THE ORIGINAL QUESTION
What is the holistic user journey, and what are the unmet user needs and opportunities?
THE CREATIVE QUESTION
What is discovery?
How do people discover? What are the evolving consumer needs when it comes to discovery? What are the moments that matter on the user’s journey to discovery—from awareness and discovery through decision-making and habit formation? What is Foursquare’s role in the discovery process?
A CREATIVE ANSWER
We live in an experience economy where thresholds are high and lines are blurred. What once was defined as a singular moment in time, experiences are no longer limited to actual events. Experiences are now made up of several chapters. There’s a before, where expectations and preconceived notions are shaped; a during, where thoughts and ideas are validated (or not); and an after, where memories live on.
When we apply this to Foursquare, the experience of going somewhere starts when a user picks up a phone, and lives on through personal lists, life-logging, and peer recommendations. In fact, the very classification of “user” can be updated and renamed “experience optimizers.”
WHAT WE DID DIFFERENTLY:
Lived the journey alongside current and potential consumers with Discovery Dates, a series of consumer sessions across the country that gave us an authentic look at how they organically move throughout the discovery process
Created Foursquare’s first Discovery Journey Map, detailing insights, pain points, unmet needs, and opportunities for Foursquare to improve the experience
Knighted a client an honorary Now What Strategist and created a ‘strategy stream’ between our two organizations, which helped us get smart about what we were doing, and delivering, given how quickly priorities and projects change at a tech company