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 archetype fed into an experience map workshop, which we conducted with our clients. This collaborative workshop illuminated the full customer journey and identified pain points, touch-points, and context for each archetype. Areas of opportunity provided the fuel for a team brainstorm session and, through our lean UX practices, an early prototype was created that was reviewed by customers for feedback.