Digital Asset Mapping across User Purchase Funnel
Goal: This project focused on creating a comprehensive digital asset map to clearly visualize how landing pages, product pages, and email communications support users throughout the purchase journey.
Year
2024-Present
Team collaboration:
Life Insurance, Segment Marketing Insights & Strategy
Overview
This project involved creating a detailed digital asset map to clearly document and visualize how all customer-facing assets support users throughout the purchase journey. As our customer journey became more complex, content had been created across assets to support various marketing initiatives were created without a holistic view of how each landing page, product page, and email contributed to users’ decision-making. This project addressed the need for strategic alignment by connecting digital touchpoints to real user goals and funnel stages, ensuring the experience felt intentional and supportive to enable user to buy the right product for their financial needs.
Inception:
- Identified the need for a centralized view of all digital assets
- Highlighted inconsistencies and overlaps across pages and channels
- Ensured content and design decisions aligned with users’ expectation at each stage of the funnel
Mapping
The process of mapping included a full audit and categorization of existing digital assets, followed by mapping each asset to key stages of the purchase funnel. This required close collaboration with design, content, and marketing insights & strategy team to validate assumptions and ensure accuracy. The map captured how users move from awareness through consideration and conversion, as well as how email communications support and reinforce on-site experiences.
Ideation:
- Audited landing pages, product pages and customer onboarding
- Mapped assets to funnel stages: motivation, awareness, consideration, conversion, and post-purchase
- Documented asset purpose, primary user goal, and key messaging
- Identified content gaps, redundancies, and opportunities for optimization
Learnings
The digital asset map delivered both immediate and long-term value by improving clarity, collaboration, and decision-making. The map has helped our team gain a shared understanding of how each asset supports the user journey, enabling more cohesive design solutions and effective prioritization of future work. This project has led to the inception of several new UX strategies in our user journey by highlighting the gaps and inefficiencies—also leading to finding new ways of supporting user in their pre-purchase and post-purchase journey.
Summary:
- The map has enabled more strategic planning for future digital solutions
- We are trying to create consistent messaging and constantly trying to find innovative strategies to drive engagement
- Increased awareness for us as designers to look for inefficiencies or streamlining user journey
Ongoing Projects:
FAQ Optimization for upper and lower funnel audience
Mobile-focused UX