Customer-Centric Project
Enhancing the understanding of customer needs to foster a more customer-centric approach across the organisation.
A betting company sought to strengthen its customer-focused approach by deeply understanding user needs, pain points, and behaviours. I was responsible for turning extensive user research into clear, branded personas and journey maps that helped drive internal alignment and foster a unified, customer-centred culture across departments.
01. Overview
Project
Improve internal understanding of customer journeys by designing visually engaging personas and journey maps, making key insights accessible and actionable, and fostering a customer-focused culture across departments.
Role
Lead UX/UI Designer, collaborating with a lean team of three UX researchers. I transformed customer insights into engaging visual representations through personas and journey maps, creating tools that guided the company toward a unified, customer-focused culture.
Objective
Gain a deep understanding of customer needs, pain points, and preferences to cultivate a customer-centred approach across the organisation, ultimately improving internal communication, decision-making, and onboarding.
02. Problem
The company aimed to create a unified vision of their customer base to improve service offerings and decision-making across teams. This required translating complex customer insights into clear, accessible visuals for internal use, fostering better collaboration, onboarding, and data-informed business strategies.
03. Design Process
Research & Analysis
I collaborated closely with a lean team of three UX researchers. I assisted in synthesising insights from over 100 user interviews, which revealed unique user needs and friction points in their journey. This research informed the development of five distinct user personas, each colour-coded for easy differentiation, allowing for a clear understanding of customer segments.
Wireframes & Ideation
Using Figma, I developed high-fidelity designs based on the approved wireframes. The persona posters and journey maps featured distinct colour schemes, company logos, and visual elements that enhanced brand alignment and clarity. I utilised icons and typography to emphasise critical insights while maintaining a clean and engaging layout.
High-Fi Design
Using Figma, I developed high-fidelity designs based on the approved wireframes. The persona posters and journey maps featured distinct colour schemes, company logos, and visual elements that enhanced brand alignment and clarity. I utilised icons and typography to emphasise critical insights while maintaining a clean and engaging layout.
Prototype Testing & Development
I facilitated feedback loops with the UX research team to iterate on the designs, ensuring accuracy and alignment with user insights. Through this collaborative process, I refined the visuals for clarity and engagement, preparing them for presentation to stakeholders and guiding the development team in implementation.
04. Solution & Results
Final Deliverables
The completed persona posters and journey maps were visually compelling, brand-aligned, and easy for stakeholders to interpret and implement:
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Distinct Colours for each user type made customer segments easy to differentiate at a glance.
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Company Logos and Brand Elements enhanced the relatability and recognition of personas, visually aligning them with the company's identity.
Results
Unified Vision: Teams shared a clear understanding of the customer base, aiding cross-departmental decision-making.
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Improved Efficiency: Personas helped prioritise initiatives that met actual customer needs.
Enhanced Collaboration: A shared framework boosted cooperation between marketing, product, and support teams.
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Streamlined Onboarding: New hires quickly adapted to customer insights, aligning efforts from day one.
Some details have been intentionally blurred to respect confidentiality agreements and protect sensitive company information.