BACKGROUND: A client needed a structured way to identify and provide product development and optimization direction to their R&D and marketing departments.
METHODOLOGY: EC Insights and the client opted to develop customer journey maps within the relevant marketplaces. EC Insights first synthesized secondary data about the various marketplaces and product offerings to create skeleton maps. Then, we facilitated customer and employee in-person and virtual workshops in key global markets to develop detailed maps showing primary steps, interactions, perceptions, behaviors, and emotions. The findings and draft maps from these sessions were transformed into powerful visuals of the customers’ complete journey experiences for the client.
RESULTS: EC Insights helped facilitate discussions with interdepartmental and global client teams to identify areas for new product development or acquisition, and for current product optimization. These findings were packaged into clear communications documents for management to use with R&D and marketing.
Tags: Product DevelopmentView Project