This document discusses a 1.5 day journey mapping workshop to design customer moments and strategize a consumer bank experience. It focuses on understanding the customer by asking who they are, what they need, where products are used, when they are needed, and validating that the proposed solutions truly meet customer needs. The goal is to create experiences for customers that are personal, real, and memorable.

1. There and Back Again
A Consumer Bank Journey
Van Shea Sedita
Van.Sedita@capitalone.com

5. 5
1.5 DAY JOURNEY MAPPING WORKSHOP

6. 6
STRATEGIZE & DESIGN CUSTOMER MOMENTS FOR IMPACT

7. 7
STRATEGIZE & DESIGN CUSTOMER MOMENTS FOR IMPACT

8. 8
GET TOGETHER

9. CAPITAL ONE 9
GET TOGETHER
A CB

10. CAPITAL ONE
Who is my customer?
What do they need?
“Dear UserLabs, I’d like to have
a deeper understanding of my
customer when I work on THIS
PROJECT. Do you know who I
could meet with that may have
observed a study related to
THIS PROJECT?”
1
Who is my customer?
What do they need?
“Dear UserLabs, I’d like to have
a deeper understanding of my
customer when I work on THIS
PROJECT. Do you know who I
could meet with that may have
observed a study related to
THIS PROJECT?”
10
GET TOGETHER
B CA

11. CAPITAL ONE 11
GET TOGETHER
Who is my customer?
What do they need?
“Dear UserLabs, I’d like to have
a deeper understanding of my
customer when I work on THIS
PROJECT. Do you know who I
could meet with that may have
observed a study related to
THIS PROJECT?”
Where is my product?
When is it needed?
“As I use my own
financial sites, where do
I go and do? Is this what
most of our customers
will overlap into as
well?”
Why…?
No really..why?
“How do we know this
product is exactly what
we need?

12. CAPITAL ONE 12
GET TOGETHER

13. 13
MAKE SOMETHING REAL

14. SOMETHING PERSONAL

15. CAPITAL ONE 15
SOMETHING MEMORABLE

16. Van Shea Sedita
Van.Sedita@capitalone.com
THANKS FOR
LISTENING!