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, turning insights into two key personas, and using the findings to create a range of artifacts. My worked included:

Comparative/competitive landscape of service experiences, to give us a baseline and inspire our work

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 a new user is potentially thinking, feeling and doing, as well as the devices and experiences they are likely engaged in at that point. 

We uncovered a swath of pain points across each phase, and brainstormed solutions to address these via in-product experiences, via web content, and other service touchpoints.

A Macro View.

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. 


We arrived at valuable insights that carried forward into the design of the web service experience, and other broader efforts.  

Co-creation with various stakeholders on the client teams that ensured a broad range of inputs and better buy-in. 

An artifact used to ensure that agency and internal teams retain a focus on customer empathy.

Inspired our customer-centric client to work with us on additional projects.

Building user experiences that solve real needs since 2011.

Find me at

Oakland & the San Francisco bay area