Here is the background information on your task

After a discussion with the BCG project team, the client team agreed to improve the existing mobile app. The teams task is now to identify what features should be included in the app.

The Principal, Daniel, wants you to think from the customers perspective and in an agile mindset to brainstorm potential features that can be included in the app.

Here is your task

Sub-Task 1:

The team has developed a customer journey map. As you were the one who did the best practice market research, the team would like your views on which customer pain points we should focus on. Summarize your thoughts in a short email.

Sub-Task 2:

After a long discussion during the case team meeting, it was agreed that the focus area will be personalization. You will now need to brainstorm ideas to improve personalization of customer messages to increase ticket size and frequency of purchases from existing customers. Rather than just creating a long list of options, you should consider how you can group them into a number of logical categories that between them are collectively exhaustive, i.e., they cover the option space entirely.

Helpful Hints:

A good way to do option generation is to first brainstorm, then categorize, and then brainstorm again

Categories can be part of a formula, two diametrically opposite alternatives, or form a process.

Sub-Task 3:

From your long list of options, identify the criteria that can be used to prioritize the highest impact features. Apply your criteria to your long-list to create a shortlist of the top 3 features you would recommend your team focus on. You will not have data at this stage, so the aim is to do a quick and dirty estimate of how each option will score on the various criteria you have identified.