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User Journey Mapping for Complex Enterprise Systems

  • Customer Experience, Design, Design Theory, Enterprise Products, Project Management, Strategy

At its most basic, journey mapping is a compilation of user goals and actions into a timeline. Here we show insightful details that add value to the design process.

Article by Bansi Mehta
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User Journey Mapping for Complex Enterprise Systems

Journey maps are meant to demonstrate the holistic user experience. Here are 5 ways that using journey maps can help with organizing complex enterprise systems:

  1. Drive the organization’s outlook from inside-out to outside-in
  2. Create a common vision that is followed across the company
  3. Enable departments to own responsibility of key touchpoints
  4. Target specific areas of improvement
  5. Help make sense of problem areas in work processes

Read the full article for more some journey map examples and more information on how they can help simplify complex systems.

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3 min read

6 Tips for Making Customer Insights Actionable

  • Customer Experience, Product design, Strategy

Support logs are one of the most important sources of customer insights. These ‘insights’ are often ignored or sidelined by other departments’ teams because they are mistrusted or lack context.

Article by Ben Goodey
IDEAS IN BRIEF
6 Tips for Making Customer Insights Actionable
  • Support logs are one of the most important sources of customer insights, but they’re often ignored or sidelined by other departments’ teams because customer insight isn’t trusted in general.
  • To trust customer insight, you need to make sure it answers these two questions:
    • Is the information provided something I can actually make a business decision based on?
    • How much will it matter if I do make a decision based on it?

6 characteristics of actionable insights:

  1. Contextualized. There are a few ways to contextualize customer insight: volume, sentiment, tying it to outcomes data.
  2. ‍Insightful. Insightful customer feedback says something new and useful.
  3. Fast. Try looking at improving speed to insight by tagging ‘reasons for contact’ in support tickets and using NLP to sort them faster.
  4. Granular—the devil is in the details. Customer feedback surveys are often not actionable without a further root cause analysis; answers are often too high level or generic.
  5. Statistically Significant. It’s easy to get hung up on quantitative measures, and it takes a lot of time to sift through qualitative feedback, and usually, only a small sample is taken. How can large business decisions be made without statistically significant evidence?
  6. Unbiased. There are two main buckets of customer survey bias to avoid: response bias (how the actual survey questionnaire is constructed) and selection bias (the results are skewed a certain way).
Read the full article to get ideas on how your teams can start getting meaningful insights from support logs.
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5 min read

5 Successful Customer Service Strategies of Top Grocer Trader Joe’s

  • Content Strategy, Customer Experience, Strategy

In this article let’s dig into the successful customer service strategies Trader Joe’s uses to build a band of customer advocates and stand out from the pack.

Article by Veronica Krieg
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7 min read

Big brands go direct to the consumer in a crisis

  • Behavioral Science, Business UX Leaders, Consumer products, Customer Experience, E-commerce, Psychology and Human Behavior, Strategy, Technology, Vendor-Client Relationships

During the current pandemic, some of the world’s biggest brands started online stores. But will the popularity of this purchasing model last as shops start to reopen?

Article by Nick Easen
IDEAS IN BRIEF
Big brands go direct to the consumer in a crisis
  • Spurred by the coronavirus pandemic, some of the worlds biggest brands are opening online stores serving products direct to customers’ homes
  • PepsiCo, Nestlé and Heinz all launched direct-to-consumer (D2C) offerings in lockdown, appealing to those who couldn’t leave their home, but were dead set on their favorite ketchup or kombucha brand.
  • Newly hatched D2C brands are now creating their own databases, analyzing behavioral and sales data to maximize marketing and profits. They are A/B testing – comparative user-experience research – new offers online and using their websites as labs for product research and development.
  • What the pandemic has taught many companies is D2C e-commerce isn’t just for smarter speciality startups that don’t want legacy retail and big overheads; it’s for all brands looking to drive preference, loyalty and repeat sales through a directly owned relationship.
  • “We believe there will be a ‘lockdown loyalty effect’. Consumers will remember the brands and retailers that got them through the darkest lockdown days,” Hugh Fletcher, global head of innovation at Wunderman Thompson Commerce concludes.
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5 min read

These are the UI/UX trends you need to keep an eye out for in 2021

  • Design, Marketing and Brand, Strategy, The rise of design, Visual Design

What are the trends that product innovators and product designers need to look out for in the coming year? Let’s take a firm look.

Article by Ather Nawaz
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5 min read
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