A 1-month Design Thinking Program to Solve Attrition Issues at a leading B2B eCommerce Giant
CHALLENGE
Tackling Employee Attrition
A key player in India’s last-mile logistics space faced a critical challenge: high attrition among its
sales fleet. With growth ambitions tied closely to a stable sales force, addressing this retention
problem became a business imperative. To understand the root cause(s) and design relevant
solutions, the company collaborated with GlobalGyan Leadership Academy for a structured 2-
day workshop.
SOLUTION OFFERED
Design Thinking Program
Leveraging our experience of designing leadership journeys for top Indian brands, we designed a
month-long Design Thinking Program—a blended learning journey for the company’s business
heads to find innovative solutions for the root cause(s) of employee attrition.
2 Day
Workshop
4 Hrs
Pre-Work
24
Participants
Mid-Senior
Participants
Day 1: Foundation Setting
- Framing the Problem: Pinpointing the attrition challenge and mapping its organizational
impact. - Stakeholder Mapping: Identifying key influencers and impacted groups.
- Persona Creation: Building detailed sales fleet personas to empathize with their experiences.
- Assumption Listing: Documenting beliefs around causes—primarily work pressure and
compensation.
Post-workshop fieldwork: Participants validated assumptions through three weeks of on-ground
interactions with the sales teams.
Day 2: Reconciliation & Action Planning
The field findings surprised the leadership team:
- Myth Busted: As opposed to initial presumption, the attrition was neither attributed to
compensation, which was industry-leading, nor work-life balance, which was satisfactory. - Key Findings: What drove attrition was a lack of belonging and growth opportunities.
PROGRAM IMPACT
Action Plan & Implementation
The Design Thinking journey enabled leaders to unearth deeper behavioral drivers behind
attrition. The company introduced an Employee Engagement Plan for community building,
Skill Development Training for career growth, and Recognition Initiatives like welcome kits
and freebies. These actions boosted employee satisfaction and reduced attrition significantly.
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