The Product Experiences team at G2 approached me with the desire to create a ‘Disneyland Map’ that visualized the different Customer Journeys through the company's Products and Services.
The map would serve as a vital tool for understanding and enhancing the customer experience at G2.
For those who prefer to watch than read, I recorded a 5 minute walk-through of the design process and final workshop template in Miro.
Watch the demo
The Product Experience team at G2 focuses on reviewing and optimizing the lifecycle of product experience for customers.
To effectively improve product and customer experiences, everyone needs to understand the landscape in the same way so that they can have better conversations and make better decisions.
"By visually capturing the complex interactions and touchpoints across our business, we aim to create a resource that guides strategic decisions and fosters a more customer-centric approach in all our initiatives."
And so, the G2 Customer Journey map was born!
Many people contributed to this project overall. Here are the core team who worked directly on developing the design.
Before
After
Develop a visual customer journey map that accurately represents the G2 business landscape for both buyer and seller audiences.
Standardize the customer-centric terminology relevant to each stage of the journey so that everyone speaks the same language, both interally and externally.
Arm new joiners with a complete picture to accelerate knowledge acquisition during their first few months.
It's hard to have conversations around complex experiences without a visual aid.
This map would serve as a talking point inside formal workshops, and in more casual daily spaces.
By having everyone look at the same picture, we minimise the risk of confusion and misunderstandings when teams are left to create individual mental models.
Ensure every squad and project within G2 can locate their role or contribution within the map so that they see how they contribute and how those contributions connect.
The G2 Team had already mapped out their Customer Journeys in Figma.
My role was to take those journeys and explore appropriate visual metaphors that could bring together a cohesive visual story to be told by the business.
Key topics:
Clarity on project goals and the ‘Why’s
Deep understanding of client needs & desires
Various success metrics
Overall style and top-level concepts
Timelines and responsibilities
With a stylistic concept agreed through the Design Discovery, it was time to dive deep into the customer journeys and plot out variations of how they might be visually represented.
Simplify the journey into only need-to-knows
Ideate visual representations and metaphors for each phase and artefact on the journey.
Block out potential layouts
Regularly sanity check the narrative and flow against the wireframes
Iterate the designs based on feedback from key stakeholders throughout the business to ensure we accurately reflected the landscape
A complete visualization of the G2 Product Landscape; embracing the brand, culture and stories that sit inside this dynamic and multi-faceted business.
By connecting relevant visuals with clear annotations and external resources, we bring together the full picture in a format that can be explored asynchronously, or together as a team.
Pathways, colours, and landscaping were used to distinguish between the different content categories.
This aids understanding of where everything sits, how they connect, and in which phases they belong.
Information hierarchies can be found in various formats. Text sizes, building sizes and level of detail.
Each number on the map hyperlinks to the associated text details and vice versa, so you have an easy flow of accessing related information.
Colour categorisation, repeated visual motifs and cohesive storylines are essential to understandable and immersive Customer Journey Maps.
From the moment of entry, the design emanates the G2 brand and products using the core colours, illustration style, and attention paid to visualising product artefacts in ways that would most resonate with the G2 teams.
G2 already had many internal analogies for how their complex business operates.
It was my role to bring those analogies into a cohesive visual story that made sense to both the content being shown, and the teams' own mental models.
It was important that any visuals on the map were contextually relevant and added to the viewer's understanding of what happens at each stage.
We evoke much joy when we add playful nods to the internal culture throughout our designs.
Much like 'Where's Waldo?', it's not about instructing the finding of Easter Eggs, but enjoying the discoveries as you journey through the small details and tongue-in-cheek playfulness.
“The customer journey map has given G2 a new type of artefact to align our colleagues around experiences and touch points with our customers, regardless of their role or function.
It has used simple analogies to help us explain our business and departments in new ways. Our internal alignment shapes our language and unifies us as we aspire to be more customer centric each and every day.”
Dane Howard, VP Product Experience Design at G2
Let's jump on a call to discuss how we can translate your organization into a design that's a joy to explore, and makes for an unforgettable educational experience.
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