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Journeys help Essent to avoid opinions and deliver services faster

Jasper van Heusden and his team use personas and journeys to align everyone on what Essent’s service partners and its customers need, when shopping for products to go (more) green.


April 5, 2021

#Customer stories

Journey-driven design

“What traditional Powerpoints do not convey is a great story,” says Jasper. Our job is to create consumer platforms where people can buy green energy and sustainability solutions like solar panels from Essent’s service partners.

Jasper and his team are on a mission to integrate new energy propositions with a brand new consumer-facing platform into the core of Essent’s E+ division. Basically, they are accelerating the energy transition together with their service partners.

“As you can imagine, in a large organisation like ours, there are many people involved. Not only do we work with a team of content creators, UX designers and business stakeholders, we also have the needs of our Service partners to meet,” says Jasper.

"We avoid a lot of opinions when our journeys are based on real customer insights."

Jasper van Heusden

Strategy at E+

According to Jasper, who has been streamlining the research efforts at E+ for a while, making Personas and Journeys come to life in presenting potential solutions is essential. “I just noticed that people could understand the customer experience when they see it, so we avoid a lot of opinions when our journeys are based on real customer insights.”

“One of the challenges I face is that people are busy,” says Jasper. “It is my wish that everyone works together in TheyDo, on customer journeys.” The transition from working project-based to a holistic system where every journey is connected is now accelerating with the launch of A brand new service platform for consumers that want to buy solar panels. The projects not only are live for customers but also become visible in the internal organisation”.

The next two propositions Jasper and his team are working on are consistently built on top of the personas – using the Journey to map out the ideal customer experience and all the micro solutions along the way.

“Having one source of truth about the customer experience is essential because when multiple propositions are integrated, managing all these different journeys and improving them will be our top priority,” says Jasper.

“One of the biggest advantages we have is that we create these concepts as stand-alone services and then integrate these into the bigger organisation. TheyDo proves to be a great tool in guiding a smooth integration.”

Curious where to begin? Do the Maturity Test or download our eBook for more insights.

Journeys change the way our customers work