Case Study: Brand Experience Architecture (Service Design Documentation)
Client: Novartis
Traditional UX disciplines and practices were leveraged into the development of a brand experience architecture for the launch of a pharmaceutical product.
After data and hypotheses validations, the artifacts resulting from the exercise assisted in the mapping of a service design plan.
(click images below to view large)
Traditional UX disciplines and practices were leveraged into the development of a brand experience architecture for the launch of a pharmaceutical product.
After data and hypotheses validations, the artifacts resulting from the exercise assisted in the mapping of a service design plan.
(click images below to view large)
Customer Journey Map
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After posing guiding principles of understanding target demographic behavior, the customer journey was plotted along education, decision, purchasing and continuance stages.
Touch points of engagement were identified for the stages of the journey, as were customers' anticipated thoughts, actions and levels of emotional reactions. Possible opportunities for optimizing customer engagements were also identified for stage of the journey. |