Case Study — Building a shared journey management practice

§ 01 — Why Journey Management matters

Why Journey Management matters.

A customer journey crosses different parts of a product and often involves several teams. Research insights, technical issues, KPIs and planned improvements may all relate to the same experience, but they are usually documented and discussed separately. This makes it difficult to see how they connect across the complete journey.

Journey Management brings these perspectives together in one shared view. It helps teams understand what customers need at each stage, connect existing knowledge with ongoing product work, and see where further research or improvements are needed.

§ 02 — The starting point

The starting point.

CXomni had already been selected as the Journey Management tool, and initial conversations with stakeholders had begun. What was still missing was a shared approach to how the tool should be used across teams and what information the journeys should contain.

We needed to work out how user needs, research insights, opportunities, Jira tickets and KPIs could be connected within the journey. It was also still unclear who should contribute to it, how the information would be kept up to date and how the journey could become part of ongoing product work.

§ 03 — Starting with one real journey

Starting with one real journey.

We started with the Operative Purchaser Journey, following the buyer's path through the core marketplace experience.

01Homepage

02Search

03Product page

04Basket

05Checkout

Fig. 01 — The Operative Purchaser Journey.

This journey was a useful starting point because it crosses several parts of the platform and involves different product teams. We also already had research and design work from the marketplace redesign that could be brought into the journey.

Starting with one concrete example allowed us to develop the structure around real content before considering how the approach could be used for other journeys.

§ 04 — Designing the journey structure