The project approach was devised based on multiple conversations and workshops with various stakeholders while also taking a detail stock of the existing data the client had on their users and products based on feedback channels, NPS & CSAT surveys and reports. This helped us plan how and what to focus on in our qualitative user interviews.

The focus and scope of these interviews was to map a basic understanding of who YVW users are and how that may translate to user needs from a YVW perspective. We conducted contextual interviews as well as telephonic interviews with users.

An extremely rigorous and thorough analysis and synthesis stage, employing multiple rounds of affinity mapping, stakeholder workshops and presentations allowed us to unpack and finalise all the deliverables we set out to achieve for this project.

The archetypes were focussed on providing in depth understanding of the users but also making the data contextual and actionable for YVW.

The detailed affinity mapping produced key experience themes and multiple satellite themes which we were able to map across a common user journey.

Finally, the service design principles were kept simple, defined and prescriptive with an aim of being deployed as a reference and guide for any future design projects.The detailed affinity mapping produced key experience themes and multiple satellite themes which we were able to map across a common user journey.