DESIGN | CUSTOMER JOURNEY MAPPING
Map out the best possible digital experience for your customers.
Gain insights into customer wants + pain points
Identify + fix gaps in your customer journey
Prioritize features to increase customer growth + retention
Realize better customer engagement and seamless, personalized customer experiences that drive customer growth
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Let our consultants partner with you to build a Customer Journey Map, outlining the processes around the points where your digital platform touches your customer, so you can optimize them and create a better experience.
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A great customer journey is a seamless one. Ensure your product glides customers through their task, with an intuitive UX design across indistinguishable, backend integrations.
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and let our experts turn that concept into a real prototype, you’ll get invaluable insights you can act on before you invest.
“We understand our customers well enough to know what they want in a digital experience—don’t we?”
As a leader at an established, mid-market financial services firm, you want to create the best possible digital experience for your customers.
The problem is, you lack visibility into how your customers are currently experiencing your application or platform.
You’re not sure how to improve your Customer Experience for one of two reasons:
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You don’t know where to start
You know “the way you’ve always done it” when it comes to selling to and serving your customers isn’t cutting it in a digital environment, but you’re overwhelmed. You need a rational way to prioritize your investments.
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You don’t know how to differentiate your product
You know your digital customer experience is broken. You have questions about how to re-architect your organization’s strategic focus to improve those aspects of your digital customer experience that are causing the most friction. You want to make more informed decisions.
Find out, with a Customer Journey Map
Maybe you’ve never taken the time to map out, end to end, your customer’s journey through your financial services platform or application to see where the gaps are and what you should improve.
You need an expert to help you fix your customer journey now, so you can make better product decisions later.
Knowing how your customers experience your platform:
- Provides focus so you can choose how to better direct your innovation investments for maximum ROI.
- Ensures alignment between your internal teams and stakeholders, around a shared vision: to provide your customers with the best possible digital experience.
- Promotes customer centricity by amplifying the voice of the customer—your most important stakeholder.
- Provides user insight into your customers’ wants and pain points, helping you to immediately identify opportunities and close gaps.
- Prioritizes your roadmap, which can inform the design and development processes as well as promote a clear, optimistic picture of the future to rally the troops and increase productivity.
Do you know how to create the best possible digital experience for your customers?
Name the top 5 things your customers love or hate about your platform’s user experience.
Can you support your answers with objective data?
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Match User Expectations
Jakob’s Law states: “Users spend most of their time on other sites. This means that users expect your site to work the same way as all the other sites they already know.”1
Most people don’t know what they want when it comes to experiencing an application or platform, much less how to verbalize it. They just know what they’ve seen on the sites they use most often.
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Match User Behaviors
The rest of Jakob’s Law states: “Design for patterns for which users are accustomed.” If you don’t know the patterns your customers are accustomed to, you can’t design for them, and your user experience suffers.
A Customer Journey Map is a visual diagram—typically a timeline—that shows, at a high level, where your users are delighted and where they’re disappointed as they complete tasks or workflows on your digital product. Customer journey mapping lets you know what to fix about your digital customer experience, based on objective data.
Discover how to use customer journey mapping to inform your product strategy
“The work Praxent did to validate our idea gave us the confidence to stay the course and build our solution. Now we have a final product that we’re working to make commercially viable.
Though our engagement with Praxent has ended, the initial work they did on the UI/UX components has laid the foundation for the capabilities our team has now.
We’re very happy with the output Praxent developed. We’ve tested it with a number of potential clients, and it still holds true.”
Cofounder, HR Product Company
What is included on a Customer Journey Map?
A Customer Journey Map outlines the process your customer goes through to acquire value from your company.
It lists the touch points, the steps along the way, at which your company delivers value, what is required of you in order to deliver that value, and the corresponding frustrations and delights your customers experience as they seek to achieve it.
Our customer journey mapping consultants start with a template based on established, industry-gold-standard frameworks like Blue Ocean Strategy®, and customize it to fit your unique needs, measuring such value-driving areas as:
- customer productivity,
- simplicity,
- convenience,
- risk,
- fun and image, and
- environmental friendliness.
Examples of customer experience levels we might measure while mapping the customer journey include level of effort, emotional state and/or negative emotions, and convenience.
Finally, as an optional add-on, we can provide “voice of the customer research” to validate our findings.
You don’t have to be an expert in design strategy to know how to improve your digital customer experience.
Whether you’re planning to build new software or rebuild or modernize your existing software, designing a good experience for your users is vital. Let our agency conduct a Customer Journey Mapping workshop, so you know exactly what to fix and what not to fix about your digital customer experience, right now.
Here’s how it works:
MEET FOR WORKSHOP
We meet with your team for a focused 1/2-day mapping workshop to walk through your customer journey together.
CREATE THE MAP
We combine your existing research*, data, and insights with ours (think Blue Ocean Strategy) to build your customized Customer Journey Map, drawing out opportunities for innovation and identifying points of friction.
GAIN VALUABLE INSIGHTS
We’ll present your Customer Journey Map. You’ll leave with a much better understanding of your customer’s journey through your digital experience map, as well as alignment around what to do next to improve it.
*As an optional add-on, we can conduct one-on-one interviews with actual users as part of “voice of the customer” research to validate our findings.
Featured Client Stories
TEXAS MUTUAL
Research Backed Design Transformation of 28 year old insurance provider
“More of our customers are able to use our self-service, and we’ve experienced a 30% reduction in call volume. Our net promoter score has been fantastic since working with Praxent—it’s about 80.” Read more>
SIGNATURE HOMES
Modernizing the Design Selection Process for a Custom Home Builder
“Praxent has blown us away with the design, and truly listened to what we and our customers said. It’s a great product that they’re rolling out. It’s going to be a huge game-changer for our company.” Read more>
INTEGRIS GROUP
Integrating customer-facing systems helps established MPL insurance company modernize portals, stand out in a crowded market
“I think the interviews Praxent conducted were the most helpful. There were a few things that surprised us. We thought we knew what [users] wanted, and then when the interviews were conducted, we found that it was something else, or that particular thing wasn’t as important. I think that was invaluable information because we were working within a budget. There’s only so much to put toward the portals, but there are so many options. What do you want to do first? What’s going to be the most impressive to start? You can always tweak and add.” Read more>
AUSTIN CAPITAL BANK
UX Audit to Validate the Usability for a Credit Score Management App
“We wanted to have a third-party opinion that what we’d built was well-architected and scalable, and Praxent provided us with that independent verification. They also had really good UI/UX suggestions and feedback, which we’ve incorporated into our product’s customer interface.” Read more
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Pricing Guide
To give you an idea of what your investment in our journey mapping and digital customer experience improvement services might look like, we’ve put together a downloadable pricing guide that includes pricing estimates by product type, fixed price starter engagements and information on what impacts project budget and tips for saving money.
We’ve been doing this awhile.
And our clients trust us to keep delivering for them.
300 software transformations delivered since we started in 2000
Fast-moving team of 70+ designers and engineers
4.8 (out of 5 star) client satisfaction rating
We specialize in fintech services.
If you have built applications that no longer meet your customers’ expectations, we can help you modernize them so you can remain relevant against born-digital competitors.
What You Can Expect
Successful engagements following our customer journey mapping workshop include:
Direct access to an empowered project champion and any of your development resources
Tailored engagements across our Design and Develop services.
Investments of $40K to $250K, including strategy and design.
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Let us help you modernize, rather than rebuild, your legacy software applications.
Dramatically improve your digital experience. Serve your customers better. Increase retention and profitability.
Page written by Tim Hamilton, CEO and Founder of Praxent.
Sources:
1. Jakob’s Law by Jakob Nielsen