Willezy, an upcoming legal-tech platform specializing in estate planning, seeks to improve its customer experience (CX) to better serve its users. The current project involves a comprehensive evaluation of the existing user experience, identifying pain points and areas for enhancement. Students will conduct both primary and secondary research to gather insights into user needs and preferences. Key activities.

Research:

• Primary Research: Conduct interviews with current users of Willezy and potential clients to gather feedback about their needs and experiences.
• Secondary Research: Analyze competitor platforms and market trends to identify best practices for improving lead generation and user engagement.

Apply Strategic CX Processes:

• Use customer experience tools to evaluate and map the user journey.
• Identify key moments in the customer journey where Willezy can enhance the experience through lead generation features or service enhancements.

Design Customer Journey Mapping:

• Create a customer journey map to identify pain points and moments of delight.
• Suggest improvements for personalized digital marketing or services (e.g., creating an automated, tailored lead nurturing system).

CX Plan Outline

• Current Experience: Evaluation of the existing customer experience for both the web and mobile platforms, identifying pain points, and areas where users may be facing friction - through primary interviews
• Opportunity/Problem: Pinpointing gaps or opportunities for improvement in user engagement, lead generation, or service accessibility.
• Audience: Defining the target audience based on the platform’s users (e.g., estate planners, individuals seeking wills, etc.) and how their needs align with the overall business goals.
• Research Plan & Insights: Presenting a detailed research approach, including primary (interviews, surveys) and secondary (market research, competitor analysis) research methods.
• Recommendations: Clear recommendations for improving the overall customer experience, lead generation, and mobile accessibility.
• Future CX Experience: Imagining what the ideal future experience could look like, based on the research findings and recommendations.
• Prototype (Example): Creating a wireframe for a mobile prototype or web experience that integrates the recommended improvements.
• Conclusion: Wrapping up with the key takeaways and next steps for implementing the recommendations.

Prototype Wireframe (New Design)

• Proposed wireframe for a web and mobile experience that improves customer engagement and captures leads.
• Focus on simplifying user journeys, integrating additional services, and ensuring accessibility and ease of use.