Daniela Li

Product Designer

Customer Journey

The power of storytelling

Storytelling is not the only way to engage people with your ideas, it's certainly a critical part of the recipe.

  • Storytelling +

Original Problem

In UX design we’re familiar with user research techniques like workshops and interviews. We designers synthesis our research into app user flow design. We typically communicate design thinking and solutions to team-members with personas and wireframes. But I think we must understand what’s going on in customer’s world and how would our product make their lives better is very important too.

The design team did a lot of white board brainstorm thing for customer journey. Unfortunately I found most of analysis and reports were silently stayed in the google drive with a format of line charts or bar charts. I want to make the Design’s voice bigger and louder. I hope everybody in the company can see the customer journey. And that’s where the storyboards come in.


All Verdigris team members


I identified stages where customers had interactions with Verdigris, from Check-in, On-boarding, Engaging, to Off-boarding. I met different teams to brainstorm, finally we built this whiteboard.

Customer Journey Whiteboard

Storyboards are illustrations that represent shots and ultimately represent a story. Basically it’s a sequential art, where images are arrayed together to visualize the story.

I tried to illustrate all significant moments when customers have interactions with Verdigris, and at the end I want to hang these pictures on the office wall. So everybody can understand the customer’s living environment. Our current prototypes are limited in the design for screen, we usually ignore the customer’s world beyond the screens. I think the storyboards can help us to understand customer’s needs and motivations beyond the screen.

Customer Journey sketches
Customer Journey color Customer Journey color

This is a human-centered design approach. A picture is worth a thousand words. The storyboards could help everybody in the company to build empathy with customers. In my mind each moment should be treated equally in this customer journey, of course we won’t do everything at one time, but in my opinion the storyboards could be helpful to prioritize our work.

 My Résumé


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