Nissan - Universal Journey Framework
The challenge: The Global Customer Engagement Centre of Nissan, located in London developed their first version of the framework in 2018 and needed to be updated to the new realities of a global market, the company and the digital habits of consumers in a post-pandemic era. It needed to be updated to reflect the increased maturity of customers and organisations in 2021 and beyond, emphasising the digital journe, linking the way the Global Organisation is structured and the reality of the customer in a deeper, more realistic way.
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My role: Service Design Lead
In the Discovery phase we challenged the existing customer journey used by Nissan to structure their Customer Experience teams and questioned how it was being used. The journey was centered on the Company rather than the user, which provided an unrealistic view of how customers interacted with the company and how they viewed the puchase and ownership of vehicles.
Use of the Customer Journey
This tool was designed and used to discover how different Journey Managers and relevant stakeholders interpreted and used the customer journey. It showed dependencies, positive and negative interactions, barriers and missing journey steps
The Synthesis of the discovery and research was consolidated together with an internal team of stakeholder and company sponsors which help defining the different uses for this framwork and the information the Universal Journey Framework should contain.
The Concept was drafted after analysing the patterns and common behaviours present across markets eliminating those that may seem obvious in Europe but may not be relevant in South Asia, for example to avoid a euro-centric view of the world. Additionally differnt layers of information that can be turned on or off in the journey depending on the user were defined. Lastlty a more detailed description of each journey was illustrated for a clearear description and interpretation.
The layers were defined as clusters of information relevant to different stakeholder groups depending on their role and view of the business. At the base of everything, there is the Customer reality layer which is ever present in this framework.
Journey moments storyboards.
Illustration and description of each journey moment fro a more tactically intended use.
The Results of these framwork are a series of tools containing the same base information, which is the customer journey, and different layers of information presented in different formats, taylored to the user's preference.
Universal Journey Framework
This is the base layer of the framework. It is divided into Phases, Goals in each phase, and outcomes for each phase. Here is a closer look at a phase with its goals, outcome and descriptions.
Customer truth mood boards
Shows the range of activities that customers are most likely to conduct at this stage of their experience. The Channels and touchpoints, the Drivers that motivate customers to make decisions, Segment Highlights that outline any attitudes, behaviours or needs that are specific to different customer segments, the Emotional state presented as a range rather than a unique emotional state, pain points, barriers and customer insights.
Universal Journey Famemework Neighborhood view
Format of the UJF design to represent the customers'. non-linear trajectory when navigating the journey. Designed as a high-level tool for Senior stakeholders and executive meetings and discussions.
Universal Journey Famemework in use.
This is an example of the UJF and different layers of information mapped against it to identify the organisational structure at the moment, effort, priorities and projects distributed.
Outcomes
This Universal Journey Framework affected the whole organisation on a global scale. It is used as a reference point for planning experience, marketing and communication efforts. The Nissan Customer experience team was re-organised to match the journeys as described in this framework. Further projects derived from this framework to improve the planning and execution of the digital and physical experience efforts in the company.