Cognizant
Walking The Talk: Leveraging Cognizant’s Own Capabilities To Reimagine Their Digital Customer Journey
Cognizant wanted to change their brand perception from being a tactical Indian outsourcing partner to a B2B tech innovation powerhouse. The first place we looked was their website. We knew their website needed to be a "walk the talk" demonstration of their own capabilities, so we reimagined their customers’ journeys through four in-depth experience maps. These journeys detail dozens of innovative and interactive engagement moments – both on and offline.
A Monumental Workshop
This customer journey project kicked off with a huge collaborative workshop with my internal team and the clients combined. Weeks of preparation to develop a brand strategy, four personas, and dozens of inspiration inputs led to one of the most productive sessions I've had. On the right of the image above are all of the ideas generated by the combined team. These were then clustered and processed into an experience brief.
Experience Brief: A Workshop Codified
The primary output of this customer experience project was a redesigned website. The experience brief detailed dozens of ideas distilled out of the workshop. This included everything from a fresh take on cookies through to multi-channel content development. I worked with the client to prioritize these features as we moved into the next phase: Experience Map.
Experience Maps: Elevated Journeys Across Personas
An experience map is a fully-designed customer journey with UX concepts and marketing touchpoints activated throughout. One of the key challenges for this project was the development of four experience maps for four different personas. That said, with four different journeys we were able to visualize how the ideas from the Experience Brief came to life in different contexts. An Experience Map's ultimate goal is to serve as a north star plan within an organization. Everyone can point to it and see where in the journey a customer is and whether or not we invest in that particular engagement.
