Exploring Customer Purchasing Journeys

Challenge

Illuminating the professional on-project journey, uncovering ways to thoughtfully engage with key targets earlier and boost consideration.

Our client wanted to know how to build increased engagement with professionals and what steps they could take to solve specific pain points via marketing, comms, and sales decisions. Together, we explored a day-in-the-life of professionals as they moved through their projects, uncovering the ways in which different professionals interacted with and influenced one another as well as how they made decisions around the brands to use along the way.

Approach

We kicked off with a series of stakeholder interviews to sense check what the business already knew (or thought they knew!) about professionals before running a series of dynamic virtual discussions to deeply understand the lifecycle of a typical project. Through our in-depth discussions with professionals, they revealed key behaviors, emotions and needs that the client could use to find new ways to engage with them earlier.

Impact

Armed with a deep understanding of the on-project journey, we created simple, digestible and beautifully-designed journey maps for each segment. The maps illuminated all the touchpoints that mattered most for the brand, what customers were doing at these moments, how they were feeling, and what the brand needed to do to better engage people at these moments.