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.

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.

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.

Summary preliminary journeys provided on overview and high level comparison of personas, phases and key touch points. 

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.