StubHub: customer journey map
Background
I spearheaded and worked with two key members on my team to create a customer journey map to help keep the company focused on its 10-year vision and how we’d get there by adopting a customer-centric perspective to influence our decision making.
Role
Chief instigator and strategic contributor
Goals
Align the organization around the needs of the customer
Catalyze the company into action through product planning and roadmap prioritization
Improve the customer experience
Impact
This framework was adopted companywide and fueled a user-centered mindset across the StubHub. It informed strategic business decisions, product planning, and a company reorganization around the model.
The framework was used by many teams across the company—for the following types of initiatives: roadmap planning/prioritization; onboarding; training, accessing the competition; forming decisions about M&A and partnerships; etc. Employees could see how their individual work mapped to the holistic customer experience and ultimately our company vision.
“Ana, your work with the StubHub Experience map was recently brought to my attention by John Maeda and I was impressed. I understand that this map is a central part of user experience strategy, planning & execution. It’s great that it also created a common vocabulary with our designers and PMs. Thank you for this great work.”