Envato Elements
Envato Elements
Using a Customer Journey Map as a strategic tool
Using a Customer Journey Map as a strategic tool
Using a Customer Journey Map as a strategic tool
Using a Customer Journey Map as a strategic tool
Using a Customer Journey Map as a strategic tool
Overview
Envato Elements (or Elements for short) is an online creative subscription, offering people unlimited downloads of millions of digital assets.
In the Elements team, we have different versions of the Elements customer journey mapped-out, for different personas and at different levels of detail for different audiences.
In the past year, the journey maps have become a strategic tool for the team and continue to help bring value to the business and our customers.
Overview
Envato Elements (or Elements for short) is an online creative subscription, offering people unlimited downloads of millions of digital assets.
In the Elements team, we have different versions of the Elements customer journey mapped-out, for different personas and at different levels of detail for different audiences.
In the past year, the journey maps have become a strategic tool for the team and continue to help bring value to the business and our customers.
Overview
Envato Elements (or Elements for short) is an online creative subscription, offering people unlimited downloads of millions of digital assets.
In the Elements team, we have different versions of the Elements customer journey mapped-out, for different personas and at different levels of detail for different audiences.
In the past year, the journey maps have become a strategic tool for the team and continue to help bring value to the business and our customers.
Overview
Envato Elements (or Elements for short) is an online creative subscription, offering people unlimited downloads of millions of digital assets.
In the Elements team, we have different versions of the Elements customer journey mapped-out, for different personas and at different levels of detail for different audiences.
In the past year, the journey maps have become a strategic tool for the team and continue to help bring value to the business and our customers.
My Role
Led and facilitated the creation of the Envato Elements customer journey maps. I worked closely with UX Researchers, Product Analysts and the Customer Success team (Customer support officers) to surface rich insights and data that have helped shape the journey maps.
Year
2020 - Present
My Role
Led and facilitated the creation of the Envato Elements customer journey maps. I worked closely with UX Researchers, Product Analysts and the Customer Success team (Customer support officers) to surface rich insights and data that have helped shape the journey maps.
Duration
2020 - Present
My Role
Led and facilitated the creation of the Envato Elements customer journey maps. I worked closely with UX Researchers, Product Analysts and the Customer Success team (Customer support officers) to surface rich insights and data that have helped shape the journey maps.
Duration
2020 - Present
My Role
Led and facilitated the creation of the Envato Elements customer journey maps. I worked closely with UX Researchers, Product Analysts and the Customer Success team (Customer support officers) to surface rich insights and data that have helped shape the journey maps.
Duration
2020 - Present
My Role
Led and facilitated the creation of the Envato Elements customer journey maps. I worked closely with UX Researchers, Product Analysts and the Customer Success team (Customer support officers) to surface rich insights and data that have helped shape the journey maps.
Duration
2020 - Present
Introduction
We have an ongoing mission in the Elements team to capture our customer’s experience with Elements through evolving customer journey maps. We now have different versions of the customer journey, for different personas and at different levels of detail for different audiences. In the past year, the journey maps have become a strategic tool for the team.
They help us:
- Identify problems and opportunities to address that will benefit our customers and the business
- Inform and shape the product roadmap
- Cultivate empathy
- Develop an understanding of customer actions, feelings, needs, wants and pain points.
This case study outlines how we were able to achieve this.
Introduction
We have an ongoing mission in the Elements team to capture our customer’s experience with Elements through evolving customer journey maps. We now have different versions of the customer journey, for different personas and at different levels of detail for different audiences. In the past year, the journey maps have become a strategic tool for the team.
They help us:
- Identify problems and opportunities to address that will benefit our customers and the business
- Inform and shape the product roadmap
- Cultivate empathy
- Develop an understanding of customer actions, feelings, needs, wants and pain points.
This case study outlines how we were able to achieve this.
Introduction
We have an ongoing mission in the Elements team to capture our customer’s experience with Elements through evolving customer journey maps. We now have different versions of the customer journey, for different personas and at different levels of detail for different audiences. In the past year, the journey maps have become a strategic tool for the team.
They help us:
- Identify problems and opportunities to address that will benefit our customers and the business
- Inform and shape the product roadmap
- Cultivate empathy
- Develop an understanding of customer actions, feelings, needs, wants and pain points.
This case study outlines how we were able to achieve this.
It’s not a one-person job, get others involved
Working with different roles in the business from the start helped us gather insights and data to create and evolve the journey maps.
- I worked with Research, Analytics, Customer Success and other subject matter experts to gather insights and behavioural data to build and support the journeys. Together, we formed the customer journey map working group.
- With the Elements Product Management team, we discussed how areas of the journey align with or challenge the product strategy and upcoming work.
- The Elements Engineering team helped provide context on how builds, mechanisms, quality and performance may affect parts of the customer’s experience along the journey.
Allow people to absorb, not just read
Giving the Elements team and stakeholders prompts and questions to answer when they reviewed the journey map (when updates were made) allowed them to better absorb the information and reflect.
For Example:
- What resonates most with you?
- What surprises you?
- Do you believe anything is missing?
Use it to assess and inform what you do
I got core Elements team members and stakeholders together to assess existing work and opportunities and identify new ones using the journey map on a quarterly basis and this has helped shape the Elements annual plan and roadmap.
Questions we answered as a team:
- Is there a clear link between an opportunity and an insight or pain point from the journey?
- Do we need to gather more information on anything?
- Are there new problems that we haven’t addressed yet?
Screenshot of collaborative mural session: Proposing and assessing FY21 Q4 opportunities, using the summary customer journey map as the aid.
Examples of outcomes
Search and discovery plays a role beyond retention
Articulation of the journey map showed the team and stakeholders that improving search and discovery on Elements plays a critical role in attracting and the eventual conversion of potential customers, not just retaining existing customers. As a result, the success metrics for the search and discovery initiative were revised before the initiative kicked off to ensure we provide value for potential customers as well.
Examples of outcomes
Search and discovery plays a role beyond retention
Articulation of the journey map showed the team and stakeholders that improving search and discovery on Elements plays a critical role in attracting and the eventual conversion of potential customers, not just retaining existing customers. As a result, the success metrics for the search and discovery initiative were revised before the initiative kicked off to ensure we provide value for potential customers as well.
Examples of outcomes
Search and discovery plays a role beyond retention
Articulation of the journey map showed the team and stakeholders that improving search and discovery on Elements plays a critical role in attracting and the eventual conversion of potential customers, not just retaining existing customers. As a result, the success metrics for the search and discovery initiative were revised before the initiative kicked off to ensure we provide value for potential customers as well.
Above are screenshots from the customer journey map of Felix, one of the Elements personas. Felix is a creative freelancer and freelancers make up about 70% of the Elements customer base. "Searching Elements for the assets he needs" is an action Felix takes at multiple points of his journey. How he's feeling is captured and examples of insights supporting his feeling and action are captured as well
Above are screenshots from the customer journey map of Felix, one of the Elements personas. Felix is a creative freelancer and freelancers make up about 70% of the Elements customer base. "Searching Elements for the assets he needs" is an action Felix takes at multiple points of his journey. How he's feeling is captured and examples of insights supporting his feeling and action are captured as well
Above are screenshots from the customer journey map of Felix, one of the Elements personas. Felix is a creative freelancer and freelancers make up about 70% of the Elements customer base. "Searching Elements for the assets he needs" is an action Felix takes at multiple points of his journey. How he's feeling is captured and examples of insights supporting his feeling and action are captured as well
Above are screenshots from the customer journey map of Felix, one of the Elements personas. Felix is a creative freelancer and freelancers make up about 70% of the Elements customer base. "Searching Elements for the assets he needs" is an action Felix takes at multiple points of his journey. How he's feeling is captured and examples of insights supporting his feeling and action are captured as well
Above are screenshots from the customer journey map of Felix, one of the Elements personas. Felix is a creative freelancer and freelancers make up about 70% of the Elements customer base. "Searching Elements for the assets he needs" is an action Felix takes at multiple points of his journey. How he's feeling is captured and examples of insights supporting his feeling and action are captured as well
We are investing in providing users with clear and transparent pricing
The journey map gathered different insights and data demonstrating the negative consequences of not making pricing clear for users. Users are shown $16.50/m as the subscription price early in their journey when they're on Elements but get the unpleasant surprise that $16.50/m is for an annual subscription when they reach check out - resulting in $18,000 per month in refunds. As a result, we are now investing in "pricing transparency" as an initiative - something that was met with more resistance in the past as refunds were not considered.
Above are screenshots from the customer journey map of Felix, one of the Elements personas - these actions, feeling and insights highlight the importance of pricing transparency.
We have more confidence in our priorities when it comes to delivery
Articulation of the journey map assured the team and stakeholders that we should prioritise and continue investing in certain opportunities to bring value to customers and our business, including:
- Elements free trial
- Giving customers the ability to pause their subscription
- Mobile optimisation
We have more confidence in our priorities when it comes to delivery
Articulation of the journey map assured the team and stakeholders that we should prioritise and continue investing in certain opportunities to bring value to customers and our business, including:
- Elements free trial
- Giving customers the ability to pause their subscription
- Mobile optimisation
Above are screenshots from the customer journey map of Felix, one of the Elements personas - these actions, feeling and insights highlighted that giving customers the ability to pause their subscriptions is valuable. This is now an initiative we're working on.
Through the journey maps, new opportunities have been identified, such as:
- How might we reduce licensing confusion?
- How might we improve the asset download process?
- How might we create a better asset management experience for customers?
- How might make it easier for customers to self-serve get the help they need?