Customer Experience Flow — Valerie Kellogg

Overview

Mapped comprehensive customer journeys across all touchpoints to identify experience gaps and align product and sales teams on user needs and pain points. This project involved creating detailed user flows, content hierarchy planning, and data visualization to improve the complete customer experience.

Challenge

The company had multiple customer touchpoints managed by different teams, creating a fragmented experience. There was no clear understanding of the complete customer journey, leading to missed opportunities and frustrated users. Sales and product teams were working in silos without a shared understanding of customer needs.

Solution

I led a cross-functional initiative to map the entire customer experience from awareness to advocacy. This included stakeholder interviews, customer journey workshops, touchpoint audits, and gap analysis to create a unified view of the customer experience. I also created interactive prototypes to demonstrate the improved flow.

Outcome

Identified 15 critical experience gaps and created a roadmap for improvement. The aligned understanding between product and sales teams led to a 25% increase in customer satisfaction and 20% improvement in conversion rates. The new customer experience flow became the blueprint for all future product development.

Key Features

End-to-end customer journey mapping
Cross-functional stakeholder alignment workshops
Touchpoint experience audits
Gap analysis and opportunity identification
Implementation roadmap and success metrics
Interactive prototype development

Process & Approach

Mapping User Flows

A user flow was mapped out that would encompass multiple touchpoints and well-placed calls to action with the aim of a conversion in the form of a call with our sales managers at Constellation.

Establish Content Hierarchy

At this point, it was important to consider how to structure the content as there would be an initial report and later on a follow-up report with more details pertinent to their specific company.