These are the slides for the 10-minute talk that was delivered at UXSTRAT in Atlanta.
Much discussion and attention has been given to customer journeys and experience maps in the UX field recently. Our team applied this research approach to the membership experience for an entertainment loyalty program. We talked to four distinct groups: newbies, fence sitters, recently renewed and lapsed members. By segmenting the audience, we were able to identify communications and interactions that led some members to satisfaction and deeper engagement and left others feeling unappreciated. In the end, we concocted a customer experience map that highlights critical points within the membership life cycle where interactions need to be customized toward member behavior.