Customer Journey of Current State & Opportunity Areas

^ Customer journey map from sales to service that highlights disconnected interactions between divisions in the current state. As a core team member of this project, I created this document based on our research findings and concepts. It took many whiteboard sketches and stickies to figure out the right story. Here’s the process.

Process of Creating the Journey Map

^ The team visited dealers and stakeholders in the U.S and U.K (I visited 4 dealers in the U.S), and interviewed 8 consumers who recently purchased a vehicle.  From the interviews, we identified car buyer/owner’s pain points as well as Kia’s organizational challenges.

^ 7 themes were extracted out of the research findings

^ Many whiteboard sketches were drawn to find the right way to visualize our themes in the context of customer experience.

^ The first version of the journey map is created.

^ We presented our research findings, themes and the journey map in a client workshop to align on our vision and generate future concepts. (2 days workshop at Irvine, CA)

^ After we came back to NY studio, we developed the concepts that were generated in the workshop further into more compelling stories and laid out where our concepts are applicable in the customer experience.

Research Summary and Concepts

^ Sample pages of the final delivery that explains our process, principles and concepts

(I have been part of every step in the project from visiting dealers to developing concepts to support this final document)