by The Goal
To understand and improve her market offerings, brand and customer journey.
My Role
Business Analyst & Experience Strategist
Expertise
Discovery – Empathy – Coaching
Company
Else helps creative entrepreneurs who lost their spark find their way forward.
https://elsejohnson.com/
Team
Mark Jamnik – Productivity Coach
Kelly O’Neil – Marketing Coach
Else Johnson & Myself
Outcome
The launch of ElseJohnson.com
- Alignment of prior vision/goals, strategy, and values.
- Brand scaffolding.
- Website launch
yadda
Discovery (Visualization Phase)
Understanding the Problem
To better understand her underlying problem, I worked to become familiar with her services.
here
Define the goals
During my research I found several versions of whom advantage was, why it started and its intent. Making my priority to pin this down with Sean.
To help ensure that I got the full story and that his entire team was on the same page, I invited his community manager to all the discovery and definition sessions.
here
Understanding the users
This meant his goal is to provide an exchange service for businesses that helps them grow while saving money. I next worked with the team to solidify their perspectives of their markets. Using known information about their current customers, lost customers, and ideal customers.
Visualizing how the users impact one another
Given that the services being exchanged are between users, I added in a Persona Matrix activity to map out which users affected others and how.
Mapping the journey
I led the team in drafting the journey that they understood the customers were going through, then compared that with the journey they wanted customers to have.
Using the gaps between the two to create a high level to-do list for the marketing funnel/customer journey.
Results, Next Steps & Impact
“I absolutely love it! This whole process has been amazing and I can’t believe how much this applies to everything we do.”
Sean Sarram – CEO & Founder
The team impressed me with how they took to this work. They really understood the value this brought to them as a company and were quickly able to fold in many of our findings.
Next up was exploring the ideas formed during this work and diving deeper into the tools we were using. Which eventually grew into coaching and more.