Journey Map
Project start: Nov 2021
Timeline: 3 months
Services: Strategy in UX Design
Challenge.
The Nielsen Norman Group has an article and a presentation that delve into the maturity level of UX Design in most companies. It outlines the characteristics a company should possess to progress through each of the 6 levels on the scale. Level 1 represents a company with a total absence of UX, while level 6 depicts a company that is truly user-driven.
By our analysis, the Sales Journey team could be assorted as a level 3 (Emergent).
Despite the improved scenario at present, the Sales Journey team didn't always possess a complete understanding of the role and responsibilities of a UX Designer, along with the full potential that UX Design holds to steer the company towards better results. Many stakeholders held the misconception that a UX Designer's focus was solely on the final interfaces. Lacking a broader perspective to comprehend the entire user journey, most of the team were solely invested in their own products, without recognizing their contribution as part of a larger whole.
Print Screen of a NN Group presentation about companies' UX Maturity Level
The Sales Journey team deals with platforms that are interconnected with other products; none of our platforms can function in isolation. For instance, if a user intends to subscribe to one of Globo's digital products, they can access the product through an internet search (organic search). The product will direct the user to our landing page for subscription. Subsequently, the user proceeds to the GloboID platform for logging in or signing up, followed by our checkout process to input the payment method, and finally returning to the product for consumption. In this straightforward journey, the user traversed through three distinct teams.
So the stakeholders point of view of invested in their own products without looking for the entire journey was impacting in our final results and making experience discussions difficult.
First subscription
Touchpoint
Product team
Product
Explore content
Sales Journey
Landing Pages
Explore plans
GloboID
Sign up
Create account
Sales Journey
Checkout
Pay
Product team
Product
Consume
Process.
So we started thinking how we could create something visual to help engage in more productive discussions and start talking about a broader scenario of user experiences.
We selected the most important Jobs to Be Done that the users come to do in our plataforms and separated them in different categories of users intent. To create this categories, we draw inspiration of a Thinking with Google's article.
Print Screen of the Thinking with Google's article: "A Google research shows how purchasing decisions are more complex than you might think".
This article explores some stages that users can go through:
Exhibition: Encompassing multiple entry points that initiate the user's journey and guide them to the trigger of the offer.
Trigger: An offer or informational prompt designed to captivate the user's interest and stimulate their desire to delve deeper.
Exploration: Providing diverse avenues through which the user can uncover the array of options presented by the offer.
Assessment: Furnishing comprehensive information that allows the user to grasp the essence of the offer, enabling them to evaluate whether it aligns with their preferences.
Purchase: Facilitating a seamless and expedient moment during which the user should feel secure entering their payment details and confirming the purchase.
Based on that, we adapt the journey to our subscription reality and design our categories.
Exhibit
Explore and Evaluate
Identify and Authorize
Purchase
Consume
Manage
and Resolve
Final result.
We have developed a comprehensive map that delineates the tasks the user needs to accomplish, the stages they traverse, and the specific teams responsible for each phase of this journey. Through this illustrative framework, we have been able to address challenges in a more authentic and user-centric manner. Furthermore, our stakeholders have gained a more comprehensive perspective on our challenges and priorities.
We have seamlessly integrated this map into the majority of our strategic meetings, using it as a visual guide to facilitate discussions on a wide array of topics.
Today, this map has become an official document within the structure of the Globo Digital Hub, and other teams are employing it to address similar issues. 🥰
Journey map of the Sales Journey Team