User Journey Mapping of a Given Tech Company

Customer journeys are becoming more complex than ever. The increasing number of online touchpoints customers use to communicate with business makes it more difficult for companies to always ensure a superior customer experience. So, the fundamental question is – how do companies make sure they still meet customer expectations and secure high-level customer experience at every touchpoint? One great way to optimize the whole experience is a method called customer journey mapping. This thesis aims to create a visual representation of the overall user experience with a given tech company using a user journey map. It further aims to find specific issues the users face during the ongoing interactions, evaluate the end-to-end experience, and suggest a set of recommendations to enhance their journey across all possible touchpoints. To fulfill these goals, in-depth interviews and quantitative behavioral UX analysis were conducted. The results show a positive overall experience across most of the user journey phases, with some minor inconsistencies along the way. The quantitative part played a secondary role in this research. Still, it proves to be a valuable tool (when coupled with qualitative data) that can confirm or refute some of the assumptions or unanswered questions from the interview part.