Move forward.
Faster & smarter.
AN OMNICHANNEL expereince transformation and BRAND strategy refresh for forward.
Forward needed help consolidating multiple brands, over a dozen websites, and disparate lines of business into a single, holistic freight service offering.
My team began be conducting exhaustive stakeholder and customer surveys to identify opportunities of digital transformation and customer experience improvement. We followed this effort up with a thorough customer journey and service map, revealing how the organization could deliver of these and other customer-experience initiatives.
The next-generation website our strategy and tactics defined for them shakes up the logistics industry with incomparable branding, visual design, usability, and messaging informed thorough rigorous market analysis, usability research, and customer insights. It also uses targeted messaging to grow the business and capture leads while educating new customers with powerful pre-login tools—all designed to utilize best-in-class content-management and digital asset management platforms.
Our design process.
Our team tackled Forward’s challenge with a game-changing process we call Experience Transformation.
Experience Transformation is a tested and repeatable process i’ve developed across multiple agencies and clients that elevates both the user’s experience and the business’ results through the rigorous application of design-thinking principles and an omnichannel approach to tactical execution.
It’s pretty cool.
This process aims to do more than simply improve the usability or desirability of a solution. Through empathy and analysis, we elicit the most valuable user and stakeholder data. And by creatively prioritizing these validated user needs within existing technical or business constraints, we’ve time and time again elevated solutions to a level of indispensability that have dramatic impacts on how businesses are able to meet and exceed user needs.
Maslow’s Hierarchy of Need informs how we look at product health and market potential. Typically, this hierarchy caps out with “overdelivery” (or some synonym). But our point of view is that there’s further room to climb beyond simple innovation or disruption. That if you let user needs lead and adapt your business and requirements to suit, your business may reach that rarest of peaks—indispensability.
Designers are. experts in a process. And this process works for nearly any client in any industry to solve for any problem: exploring both business and user needs to clarify the competitive space, validating requirements, defining success metrics, and facilitating a shared vision of an innovative solution at both strategic (high) and tactical (low) levels. Experience Transformation combines activities, their inputs, their outputs, and their relevant RACI roles (who’s responsible, accountable, consulted, or informed) and organizes them into seven discrete stages which can easily be divided among the team and into agile-ish sprints.
service map analysis & critical customer Customer decision points.
Assembled from 31 customer interviews and 51 stakeholder interviews.
Customer personae development.
Sample personae scenario.
Sample personae summary..
Solution architecture.
Mapping project and product strategy to actionable and measurable tactics.
Tactic KPI definitions.
Making customer decision points to tactical implementations.
Proposed site map.
Designed solution in execution.
Prepared from our cross-functional agency-and-client product team.
