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Case Study

Journey Mapping


Creating journey maps to streamline digital services for a government agency’s citizens.

Executive Summary

A large government agency asked Andrew Reise Consulting to help improve its digital experience for citizens. As part of a larger strategic push by the State, the agency needed to streamline its online services and give citizens easier access to the department’s digital resources. We used research and in-depth journey mapping to deliver a digital experience that’s positioned to wow citizens.

Business Challenge

Government agencies deal with loads of information, rules, and red tape. That all can make it especially difficult to create a simple and intuitive digital experience. At the same time, citizens are interacting more and more online—and their digital expectations are rising. Without a proactive plan, a government’s digital experience can easily go stale, and the gap between a citizen’s expectations and the online services they’re accessing can widen quickly.

Our client knew it needed to update its digital experiences, and it planned to add a citizen portal to give users easier access to online services. But it didn’t know what users were experiencing, what issues site visitors were struggling with, or what citizens wanted. After conducting research, we realized that those citizens couldn’t find the information they needed to do their jobs—and their frustrations were rising.

How Andrew Reise Helped

We started by diving into research to understand who our client’s website users are. After using that research to develop personas, we launched Citizen Journey Mapping analysis on those personas to identify citizens’ friction points, needs, wants, and expectations. By uncovering the critical moments across the digital journey, we were able to design a simplified future-state experience and a roadmap of initiatives to help our client build a more efficient and more pleasant digital experience for its citizens.

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Mapping Out a Digital Journey to Impress Citizens during Every Site Visit


Understanding Citizens’ Needs and Expectations

Our team conducted in-depth interviews with citizens to understand their experiences across the client’s full range of services. We examined their needs, pain points, and desires. Then, we identified ways to align solutions with the State’s vision.


Bringing the User’s Perspective to Life with Personas

We analyzed surveys, examined interviews, and used that information to develop user personas. These personas were based on the services citizens were using. They highlighted what’s most important to citizens, what’s driving them to use each service, and their interaction preferences. We used these personas to unite the client’s efforts and understand which digital upgrades would land the biggest positive impact.


Creating Current Journey State Maps to Locate Friction Points

Our team developed current-state journey maps that visually laid out how citizens were moving throughout the site, what issues were holding them up, and what changes could improve their digital experience most. The maps were infused with sentiment, emotion, and verbatims to immerse the agency in the citizen's shoes.


Rallying Teams Around the Citizen with Future State Workshops

To increase alignment and draw in perspectives from government officials, we conducted future-state workshops. In these innovation sessions, we solved the citizens’ challenges and generated ideas for new digital experiences.


Designing a Future State Journey to Streamline Services

With input from agency leaders, we developed a future-state journey map. These visuals charted ways to streamline digital processes and cut out the friction points standing between users and their objectives.


Plotting an Initiative Roadmap That Highlights ROI

Finally, we helped officials categorize initiatives and prioritize each action item based on its expected results. That resulted in a full digital roadmap that detailed action plans our client could take to reach its ideal future state. It included quick wins as well as a prioritized list of initiatives—organized to highlight moves that would land the most ROI and heaviest impact.

Results Achieved

We gave our client a clear view into who their customers are, where pain points are preventing an ideal experience and what digital preferences their customers have. With that clear view, we produced a fully prioritized set of roadmaps. These visual guides featured quick wins as well as current-state, planned-state, and future-state journey maps. These roadmaps also showcased full action plans to improve citizens’ experiences across channels in a sequence that would have the highest impact for citizens of the state and the government agencies.

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