Customer Personas and Journey Maps
How I gathered the data
1) Ecommerce Purchase Data. 2) Google Analytics. 3) Net Promoter Score (NPS) Survey Feedback. 4) Collaboration with consumer insights.
Departments benefitting
1) User Experience - You cant design experiences unless you know who you are designing for! 2) Digital Marketing - The team can now narrowly tailor their performance marketing towards each persona. 3) Merchandising - Can communicate with digital marketing the shoes that are selling well for each persona, so email marketing can push content more strategically.
TOMS Customer Journey Maps
1) Start with Post-it Notes
2) Make the information digestible
3) Mind map
4) Craft a tailored and elevated customer journey map
