Overview
- The purpose of these journey maps is to share the story of the customer as they engage with Mable overtime
- The journey maps are a visual representation of the typical end-to-end experience that customers have and reference common goals, needs, actions, touch-points, and moments that matter.
My role
This was a collaborative effort between three other service designers and two visual designers. Specifically, my responsibilities included:
- Conducting user and desk research to hone in on user needs and business opportunities
- Data analysis and insights development
- Liaising with key stakeholders to frame and prioritise business objectives
- Conducting employee interviews to identify customers’ pain points
- Visual design and template creation
Users
- Team leaders
- Squad members
- Executives
- Operations and support teams
The design process
We have drawn from a range of different data sources including qualitative and quantitative research, data analyses, publications as well as conversations with the community.
The journey map content has also been shaped by workshops conducted with a range of different teams. For example, patterns in customer behaviours and queries noticed by Operations staff have often been reflected in these documents.
Social media feedback and customer surveys have similarly informed what’s included.
Outcomes
The journey maps should be used by teams to empathise with customers, understand their latent and unmet needs and help drive opportunities for customer value and improve their experience.
A digital copy is available business-wide to collect continuous feedback as well as a large printout of each map which is displayed in the HQ office.
Sebastian Amado 