Customer journey mapping: TV
A NetOnNet project
Summary
NetOnNet’s TV-sales had declined, and there was this hypothesis that there are many opportunities for improvement. However, no one knew exactly wthat the user journey looked like for customers looking for a TV, and even less so what the actual pain points and opportunities could be.
Why did this project start?
The purpose
- To map out the TV customer journey
- To identify pain points and their corresponding opportunities of improvement
Questions:
How can we make customers interested in a TV?
How can we make customers interested in a TV and then choose one that is a little better/more expensive?
Scope:
The primary customer journey that was going to be mapped out was the online customer journey. NetOnNet has shops over the whole country, which at some point has to be taken into consideration to create a good omni-channel experience, but that would have to come later.
What were the outcomes?
A customer journey map that can be shared throughout the organization
An impact effort matrix filled with potential future projects that would enhance the customer journey for the users on NetOnNet.se
A presentation in front of the whole company on our bi-weekly meeting.
How was the project carried through ?
I carried through the project with our UX-trainee - and these are the steps that we took in order to map out the whole journey:
Have 2 workshops with relevant stakeholders where we mapped the journey together
Sort all of the data from the workshops into themes and groups
Identify projects within the themes
Put each project area in a Impact Effort Matrix, based on the estimated impact it would have on the user experience
(This page is being updated)
Impact Effort Matrix
(Blurred for confidentiality reasons)
Customer journey map
