Creating empathy and identifying user needs for vulnerable customers in Financial Services
Our client wanted to better understand a sub-set of vulnerable customers, to build empathy and identify the crucial user needs to consider for this ...
Amadeus ePower is a customisable online booking engine used by travel agents and travellers. We undertook customer journey mapping and persona development work to help Amadeus enhance understanding of customer goals, behaviours and experiences.
“Customer journey mapping has changed the way we perceive unmet needs and approach the development process… it’s a game changer for us.”
Tran Dzien Nguyen, Head of Online Solutions for Travel Agencies, Amadeus
Amadeus wanted to ensure a UX driven approach to product development, with an understanding of the customer journey central to this. We were commissioned to develop the customer journey mapping and persona development, with a series of research objectives that included:
The customer journey mapping work we undertook was completed in a 5 week period, as follows:
Once the customer journey mapping and subsequent user testing work was completed, our researchers undertook user interviews and persona development work, incorporating:
The Amadeus ePower team has gained powerful customer journey maps for its two primary user groups, travel agents and travellers.
Large printed versions of these maps are now prominently displayed in Amadeus offices, helping the team to connect with end users, identify gaps in the ePower offering, and spot opportunities to enhance the customer experience. The maps are integral to internal communications too – with the sales teams, for example – and are a key point of reference for future R&D work at the company.
“Customer journey mapping is a powerful tool. This process has built collective intelligence from across our commercial, developer, and implementation teams, and really has helped pull the team together,” says Tran Dzien Nguyen, Head of Online Solutions for Travel Agencies, Amadeus.
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