What I do

As part of my job as an Experience Strategist, I have to uncover tacit information from customers and businesses, and then make it explicit to stakeholders. Although the information may already be explicit, it usually lacks structure and, most of the time, it does not address all key viewpoints. One of my goals is to identify these perspectives and represent them in a meaningful way, so stakeholders become conscious of how they relate to the customer and their impact on the business. As a result, there is an increase in collaboration and commitment towards a better customer experience – from all stakeholders – which is beneficial to both businesses and clients.

Please find below some of the artefacts I usually produce, or tasks I undertake, in order to build a great customer experience. These are grouped into 5 main activities as follows:

  1. Research and data gathering (e.g., customer needs, business requirements, technical constraints)

    • Web traffic analyses
    • Competitive reviews
    • Content audit
    • Interviews
    • Focus groups
    • Contextual inquiries
    • Online surveys
  2. Translate findings into meaningful information (e.g., touch points, pain points, features list)

    • Conceptual mapping
    • Personas
    • Scenarios
    • Story boards
    • Behavioural mapping
  3. Build strategies and outline solutions (e.g., objectives, prioritised features list)

    • Brainstorming
    • Product backlog and minimum viable product (MVP)
    • Performance indicators (KPIs)
    • User stories
    • Task analyses
    • Site maps
    • Customer journeys
  4. Create, experiment and assess potential solutions (e.g., interfaces, microinteractions, processes)

    • Wireframes
    • Prototypes
    • Card sorting
    • Usability testing
    • Heuristic analyses
  5. Build, test, deliver and improve final solutions (e.g., optimisation, recommendations)

    • Content strategy
    • Search engine optimisation (SEO) strategy
    • Tracking strategy
    • Quality assurance
    • Proof of concept/Pilot
    • Split testing
    • Release planning