Visualization

Challenge & Selection

Part of the final project to approve the elective module of Innovation in the second semester of the  MBA that I am currently doing, we had to work with a German startup and help them to solve a  problem they have. The startup was tech-app-based in the field of health, wellbeing, and recovery. The  challenge was to create and propose them a complete entre-level strategy to arrive in Latinamerica.  Incredibly challenging, but with my team we were really excited about the possibility, partly because  the whole team were from Latinamerica.

Different tools were used, but one in particularly was really helpful and gave us key insight to  understand the different activities that the users have to do in order to accomplish their goals, and  that tool was a Visualization tool named Journey Mapping. For this occasion, we decided to do two  journey maps, the actual journey, and the journey once the App is implemented. Customer activities,  customer goals, touchpoints, and experience in terms of satisfaction were mapped for each stage of  the funnel (awareness, consideration, decision, delivery & use, loyalty & advocacy). Use this tool gave  us incredible insights about the actual activities, also help us to see actual pains that the end users  were having, how the App help to solve that pains  in the whole journey and increase the perception  of satisfaction.

Application

The idea of implementing this tool was to be able to visualize and evaluate the Journey map to identify  low and high points, expectations, unnecessary steps, and hopefully get some Aha moments. This way  it would be possible to find opportunities to improve the overall experience for the most important  stakeholders, mediators (doctors) and end-users (patients) with the App. To be able to compare both  journeys and have a clearer idea how the App solve the current problem we asked to a volunteer in  one of the countries selected to go through the actual journey and repeat the journey but this time  using the App. The experienced were mapped based in an interview direct to the volunteer, and notes  were taken in other to have insight about the potential dissonances and overall experience.

Insights

Afterwards we were able to compare customer activities, customer goals, touchpoints, and measure  satisfaction in each of the steps of the funnel to see where in the journey the expectations were not  met. Also, we were capable to identify an unnecessary touchpoint and delete from the process and  reduce the interaction cost. Important quotes from the volunteer were taken to rethink some process  and consider the reevaluation of steps of implementation of the strategy.

Approach

Journey Mapping, as a Visualization Tool, was key to actually get to a final result, we could realize that  the actual strategy implemented by the company in their country of origin it wouldn’t be possible to  be implemented in the selected country in Latinamerica. Allow as to see things that we could not  realize using other tools like the Service Blueprint Tool. Map emotional insights are valuable and give  important insights that can determine a whole strategy, and here that was the case.

