Reputation helps businesses enhance their Customer Experience (CX) by turning feedback data into valuable insights.
To help customer experience and insights managers understand where to take strategic and targeted actions, Reputation created the Customer Journey Insights. This features allows users to map customer feedback and sentiment categories to various stages of the customer journey. By providing this comprehensive view, users can identify areas for improvement and assess how well their company is meeting customer needs at each stage.
I owned all things design as the sole designer for this project. This included user research, user flows, wireframes, prototypes, and more.
Chief Product Officer
Experience Engineering Team
Customer Success Managers
Data Science Team
Customer journey analytics was a concept our Chief Product Officer had been mulling over for a few years before he brought it to me. The power of our all-in-one platform was the amount of data we were pulling in for each of our customers and he saw the potential to utilize this information to help our users navigate their customer’s entire journey. He shared with me his goal to help users understand their brand performance and empower them to find opportunities to improve CX in those critical moments.
His challenge to me was to bring this vision to life all in the span of a single week. You read that right. One week. For you see, Reputation would be hosting Transform, its annual global event where customers would get to see exclusive information on Reputation’s latest innovations. This feature would be the main event when it came to sparking excitement for what was to come.
As you can imagine, there was no time to waste with this being such a high-stakes project. I started from the basics of researching more about what customer journey mapping was and conducting some competitive analysis to see how other companies provide insights on the customer journey. I also worked closely with our data science team to understand exactly what kind of data we had and how we could repackage it to surface into a customer journey.
Given the time constraints, the Chief Product Officer and I agreed on an MVP version that would introduce a new dashboard that leveraged interactions and drill down experiences that already existed within our platform.
Eventually, we landed on a journey insights dashboard where users could see journey stages associated with their industry, the overall journey sentiment, industry averages, and the top five categories associated with the journey stage. When the designs were settled, I handed off a prototype and off he flew to present in front of our largest audience of the year.
While I was able to breathe a sigh of relief, my work was not yet done. In fact, there was still so much more to explore and understand with such a powerful tool. Thankfully, our customers were enthusiastic in their response and were eager to help in the process.
Our customer success managers were bombarded with requests from Transform attendees to get their hands on this feature. Funneling this excitement, we quickly began scheduling user interview sessions to better understand how it would fit into their workflows and to gain deeper insights into what stages they would want to track for their industry and which categories were most relevant to those defined stages.
Through these sessions, we were able to better understand how to cater this feature for the various industries we support. We discovered how certain industries would need multiple journeys such as sales and service when it came to auto.
Users were able to voice their concerns around the granularity of the data but also express their interest in wanting to create and define their own journey stages. While not all of these ideas would be able to be implemented for the MVP, it gave us a lot to aim towards in future iterations.
From an information architecture standpoint, we also ended up letting customer journey to shine as it’s own page rather than being added to experience insights. We removed limiting modal experiences and designed new drill down experiences that explored fresh new data visualizations and more in-depth analytics. These changes provided an easier way for users to navigate each part of the journey.
At present time, Customer Journey Insights has released an MVP version to our restaurant/hospitality industries. Our next steps are to expand to the auto industry and then follow up in the healthcare industry.
Reputation continues to work and improve on the experience, both from a feature perspective and functionality perspective. There is still work to be done from a data science perspective to support a rich enough algorithm to fully distinguish the feedback into the various stages.
However, excitement from both leadership and customers continues to be high. Reputation leadership has already lauded Customer Journey Insights as the company’s new flagship product due to the potential and reception of this new feature.