Mapping the End-to-End Journey to Impact Product and User Experience Design

Businesses are often looking for new markets to penetrate, identifying potential revenue streams to position them for future growth and protect them from ongoing competitive pressures.

Our client, an enterprise software company, wants to start targeting small businesses for its network security solutions (a segment where they currently have little foundational understanding). Success depends on their ability to design a path to adoption and user experiences specific to this target.

Our team first empathized with these small businesses at customer summits, representing their voices across a wide range of network security needs. Together, we co-created the path to adoption, building a strong narrative for a small business end-to-end service experience.

We ultimately visualized these results with a map of the customer journey, taking care to align it with the product development cycle. We emphasized decision triggers, potential pain points, and emotional responses throughout the journey.

The resulting journey map enabled product and user experience teams to immediately modify an existing prototype and reset it for the new target. Further, the journey insights have framed key product/experience decisions, including pipeline development and prioritization moving forward. Thus far, the small business roll-out has been a success, with the journey insights creating a roadmap for future growth.