The innovation team at Capital One created an online product called Auto Navigator that was seeing early success. The design and product team being tasked with continuing to iterate on the product needed to gain an understanding of the product and the customer to inform next steps. I led the effort to create the information architecture, journey map, service blueprint and customer profile.
Information Architecture
My first steps to gain a better understanding of the product in market for the cross functional team was to create the information architecture of the site. I conducted an extensive audit of the unauthenticated and authenticated experience to determine all the pages that existed and how they linked to each other.
Customer Journey
With the information architecture in place, I next took steps to create an outline of the customer journey. I created multiple journeys based on the customers experience or inexperience purchasing a car as well as how confident or not confident they were going into the process.
I printed these customer journey’s so that they would be easily visible during team discussions. The team would consistently add updates to the physical print outs using sticky notes to inform iterations as we learned more about our customers.
Service Blueprint
With more clarity on the customer and the front of house experience, I next took steps to create a service blueprint to bring clarity to the back of house experience.
I led multiple sessions with the cross functional team of engineering, operations and call center agents to gain an understanding of the actions that occurred at each step of the process. The sessions were in person leveraging sticky notes on a wall to create the first iteration of the blueprint. I transferred all the sticky notes into a higher fidelity service blueprint to make it easier to share across teams.
Customer Profile
I worked with our data and business analysts team as well as our research teams to gain a better understanding of the different types customers that were coming to our product. I synthesized this information and found that 6 groups emerged. I created a customer profile outlining the characteristics of each customer group to help the cross functional team gain a better understanding of the current customer base.
Results
These artifacts helped to create a foundation for the cross functional team to have a unified understanding of the product, how all the functions worked together throughout the process and gain a better understanding of the customer.