Samsung Customer Journey Map
Identifying consumer touchpoints, critical junctures and interruptions in the shopping cycle were key objectives of this consumer journey map. Using research, data and in-depth analysis, actionable items were identified to tackle a complex negative customer sentiment.
Role
UX Lead & Research Assistant
Client
Samsung
Firm
Razorfish
Duration
3 weeks
Team
Designer: Jiae Oh
Data Analyst: Brian Best
Service
Service
Service
Service
How might we better understand our customers' purchasing and installation experience to better serve them?
Service
Customer touchpoints within a Samsung journey
MY ROLE
UX Lead & Research Assistant
As UX Lead, I partnered with data analysts and strategists to define the task for the Home Appliance Customer Journey Map. My role specifically was analyzing the data, identifying personas and researching consumer touch points along the home appliance shopping journey
THE CHALLENGE
To identify interruptions within the shopping journey
The Samsung Home Appliance client needed to tackle a complex negative sentiment issue. Our challenge was to identify the audience, analyze the customer's journey from pre-purchase to post-purchase shopping experience and identify actionable items to combat such perceptions.
Our high level goals were to:
-
Identify customer segmentation
-
Analyze qualitative and quantitative data
-
Establish customer touchpoints
-
Identify the customer’s emotional journey
-
Include customer service’s pain points
-
Advise on actionable steps
-
Advocate for additional in-depth research
THE SOLUTION
Actionable items for long term vision
Setting out to fix complex problems, we first needed to identify who our consumer is and tactically plot their shopping journey. We analyzed social commentary, customer segmentations, use cases and digging through past interview workshops.
Our immediate challenges were:
-
Understanding data collections to inform journey mapping
-
Leveraging use cases but focusing on a common journey
-
Developing actionable items for client to have immediate impact
Final customer journey
BUSINESS OBJECTIVES
Mitigate negative sentiment
Samsung’s known as the leader in innovation, but was battling some pretty serious challenges from the internet. Our challenge was to analyze customer data while providing strategic, actionable steps to combat this negative perception.
INSIGHTS & USER RESEARCH
Informing the customer journey through data
We gathered data that informed us on our shopper’s research patterns, interactions and overall emotional rollercoaster that is associated with large purchases. We also created personas for the “modern millennial family”, Samsung’s target market.
User insights:
-
Our users are excited about Samsung products, but nervous about installation process
-
Often our users were not aware of post-purchase interactions to come
-
Needed third party validation but some encountered negative commentary
-
Customer support is a pain point for user
-
Current experience lacked transparency and trust within the buying journey
-
Use cases can be complex adding retailers, virtual and in-person shopping
JOURNEY PHASES & USE CASES
Setting out to capture entire shopping experience
Documenting the customer’s journey, we needed to break it down into phases. Capturing an entire lifecycle, we identified the journey as Pre-Purchase, Purchase, Post-Purchase and Brand Loyalty. Within those segments, we broke the path to brand advocate even further.
TOUCHPOINTS
Understanding consumer interactions
From research, retailers, reviews to 3rd party installers, understanding all consumer interactions meant the ability to start to identify where things can go wrong. Aligning user’s interactions with each phase of the journey was critical to see opportunities for improvement.
INSIGHTS
Highlighting data
Our data analysis provided some very insightful information. Assigning the data by journey phase, we were able to associate each insight phase with customer interactions like social, email, mobile or customer service.
User insights:
-
90% research via their mobile phones
-
52% wait for deals like Black Friday or other promotions
-
69% convert through our Bespoke Design Studio simulator not PDPs
-
64% want more communication after purchase
-
⅓ found installation to be a pain point
OPPORTUNITIES
Providing answers
Identifying problems is one part of the puzzle, but showing actionable opportunities for improvement is the key in true data collection. Enrichment of SEO and PZN tactics, opportunities to provide transparency and seizing opportunities to validate purchases. Advocating for additional research on customer support pain points, third party interaction analysis and enhanced use case scenarios with retailer interactions.
CONCLUSION
Putting the user first
Through this research analysis, we dove deep into the customer journey. Advocating for additional research, interviews and identifying areas of improvement. Client immediately wanted more in-depth studies and enhancements with additional use cases. While complex problems can’t be fixed overnight, through this exercise it’s a step in the right direction for advocating for the consumer.
