Customer Journey Optimization
Customer journey optimization: find where you lose customers and fix it first.
Whether customers buy from you online or enquire online, they can drop off at any step.
Two doors
Whether customers buy from you online or enquire online, they can drop off at any step.
Gates it covers
The method
Earliest failing gate first.
AI plus human in the loop
AI watches every gate. Experts fix what matters.
Services in this solution
What makes it up.
Ways to start
Small enough to say yes to.
Each step sets up the next. Audits and fixed-price jobs sit beside the ladder as a side door, paid as you go or with prepaid credits.
In depth
Optimizing the journey one gate at a time
A journey can be technically complete and still feel broken. A customer may land on a product page from search without the context they would have had on the homepage. Someone else might start on mobile and be unable to continue where they left off on desktop. Another customer may see one promise in an ad and a different one at checkout. Each page works on its own, but the overall journey doesn’t.
When teams improve screens one at a time, fixing one gap can create another. A shared future-state design gives every team a clear picture of what the experience should look like before anyone starts building.
Choose the journeys. Agree the 3–5 segments and journeys with the most value at stake, using gate audit evidence where it exists.
Map the current state. Trace how each segment really moves, including entry points midway through, device switches and loops back.
FAQ
We start from where customers actually enter, not where the site expects them to. Analytics shows the real entry points and paths for each segment, and we map those, including loops back and device switches, rather than forcing everyone into a single funnel.
We usually start with the 3–5 customer segments that carry the most value. Focusing there gets designs built sooner; other journeys can follow once the first set is live.
Both. The work runs from journey maps through to information architecture, wireframes and clickable prototypes your teams can build from.
It isn’t required, but it helps. The audit shows which gates break first, so the redesign starts where it will recover the most value.
Yes. Blueprints, IA and prototypes are built to slot into your existing design system and backlog, and we hand them over in a working session rather than a slide deck.
The target gates are scored before and after, and the Experience Optimisation Framework and Measurement & Intelligence Layer track the change once designs go live. It isn't required, but it helps. The audit shows which gates break first, so the redesign starts where it will recover the most value.
More solutions