The comparative context
When asked, most clients say they are certain they know exactly what their competition is doing – and they might within a narrow frame of reference that’s tied to specific markets, product offerings or digital properties. But do they really know what their competition is doing across the digital ecosystem in which their prospects and customers are navigating? Do they know what their own brand is doing? Sadly, most do not. This knowledge gap is a rich opportunity to properly explore and map against the customer journey.
Brands have to think digital first, and have to think beyond their website, social media and product offerings as loosely connected entities. Brands have to think about the full spectrum of user touchpoints that comprise the relationship prospects and customers have with the brand and how these touch points relate back to any given product, service or digital property. In understanding this interconnected framework, user experience designers and strategists can take their clients on a truly insightful journey toward developing beacon experiences for their customers.
This presentation will explore how we map the phases of the customer journey against specific areas of inquiry related to customer needs and then apply this framework to a review of competitive and comparative brand experiences. The outcomes of this analysis deliver both qualitative and quantitative results that inspire our clients and us. In turn, the insights gained enable our design team to deliver far more compelling experiences.