GOAL: The goal of this project was to assess the brand experience of Vistaprint and translate my findings from research into an Experience Map that tells a story about the ability of the company to deliver on its brand promise.
One of the first step I took before doing any interviews was to study the existing brand guideline from the company so that I could later compare how user's experiences measured up against their brand promise.
There many different user's segments that I could focused on researching; However, I decided to focus on the experience of brand new customers. Customers that have never visited or used their website before regardless of weather they were aware of the brand or not.
I decided to tell my story by combining the actions the users were taking at different touch points with their emotions.
After synthesizing my findings from sticky notes. I organized the different phases and divided actions , feelings and thinking in different rows. The chart above served the based for the Experience Map I came up with below.
