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We had the opportunity to partner with a leading automaker to develop a cutting-edge web journey strategy for their European market. Our team of consultants worked hand-in-hand with the client to analyze their customer journey and identify areas for improvement that would revolutionize the user experience.
However, this wasn't without its challenges. The digital touchpoints along the customer journey were developed and operated by different organizational units, creating a fragmented and disjointed customer experience. Our team of experts was up to the task, and we developed a custom customer journey mapping framework that enabled the client to plan the web platform's information architecture systematically. This framework helped to align business goals, customer intents, and KPIs to enhance the user experience, making it more streamlined and effective.
But we didn't stop there. We also developed a robust goal system that defined business and customer-centric objectives for every step of the customer lifecycle. This framework, coupled with our comprehensive customer journey map, enabled us to identify redundant features and concepts that were not aligned, leading to confusion for users and a subpar user experience.
At horyzn.io, we're all about results. That's why we developed a holistic KPI system that tracked essential metrics such as engagement, conversion rates, and bounce rates. This provided our client with actionable insights to optimize their web platform and achieve their business goals.
We also provided a detailed customer journey mapping on page level, identifying problems and opportunities across all touchpoints, from content pages to web and mobile applications. This helped us to provide an even more comprehensive overview, making sure that every aspect of the customer journey was mapped out, optimized, and aligned.
Finally, we created a roadmap, prioritizing actions to solve the most critical problems in the UX of the web platform, as well as the operations in the client's organization. This roadmap provided a clear plan of action to implement changes and drive growth through a data-driven omni-channel approach.
Key challenges that our client faced at the beginning of the project:
The digital touchpoints along the customer journey were developed and operated by different organizational units, leading to silo work and a lack of alignment regarding a common planning process. This resulted in a fragmented and disjointed customer experience, with redundant features and concepts that were not aligned.
Different KPIs and tracking approaches were set across different touchpoints, making it challenging to measure overall performance and identify areas for improvement. Furthermore, there was no data-driven improvement process in place, and existing web analytics reportings lacked quality and overview.
The information architecture of the web platform did not follow a clear concept in terms of steering the user flow through the platform, resulting in a confusing and disjointed user experience.
These challenges ultimately led to a lack of a seamless user experience for customers, making it difficult for them to navigate the web platform and complete their desired actions.