This project focused on developing a scalable journey management framework. By standardising governance, improving collaboration, leveraging user research, optimising digital experiences, increasing operational efficiency, and enhancing customer journey consistency.
Developing a Scalable Journey Management Framework
The Challenge
Being one of the UK’s leading telecommunications companies, operating multiple business units and offering over 200 different B2B products. Each product and business unit managed customer journeys independently, leading to inconsistencies in experience and inefficiencies in service delivery. Without a centralized framework, customer experiences became inconsistent, backend processes inefficient, and teams siloed, resulting in misalignment and redundant efforts.
My role
- Evaluate and understand the scope and constraints of the different journeys across 6 major products in the SMB segment
- Design, develop and create a experience atlas framework that is accepted and aligns with different business units and teams
- Test experience atlas and patterns in tribes to find fit and consistency
- Develop metrics that connect to the different levels of journeys in the atlas
- Develop a community of practice for framework
- Embed experience patterns into transformation programmes
Project Objectives
- Design a unified journey management framework that provides a standardized approach to customer journey optimization.
- Develop a taxonomy and governance structure to define, measure, and align journey management efforts.
- Improve collaboration between design, product, and engineering teams to ensure customer journeys are streamlined and efficient.
Scope
Established a Journey Taxonomy
- Researched what had been done in the past by other teams and other companies in the group.
- Worked with multiple different product teams to work out the different levels of journey in prototype versions.
- Defined a structured hierarchy for journeys and sub-journeys ensuring consistency across teams.
- Developed a common language for journey artifacts to align terminology and improve communication across departments.
Created a Centralised Experience Atlas
- Created versions for Mobility products
- Created universal version for a SMB Business customer lifecyle
- Designed a digital repository where all teams could document and update customer journey insights.
- Developed comprehensive service blueprints and journey maps to connect customer pain points with backend processes.
- Leveraged quantitative and qualitative research data to ensure decisions were driven by real customer insights.
Established a Governance Model
- Established a journey management community of practice to socialise and test the model to find fit within the business culture.
- Tested various methods to embed metrics into atlas and experience patterns.
- Created experience patterns and journey mapping best practices documentation to ensure teams worked more effectively.
Results
- Early stage experience patterns were used by different product teams to frame journeys and experiences
- Reduced friction in digital experiences from checkout journey programme resulting in higher digital conversion.
- Established a scalable journey management framework across a selection of high priority SMB products and technology programme.
- Improved cross-functional collaboration aligning teams through a shared structure and community of practice
Outcomes after
- Experience atlas was adopted into high level design strategy and accepted into transformation programmes.
- Development of experience patterns for buying a solution and managing my solution have dedicated teams developing documentation
- Developed business case to save designers and developers 1 to 2 hours a day which would help to reduce CAPEX spend and increase speed to market