CASE STUDY

A Customer Journey Map that Tracks Performance & Optimizations

In the fall of 2022, I built WeWork’s first cross-functional end-to-end Customer Journey Map for our CMO to present at an upcoming Board of Investors meeting. The goal of the map was to present a single, consolidated view of a typical customer, from the moment they hear our brand name to their decision to begin and eventually renew a membership. It was supplemented by a Tableau dashboard that tracked the audience size at every stage by segment, and an “optimizations matrix” that a team PM took on to organize cross-functional projects.

The project took 12 weeks to complete, and involved stakeholders across the org. I was the lead researcher, strategist and visual designer for the project, working directly for our CMO.

Make-or-Break Moments

In our interview sessions it became clear that there were “make-or-break” moments that we had to get right in order to keep the customer moving through the funnel. Each team had their own way of identifying these problems, but they had never shared those moments across teams. Mapping all priorities unified the org on the top-line goals of improving the macro customer journey.

This case study includes proprietary information, and cannot be shared in detail. I’ve redacted much of the content, but the overall diagram and stages represent the visual portion used to communicate:

(1) Priorities - What do we need the customer to see/think/feel at this stage?

(2) Metrics - What is the audience size per customer segment and how are we capturing that?

(3) Key Team - Which team is most responsible to move the customer to the next stage?

(4) Optimizations - What aspects of this stage need to be prioritized for further R&D or other?

The project was presented to the Board of Investors in October 2022, and was well received. I also took the work on an internal “roadshow”, returning to contributing teams to elaborate on the on-going goals of the Tracker and Optimizations Matrix.

Key optimizations are under development in each of the five impact areas.