Staria -
Digital Journey Map
Project
UX & Service Design
An international financial management and data-driven decision-making company aimed to improve customer experience and clarify their offerings for different segments. ​​The case study reveals that: "The scope and combination of the services offered by the company were considered almost impossible. We decided to make them visible."
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My role was UX and Service Designer, and I was responsible for the customer journey map, stakeholder interviews, facilitating workshops and designing the site structure together with a content specialist.
Design process
Team
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Content specialist, Product Manager, UI Designer, Analyst, and Software Developer.
Research
Workshop 1:​
In the first workshop, we mapped out the product portfolio, customer segments, and the purchasing process from the customer's perspective.​
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Stakeholder interviews: ​
To better understand the needs of different buyers, I conducted semi-structured interviews with four stakeholders. I planned, executed, and analyzed the interviews, focusing on topics such as buyers' needs, methods for comparing ERP products, the purchasing process, and expectations regarding impactful content. I combined the research findings with the client's previous insights into customer needs. As a result, I created three buyer persona descriptions.
Workshop 2:​​
In the second workshop, we addressed content needs, insights provided by analytics, and the purchasing journey visualized through a customer journey map.​ ​I utilized the insights from web analytics in the design work.
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Outcome and impact
Digital Customer Journey
Based on the research, I created a customer journey that guided the website’s functionalities and content while supporting the company's strategic decision-making in the long run.
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After interviews, and workshops, I developed three distinct buyer personas, detailing their needs, pain points, goals, and the types of content that support their purchasing process.
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New website of Staria was published in January 2025.
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The buyer personas and customer journey map support the client's marketing efforts, as well as the designers, developers and content creators in building a website that is engaging and informative from the perspective of different page visitors. Information architecture supports for example buyers, partners and career seekers needs. Page analytics and customer feedback is collected to analyze the success of the page renewal.
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Digital Customer Journey​
Due to an NDA, I cannot share the personas and the original customer journey map, as it contains detailed confidential information. However, this example demonstrates how I organized the information and what aspects were analyzed at each stage.
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The customer journey map highlights the buyer personas' stages of awareness, consideration, and post-contract signing. It also includes touchpoints, pain points, metrics, and calls to action.
Learnings and measuring success
During this project, I learned about the customers field of business and how purchasing an ERP system occurs.
Using various metrics to monitor user behavior on the website was also interesting. Metrics can include user feedback on the new website, observations gathered by internal experts on customer experience, website navigation analytics, and the conversion rate.