OVERVIEW
Mapping each target audience journey to identify opportunity areas for optimization and develop possible solutions
While continuing to optimize individual pages within the Amex Australia ecosystem, it became clear that there were blind-spots across the digital experience, so we were asked to develop current state journey maps for 3 logged-out audience segments in an effort to develop a more robust bank of future state ideas that would drive greater consideration, information-finding efficiency, and overall site performance.
Team
Deirdre Stone and Cameron Vizenor: Oversight
Sarah Elsemore and Jodi Octavio Thomas: Strategy
My role
UX Lead responsible for: Research & data analysis, personas, strategic insights, graphic design, creative concepts (wireframes, competitive examples, & IA)
Timeline
2021: 6 months
PROSPECT CURRENT STATE JOURNEY MAP
Setting up their new business for success
LOW TENURE CURRENT STATE JOURNEY MAP
Managing their business resources
PROSPECT CURRENT STATE JOURNEY MAP
Growing their business sustainably
Full case study coming soon