Customer Journey Map & Service Blueprint for a Water Utility
Client name has been redacted for confidentiality.
Brief: Access to water and sanitation is often overlooked in developed countries like Australia, but during disasters, these services are severely tested, requiring extra effort and resources. Utility providers worldwide are adapting to continue supporting their communities, especially during crises. How should a water utility support communities in need during disasters? Design a service or experience to ensure continuous access to water and sanitation.
Customer and market research
Secondary research was done to understand the current state of water usage and trends to better determine where either gaps or new ideas can be formed for residential households to save on water.
A customer persona was built off this research to visualise who we were targeting.
Ideation & initial mockup
Brainstorming
We ideated potential water-saving ideas for urban dwellers, aiming to develop new initiatives.
Low-fidelity mockup 1
This research and brainstorming was then mapped out as a low-fidelity mockup of a potential user journey.
Low-fidelity mockup 2
The second iteration of the customer journey detailed the chosen water donation concept, illustrating the user experience, including delight points, pain points, and key opportunities at each step. The concept visualised using the Sydney Desalination Plant to assist with bushfire and disaster impacted communities. Two target audiences were identified and mapped their respective journeys.
Pivoting the concept
During the design process, positive feedback was received about the creativity of the concept that explored an intriguing opportunity within the desalination plant. However, concerns were raised regarding its feasibility.
At this juncture, a teammate joined me to collaborate on refining solutions.
Together, we opted for a more practical approach by developing a water tank tracking device. This device enabled users to monitor their water usage in real-time and facilitated in-app water donations. This decision streamlined the concept's logistics and provided benefits to three key stakeholders: urban and suburban homeowners, drought-affected communities and the client.
High-fidelity User Journey Map & Service Blueprint
The service blueprint complements this by revealing the internal processes necessary for a seamless experience, including marketing campaigns, inspections, installations, and ongoing maintenance. This dual mapping ensures that the client delivers a consistent and reliable service, meeting user expectations during critical times.
This approach not only addresses immediate user needs but also fosters long-term trust and satisfaction by maintaining user engagement throughout their journey.
A high-fidelity user journey map and service blueprint were created to outline the complete lifecycle of the Digital Droplet user experience, from initial engagement to post-service interaction. The user journey map captures key touchpoints, pain points, and opportunities for delight from the user's perspective.