For project explores using journey mapping to inform product and build requirements for new experiences informed by personalization capabilities.
My role: Service designer
⏳ Timeframe: 6 weeks
Given the confidential nature of this project, I cannot share specifics or show deliverables.
Personalization technologies can greatly increase cross-sell opportunities. With all the noise surrounding the capability, we wanted to approach this space with a focused on the experience that dictates the technology and not the reverse. Working with the product team, engineers, and design, we aligned on using service design expertise to guide the implementation of the new personalized experience.
We used journey map to help product owners and engineers identify high-potential areas for personalization and how to orchestrate that experience in the backend. The challenge in this exercise was to tailor the service design artifact that inherently illustrate the client journey to focus on guiding build requirements that would inform the implementation.
To tackle the challenge, we first created a high level personalization experience design framework that breaks down and connects client actions, internal capabilities, backend systems, and business KPIs. This visual thinking guide was important as the team did not have a standardized way of implementing personalization into their experience.
This framework then allowed us to define requirement cards for each opportunity that dictated the series of connecting events between client behaviour and internal systems. The cards were created for each opportunity points in the customer journey and helped the teams align on the experience and the requirements.
✏️ Tools and methods:
Journey mapping
In-depth group workshops
System mapping
Deliverable
End-to-end journey map with identified opportunity points and requirement cards
Personalization experience design framework
The final artifact was given to the product manager and taken into implementation and have seen increase in product cross-sell on the website. This work is the first quick win for the product team in achieving their larger personalization initiative and one of the few artifact manipulations for the Service design practice in the organization.