When we were asked by the leading creative software brand (whose products we love and use on a day-to-day basis) to detail out their product customer care journey, we jumped at the opportunity. The aim was to understand the needs and obstacles of a beginning user (as they are becoming a customer, and throughout their lifecycle with the product) and identify solutions to their most urgent obstacles.
We ran a Journey Workshop, using existing insights into two key personas, and used the findings to create a range of artifacts. My worked included:
- Comparative/competitive landscape of “best in class” service experiences
- Findings analysis and empathy mapping
- Design of our final deliverable: a micro- and macro-view “map” of the detailed user journey, pain points, and opportunities.
“Buy” phase: Detailed view
Includes verbatims from research (mixed in with assumptions) of what the user is potentially thinking, feeling and doing, as well as the devices and experiences they are likely engaged in at that point.
Both the client and agency team members brainstormed and contributed ideas that could address key pain points.
I distilled what was most salient for each stage and combined into a holistic view. Peaks + valleys become more pronounced, demonstrating the greatest opportunities for prioritizing future initiatives.
- Co-creation with various stakeholders on the client teams that ensured a broad range of inputs and better buy-in.
- An artifact that can be used in future decision-making efforts to ensure a focus on customer empathy.
- A springboard for additional ideas and opportunities for working with a customer-centric client.