Aura Media
Brought in for a 6 month case, we were tasked with re-invisioning the way Aura created and executed product design through user journeys. Over the course of this time my team completely redesigned journeys for acquiring customers, getting support, onboarding, and upgrading / renewing their account.
This journey redesign included extensive user research and testing, organizing 3 design workshops and 2 Agile bootcamps, and producing everything from router packaging to responsive navigation redesigns. Included every step of the way were the client teams, taking ownership of the journeys, and driving much of the organization as we neared the end of the process. The goal was to break down internal silos, ramp up production using agility, and foster a sense of ownership within the team. We succeeded on all fronts and the case rolled for another 6 month period.
For the account renew journey we organized an extensive, all-day design workshop replete with user personas, jobs, and journeys. This included talking to past, present, and potential customers, call centre agents, and installation engineers. We developed a full empathy gallery, product inspiration experience, and ideation session, utilizing all facets of the design thinking process. The result was a client-created, ideal customer journey that we then applied to all product design thereafter.
In the above design and prototype we took the client-created customer journey and sought to answer some fundamental questions we had about our users. One in particular was key to our success … were customers willing to partake in an entirely digital journey to renew their services? We knew there was a belief within our customers that the way to get the best deal was talking to an agent on the phone but 2was there a way around this?
We developed a journey that positively triggered a customer to renew their account at the end of their 12-month promotional period. We utilized direct email marketing to do this and led them through an entirely digital journey, expressing that this was the best deal available to them and it could not be beat by call agents. Our team designed it in less than 3 hours, user tested it over another 4 hours, and iterated on it the next day. Soon we’d iterated on the design 3 times and built a fully functioning MVP that we could further test. Our client had originally scoped the work at 6 - 8 months … we completed it in 3 weeks.
Involvement: User research and recruitment, user testing, UX / UI design, client workshop organization, copywriting, project management, agile coach