Dao needed fast results without compromising on quality. Together with dao and Abtion, we executed a six-month, tightly coordinated process rooted in a journey-driven mindset — mapping how users interact across channels and aligning every detail with the broader customer lifecycle.

Journey-led process:

1. Holistic mapping: We mapped dao’s entire send-and-receive lifecycle, identifying key user journeys across digital and physical touchpoints. Despite a tight timeline, we combined workshops and hands-on testing of real send-and-receive scenarios to capture the ecosystem accurately.

2. Current & future journeys: We documented as-is journeys, revealing pain points and opportunities for improvement, then defined to-be journeys describing the desired customer experience after launch — creating a clear benchmark for measuring impact.

3. Goals & KPIs: We established objectives and defined KPIs for both strategic and operational levels — from lifecycle-wide metrics to concrete success measures within individual journeys and flows.

4. UX design: Using journeys as a blueprint, we shaped the UX foundation: page types, information architecture, flows, and key functions. Every solution connected directly to a specific insight, ensuring decisions were evidence-based and context-aware.

5. Digital product design: Once the UX fundamentals were defined, we moved to simultaneous product design for the web purchasing experience and app experience. We used our journeys as a checklist, ensuring every touchpoint aligned with the end-to-end experience. Updated journey maps incorporated design screens, helping dao see not just isolated interfaces but the full experience from, e.g. purchasing to delivery and evaluation.