Data-driven Customer Journey Map

This project was meant as a follow-up to a persona building project, as a way to map actual user journeys, and understand their pain points at particular touch points on the product. This is an ongoing project, with multiple iterations, and alternate journeys for other personas and geographic samples.

I was designated as the project lead for the Journey Map project, and am the full owner of all documents created for it, and facilitator of all related workshops.

The process included:

• Designation of stakeholders from other teams (content, SEO, marketing, UX, product management)

• Compilation of all existing research related to the user journey (well over 20 unmoderated studies, moderated interviews, and Google Analytics data)

• A series of 4 workshops to generate expert input, planning, and onboarding to stakeholders (designed and facilitated by me)

• Additional unmoderated research to fill gaps

• Creation of the CJM infographic (created by me)