- Create high levels of engagement with their customers
- Create a seamless, connected experience between digital and their product
- Identify areas for increased revenue
With these key goals in mind, we defined a custom discovery framework and outlined the research, data-gathering process and key milestones for review. The framework of Motivational UX™ led to the exploration of how we could infuse moments of joy and efficiency to improve customer satisfaction – and in turn, help our client’s bottom-line.
We began by interviewing key stakeholders about their specific business and customer needs. We reviewed all existing research, which gave insight into their high value customers and helped identify individuals for in-depth interviews. It also exposed areas where there were gaps in knowledge on both of our teams – these became important areas to focus on given the goals for the product.
Through a number of interviews, two focus groups, contextual research and a competitive market scan, our strategists and UX team formulated archetypes around customer groups that are behavior and time based, rather than traditional persona stereotypes. We discovered that customers wore multiple hats and occupied one or more archetypal group at any given time, depending on their current behavior. This insight alone was responsible for pivoting the initial direction of the product.
The archetypes fed into an experience map workshop, which we conducted with our client. This collaborative workshop illuminated the full customer journey and identified pain points, touch-points and context for each archetype. Areas of opportunity were identified and visually showcased in the resulting experience map artifacts. These areas of opportunity provided the fuel for a team brainstorm session and, through our Lean UX practices, an early demonstrator prototype was created that was reviewed by customers for feedback.