B2B Marketplace - End-to-End Customer Journey Framework
About the project
- Category:SaaS Service & Customer Experience Design
- My Role:Customer Journey Specialist (Part of Customer Experience team)
- Tools and Methods:Customer Journey Mapping, CX research, Service Blueprinting, Gap Analysis, Persona Development, Opportunity Scoring, Stakeholder Workshops, Miro, Confluence, TheyDo, Surveys, CRM Platforms
Making the customer journey a shared lens for decision-making
The mission
Align seven siloed functions by integrating a unified customer perspective into the decision-making process before development begins, rather than after.
What I built
- A four-level journey framework. A structured hierarchy ranging from executive lifecycle metrics to detailed step-level flows, grounded in evidence and front-to-backstage alignment.
- A segmentation and persona system. Distinctly categorized company segments, service tiers, and user personas focused on actionable goals and "jobs to be done" over basic demographics.
- Journey maps as service blueprints. Co-created with operating teams to map over 150 elements per segment, connecting visible frontstage artifacts (emails, forms) with backstage systems and owners.
- A route from gap to owned improvement ("Customer Journey Audits" A scoring system prioritizing pain points by customer impact, business value, and effort, transforming them into jointly owned opportunities with clear deadlines.
What I'd take from it
Journey mapping is just the entry fee. The true value comes from the ecosystem built around it: actionable personas, visible journey health, and strong relationships with cross-functional teams. I am most proud of building this trust and operational cadence without a dedicated platform, budget, or mandate.
(Company, customer segments, product names and figures have been genericised. Visuals show the structure and method of the deliverables, not their contents. Persona imagery is AI-generated and does not depict a real person.)
