A comprehensive customer journey mapping engagement for enterprise retail operations. We mapped the end-to-end customer path, identified systemic friction points across in-store and digital touchpoints, and shaped a strategy that fed directly into platform decisions.
- Enterprise retail software client.
- Multi-channel journey: in-store, digital, partner.
- Research synthesis from stakeholder interviews across retail, IT, and partner teams.
- Deliverable fed directly into platform feature priorities.
A national retail brand was preparing for a significant digital transformation — new commerce platform, new app, new loyalty program. Before they rebuilt, they needed to understand how their existing customers actually shopped: what worked, what frustrated, and what kept them coming back.
We ran a multi-method research program: in-store observation, online session analysis, and moderated interviews with shoppers across segments. We then synthesized findings into a set of journey maps and a prioritized opportunity framework — a clear picture of where to invest first for maximum customer impact.
A journey-informed roadmap that changed the sequence of the digital transformation. Two planned features were de-prioritized; three unplanned ones were elevated. The research surfaced a loyalty program friction point that, once fixed, showed measurable improvement in repeat purchase rate.
- 01 Consumer Research
- 02 In-Store Observation
- 03 Session Analysis
- 04 Journey Mapping
- 05 Opportunity Prioritization