The Royal College of Obstetricians and Gynaecologists (RCOG) works with a wide range of audiences, engaging professional clinicians across the course of their careers, from when they first start medical school through to when they eventually retire.
The College asked us to develop a set of insight-led customer journey maps that would identify the challenges, needs and changing motivations faced by their audiences across the course of their relationship with RCOG.
The three key objectives for this work were:
- Develop detailed insight into RCOG’s key audiences
- Identify improvements, pain points and opportunities within the existing customer journey
- Lead the organisation’s digital transformation, using insight and analytics to improve experience across multiple digital platforms
With such a wide range of content, processes and online tools in place for their various audiences, we knew it was essential that we clearly understood when, why and how each audience interacted with the college.
The project began with a survey to over 650 users to determine key points within the user journey and to understand what motivated different audiences to engage.
We validated and added depth to the survey’s findings using Google Analytics, background research and qualitative research interviews with users.
This insight was used as the basis to develop a series of workshops where we worked with stakeholders to plot out each of the complex journeys and highlight the different processes, platforms and technologies used to engage users.
We compiled all this insight and developed a set of personas to use as a base for each of our journey maps. The maps included touchpoints, emotions and pain points, all from the perspective of the user.
We then used the maps to identify goals, opportunities, key acquisition moments and retention journeys. We completed the project by developing a set of recommended future-state journeys to help improve the user experience and to enable the team to determine what work to prioritise into their roadmap.
Amy McCullough, Digital Implementation Lead for RCOG, said:
“We Are MC2 helped us understand not only who our key audiences were, but what they wanted from us. The results from this work have proved invaluable throughout our work and will continue to do so in the future.
“Working with the whole MC2 team is a joy. They are professional, understood what we were trying to achieve immediately and worked collaboratively with us to achieve our desired outcome. I hope to work with them again very soon.”