Behavioral Journey Mapping (BJM)

Behavioral Journey Mapping for the psychological and behavioral economics–driven optimization of a customer decision journey, with a focus on onboarding customers to a self-service app.

Key data

Description

In this project, the Behavioral Journey Mapping approach is applied using a mixed-methods design. A behavioral diagnosis is conducted by experts to identify behaviorally relevant drivers and barriers along the customer decision journey in the context of onboarding customers to a self-service app.

Based on this, hypotheses are developed regarding which elements of the onboarding process may offer potential for psychological and behavioral economics optimization. These hypotheses are then validated through qualitative interviews with customers specifically selected based on their drop-out history.

Taking the empirical findings into account, a behavioral design is subsequently developed that addresses the identified and validated behavioral drivers and barriers along the customer decision journey, thereby optimizing the journey from a psychological and behavioral economics perspective in service of a positive customer experience.