Contribution I decided that a journey mapping exercise might be a good way to zoom out of the micro copy changes and get a sense of the full narrative of our policy messaging. During our first workshop we mapped out what customers were DOING, THINKING and FEELING throughout their journey. This helped give us an understanding of the user needs and motivations. In a second workshop we used this understanding to map out what messages we should be showing customers at each stage in their journey to align with what their goals are. We then brainstormed what ideal messaging could be. This helped us understand the gap between our current messaging and what our users expect. It also helped us identify other unexpected problems such as inconsistent tone and interacting messaging.
Impact Using these learnings, the writers were able to build strategies and lines of experimentation to improve this journey.
