UX Research tools

Personas, Empathy maps, Journey maps

Project overview

“How might we understand the entire sales ecosystem of COCHA’s tourism products across multiple channels?”
‍
The company needed to visualize the flows and frictions at all points of sale to identify opportunities for improvement.

Role

Position: UX Designer
Duration: Two years 2023–2025
‍
Team: UX team, analysts, sales, and operations stakeholders.

Scope: Conduct qualitative research, create personas, journey maps and facilitate workshops.

Methodology and tools

Here’s a step-by-step breakdown of what I did:
1.- Systemic Stakeholder MapIntegrated all channels and stakeholders into a single diagram, identifying recurring pain points in the sales cycle.
‍
2.- PersonasCreated based on customer interviews, analysis, and internal data. Included: goals, motivations, frustrations, and context of use.
‍
3.- Journey MapsOutlined key stages of the user journey, detailing actions, emotions, touchpoints, and opportunities.

4.- Co-Creation WorkshopsCollaborated with products teams, and technology experts to validate and enrich the maps.

Objectives

• Identify pain points, opportunities, and critical points in the sale of tourism products.
• Align all channels (online, agencies, call center & whatsapp, corporate).
• Generate a systemic map to prioritize improvements in the customer experience.

Impact

Established a common language across the company for discussing customer experience.Aligned teams (sales, product, IT) around visual evidence.

Created an initial roadmap for experience improvements based on identified pain points.
‍

Lessons learned

• The importance of involving stakeholders from various areas in creating maps, which generated commitment and ownership of the results.

• The need to keep the maps dynamic and updated, rather than treating them as static deliverables.

• The usefulness of journey maps as a bridge between research and strategic decisions.

Results / Deliverables

1.- A global systemic map, which allowed management to visually see where sales were being lost and where to invest in improvements

.2.- Documented personas ("Corporate Traveler," "Family Planner," "Digital Explorer").

3- Individual journey maps that reflect different experiences based on the profile.

4.- Prioritized list of pain points: wait times, lack of information, and inconsistencies between channels.