Mapping a way to insights

first_img continue reading » The best way to understand a process isn’t by going to the experts who designed it. Rather, it’s by asking the people who use it.PenFed Credit Union in Tysons, Va., recently completed a journey map of what members experience when opening a new checking account.“We wanted a holistic view of what the potential member was going to experience when looking for a new checking account,” says Lauren Kessler, digital strategist at the $25.1 billion asset credit union. “The journey map maps everything from what the customer or potential member’s actions are from the time they have the trigger or need all the way through to converting and obtaining a new checking account.”PenFed contracted HCL Technologies to conduct the in-depth interviews and gather information about the process  to create the journey map, Kessler says. ShareShareSharePrintMailGooglePinterestDiggRedditStumbleuponDeliciousBufferTumblrlast_img