About the Project

Two distinct customers are going to receive a portion of their product a significant period after initial purchase and would need to pay for an update. This design challenge was to provide a positive customer experience that maintains excitement in the product and trust in the provider. At the end of the 9 week sprint, the team delivered a fully mapped journeys for both unique customers, key insights from research, opportunity areas from prioritized moments that matter, and templates to continue ideation and prioritization.

Approach

Using design thinking methods and business models, we identified and created an ecosystem map of all key stakeholders from a vast array of siloed teams, created personas for two unique customers, mapped their individual journeys using the Forrester method, conducted two rounds of customer research, and facilitated two concept generation workshops around high priority moments from the journey maps.

Process

A cross-function team of six was brought together to solve a recently identified gap with on a launch that was across multiple siloed teams. Originally the ask was to develop a detailed journey map for two distinct customers, but which was expanded as we learned the complexity of the project. After conducting 12 stakeholder interviews, many of which were found through these interviews, we conducted inspirational analogous research on 5 companies/products and developed our customer personas. With this in mind, the team split into three distinct groups: journey mapping, ecosystem mapping, and customer research. I was a member of the customer research team.

Customer Research

Phase 1

• 12 one hour interviews

• Age 25-55, US residing

• Male and Female

• $40-150K salary

Learning Goal was to understand the expectations around

1. Software updates to either a physical or digital product

2. Omnichannel communications supporting software updates

3. ‘Pre-purchasing’ a feature at one point in time, in order to receive the use/value from it later

We were able to find some baseline feelings that overlapped for both customers in each phase, becoming out design principles, as well as specific themes to keep in mind for the individual customers. We were able to identify some key insights to further flesh out our customer journey maps around communication, pre-ordering, trust in companies, excitement for releases, and overall perception of the product being released in comparison to competitors. That information allowed us to move forward to our first iteration of concept generation.

Results

With our core deliverable of the customer journey map delivered, we were able to take the next step forward and start ideation workshops around highest priority moments in the journey. I took lead in creating a template format for a virtual workshop that could be easily adapted for each moment in the customer journey, from creating the spaces on a whiteboarding tool to creating a script that can be easily modified for future workshops. We took our key stakeholders through two of these hour and a half workshops, covering both of our customers. After synthesis and prioritization using theming and desirability and feasibility matrix were able to identify 4 overall recommendations for both customer journeys, as well as 3 specific recommendations for the top 3 identified priority moments in the journey. These were well received by the leadership team, as half the team continued on with phase 2 of the project and built on these learnings.