Create a Full Persona Map for a Typical Customer Profile for Your Chosen Company: Customer Experience Design Assignment, SIM, Singapore

1. Project Outline

In this project, you will continue analyzing the company you have selected for your (Customer Experience Management) In-Course Assessment (ICA) Individual Project.

The project requirements are designed to give you a first-hand experience of applying the knowledge attained in these topics:

• Mapping the Customer Journey
• Using Technology in Omni-Channel Customer Interactions

Based on this context, you will have to document the persona map for a representative target segment of the company. You will also evaluate the customer experience delivered through the company’s website or e-commerce store, and propose recommendations on how the company can further utilize digital transformation to improve the customer experience.

Learners will submit on an individual basis a report including any supporting appendices on your mapping, analysis, and recommendations.

2. Learning Outcomes

Upon completion of the report, the learners will be able to:

1. Construct a persona map by using the principles of effective customer experience design

2. Evaluate the company’s website or e-commerce store by using comprehensive evaluation criteria relevant to a branded customer experience

3. Propose relevant recommendations with reference to utilizing digital transformation to improve the customer experience.

3. Requirements

1. Create a full Persona Map for a typical customer profile for your chosen company, and include it in your appendix. You may use any tool or software to document your map, such as UXPressia, Mural, SMAPLY, etc. In your report, describe this persona that represents a typical customer. Include the attributes and basic aspects that distinguish your persona from other customer segments.

2. Website or E-commerce Store Evaluation: a. Design an evaluation form with at least FOUR (4) criteria to assess the customer experience in using the website or e-commerce store. Provide scoring guidelines for each criterion and indicate your ratings. Attach screenshots to support your analysis as applicable. (Please include the evaluation form, scoring guidelines, and tabulated results in the appendix of your report.) b. Summarise your findings and analysis in the report.

3. Propose recommendations to close the gaps identified in your analysis in the previous section. Your recommendations should enhance the overall customer experience through digital transformation.

Support your analysis with additional research, concepts, and theories. You will be graded on your ability to provide in-depth and substance of your analysis and recommendations. You can include photos and screenshots to support your analysis and recommendations.