JOURNEY MAPPING, PERSONAS & CONTENT STRATEGY
Reimagining the Customer Journey for Optimized Product Engagement
gotomedia partnered with a voice-over IP provider to conduct UX Research to better understand their customer segments and provide insights to reimagine their website and digital workflow. The resulting interactive customer journey maps and behavioral personas helped the client understand their core segments’ decision-making processes, motivations and triggers for buying or switching communication solution providers.
Developed consensus with key stakeholders across the enterprise on core customer issues
Uncovered key insights into customer behaviors and product perception
Discovered new ways of segmenting customers to more effectively address product discovery
Identified gaps in product supporting content
Clearly visualized customer insights via interactive journeys & personas
Increased customer engagement & organic SEO through corrected product positioning
deeper insights through UXR
The multi-prong research approach helped to identify underlying customer and prospect attitudes, beliefs, day-to-day context, and gaps in information that informed improved customer engagement and ROI for digital properties. gotomedia sought to understand the thought processes and assumptions that customers bring to the product evaluation and adoption processes in order to better meet their needs.
personas & segmentation
before the mapping, the customer
Persona segmentation considers parameters for grouping users types (for example Company Size or Project Type) in order to gain a more granular understanding of specific customer needs and the ability to accurately service them. The final segmentation serves as the foundation for key customer journeys to map. In this case, research identified 4 unique customer segment—each with a varying number of roles within the collaborative evaluation team.
mapping the experience
personas in motion & through time
Summary preliminary journeys provided on overview and high level comparison of personas, phases and key touch points.
interactive journey maps
Journey maps illustrate key tasks and touchpoints for each persona. The interactive format allows viewers to click on any touchpoint for more detail about the task, including key supporting content. The interactive format provides an easy-to-reference overview of the key points of activity throughout the customer lifecycle and creates quick access back to the persona and the persona’s role within the larger customer team.
linear journeys & non-linear paths
Even in a linear journey, users may move back and forth across platforms and phases. Progress may stall and restart at any point.
content gap analysis
The content gap analysis illustrated the spread of content and highlighted areas that could be improved.
account maturation timeline
An understanding of combined activities and content needs of all personas provides an opportunity to model insights into where the company is within the process.