Measure What Matters: Aligning UX Research to the Customer Journey

Mapping quantitative and qualitative research onto the different stages of the customer journey yields vital insights to assess and optimize the overall experience. However, execution can be challenging, especially for mature organizations with existing fragmented efforts across many departments.

This presentation explores best practices for consolidating and aligning metrics and research to map the journey and enable actionable insights. This is a challenge of change management, as well as obtaining the right data. Tactics covered include organizing research instruments, conducting targeted research to minimize customer burden, and analyzing for gaps and inconsistencies. A well known, real world client example will demonstrate common challenges of mapping the journey in complex organizations and how to overcome them.