Uncovering the highs and lows of the customer experience
Not On the High Street
Challenge
Customers take everyday complex interactions with Not On The High Street ecosystem. We wanted to get a holistic understanding of how those interactions occur and demonstrate the highs and lows people feel throughout.
My role & team
As the lead product designer, I was responsible for the design process from concept to delivery. I also led user research activities. I was collaborating closely with product owners, the engineering team, and the partnership, and marketing team.
Process
We decided to use experience mapping to generate those insights and build knowledge and consensus across teams and stakeholders. We started by studying customer behavior and interactions across channels and touchpoints. We scoured the organisation for existing data and insights. We looked at customer service logs, analytics, customer surveys, and past user experience and customer insight research.
We then run a collaborative workshop with stakeholders to deconstruct and synthesise key insights into the journey our customer makes before, during, and after interacting with our brand. At each touchpoint we highlighted what they were doing, thinking, and feeling and the channel they were using.
We iterated on the draft version of the map, identifying the key components of the story and sketching different approaches to visualise it. We decided to draw the emotional journey of our customers as emotions played a strong role. We iterated on the final visuals making it simple and focused.
Results
The final map was circulated across the company. It gave the organisation a shared and broader understanding of Not On The High Street customer experience. It highlighted areas for opportunity and improvements and informed the product roadmap and company’s strategy.
