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:
“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.