Uncovering the Customer Journey
Mapping Service Touchpoints to Drive Experience Strategy for Planning & Self-Study
June / 2025
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Why We’re Here
Problem Statement
| Planning & Self-Study: issues with retention � and usage.�
| Opportunities for improvement exist in both � Product and CX.�
| We lack an end-to-end view of our customers’ � experience at Watermark.
Hypothesis
| Identify crucial gaps and opportunities.
| Utilize design thinking beyond the digital product.
| Design more seamless and valuable experiences.
Visualizing this journey can help us:
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Agenda
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Intro to Service Design
Phase One: Define The Journey
The Ask
Product Design at Watermark
Design Deliverables
Next Steps
Uncovering the Customer Journey
June / 2025
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Product Design at Watermark
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A mindset that prioritizes the user's needs and experiences throughout the design process.
Human-Centered Design
A process that emphasizes understanding user needs, generating creative solutions, and iteratively testing and refining them.
Design Thinking
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Today, we apply these principles to our
in-product experiences.
What if we applied these principles to the entire customer journey?
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When you have two coffee shops right next to each other, and each sells the exact same coffee at the exact same price, service design is what makes you walk into one and not the other.
31 Volts Service Design, 2008
Intro to Service Design
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Service Design at Watermark
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Discover + Build the Watermark Customer Journey
PHASE ONE:
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The story of a Watermark Customer is
fuzzy
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Let’s bring this story into focus
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The Core Issue
With this context, we can better meet customers exactly where they are by designing effective:
We lack a complete, end-to-end view of our customers' experience at Watermark.
Insights are often siloed or undiscovered.
Our Opportunities
Why this matters
Assumption
Gaps in Our Customer Understanding
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Discovery Timeline
Weeks 1-2
Weeks 3-6
Week 7
June 2-6
June 9-13
June 16-20
June 23-28
June 30-July 3
July 7-11
Project Setup & Stakeholder Alignment
Research & Data Collection
Synthesis, Insights, Building Deliverables
Week 8
July 14-18
Recommendations & Next Steps
8 weeks to Insights
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The Ask
1 hour of time
RESEARCH & DATA COLLECTION
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Interviews
Tell me your client stories!
Share what you’ve learned, heard, and experienced. All voices, perspectives, insights are welcome!
Individual 1-hour interviews, with slack availability for follow-up questions.
No pre-work.
No homework.
SHARE
SCHEDULE
RESEARCH & DATA COLLECTION
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Design Deliverables
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From the client's perspective, outlining their needs, touchpoints, sentiments, and emotions at each stage
Customer Journey Map
A detailed model of a typical client experience, incorporating all parties (internal and external)
Service Blueprint
Primary
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Design Deliverables
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Visualizes connections between internal and external stakeholders, showing their motivations, interests, and relationships.
Stakeholder Map
Zooming into a specific part of the journey, focusing on the customer's expectations for each service.
Expectation/Empathy Maps
Identifies and prioritizes discrepancies between customer expectations and their actual experiences, based on our findings.
Experience Gap Assessment
Secondary
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Goals
Give you the context you need to make informed decisions that are consistent across the journey.
EPOWER STRATEGIC DECISIONS
Pinpoint crucial gaps and key opportunities within the customer journey that we can act on immediately.
IDENTIFY INFLECTION POINTS
PROMOTE TEAMWORK
Foster cross-functional teamwork in a way that helps customers feel a consistent experience no matter where they are in their journey.
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Next Steps
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Schedule + Conduct interviews with the right people.
Follow up questions & building deliverables.
Share deliverables & make a plan to start addressing gaps + opportunities.
Phase Two: Solve
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THANK
YOU!
Uncovering the Customer Journey
June / 2025
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