Envisioning a New Customer Onboarding
Client: Toast
Duration: 17 weeks
Role: Service Designer
Context
The Product and Experience teams of a product and SaaS company, Toast, approached us to reimagine their customer onboarding journey. The current journeys were siloed and were providing an inconsistent experience across the different channels (in-person, self-service, and online) to their customers.
With multiple initiatives in place, there was a need to align the organization on a singular, tangible vision that’s actionable within 18 months.
Key Highlights
Designing Flexible Pathways
A flexible framework that offers a range of possible interactions through each moment of the journey for customers to choose from in terms of level of assistance, and the ability to work with the service provider in multiple channels and/or service environments.
Approach
Collaborated with a cross-functional team to create a flexible customer onboarding experience, providing a range of options for customers to choose from.
Using a service design approach, we crafted a North Star Vision which could be executed at scale, improve efficiencies across various initiatives, and reduce costs.
Making Moments the Key
A moment architecture, along with moment briefs and an omnichannel framework, to define distinct events and interactions throughout the journey.
These helped the organization reimagine and optimize the key moments of the journey to align organization-wide teams on the functional and emotional needs of customers.
Visualizing Future-State Scenarios
Stories from the Future to conceptualize how each key moment could be experienced in the future. The scenarios demonstrated how different customers with their specific needs and wants could have uniquely tailored onboarding experiences.
Outcomes
Enabled cross-functional teams to align around a shared vision for the customer experience
Identified and defined new strategic initiatives in service of the end-to-end experience
Evaluated existing efforts against desired journey outcomes
Impact
The work established a common language and decision-making framework that improved prioritization, strengthened agile collaboration across teams, and increased visibility into which initiatives would drive measurable customer value and business impact.