Citizen Research and Journey Mapping

Overview

A state government organization came to Andrew Reise seeking help transforming its digital experiences. It wanted to design digital services that heightened engagement and satisfaction for both citizens and employees. However, the organization wasn’t sure what digital users expected, preferred, or needed when interacting with online services.

We conducted deep research to understand what our client’s citizens and employees were experiencing online. Our consultants used that user data to chart journey maps that revealed friction points, weak spots, and opportunities across digital touchpoints. Ultimately, we charted a strategic roadmap to create seamless digital experiences, grow online engagement, and increase satisfaction.

Business Challenge

As technology advances and digital expectations rise, government organizations are rushing to update their digital experiences. But in order to reach—and exceed—sky-high online expectations, these organizations need to understand users on a deep level. Too often, they don’t have the data, expertise, or analysis to identify which digital investments will impact their users’ digital journey in a meaningful way.

Our client knew it needed to update its IT infrastructure and digital services in order to keep up with modern online expectations. However, it lacked the insights to know which upgrades would improve citizens' and employees’ digital experiences most directly. Because the organization didn’t understand the full details of its users’ experiences, it was impossible to confidently know which investments in new technology or digital services would increase satisfaction.

How Andrew Reise Helped

Our customer experience consultants began by analyzing existing citizen and employee data. Next, we launched surveys and conducted interviews to draw in deeper data on users’ needs, challenges, and desires during their digital journey.

From there, our team crafted full-scale journey maps that highlighted key friction points and critical moments across every digital touchpoint and lifecycle stage. We hosted a cross-functional brainstorming session to discuss potential solutions to the highest-ROI moments throughout the user’s digital journey.

Finally, we designed current- and future-state journey maps to shine a light on the digital service upgrades that will drive the highest returns.

Drawing on Deep Research to Enhance the Digital Journey

Drilling into Digital Experiences with Citizen Research

Our consultants interviewed citizens and employees to identify their needs, clarify their preferences, and pinpoint which moments were most important throughout their digital journeys.

Collecting Feedback to Locate High-ROI Opportunities

We surveyed more than 7,000 citizens and employees to identify the high-stakes digital moments and services that were most worth investing in.

Creating Holistic Journey Maps to Visualize Critical Moments

After gathering qualitative and quantitative data, our team designed current-state journey maps to help our client see friction points, needs, and opportunities across digital services.

Laying Out a Strategic Plan That Details Impactful Digital Upgrades

We developed a future-state roadmap that listed strategic initiatives our client could use to streamline digital experiences, reduce online friction, and increase satisfaction for citizens and employees.