Please note: Although there are limited images or data shown due to confidentiality, my design process, the way I think and how I work is seen throughout the project.
Before diving into the customer journey map project, I understood project goals and the target audience through stakeholder interviews. I reviewed existing customer data and research to understand more about the journey. This prep work ensured the customer journey would be insightful and targeted.
The discovery stage of the customer journey map project was all about putting myself in the customer's shoes but first I started with stakeholder interviews to understand what customer pain points they were most interested in addressing. I also connected with customer service and sales representatives, who provided invaluable insights from daily interactions. I signed up for the service myself, documenting every touchpoint and emotional response. This hands-on approach allowed me to empathise with users and identify areas for improvement.
The define stage was about transforming the information gathered during discovery into actionable insights. Stakeholder interviews, user research, and even my own customer experience all contributed to interesting insights. We conducted workshops using Miro where we synthesised the insights, pinpointing themes and user pain points. Through facilitated workshops and voting exercises, we were able to prioritise the most critical issues to address within the customer journey map.
The design stage was all about translating insights into an easy to understand journey map. We used Miro to design and build the map itself. The beauty of this stage was the involvement of multi-disciplinary teams – Marketing, Customer Experience (CX), Product, and IT all contributed their expertise. Through workshops and discussions on Miro, we were able to refine the map, ensuring it reflected the user journey and addressed pain points from all angles.
The delivery stage was about bringing the customer journey map to life and sharing its valuable insights. I created a comprehensive report outlining the user journey phases, touch points, emotions, and pain points. Additionally, I designed a clear and engaging presentation. This involved presenting the journey map to multiple stakeholder groups and teams, as well as delivering a presentation at an organisation-wide forum. The goal was to ensure everyone from leadership to frontline staff understood the customer experience and the areas for improvement identified by the journey map.
While this stage provided valuable insights, scheduling interviews with key stakeholders was a juggling act. Their busy schedules meant rescheduling and ongoing calendar work. However, the insights gained were worth the effort. Through user research and internal discussions, I uncovered a surprising disconnect between what customers expected and the actual experience. This gave me the starting blocks I needed to start the define stage.
The define stage highlighted the power of collaboration. Working collaboratively with key stakeholders wasn't just about gathering their insights, but about getting their diverse perspectives. Their understanding of the business goals and technical feasibility proved crucial when prioritising pain points.
Collaboration with Marketing, CX, Product, and IT ensured the customer journey map considered all aspects of the user experience. While group workshops were good, individual sessions proved to be even more insightful. Maybe participants felt more comfortable talking on specific details in a 1-on-1 setting. Something I will ensure I think of for future projects.
By working collaboratively with both internal and external stakeholders, the various business units were able to visualise what the customer goes through while interacting with the service and products. The customer journey maps are now available for all teams to view in print and online. It's helped teams to gain empathy for their customers needs, motivations and frustrations. It's helped prioritise areas of improvement together rather than doing things independently and possibly doubling up on the work.
Form a clear understanding of what user needs and behaviours are for a mobile app to provide input into the scope of any future mobile app development.
This project provided enough insights to help the business decide on whether to progress with the development of an app or hold off until there is a greater need for one.
The aim of this project was to provide the business with a visually pleasing journey map to help understand every aspect of their customers journey. This includes all the touch points, emotions and actions from start to finish.
Stepping out the customer journey helped various business units to enhance the customer experience, align different teams and prioritise work from initial product awareness to loyalty and retention.
The aim of this project is to deliver updated content and a revised information architecture to enhance the user experience.
By following a UX design process, we can ensure that the updated pages are effective in achieving project goals and providing a positive user experience.
The aim of these projects was to provide in-depth reports for early design concepts or MVPs to enable a more streamlined collaboration process, improve decision quality and enhance administrative efficiency.
Co-design workshops with internal and external stakeholders provided valuable insights into the needs and behaviours of users. The business can now make informed decisions on whether to continue to development, continue research or choose to pause or end the projects.
The aim of this project was to evaluate how well users understand the portal and to identify pain points they may encounter while navigating.
The report uncovered over 300 usability issues by looking at mental models, interaction cost, cognitive load and usability heuristics. The business now have a clear understanding of the effort it takes to use the portal. With the suggestions provided, the business can make a number of quick fixes to improve the usability while work gets underway to design and develop a better solution.
A 6 month UX Design project. This is part of UX Immersion course through CareerFoundry.
The Brains Trust is a responsive web application that enables anyone to instantly chat with an expert in any field.
The aim of this project was to provide the business with a visually pleasing journey map to help understand every aspect of their customers journey. This includes all the touch points, emotions and actions from start to finish.
The aim of this project is to deliver updated content and a revised information architecture to enhance the user experience. By following a UX design process, we can ensure that the updated pages are effective in achieving project goals and providing a positive user experience.
