Jira 和 Confluence 如何改变 Worten 的线上与线下零售业务

挑战：葡萄牙零售连锁品牌 Worten 希望通过整合其电商平台与旗下 250 家零售门店网络，实现数字化零售与实体零售的融合。

解决方案：Worten 实施了 Jira 和 Confluence，以促进更高效的协作、加快开发速度，并将其愿景变为现实。

影响：目前已有超过 1500 名员工使用 Atlassian Teamwork Collection 开展跨职能工作流，实现了 5.5 倍的投资回报率，并每年节省 12000 小时的工时。

成为“以数字为先，兼具人性化的公司”

在葡萄牙，超过 50% 的人居住在距离 Worten 商店不到 30 分钟路程的地方。消费者在这家连锁店可以买到从电子产品到家具的所有商品。自 2018 年起，Worten 决定进一步提升这种便利性。

数字化转型负责人 Felipe Ferreira 解释道：“我们的愿景是打造一家依托实体门店、兼具人性化的数字化公司。”其目标是打造一种整合式客户体验，将线上购物与 Worten 旗下 250 家门店的网络连接起来。

为了迈入这一时代，Worten 构建了全新的系统架构和全组织范围的协作平台。借助这一点，项目群管理、任务监控和依赖关系映射得以通过 Jira 和 Confluence 实现，而这两款工具均属于 Atlassian 的 Teamwork Collection 工具集。如今，全组织近 1500 名员工都在使用这一解决方案，在为葡萄牙消费者重塑零售业格局的同时，始终保持高效专注与紧密协同。

Online shopping 🤝 in-person shopping with help from Jira and Confluence

Worten set out to create a true omnichannel shopping experience, with customers interacting both online and in stores. Before the transformation, Worten’s website and app were not fully integrated with retail stores. For example, customers could not make in-person returns for goods purchased online or check in-store stock availability in real time. Now they can — plus more capabilities, like 15-minute click-and-collect orders and 2-hour home delivery.

Worten created the Digital Transformation Team under Felipe’s management to lead this shift. “It was important for us to keep the human touch with our network of stores,” he explains. “Customers need online convenience, but they also want to visit us, touch the products, and talk to people.”

Felipe’s team would help Worten’s IT team ensure smooth delivery and implementation of the new systems architecture — a massive, cross-functional project. “We have many teams working in parallel, and if they can’t easily get input from each other, they’re blocked,” says Felipe.

Before the transformation, Worten teams all used different tools, including OneNote and Excel. Without a central platform, many teams struggled with collaboration, time-consuming meetings, and long email threads.

Once Digital Transformation rolled out Jira and Confluence, 140 teams finally had a shared space to work together. Whenever a team member needs information from another employee, they can simply tag their colleagues and move forward. “Jira and Confluence connect our teams to make magic happen,” says Felipe. “They give us a common language, shared workflows, and make interdependencies clear.”

From Logistics to Legal, Atlassian tools help teams drive action

So far, Worten’s Digital Transformation Team has used Atlassian tools to:

1. Connect technical and development teams with each other to improve product velocity and act on customer feedback faster

2. Link business functions with their respective IT teams to resolve IT issues faster

3. Connect senior leadership to teams' daily work in order to keep decision-making tied to strategic goals

Worten rolled out their digital transformation in waves, starting with high-impact areas of the business. One of these was the main logistics dispatching system. “This system is the heart of our organization, controlling the delivery of goods to our customers,” says Felipe.

The new dispatching system makes more complex in-store and online delivery flows possible. These include self-service order scheduling for customers, automatic inbound orders to maintain stock levels, and picking up unwanted products for disposal as part of delivery service.

At Worten, 17 multi-team “tribes” control these complex delivery flows. Jira keeps them synchronized in real time, with clear visibility into blockers and progress. “We couldn’t have done this without Jira,” says Felipe. “It’s the best thing to manage all this complexity.”

Teams across the business, including Legal, noticed how Jira could improve their work too. “I never would have guessed a legal team could use Jira, because they generally rely on email and phone calls,” says Felipe. “But Jira’s been wonderful for them. It makes lawyer’s workloads and lead time very visible, so it’s easier to prioritize tasks based on urgency, and reallocate if someone goes on vacation.”

Automating and roadmapping with Jira Premium

Worten chose Jira Premium to use Jira Plans' advanced roadmapping capabilities. With Jira Plans, senior leadership shares their strategic priorities in planning meetings, and Felipe’s team adds those priorities to Plans to build roadmaps, guide prioritization, and track cross-team dependencies.

“Jira Plans' advanced roadmaps help us visualize where we have red zones, showing how many tickets, issues, or stories are blocked on each team,” Felipe explains.

Worten also started using Atlassian Automation in Jira Premium to streamline recurring processes. For example, Jira Automatically reminds teams to run the analysis needed for monthly reports. These automated reminders add up at a company of Worten’s scale. At 30 seconds saved per issue, the automation has saved 9 teams a total of 8 hours each month.

Sharing institutional knowledge and processes with Confluence

Confluence acts as Worten’s centralized knowledge base. “All the knowledge and documentation we need lives here, from protocols to meeting takeaways,” says Felipe.

For example, Confluence plays an integral role in Worten’s prioritization. During every planning session, team members document notes and takeaways in their connected workspace. Relevant reports and dashboards from Jira integrate with Confluence pages so teams can discuss outcomes and progress in real time.

Confluence also helps Worten get new hires up to speed. The team created training documents for different departments and roles, each containing important policies, processes, and tutorials on how to use the company’s go-to tools, including Jira.

A new way of working to create groundbreaking customer experiences

Today, Worten’s vision for an omnichannel customer experience is becoming a reality. With Atlassian’s Teamwork Foundation tools, cross-functional collaboration has transformed from a pain to a pleasure.

As teams use Jira and Confluence to speed up communication, they can act on customer feedback and ship new ideas faster. “It’s hard to even estimate how much time we’re saving with Jira,” says Felipe. “We’ve used it to create a new way of working that didn’t exist before.”

Like most retailers, Worten’s operations are becoming more complex. But with a new approach and better teamwork tools, that’s not slowing down their teams. “Our teams talk about Jira with a lot of passion and engagement,” says Felipe. “As Head of Transformation, that’s the best possible feedback. We don’t need to push people to use Jira and Confluence, because it’s genuinely bringing value.”