Personalized cross-sell on .com

Journey map manipulation

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.