Customer Journey Map
Introduced a Customer Journey Mapping feature to identify friction points, optimize user flows, and personalize engagement. This led to improved transaction completion, reduced drop-offs, and higher user retention, creating a seamless fintech experience.
Role
Lead Product Designer - CX
People Involved
Product Managers
Engineers
Product Designers
Content Designers
BALANCING BUSINESS OBJECTIVES WITH CUSTOMER NEEDS
To enhance user experience and retention, we introduced a comprehensive Customer Journey Mapping feature to our Chipper platform. This enabled us to identify pain points, optimize user flows, and personalize engagement, for leveraging data-driven insights, we improved customer interactions, reduced friction, and increased transaction completion rates.
Problem
Discovery and Problem Definition
At Chipper Cash, users encountered significant friction across multiple financial touchpoints, affecting transaction success rates, engagement, and retention. Each product area—Wallet Funding, Cross-Border Payments, Crypto, Investments, and Bill Payments—operated independently, leading to inconsistent user experiences and a lack of centralized insights into customer behavior.
At Chipper Cash, users encountered significant friction across multiple financial touchpoints, affecting transaction success rates, engagement, and retention. Each product area—Wallet Funding, Cross-Border Payments, Crypto, Investments, and Bill Payments—operated independently, leading to inconsistent user experiences and a lack of centralized insights into customer behavior.
Challenges
Key Issues Due to the Lack of a Unified Customer Journey Map:
- High Drop-Off Rates & Transaction Abandonment
Users frequently abandoned transactions due to unclear navigation, unexpected fees, and poor error messaging. Without a structured system to track and address these issues, there was no effective way to identify and fix key friction points - Fragmented User Experience Across Products
Customers using multiple Chipper Cash services encountered redundant verification steps, inconsistent UI patterns, and broken workflows, which led to user frustration and a decline in feature adoption. - Limited Visibility into Customer Behavior
Without a centralized customer journey map, teams lacked a data-driven approach to understanding where and why users struggled. Key customer behavior insights were scattered across different analytics tools with no single source of truth, making optimization slow and inefficient. - Misalignment Between Product, Engineering, and Support Teams
Each team relied on separate tracking mechanisms and often made decisions based on fragmented or incomplete data. This caused delays in issue resolution, inefficiencies in user experience improvements, and lost revenue opportunities.
Solution
To bridge the gap between customer needs and business goals, we implemented a Customer Journey Mapping framework leveraging powerful analytics tools like Amplitude, Google BigQuery, and Snowflake to provide real-time visibility, tracking, and optimization of user journeys across all Chipper Cash product areas.
Key Features of the Solution:
Key Features of the Solution:
- End-to-End Customer Journey Mapping using Global Funnel Framework, triggers, and touchpoints to understand friction points and conversion user flows.
- Automated Tracking & Monitoring covered by seven driver triggers to help users complete transactions and identify drop-off points.
- Created data-driven Messaging, Alerts, and Notifications to guide users through key actions.
- Cross-functional dashboard integrating real-time customer behavior insights, transaction patterns, and drop-off points through Segment & BigQuery.
Result
30%
Increase in Transaction Completion Rate
20%
Reduction in User Drop-Offs Across Different Product Areas
40%
Faster Issue Resolution by equipping Support teams
Improved
customer satisfaction and trust
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