User Experience Researcher & Service Designer
Personalization Customer Journey Map
July-Aug 2023
This was a discovery project for Acquia, which sells open source digital platform solutions for website developers and marketers. The Product Manager of one of the add-on solutions, Personalization, had just 11 customers and many were not renewing.
The goal of the project was to understand what the desired customer outcomes were and the customer journey for the product to improve renewal rates and usage in the future.
Goal
Role
My role was as the Service Designer over the project. I worked on this project in conjunction with the Service Design Manager, Product Manager, and the Marketing Cloud Consultant for the product. I oversaw developing the research plan, analysis, assigning tasks and developing insights to present to the Product Manager. The research and collaboration was conducted remotely as a remote first company.
Constraints
There were four out of the eleven customers available to interview. Personalization had very little data being collected since it is an add on product. The project had a quick turn around and needed to be completed in one month.
Process
The Service Design Manager and I interviewed 4 customers using personalization. We tagged and analyzed the interviews and found common themes across the four customers in regards to jobs to be done, pain points, delighters, and opportunities. The themes found determined what the desired customer outcomes were.
Insights found:
1. Personalization is a line item to be checked off with no strategy in place to get started.
2. Quick starts and onboarding are not providing value without a vision in place on how to use the product.
Scope Change
Once the desired customer outcomes and insights were developed, it was determined that there needed to be some alignment with the sales team and the Product Manager.
I interviewed two of Acquia’s sales advisors to identify where the misalignment was on their end when selling the product for the Product Manager who was going to be facilitating a sales enablement meeting the following week.
Impact
We developed a customer journey and identified pain points in each area of the customer journey using personalization. We developed 5 desired customer outcomes to use throughout the customer journey to align at each phase on what the outcomes the customer is hoping to achieve.
The Product Manager was able to use the information to align with the sales team on how to position the product. The Product Manager also developed a new onboarding process in response to insights found.