The whole experience examined
The review considered what customers encountered, understood and could do across the product journey.
Proposition and digital journey · Consumer lending
Testing a proposition through the customer journey
A consumer lending business wanted to test a new proposition through the end-to-end experience customers would encounter, including what they could understand and do at each stage.
The starting point and the response
- 01The proposition
- 02The actual journey
- 03Friction & gaps
- 04Improvement priorities
Connections between functions reviewed
It identified opportunities to connect marketing, digital, data and processes more closely.
Priorities for improvement
The findings gave the business a practical basis for addressing friction and closing gaps between the proposition and the experience.
What we did
We examined the end-to-end product experience through the customer’s eyes, identifying friction, gaps and drop-offs. The review considered how marketing, digital, communications, data and processes connected, and opportunities to align the experience with the new proposition.
The useful lesson
Test the whole product experience through the customer’s eyes: what they encounter, what they understand and whether they can do what they need to do.
This is one selected assignment. We can discuss further relevant experience and the themes and outputs we are able to share.
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