Future State Vision & Concept Design
This project is protected by a signed non-disclosure agreement and proprietary information that cannot be shared publically. The confidential client was looking to achieve its 3-5 year growth objective, focusing on enhancing the customer experience while meeting technology and business goals.
Due to strict NDA policies, I can not share any part of the design here. Please get in touch with me if you would like a walkthrough of this project.
Role: Experience Designer / Researcher
Challenge
With a growing need and customer base, this client was seeking to meet a rapid demand for their services through the integration of technology, data, and business for a fritionless and personalized experience that serves customers where they need it most. For this project, the intention was to define and design a future state experience for both organizational and customer experience transformation. As a service provider, this client examined that they were underperforming in serving its customers and needed to update its systems, policies, processes, and service delivery.
Methodology and Execution
The strategy for this work was to deliver an ecosystem transformation with a focus on quick wins for the next 5 years. Key activities for this work included:
Data review and synthesis (primary quantitative, and secondary)
Primary research with customers
Concept ideation to generate possible features and experiences
Future state journey mapping across the entire ecosystem
Value assessment of the features through a technology, data, and business operations lens
Through data review and primary research synthesis, the team was able to drive key insights for customer pain points and areas of improvement across the experience. Through these insights, we ran multiple workshops with stakeholders to generate a high volume of concepts to meet customer needs, ease pain points and deliver on problem areas. Through further refinement and alignment with the business, we distilled down to about 30 feature concepts that deliver an ideal customer experience.
We then conducted multiple working sessions with technology, data, and business operations teams with embedded client stakeholders to determine the feasibility and viability of each concept and its unique features. Once all concepts were finalized, we developed a holistic future state journey map to demonstrate how the new features can impact the experiences of different user segments and can serve needs across a varied customer base.
Outcome
The research, future state visioning, and concept design work aimed at delivering improvements in customer experience, specifically to:
Understand and remove customer friction points
Enable innovation in modes of payments
Better provide for underserved customer segments
Make the experience transparent and clear
Create an accessible and reliable customer journey
Drive adoption of the business’ services and products
Encourage confidence in the company's intent to serve its customers