Customer Journey Map

From pre-sales, passing through installation, until user retention

As part of the development of a new Premium Line for our Smart Thermostats, we needed to define our user journey map. I was responsible for the complete ideation, stakeholder input collection, and every other step that comes with and after the creation of the map.

I started the map with general input from competitors, and personas, started mapping the input, co-created it with my product team, and mapped opportunities to evaluate in the future. The following steps will give a detailed insight into each phase.

The main focus of this customer journey map lies in the installation part, as it is part of my expertise and the area we can influence the most at this stage of the project.

Personas

Based on company personas

Based on company personas, I created user stories for each of them in order to reach their true needs for installation mostly. This exercise helps the stakeholders to identify and understand the purpose of the map.

I added one extra persona for the 'Professional Installer' case, based on the personas defined by the 'Professional Installer App' team, in order to address their specific needs while mounting the device.

Competitors insights

To reflect on the ideal path for our products

We researched the installation flows for the -not so many- devices using Thread and Matter in order to get inspiration, try to keep a single language between Matter products, and create the ideal path for our products.

Journey Map

Needs and pains from Personas

Detailed Journey Map (detailed steps on each category)

Details

Areas & Categories - Columns

I defined six different areas where to focus our attention on:

Pre-sales: Why do they even start the journey? Buying decision for the SRT (Smart Radiator Thermostat) PL (Premium Line)
Unpacking: Once the users receive the product. Product discovery.
Installation: Divided into 2 separated sections so the user can decide where to start from (seen on users insights)
- Registration and commissioning: connection to other devices and the cloud.
- Mounting: the act of putting the device into position and making it ready to use.
Onboarding: Focused on app onboarding, as a smart product.
Daily use: First use and Troubleshooting.
Retention: keep your customers happy and engaged.

Information - Detailed steps

On the rows, I mapped all steps required to reach that individual category, for some of the steps I went into more detail. mainly to explain the internal stakeholders the purpose of the map and the outcome.

Also mapped are the needs and paints for the personas defined before. The main purpose is to reflect their thoughts and detect opportunities on the journey for improvement.

Needs & Pains from each Persona

Also mapped are the needs and paints for the personas defined before. The main purpose is to reflect on their thoughts and detect opportunities on the journey for improvement.

Result

Opportunities

For each post-it, where needs or pains were detected, and once all information has been mapped in the different categories, with their respective steps, together in the team we brainstormed different opportunities.

This gives us clarity and urgency on different steps, where our attention must go next.

Example:

Touch points

In the meanwhile, while aligning with the team, I generated different touchpoints in order to evaluate how many screens for the app and device we would need, and make it transparent to all stakeholders.

Journey variation when user starts on the device, not on the app

We detected on the way that we needed a second route for some personas on the journey, a new variation. This would include that users that would mount the device first and then register it. We wanted to check if the would need extra screens, or If we can detect extra opportunities there.

Next steps

Agree with all stakeholders on an MVP for the complete installation flow for all new Premium Line products.
Create the necessary screens for the app and device focused on the installation part - as its urgent for development
Create user Story maps to see it from the product perspective (contrary to the journey map that is from the customer perspective)
Take all opportunities and create an Opportunity Solutions Tree --> Long-term approach

We are still working on this journey and taking it as a reference for general steps and structure, our focus is installation and onboarding, but with other departments' collaboration the goal is to have a better overview and offer the best service to our users.