Improving client experience leads not only to increased client satisfaction and loyalty, but also to enhanced financial performance and a better engaged workforce. Projects designed to improve customer experience typically achieve revenue growth of up to 10% and a reduction in the cost of delivery of up to 25%.
A client journey map is a helpful tool to identify where your firm can add greater value to the client experience and to improve process efficiency. Taking a dual focus on value and process will ensure people in your firm prioritise their efforts on activities that delight clients in a way that generates higher profitability.
This morning, our tutor got us introduced to a workshop that was all about planning your journey mapping to the client. It’s important in preparation for this Thursday to come up with a way to tell the story to the client by our designs, in order for the client to truly understand the concept your going with, it is an ideal thought to act a scenario out as if you’re putting yourself in a chosen target, by doing this you get to find out if there are things you can improve on, something that you didn’t expect to come across that can help the outcome you’re getting too, because what you need from this is clarity that you’re following the brief and not colouring outside of the lines too much. For a designer, it’s not a good move to not follow up with this method & not feel re-assured that your doing a good job, everything will be easier for example, the journey getting to the main goal and not have any hiccups along the way.
These are the notes I took down from the lecture…
- Why hasn’t the client compiled this brief?
- Envision the client as part of design team. Collaborative design.
- Drawing from everyone’s expertise. Future facing
- Need to make the patients feel less isolated and stuck in a catch 22 situation
- Focus on person as a person and not a problem that needs to be fixed
- How would I feel in the same situation
- Journey mapping
- How would I encounter that ?
- How do I capture their attention?
- How do I capture their heart? What is meaningful to them?
Photos of the props for our journey map.
As a group we had to share our best ideas and act upon them in scenarios, to which our chosen audience would go about doing in their daily lives. We started to figure out where would our outcome suit where? we started to believe that most elderly people I come across in my experience, are around public areas such as local parks, cafes, hairdressers and in some cases are around public transport like buses & trains.. then we began to form a good scenario.
Prop 1: Bus pass/Bus Stop
we came across the Arriva Wales website which we found out most cases the elderly does use a lot of public transport to get to most places they couldn’t if they relied on their own transport like a car for instance, especially if they’re on heavy medication. using this as a prop we came to realise the little things that count. We came to the realisation pushing our message across is what we strive on, when we got bus tickets they always had something on the back of them for example, McDonalds and the deals they had going, we could put our designs on the back of them which would enforce our message more just by taking it out the pockets, showing to the driver with it being with you so you’re never too far away from that reminding while at the same time encouraging you.
Prop 2: Mobile Phone/QR Code
It came to our attention that actually nowadays more elderly people are starting to use more social media apps and being aware of what’s out there for them, in a study there has been a higher percentage of the elderly using Facebook for instance to connect with people, we found it a good idea to use the internet, especially the social media side to showcase our animations or advert clips to them, not only does it branch out more to the younger audience by doing that, there are some who feel more comfortable to go through that root to receiving the message.
There was another idea to include a QR code to hyperlink our animation for people to see but then again would it seem a bit difficult for the people who are not familiar with this kind of platform.
Prop 3: Steering Wheel
The steering wheel is for the bus as we had roles on who is who, I thought its a good idea to add it in for the viewers to not to get confused.
Prop 4: Leaflet
from the scene, as the person enters the surgery that person is introduced to the receptionist who kindly asks the person to have a seat and wait for their doctor to be avaialble, but before that happens they hand over the leaflet with information about the medication review, showing the person about what benefits it can do for them.. we felt that maybe our ideas could manifest into a outcome of a leaflet, in terms of infographics to encourage and get a better understanding of what they can expect what will happen just before they see their GP.
Prop 5: Poster
The poster is the finale to our scene, this will be heavily involved in our chosen outcome that we would like to produce, as to my idea the posters will be heavily involved so with a scene like the surgery, on the walls they are no stranger to different kind of posters which relate to medical health, however the poster is there for people who tend not to look on their phones while they wait and take a few moments to view posters that’s around them, one thing about a poster it has to stand out and be vibrant compared to the rest. That allows the viewer to engage more that makes posters a reliable and safer option to produce.
My Reflection
Looking at this upcoming week I find myself slightly doubting to what the client truly wants from me, speaking to my tutor I kind of have reassurance that of course the client is important and that who’s I’m designing for, but I need to remember that they are not graphic designers, they don’t critique but its up to me to deliver it in such a way that I should be fulfilled and confident in what comes out of this brief. I feel at this point I have a selection of designs but its just not enough, I felt an animation would be the way too go as I was put off by the fact I tend to make animations look cartoon themed and from the meeting with the client, I felt that its something to avoid as it can be viewed as not serious and more comical. From the talk I had with my tutor I felt better explaining the body of work and getting feedback to what needs to be ticked off the list, dropping a few ideas in sketches is a good start for today to drop down something solid to show the client this Thursday, I do feel more focused from the talk and know my direction to go for at this time.
My Learning Journal 