Who is Ecopetrol?

Colombia’s main oil company, it is engaged in the exploration, production, refining and petrochemicals of hydrocarbons, as well as the transportation of oil and gas. In 2020, Ecopetrol’s suppliers hired 33,964 workers, 84% of whom were local labour in the regions where the company operates. During the same year, 20% of indirect jobs created by Ecopetrol benefited women, with 21% of them being heads of households. The company also provided significant employment opportunities for young people aged 18-28 (6,075 jobs) and people over 45 (7,305 occupations).

The customer need

Ecopetrol’s Digital Products Department is looking for help to address key needs related to the adoption, connection and use of its digital products. As these aspects are fundamental to the success of the business and the company’s digital transformation, the expectation is to:

• Strengthen the adoption of the Digital Ownership methodology.

• Concretise and secure end-users’ connection and loyalty to digital products.

• Increase the use of digital products.

• Achieve the expected business results that support Ecopetrol’s digital reinvention.

How we solved it

The team carried out key activities for the implementation and application of improvements to the digital ownership methodology, from a change management perspective for behavioural change.

• Design of an adoption plan based on the D-Field methodology and Holistic Strategy Lab’s change management.

• Creation of artefacts for the conceptualisation and appropriation of the products.

• Implementation and execution of actions and artefacts to mobilise, train and position the products, with a focus on behavioural change.