) Position and adjust products

Next step was to position the products of 30+ forensic disciplines in the portfolio framework, in co-design workshops. In several iterations, many improvements were made. This created support throughout the organisation and resulted in a useful and robust framework, centered around customer needs.

5) Develop clear communication materials

The portfolio framework formed the basis for a set of communication materials. We designed the concept and lay-out of ‘The forensic book’, plus support materials for communication. An external partner was responsible for DTP work (preparing all print publications) and printing of the communication materials.

The result

• A clear portfolio structure that explains the extensive and complicated range of products and services of the different departments (with over 30 forensic disciplines) of the NFI in an easy manner.

• A book that provides an overview of all different products, including detailed information on codes, approach, deliverables, and delivery times for each product: ‘Het forensisch boek’ ('The forensic book').

• Additional communication material: Pocket size Z-Card and a large poster, to communicate the portfolio and popular DNA products.

Impact on NFI’s customers

• Enhanced collaboration in forensic investigations, facilitated by a clear overview of NFI’s products and services.

• Improved understanding of NFI’s products, intake criteria, and lead times, resulting in reduced unnecessary work and overall lead time reduction.

Impact on NFI

• Improved performance on key metrics in the service level agreement, attributed to reduced intake of unnecessary orders and lead time reduction.

• Cultivation of a more customer-centric mindset among key stakeholders within the organisation.

The client's response

“Deborah and Martin managed to let us see our product offering from a whole new perspective, in a pragmatic and creative manner. Clients are enthusiastic about the new presentation of our product range” · Team Leader NFI Front Office