How can you create scalable and adaptable user journeys for different markets?

Let me explain the concept of a framework using an example. Take Airbnb, for instance. Their framework involves customizing their listings and booking process according to the specific market they are serving. For example, the booking process in India differs from that in the USA. In India it's Browse and Pick -> Host Response -> Booking Option -> Payment Whereas in USA there is no need for host response. It's just Browse and Pick -> Booking Option -> Payment!

You first need to figure out who the right personas are and the channels and formats they get their information from. Once you do this you can do a Content audit to see what content you have that maps to each stage of the customer Journey and then start filling in the gaps appropriately

I contribute that: Relevant: In addition to choosing an appropriate framework, it's important to customize it to meet the specific needs of different markets and target audiences. This may involve adapting the stages, objectives, and touchpoints of the user journey to reflect the unique characteristics of each market segment. Fundamental: A clear understanding of the challenges and demands of each market is essential for effectively applying the framework. This requires detailed research into the preferences, behaviours, and needs of users in each target market, ensuring that the user journey is relevant and engaging for the specific audience.

?? Leveraging my experience from MercadoLibre to R2 to Betterfly, I've created scalable and adaptable user journeys across diverse markets. When it comes to user research: 1?? Global User Insights: Conduct comprehensive user research across different markets to understand cultural nuances and preferences. 2?? Localized Strategies: Tailor user journeys based on regional preferences and behaviors identified through research. 3?? Iterative Approach: Continuously gather feedback and iterate on user journeys to adapt to evolving market dynamics. 4?? Technology Integration: Utilize AI-based tools to adapt, localize and personalize your customer journeys based in evidence. This way we'll be able to resonate with audiences worldwide. ??

I contribute that: Relevant: In addition to understanding your users' current needs and preferences, it's relevant to anticipate their future needs and behaviours. This proactive approach ensures that your user journeys remain relevant and adaptable as user preferences evolve over time. Essential: It's essential to involve stakeholders from across your organisation in the user research process. This ensures that insights are shared and understood by all relevant teams, including product development, marketing, sales, and customer service. Collaborative research efforts help to build a comprehensive understanding of user needs and facilitate the creation of user journeys that are truly scalable and adaptable for different markets.

In the realm of product management, crafting scalable and adaptable user journeys demands strategic segmentation. Recognizing user diversity based on demographics, psychographics, behavior, and lifecycle stage, this approach allows tailored journeys for distinct user groups. For new or returning users, customization extends to messages, channels, and incentives, optimizing engagement. This iterative strategy ensures dynamic user journeys aligned with evolving needs, driving conversions and fostering loyalty.

There are different ways to slice and dice the data to figure out your market segments. The segments could be based on the type of organization, the industries that they're in and the specific teams the windows organizations that are your ultimate end users and customers.

I contribute that: Relevant: In addition to segmenting users based on traditional demographics and behaviours, it's relevant to consider psychographic segmentation. Understanding users' values, attitudes, and lifestyle preferences can provide deeper insights into their motivations and decision-making processes, allowing for more targeted and effective user journey design. Essential: It's essential to leverage data-driven insights to inform user segmentation and journey design. Utilising analytics tools and customer relationship management (CRM) systems can provide valuable data on user behaviour, preferences, and interactions, allowing for more accurate segmentation and personalised user journeys.

Getting visibility into the efficacy of the content in each stage of your customer funnel is critical in order to determine which content is resonating and which content does not. It's also critical to take a step back and take a holistic view across all stages of the funnel to see what your overall conversion rates are. Setting benchmarks for how each content item performs ensures that everyone is on the same page in terms of what good looks like

I contribute that: Relevant: In addition to testing and optimising user journeys based on quantitative metrics, it's relevant to incorporate qualitative feedback from users. This can provide valuable insights into user sentiment, pain points, and areas for improvement that may not be captured by quantitative data alone. Fundamental: Regularly monitoring and analysing user journey performance is fundamental to ensuring ongoing effectiveness and relevance. Establishing a structured process for continuous testing, measurement, and iteration allows for timely adjustments and improvements to user journeys in response to changing market dynamics and user needs.

I contribute that: Performance Analysis: It is crucial to monitor the performance of user journeys using relevant metrics and key performance indicators (KPIs). This allows assessing the effectiveness of implemented strategies and identifying areas for improvement. Moreover, performance analysis helps understand how users are interacting with the journeys and what adjustments may be necessary to optimize their effectiveness. Contextual Personalization: In addition to automation, it is crucial to incorporate contextual personalization into user journeys. This involves tailoring content, offers, and interactions based on the user's specific context, such as location, device used, browsing behaviour, and purchase history.

I add: Continuous Analysis: Conduct ongoing analysis of user journey performance using relevant metrics and key performance indicators (KPIs). Strategic Flexibility: Maintain a flexible strategic approach to adapt user journeys to changes in markets, industry trends, and customer needs. Be prepared to adjust and iterate your strategies based on feedback, insights, and evolving market conditions. Interdepartmental Collaboration: Foster interdepartmental collaboration among marketing, product, sales, and customer service teams to ensure a holistic and aligned approach in creating and executing user journeys. This enables a more comprehensive understanding of market needs and more effective delivery of user experiences.