Customer Journeys & Omni

Customer journeys
UX customer journeys visually represent the end-to-end experience when users interact with a product or service; they provide a deeper understanding of customers. Illustrating the different touchpoints, identifying issues and opportunities, channels, actions, thoughts, and emotions a customer uses to accomplish a specific goal or task.

Purpose
At LMI, I led Omni-Channel research, defining how clubs, community, LM+, and innovators overlap. This helped to define moving away from singular channels and towards customer journeys, which matured the organisation’s cross-functionality.

Defining customer journeys presented new problems and opportunities for LMI.

  • UX Design (Usability)
  • Business (Viability)
  • User (Value)
  • Technology (Feasibility)

I started with individual customer journeys for each product,

  • Connect Clubs (Web)
  • Connect Instructor (Web)
  • Releases Instructor (App)
  • LM+ (Mobile app // Web)

How:
I interviewed LM customers, stakeholders, PMs, designers, and marketing to formalise their journeys. I tested and styled what was best for the organisation using various customer journey templates.

Learned:
Identifying unmet user needs and stepping into our customers’ shoes helped us prioritise our work better by focusing on areas with higher drop-off rates and pain points, supported by data and UX / market research. This helped us optimise our work by adopting the 80/20 rule, increasing productivity and ensuring consistency across our products.

Changes:
Our team conducted a thorough review of the sign-up process to reduce drop-offs. Additionally, we carefully examined the language and terminology used throughout our entire product range and adjusted the language to better match our marketing strategy, making it more user-friendly, approachable, and concise. We aimed to foster customer personalisation by establishing habits through varied rewards. We endeavour to seamlessly integrate our physical and digital experiences to enhance value and ensure a cohesive customer journey.

Omni-Channel Trends and Eco experience Flywheel – Go through > Feel good > Feel connected > Repeat