Debito is a Danish Fintech startup working with online debt collection in cooperation with the largest collection agency in the Nordic countries, Lindorff. They want to make debt collection affordable, easy and bring the entire industry online.

I joined Debito during a very exciting phase of its startup journey, constantly working on improving the services offered and building solid relationships with their customers. Therefore, I was very enthusiastic to step up and support the team in their daily work.

debitoscreen

The Challenge

The company is moving from an old website to a new one. They are also working on a new web app, to make the credit collection process even cleaner and faster.
They wanted to quickly understand the whole experience of their customers, from Debito services' discovery to the solution of their problems.
Many users reach the website, read the information about the product but leave the website soon.
I decided to address the challenge by studying the Debito customers experience and developing a user journey map.

The Process

The road to the final user journey map was complex. The process I followed was methodic, but I bend it from time to time, adapting it to the weekly website and web app changes.
 

Users' tasks and goals

In order to build an initial version of the map, I needed to understand how the entire system works, identifying all the steps the user has to complete in order to reach his goal.

I analyzed the entire process task by task, writing down all the single task an user could perform on the website and the web app.
These tasks were written on the yellow post-it notes and later used as active part of the map.
Having all the possible tasks written down and available helped a lot during the "map assembly", keeping the work clean and organized.

 

Analog_map_d2

The data, the persona and the scenario

I had access to quantitative and qualitative data from the company users. These include information such as age or type of work as well as user's direct feedback experiencing the service and exploring the website. Based on the data, I developed two persona, that represent the company average users.
Each persona has its own background, personality treats, fears and goals.
I quickly designed a template in Illustrator to help me visualize the persona, making it as much real as possible. 

As next step, I wrote 4 different scenarios that cover different aspect and paths of the experience with Debito product. The scenarios are based on real data and cover a pretty wide range of situations.
I associated each persona to two scenario, evaluate them and finally select one to help me to develop the map. 

Analog_map_d5
Persona

The emotions

The user journey map is based on user emotions and their emotional journey. By identifying and studying the emotions, we can discover problems and understand how to improve our product.

Following the method I used to organize the user tasks, I collected a series of emotions, extrapolated from user qualitative data and I wrote them down on orange post-it notes. 
Each emotion (often more than one ) is connected to a precise task and a precise moment during the user journey.
The emotions draw the emotional line, point by point. A very bad emotion, such as angriness or confusion,  is usually a sign of a problem, and bring the emotion line down, close to the bottom part of the map (negative experience). 

emot_map2

 On the other hand, a positive feeling is a sign of a good experience, and bring the line close to the top part of the map (positive experience).
The emotions draw the emotional line, point by point. A very bad emotion, such as angriness or confusion,  is usually a sign of a problem, and bring the emotion line down, close to the bottom part of the map (negative experience).
On the other hand, a positive feeling is a sign of a good experience, and bring the line close to the top part of the map (positive experience).

The phases

Initially, I identified five phases: awareness, consideration, acquisition, service, and loyalty.
Debito service could take months to fully close a user case, so it was impossible for me to measure the customers' loyalty in time.
For this reason, I decided to not develop this phase and not include it in the digital version of the map.

Awareness - The user discovers the website and the service offered by the company.

Consideration - The user explores the website, read reviews about the service, learn how to use it and evaluate if it is the right solution to his/her issues.

Acquisition - The user is convinced and decide to use the service, preceding to register an account.

Service - This is the core product, the web app. While the website is made to inform the user about the service and to attract him/her, the core product is where the company offers its services and knowledge to the registered users.

Initially, I identified five phases: awareness, consideration, acquisition, service, and loyalty.
Debito service could take months to fully close a user case, so it was impossible for me to measure the customers' loyalty in time.
For this reason, I decided to not develop this phase and not include it in the digital version of the map.

Awareness - The user discovers the website and the service offered by the company.

Consideration - The user explores the website, read reviews about the service, learn how to use it and evaluate if it is the right solution to his/her issues.

Acquisition - The user is convinced and decide to use the service, preceding to register an account.

Service - This is the core product, the web app. While the website is made to inform the user about the service and to attract him/her, the core product is where the company offers its services and knowledge to the registered users.

The analogic map

The initial version of the map was made on a whiteboard, using different size and color post-it, and drawing it using markers.

This part of the process was very important. Drawing and composing the map on a big white space (the whiteboard) helped me to have a complete overview of the whole journey and to follow it step by step, from the first touchpoint to the last one.

I used the result to build a more clean and precise map in digital format. 

 

The Result

The digital map is based on the analogic one, but a couple of new features are added.

1. Each phase contains a user quote, representing the actual context and thoughts of the user during a precise phase of the journey.

2. A description of each phase.

3. A description of pain point and wow point. 

4. Tips and suggestions to improve quality of the pain point in each phase. These suggestions were explained during the map presentation.

 

Digital_map

Take away

 

The Debito user journey map is not a finished product. It has to adjust and adapt to changes that could and will happen during Debito's product lifecycle. The users might change, some new process might come out, modifying the very nature of the user journey.

During the map creation process, I chose to use an iterative approach, always ready to change the process "on the fly" and adapt it to the new inputs I was receiving from the company product and its users.

Pretty interesting, isn't it?

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