Situation
Online retail is constantly evolving and staying ahead of the curve requires many innovations. The CJE team is always looking for innovative ways to optimize customer experience, based on insights and feedback. Each stage of the customer journey is treated as a unique experience with different wants and needs.
Together, the different parts of the journey should form the best possible experience for each of their customers. We helped their team understand what drives their customer’s decisions, and how these insights can be used to optimize different stages of the customer journey in online retail.
Approach to Customer Journey in Online Retail
Together, we analyzed key customer insights of the last few months, and how these connect to their overarching goals and KPIs. Our research team followed up with a root cause analysis of the key customer insights, identifying the (often unconscious) drivers and blockers of customer behavior.
We then designed intervention ideas based on the underlying drivers and blockers of customer behavior, that could be easily tested and measured. During the strategic session, we mapped the intervention ideas over different phases of the customer journey, aimed at:
- removing friction from the customer experience
- facilitating product orientation, navigation, and choosing
- increasing agency, leaving the customer in control
- motivating and reassuring purchasing decisions
Results
In a 2.5-hour session, we helped update the CJE team’s existing customer journey framework with tailored behavioral insights, implementation guidelines, and an experimentation plan. Using the root causes that make or break behavior in each phase of the journey, their CJE team can now effectively ideate, implement and measure dozens of new optimizations.
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