UX PROJECT | CLAXON AGENCY

INTRODUCTION/BRIEF

Euka Future Learning, recognizing the pivotal link between customer satisfaction and business growth, embarked on a strategic CX project with Claxon Agency. The project aimed to provide insights into the organization through the lens of customers, asking questions such as: What could be learned by seeing the business through the customer’s eyes? What aspects required change? Utilizing CX Mapping, we sought to visualize every customer interaction with Euka, identifying areas for improvement and understanding the factors influencing customer perceptions.

As the Lead UX Design Consultant for Claxon, I led a transformative CX project for Euka Future Learning. Our goal was simple: uncover customer sentiments, pain points, and positive touchpoints to identify strategic opportunities for improving Euka's experience for existing and new customers.

UX APPROACH

  1. CX Insights: Conducted Euka User interviews (x6) to understand customer sentiments and expectations.

  2. Mapping and Playback: Collaboratively constructed CX maps, engaging with Euka stakeholders to visualise and analyse customer interactions.

  3. Final Deliverables:

    • Discovery Workshop (Internal Stakeholders): Facilitated sessions to extract valuable insights.

    • Empathy Mapping: Visualized customer experiences for strategic insights.

    • Personas and Journey Maps: Developed detailed customer personas for targeted understanding.

    • MoSCoW Method for Analysis: Prioritized insights using the MoSCoW method.

    • User Flows with Recommendations: Evaluated current usability, providing actionable recommendations.

    • Playback Presentation: from User Interviews and Analysis: Presented insights, analysed through the Dovetail platform.

RESEARCH AND DISCOVERY

In the Research and Discovery phase, our team collaborated to construct CX maps through interactive sessions with Euka stakeholders. The objective was to systematically visualize and analyze all customer interactions.

To kickstart the UX process, we initiated a discovery workshop. Internal stakeholders actively participated in this collaborative session, extracting valuable insights to inform our approach. During the workshop, we conducted an empathy mapping session, delving into the emotional aspects of the customer journey. Additionally, an open-ended affinity diagram session was held, prompting discussions and identifying notable interactions and assumptions related to potential pain points within the current customer experience. This holistic research approach allowed us to gather diverse perspectives and lay the foundation for strategic decision-making in the subsequent phases of the project.

UX TOOL AND DELIVERABLES

In the execution of the Euka project, a suite of professional tools was employed to ensure a comprehensive and efficient approach:

  1. Interviews: Zoom as the primary platform for conducting interviews, ensuring a seamless and secure environment for insightful conversations.

  2. Workshop Collaboration: Employed traditional tools such as pen and paper, along with Post-it notes for collaborative purposes during workshops, fostering an interactive and engaging session.

  3. Digital Collaborations and User Flow Analysis: Leveraged Miro for digital collaborations with Claxon staff, enabling effective communication and real-time collaboration. Additionally, Miro was instrumental in the analysis of user flows, ensuring a visually comprehensive understanding of the user journey.

  4. Transcriptions and Analysis: Dovetail software for interview video transcriptions and analysis, providing a robust platform for systematic organisation and insightful interpretations from the user interviews.

  5. Client Presentation: Developed client presentations using Google Slides, ensuring a polished and professional representation of project insights during client interactions.

  6. Personas and Customer Journey Mapping: Figma software for the creation of detailed personas and customer journey mapping, fostering a collaborative and visually appealing representation of user experiences.

INTERVIEW RESULTS: CUSTOMER INSIGHTS

INTERVIEWS: DOVETAIL TAG CATEGORIES

INTERVIEWS: HIGHLIGHTS & ANALYSIS

DISCOVERY WORKSHOP: RESULTS

EMPATHY MAPPING: RESULTS

EUKA PERSONAS

CUSTOMER JOURNEY MAPS

MoSCoW Grid - Feature matrix diagram

USER FLOWS & RECOMMENDATIONS

User Flow 1: New User Signup

The following diagram is an audit diagram which defines each steps you through the user interactions based on the current onboarding process. Clearly indicated in red are where we have recommended improvements. The user flow diagrams were presented to the client for recommended changes.

USER FLOW 2: Login after signup

Final outcomes

The collaborative efforts under my guidance resulted in a concise Playback presentation, featuring in-depth analysis and actionable recommendations to enhance the current usability of the Euka website. This iterative process ensured that insights were promptly translated into improvements, aligning Euka Future Learning with the evolving needs and expectations of its customers. As the Lead UX Design Consultant at Claxon, this case study serves as a testament to the profound impact of a customer-centric approach, showcasing how expertise can drive tangible enhancements in both customer satisfaction and business growth.