Consumer Journey Map
ROLE
Lead researcher
ACTIVITIES
Customer Research
User Interviews
Participant Recruitment
Data Analysis
Customer Journey Map
Persona
Findings Presentation
TOOLS
Cisco WebEx
SurveyMonkey
Morae
CATEGORY
User Experience - User Research
SUMMARY:
In these years of experience and worked with different organizations, I developed some customer journey maps based on personas, user interviews, and workshops in conferences that were created as part of an assignment.
THE BRIEF
As part of a bigger project to research and develop a product that helps an organization to understand customer's needs, series of interactions that are necessary to fulfill those needs, and the resulting emotional states a customer experience throughout the process. At Citrix, We have a product called 'NetScaler' where it all-in-one web application delivery controller (ADC) that makes applications run up to five times faster, cuts web application ownership costs with server offloading, and makes sure that applications are always available with its application load balancing capabilities. In this product, there are different use cases where we found out a couple of major use cases that gots lots of support calls from customers. So we have decided to lay out the structure of end to end experience of the use cases (Upgrade the NetScaler, NetScaler+XenMobile Configuration).
MAPPING THE CUSTOMER'S JOURNEY:
Customer Journey Mapping is a user-centric process that provides insight into the reason why people might be motivated to use your service and how they feel as they're doing it. Along the way we consider:
Triggers - What tips them over the edge or actually motivates them to start
Influencers - What influences the decisions they make in the process
During - what they think and feel whilst completing the process
Onboarding - What makes them use the product or service
Reinforcers - What they think or feel after the process is over
What's a User Story?
A user Story is essentially a reason why we receive a lot of calls and why users have troubles to configure the systems. When we initially had a user interview, we didn't understand the complexity that end users when through to upgrade their systems that involves more than one product. We Would like to layout the process for SMBs, LSBs separately as we observed that there is a unique process of upgrading based on their company size.
We laid out the structure as Journey, Empathy, Opportunity.
