Viewrail Customer Journey Maps
OVERVIEW
Creating Viewrail’s first customer journey maps
We created the company’s first two service blueprints and validated a repeatable elicitation and delivery process. The blueprints visualize business services and data flows to support more informed IT decisions.
Initiative planning and management
Strategic communication
Workshop facilitation
Visual design
BACKGROUND
Customers navigate complex stair and railing projects from discovery to installation
Viewrail is an innovative $100M+ stair and railing manufacturer serving customers nationwide.
PROBLEM
“We need shared documentation of the customer’s journey.”
– Viewrail IT Executive
ELICITATION
A lean first past at documenting tacit and siloed knowledge
Remote + asynchronous
2 rounds of documentation
2 rounds of review
Across 7 departments
VISUAL DESIGN
Gathering examples and references
Exploring layout, scale, and styles
Drawing on inspiration from the visual design references I pulled, I flushed out ideas for visualizing the content with focus on detail and specificity.
TESTING
Observing users interact with the artifact during a blueprinting exercise
Where do users gravitate?
What’s unclear or confusing?
How effective are scale and visual styles?
ITERATION
Condensing information, simplifying styles, and optimizing for print
Before
After
IMPACT
Visualization, alignment, and valuable insight
Shared, visual representations of end-to-end experiences aligned teams around customer needs and surfaced gaps that hadn’t yet surfaces.
TAKEAWAYS
Creating journey maps collaboratively within a large organization
Beginning with a lean, asynchronous approach helped build early buy-in in a low-UX-maturity environment where the framework was unfamiliar.
Bringing department leaders together to review the artifacts collectively is where insights truly came to fruition.
Iterating on the structure and level of fidelity was critical to producing artifacts that were both accessible and genuinely useful.
