Journeys that define value from the customers perspective
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“As we work towards our strategic goal of being the leading mobility partner, we know that our foundational customer journeys will be how we build trust and deeper more strategic relationships. We know that our own experiences, and proximity to work creates a bias and limits our understanding of the lived experience of our customers, so we are taking an outside-in view of what value looks like.”
— VP, Product
products
mapped journey stages
mapped product sub-journeys
We worked in sprints with the team to identify the key attributes and customers segments we would interview.
We mapped the stages, steps, and product sub-journeys to reveal the customer goals, needs, pain points and moments that matter, the critical points at which their behaviour may change and increase the likelihood for churn, advoacy and deepening the relationship.
We designed a practical and actionable visual framework that the product and experience teams can use to drill down on the journey stages, steps, and research findings, to inform their prioritisation and investment decisions and measure and monitor the performance of the journeys over time, turning once static journeys into a practical, living CX dashboards.
